CMW 2014 Recap: Andrew Davis on “How Brilliant Storytellers Create a Sudden Urge to Act”

September 26, 2014

By Katie Kennedy, Business Wire Cleveland

In his opening remarks, “How Brilliant Storytellers Create a Sudden Urge to Act,” Andrew Davis  kicked off day one of Content Andrew DavisMarketing World with an engaging keynote urging marketers to rethink the marketing funnel and focus on what he calls “moments of inspiration” or MOI.

What is a moment of inspiration? I’ll spare you the reenactment of his meatloaf example – which was hilarious –but in short, a moment of inspiration or MOI can be as simple thought which triggers a series of activities that at any point could lead you to a point of purchase.

So, rather than a traditional marketing funnel in which consumers start at awareness, go into a research phase and then take the action the marketer wants, Davis sees the consumer journey as a path defined as:

  1. a moment of inspiration
  2. a trigger
  3. an initial consideration set
  4. active evaluation
  5. moment of purchase

“Valuable content increases the demand for the products and services you sell,” said Davis. “If you want to own the consumer journey, create moments of inspiration.”

Davis sees this as the single biggest opportunity for content marketing and shared his secrets for creating these moments of inspiration via valuable content that inspires people to buy the ideas, products or services.

Four steps for creating content that inspires MOI:

  1. Build suspense
  2. Foster aspiration
  3. Dive empathy
  4. Harness emotion

To read more about Davis’ presentation, including additional tactics, we recommend reading this event summary:  http://bit.ly/BWatCMI2014

To learn how “MOI leads to ROI”  follow Davis on Twitter @TLPDrew or visit his website: http://www.akadrewdavis.com/


Frankie Flack Explains Why Newsrooms are Using Press Releases More Than Ever

July 17, 2014

By Neil Hershberg, Sr. Vice President, Global Media, Business Wire

Not only are press releases alive and well but, according to an industry insider, their role in today’s editorial ecosystem is more important than ever. They have emerged as the “exclusive information source” for many corporate developments, most of which fail to generate independent coverage.

Frankie Flack, a pseudonym for a New York-based public relations professional, authored a column for “Talking Biz News” explaining the shifting dynamics of financial news coverage in a challenging media environment. “Talking Biz News” is a popular web site that enables business journalists to track the latest media trends, developments, and personnel moves.

You can read the article here: http://talkingbiznews.com/2/frankie-flack-why-my-press-releases-are-the-new-newswire

According to Flack, a confluence of factors have contributed to the press release’s resurgent popularity, and its de facto dominance as a primary news source.

Newsroom cutbacks have sharply curtailed the resources dedicated to breaking news other than major announcements, in Flack’s view.

Beat reporters are committed to churning out “thumb-sucker” stories focusing on Big Ideas, as opposed to the nuts-and-bolts stories that news organizations were noted for in the past.

Even the larger market-moving news services have become dependent on news releases to provide context to their headlines, often in the absence of insights from analysts and academics who were relied on for perspective in the past. According to Flack, press releases enable issuers to “control the narrative.”

Flack also cites the ubiquity of press releases on the web, pointing to such popular sites as Yahoo! where releases far out number wire stories.

The middling stories that represented the bulk of a news service’s daily output have all but disappeared, Flack notes, making press releases the “exclusive information source” for most corporate events. In the absence of coverage of record, press releases have become the default archive that investors, journalists, consumers, and others will rely on in the future.

Clearly, press releases are more vital than ever, playing an ever more robust role in determining the daily news agenda, and influencing user consumption.


Editor’s Corner: Putting Faces with Names: Getting The Most Out Of Personnel Announcements

January 7, 2014

By Dara Khan, Business Wire Editor

 When you submit a personnel announcement to Business Wire, our editors are the first eyes on your staffing news. Our talented and experienced newsroom team reviews hundreds of news items per week, and we have developed a pretty good sense of what elements make them successful. Here’s one editor’s take on putting together a winning press release for announcing hires, promotions, or other staffing changes in your organization.

Natalie

The best piece of advice I can give is to include multimedia with your press release.

When you meet people for the first time, you remember them by both their names and faces. This is true in press releases as well; by including a photo of the person, you make it easy for reporters, analysts and others to put face to the name. We editors know from experience that releases with a photo—whether of a new executive hire or a retiring founder—instantly capture readers’ attention, and our research has shown that releases with photos or other multimedia generate five to ten times more pickup than those without them. That is just from adding a photo or video to your news release!

However, there are other ways to increase your press release’s visibility.Broader distribution of press releases allows for reporters and other brand fans to find and share your news.  But why not consider adding a targeted specialty circuit to increase visibility within highly specific target markets? If you’ve made a prominent minority hire, consider the Asian-American Media, African-American Media or LatinoWire circuits, which all heavily target media in markets that can be difficult to reach through broader channels. If your release is about someone who has made significant contributions through nonprofit and charity work, consider the Corporate Social Responsibility (CSR) circuit. If you’re running a cutting-edge startup and just added a big name to your team, congrats! Now is the perfect time to take advantage of BW’s new partnership with VentureBeat.  Each of these distributions reaches a highly targeted list of reporters and media outlets, all viewing and sharing these kinds of announcements on a daily basis.

At the end of the day, the foundation of a good personnel announcement is a concise and well-written press release. This may seem like a very basic tip, but it is surprising how often we see releases that are unnecessarily long, overly wordy, or lack quotations from or about the personnel in question. That last part is especially important.  Why? Because including quotes is another great way to capture the human element—and the attention of readers. These quotes are so frequently sought after that Business Wire’s system actually automatically generates highlighted pull quotes from those sections!  These pull quotes appear on the businesswire.com version for your release (as well as via our PressPass media news service), so be sure to use that to your advantage by making them shine.

Lastly, do not hesitate to call your local Business Wire newsroom or account executive to discuss more ways to get the most out of your personnel announcements. One thing that sets BW apart is the degree of hands-on, personalized service from our 24 local news bureaus. As the only commercial newswire with this many editorial offices, Business Wire has editors and a sales team who are always ready to help you send your press release out to the biggest possible audience. We always look forward to hearing from you!


Tips, tricks and advice for today’s PR, IR and Marketing Professionals

October 19, 2013

By Serena Ehrlich, Director of Social & Evolving Media

What a week!  There were so many great news pieces, platform changes, tips and more that we had to commit an entire blog to sharing them with you.

Below please find this week’s top stories for public relations, corporate communications, investor relations and marketing communication professionals.

Social Platform + Search Engine Updates

Media + Research

Tips, Tricks and Best Practices

Did you find this list useful?  Did we miss anything?  If so, please share below, we are always looking for compelling information we can share with our audience!


Remembering Heroes of Yesterday; Communicating to Win Today

February 11, 2013

by Bernadette Morris, President/CEO, Black PR Wire

Bernadette Morris, President/CEO, Black PR Wire

Bernadette Morris, President/CEO, Black PR Wire

Remembering the heroes of yesterday comes naturally to us today. Malcolm X, Dr. Martin Luther King, Jr., and Rosa Parks — these are some of the people who ignited a spark. They each had a goal and purpose in mind. And that is why their legacy continues to shine. Recognizing them and others during Black History Month is a ritual that we follow every year. They lived their lives with purpose and made life easier for those of us that are still here.

Heroes of yesterday represented our race. They wanted us to live our lives as equals, despite the obstacles they faced. These men and women fought against injustice and stood up for humankind. They knew how to communicate to win and follow their dreams relentlessly – which is what we all must do if we do not want to be left behind. Planning for growth is inevitable, it seems. In celebration of Black History Month, let’s follow behind the path of our heroes of yesterday and live our dreams!  Here are a few tips to help YOU communicate to win and grow your business:

  •  Guarantee it – Guarantee your customer that your products/services are of the highest quality.  Go beyond the call of duty to ensure that you are meeting all quality standards.
  • Recycle your ideas – Keep track of your ideas.  You never know when one of them may work for a specific project or initiative.
  • Work your marketing magic – Always develop a winning marketing plan and adhere to the objectives that were outlined in the plan.
  • Show and tell – Don’t just tell people about what you have done, show them.  Provide them with visible promotional products and product samples.
  • Use creativity – Creativity plays a major role in helping companies to accomplish their objectives.  Be creative in all of your project endeavors – strive to be unique and distinct.  The more your product/service stands out from the competition, the more you will be noticed.
  • Be dependable – Make a conscious effort to always be dependable and honest in your business dealings.  Customers tend to be loyal to those they can count on.
  • Enter as an expert – Learn your market and become an expert in your chosen field.
  • Show you know – Show your customers that you know what you’re talking about.  Convince them that you know your product and what is best for them better than anyone else does.
  • Commit and never quit – Always remain committed to your goal and remember your reason for being in business.
  • Stick to your strengths – Remember what you’re good at and continue using your natural talents to take you to the next level.
  • It it’s not broken, fix it anyway – Always search for new and innovative ways to do the same tasks.  You’ll find that a little creativity can produce amazing results.
  • Be ready for change – Be prepared to deal with the constantly changing business climate.

Want to hear more from Bernadette?  Register to attend the Business Wire and Black PR Wire 2013 Minority Leadership Series.


Tools For Increasing Sales Through Social Media

February 8, 2013

by Bernadette Morris, President/CEO, Black PR Wire

Bernadette Morris, President/CEO, Black PR Wire

Bernadette Morris, President/CEO, Black PR Wire

Black consumers spend a considerable amount of time using social media: Twitter and Facebook are all the rage. We know that social media is a hot topic within the business community today. So, in recognition of  Black History Month, we thought that we would share a few tools for Black-owned businesses on how to increase sales through social media.

Social media is a viral form of communication and the platform of choice for any serious Internet marketer. By becoming part of a social media site, an internet marketer taps into a global market with numbers in the millions. This instant access to a global audience is what internet marketers use to get their message, product or services across.  There are many advantages to jumping on the social media bandwagon:

  • Consumers are communicating more.
  • Little to no monetary investment is required.
  • Allows you to go where your audiences are.
  • People regroup on communities.
  • It is interactive and word-of-mouth is stronger.
  • People read blogs and consume more user generated content.
  • Social media tools allow you access to millions of people.
  • People tend to take part in online conversations and are happy to communicate with brands.
  • Allows you to generate more traffic to your Web site.

For those black businesses that have NOT hopped on the social media bandwagon, here are a few tips on how to use it to increase your sales:

  • Create pages/profiles on social media sites: Facebook, MySpace, LinkedIn, Twitter, YouTube (post videos) and Slideshare (post presentations).
  • Build your presence as a go-to expert.
  • Use your social media presence to have a conversation with your audience about something that matters and reflects well on your brand.
  • Expand your reach. Connecting with like-minded individuals all across the globe has never been easier with social media sites such as LinkedIn. Start building your network today – it’s free to join, and you never know who is out there unless you’re involved and engaged.
  • Build relationships. Consider your contacts virtual friends as opposed to potential customers. Give them an opportunity to get to know you and the work that you do.
  • Use a combination of on and offline channels (print, TV, social networks, ads, promo flyers, etc.) to let people know about your projects and initiatives.
  • Offer incentives to encourage repeat site visitation and contribution (prizes, points, rebates, etc.).

Want to hear more from Bernadette?  Register to attend the Business Wire and Black PR Wire 2013 Minority Leadership Series.


Monika Maeckle: New Media Career Exemplified by Change Morphs to the Next Stage

November 15, 2011

by Monika Maeckle, Vice President of New Media

Today my career at Business Wire comes to an end and my first thought is that I will miss you, our clients, colleagues, webinar attendees and readers of the Business Wired blog.   I leave you in the able hands of our talented marketing team, who just picked up a fourth award from the Society of New Communications Research.

Change has been the only constant in my combined 16 years here.   When I joined the company the first time, in New York City in 1987, we considered the fax machine “new media” and the Internet was in its infancy, relegated to use by universities and computer geeks.   That was the year the domain www.apple.com came online, Microsoft gave us Works, and Compuserve (remember them?) introduced the GIF standard for images.  

Back then, Cathy Baron Tamraz managed the New York Region for Business Wire, Gregg Castano, who recruited me, served as New York City sales manager, and Phyllis Dantuono  was my fellow account executive.    This talented triumvirate now serves as Business Wire’s CEO, President and COO.    

We were the East Coast pioneers of Business Wire, planting the flag in Manhattan for founder Lorry Lokey’s budding California wire service empire.  I was sad to leave two years later, but family called me home to Texas in 1989.

Eight years later I reconnected with the New York crew when I read in Texas Monthly Magazine that the wire services were opening in Texas.   I called Cathy, and with the foresight worthy of a Berkshire Hathaway CEO, she dispatched the affable Tom Mulgrew (now Vice President of Agency Relations) to recruit me from the boutique PR agency I was running at the time.  Tom and I hit it off, and soon we opened an office in San Antonio.  Dallas and Houston followed shortly, and the rest is Business Wire history.
 
What a fun ride we’ve shared: opening offices in Texas and abroad, yanking marquis accounts from the grasp of our rivals, learning and launching new tools and technologies too numerous to name.   I’ll never forget staging a luncheon in San Antonio in the late 90s, encouraging clients to “join the webolution” and explaining “Spam, it’s not just a meat product anymore.”  And then there was that major deal we did with Warren Buffett.  Berkshire Hathaway bought the company in 2005 and owns it to this day. 
 
The landscape keeps changing, and yet Business Wire remains constant, always out front.   
 
While it’s tempting to focus on the frustrations of the daily grind in this tough economy, I leave Business Wire proud to have been part of a team that in spite of any challenge, continues to set the pace, lead the way, and stage the industry for what comes next–whatever that is.  
 
For me, that will mean launching a strategic consulting and communications firm in 2012 with my talented former newspaper editor husband, Robert Rivard.  In the meantime, you’ll find me at the Texas Butterfly Ranch–a blog about the life cycle we all share.  Please stay in touch and feel free to subscribe.
 
Until we meet again, I wish each of you the best.
 

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