Communications Week Recap: The Role of Paid, Earned and Owned in Public Relations

October 24, 2014

By Joe Curro, Media Relations Specialist, Business Wire

This past Monday, Business Wire’s New York team was proud to partner with Communications Week 2014 for our State of the Union: Living in Times of Media Disruption breakfast panel.  Attendees joined us at Thomson Reuters’ beautiful conference space overlooking Times Square to hear from an elite panel of communications professionals: Chanel Cathey (Director of Corporate Communications, Viacom), Ben Trounson (Director of North American Communications, Tata Consultancy Services), Jordan Fischler (SVP Technology and Digital Media, Allison+Partners), Nelson Freitas (Chief Strategy Officer, Wunderman), and our moderator, Steve Rubel (Chief Content Strategist, Edelman).

Panelist 1

(Panelists left to right: Chanel Cathey, Nelson Freitas, Jordan Fischler, Steve Rubel, Ben Trounson)

Built as an active and lively conversation between the participants, the event provided insight into a wide range of topics from the balance between owned, earned, and paid media, to navigating the opportunities and pitfalls of real-time communications, to the questions on the horizon that we’ll all be talking about in the coming months.

Here are a few of the insights that were shared:

Rethinking measurement?
The volume of available measurement data is overwhelming.  How do communications teams make good decisions based on the available data?  How do you decide what data is relevant?  The goal of your data collection should not be the quantity of information gathered, and decisions should not be made on numbers in a vacuum.  The data you collect may be the response to a question, but it’s not the end of the conversation.  Talk about your findings, use the data to inform how you interact with your influencers, and keep them engaged and giving their feedback.

Risks of paid content?
There is an eternal danger to relying on paid content – of damaging the trust you’ve established with your consumers – so how do brands make the most of this amplification option?  By always staying active in the communities that are discussing the brand.  Paid content, for all its dangers, allows for a greater degree of control.  The more control you have over your message, the more responsive you can be to anything unexpected.

Managing the flood of content?
Consumers are bombarded by a constant flow of content.  We have access to immeasurably more content than we’ll ever be able to consume.  So how do brands compete for valuable attention?  By being a curator of its own content, a brand can keep conversations on topic.  Engage with your audiences, and commit to creating original content of your own.

Real-time responses?
Perhaps one of the most terrifying prospects to communicators is the real-time fumble.  With great risk comes great reward, right?  But while the successes are some of the industry’s holy grails (Oreo in the dark, Arby’s and the hat, etc.), the failures can make anyone shy away from the very idea.  So what’s the answer?  Trust and an honest voice.  Traditional publications are competing with individual creators for the public’s attention, but your brand can empower its own creators with solid and responsible training, multiple voices participating, and open lines of communication between all parts of the team.

Panelist 2(Panelists left to right: Nelson Freitas, Jordan Fischler, Ben Trounson, Chanel Cathey, Steve Rubel)

As you can see from the above, the answers to the questions on communicators’ minds are increasingly interrelated – useful data leads to relevant content leads to managing your voice leads to learning from an engaged audience.  With the goal of activating and influencing audience behavior, this feedback loop supports an increasing trend towards more innovation and more connection between creators and consumers.

Ease of content creation, enhancements and new tools for targeted distribution are on the rise.  Available reaction times are falling, and smaller teams are being tasked with greater and greater responsibilities.  Each of our amazing panelists touched on solutions for the future.  The ultimate answer, as our Moderator Steve Rubel said, is making “constellations – not just putting stars in the sky, but connecting them.”  When all parts of the communications team are working together toward a clear goal, the combined whole is greater than the sum of its parts.

Panelist 3(Moderator, Steve Rubel, Chief Content Strategist, Edelman)

Photo credits: Ingrid Ramos/Triangle Below Canal


The Perfect Recipe for the PR Professional: Data, Multimedia & Engagement

October 21, 2014

By Jennifer Dunn, Senior Account Executive, Business Wire

In today’s world of marketing and PR, one of the topics constantly being discussed is “big data and measurement.” For some, this is an exciting topic; for others it may seem overwhelming because there is so much information to digest. I fall somewhere in between as I believe it’s all in how the information is conveyed to me in regards to whether or not I will find the information stale or enlightening. One could compare this to – what makes news or a press release more engaging – think straight text releases vs. ones with photos or video.

perfect recipe for pr professional

I attended a number of sessions at PRSA International in Washington, D.C., October 12-14th, but have to say, by far, the one that really stuck with me was “Big Data and Analytics for Communications Pros: Why the Math Matters” with Mike Buckley, VP of global business communications at Facebook as the featured speaker. Not only did he provide great insight on how data can be utilized to measure results, but was engaging and honest.

Interesting Points from Buckley’s session:

  • “There is more data created in one day than grains of sand on every beach in the world.”
  • “Use data to understand what is going on. Embrace it.”
  • “You can’t manage what you don’t measure.”
  • “Understand the cycle, shorten the cycle, get ahead of the cycle using data.” Math grounded some of Facebook’s major business decisions such as the purchase of Instagram. They received lots of negative press, but they just rode it out and now FCBK and Instagram are two of the fastest-growing mobile apps.
  • “Look at social chatter as part of your analytics.”
  • “Your Facebook algorithm is governed by your actions. Choices have to be made and great content is key.”
  • “Data is not everything. It can be complex. Data will never replace human judgment and interaction.” This was probably the most powerful statement Buckley made during his presentation. He followed it by showing the video of John Berlin, a father whose son passed away January 28, 2012. Berlin had made a plea to Facebook trying to access his son’s “Look Back Video.” The entire crowd was just silent after seeing the video. Buckley said the video went viral and Facebook did reach out to John Berlin providing him access to his late son’s video.

What really made this session such a success, was the combination of Buckley’s presentation style and the use of engaging visuals/audio. Not once did I find myself disengaged from the discussion. I, along with the rest of the audience, was captivated throughout the entire session. Buckley successfully took a topic that can at times be dry and not exciting to some, and simplified it by relating to his audience, showing how they can make “big data” part of your everyday communications cycle.

This session really proved the importance of embracing data and including social analytics as part of that data and measurement. Further, it showed the impact multimedia can have on increasing overall engagement and word-of-mouth marketing.


Global Relations Has Changed – The Shift from Information to Participation

September 22, 2014

This year’s Global Media Forum held in Bonn, Germany launched a new shift in thinking for today’s media outlets.

Historically, relationships between media and companies have been about information sharing.  Companies write press releases, media outlets write coverage based on that information.  But this has changed.  In 2014, news sharing is shifting from learning by reading, to learning via participation.

Read this piece by Business Wire Germany’s Senior International Media Relations Specialist Kai Prager to learn more about this shift, and what changed the way Europeans think about media, news and news sharing in 2014.

http://www.commpro.biz/public-relations/media-relations/global-media-trends-shifting-information-participation/


Survey says? Reporters want breaking company news and photos!

September 10, 2014

In this analysis of the 2014 Business Wire media survey, Ibrey Woodall, Business Wire’s VP of web services, takes a deeper look at the types of multimedia elements most preferred by today’s reporters.

bizwirepressreleaseprefs

Not only do we cover the 7 types of news reporters want to see in a press release, we discuss what supporting assets work the best. As we move into a more visual, interactive world, text-only press releases are becoming increasingly rare.  Reporters are using images to round out their story and if you are not providing one, your competitor may be.

bizwiremultimedia

Take a few minutes and read this CommPro.biz piece to learn which types of multimedia reporters need and why:  http://www.commpro.biz/public-relations/media-relations/media-favor-photographs-press-releases-2014-business-wire-survey-provides-journalist-feedback-todays-press-release/


The Future of Content Marketing – Interactive Content

September 8, 2014

Are you responsible for your organizations’s communications program? For explaining new company initiatives to media outlets, influencers and other key constituents? Are you looking for new ways to increase your coverage, to build better fans and to increase social conversations about your news?  Then why are you issuing plain text press releases?

Press releases jump start awareness, generate coverage, initiate conversations and more.  Whether your release is text only, or includes images and graphics, you are starting a conversation, the difference is how many impactful conversations you are generating.

bizwiremultimedia

In a recent article for CommPro.biz, Serena Ehrlich, our director of social and evolving media breaks down the latest in content and news distribution, the embeddable asset widget called the Capsule.  This single asset, shared and embedded by media outlets via a single link, provides readers on-demand access to the videos, photos, PDF forms and more they want, all while reading your coverage.

Learn how easy it is to utilize this product today:  http://www.commpro.biz/public-relations/hyperspotted-content-embeddable-widgets-meet-future-content-distribution/


Increasing Tweets of Your Press Release: ClickToTweet 101

February 17, 2014

By Julie Nastri, Business Wire

It is common knowledge in the media industry that there’s a science behind effective use of Twitter.  From organically growing quality followers, to devising a salient tweet, or selecting the appropriate tool to manage Twitter presence, almost every decision one makes is based on data. While it’s true that keeping abreast of the dynamic Twittersphere can sometimes be daunting, there are free Twitter tools, such as  ClickToTweet, that eliminate some of the drudgery from bolstering Twitter presence and publicizing content.

In a nutshell
ClickToTweet can be accessed through its website or by downloading a browser plug-in. Users visit the site, create a custom tweet, and the site generates an embeddable link which users then share by including it in press releases or blog copy. When a reader clicks on the ClickToTweet link, they are taken to a pre-populated Twitter status update and prompted to tweet it. Voila! ClickToTweet ramps up tweetability without requiring much effort from either side. By prepopulating the tweet, ClickToTweet decreases the barrier to entry, making sharing quick and easy.

Step-by-step
Creating a ClickToTweet link is as easy as sending one out. Access ClickToTweet by visiting www.clicktotweet.com. The first thing visitors to the site will see is the following 3-step guide:

Although these steps are pretty clear, there are a few important points for both newbies and seasoned tweeters to keep in mind.

Make the most of your content.
Let’s say the content you’d like to share is a press release about an upcoming conference presentation. You’ve already created a compelling press release announcing the event and relaying the specifics.  Now, it’s time to decide what you’d like to ask your audience to “click to tweet.”  When crafting your tweet, think of it much like a (tasteful) one liner. Concise, yet catchy. This is your chance to pique public interest in your topic and to lead interested parties back to your press release, promoting the event and your company or brand. And, if you’re on top of your game and your news is compelling and relevant to them, they’ll also tweet your ClickToTweet link, thereby calling their followers to check out—and possibly share—your content. This kicks off an entire sharing cycle, with each influencer driving their  followers into and through your marketing and sales funnel.

Not sure what to feature in your tweet? First determine who your audience is – the average press release contains elements relevant to each buyer persona. Distributing tweets customized by readers is a great way to kick off social sharing. In addition, consider the potential highlights of your press release. Is there a new product being released that’s been getting a lot of buzz? Is a major personnel announcement expected? Is the company rebranding? These are details you can feature to hook followers. Multiple ClickToTweet links may be included in a press release, allowing readers to share each compelling bullet point, but be careful not to overdo it. Although two or three are ok, remember that just one ClickToTweet link has the potential to start a promising chain reaction, if well formulated. Think quality.

Draft the ClickToTweet link

  • Try to come up with something more compelling than the press release headline. This will ensure the best success (retweets and link clicks) of your tweet.
  • Include a link to the release itself, as well as any relevant hashtags.
  • Remember that Twitter has a 140-character limit. Maximize your Twitter real estate by using a URL shortener like bitly.com to shorten the link to your blog or press release.  (ClickToTweet will automatically shorten links, but this can get messy if the URL and tweet are close to 140 characters before you even begin.)
  • Leave room (20-30 characters) for retweeters to add their own comments.
  • Mention your twitter handle so that you can track your retweets. However, avoid beginning your tweet with the @ symbol, as it will limit visibility.
  • When embedding the ClickToTweet link in your press release, be strategic. Make it stand out, but keep it near relevant content. You can change the anchor text so that its message is something other than “ClickToTweet”… but coming up with something better may prove to be more challenging than expected.

Enjoy the perks.
After drafting and embedding your link in your final press release, blog post, or email, sit back and leave the rest of the work up to your audience. Watch as the retweets keep your Twitter feed active and use the analytic tools on the ClickToTweet website to track and map click activity. Remember:  Content can only be so effective without successful, strategic integration with the right combo of social media presence and tools.

* Basic links are free and unlimited, but tracking and stats are not provided. Users are also allowed a limited number of free, trackable links, but after that, they must either pay to upgrade, or delete old links to make room for new links (and therefore lose all their tracking information and stats).


Best Practices Guide to Successfully Navigating Social Media for Publicly-Held Companies

January 16, 2014

By Serena Ehrlich, Director of Social + Evolving Media

We are excited to share our latest guide for investor relations and corporate communication professionals outlining the steps they should take (and avoid) to both engage and manage their reputation across social channels.

Business Wire Benefits of SM for IROs

This report details the opportunities and risks of using social media as both a research and communication tool in today’s investor relations programs.  Included are 12 ways investor relations professionals can leverage social media tools for a stronger, more effective engagement program, as well as 12 reasons why social media platforms are not compliant communication tools.

Embracing social media as a news sharing and engagement tool

Business Wire continues to advocate utilizing social media channels to amplify the visibility of company news.  These channels, designed to enhance the communication between organizations and their members, are perfect for brand advocacy.

Business Wire’s guidance for running a successful and legally compliant socially oriented investor communication program include:

  • How to spot an emerging crisis or reputation attack using social media monitoring
  • The importance and impact of multimedia to analysts and other key constituents
  • Real time communications, or why live tweeting earnings works so well
  • Ways to initiate and expand third party sharing of pertinent company information increasing the visibility and authority of your news

Avoiding social channels as a sole means of sharing financial or disclosure oriented news

For the last 4 months, we have taken a long hard look at the concept of utilizing social media distribution channels for financial disclosure.  While we are obviously big fans of utilizing social media as a tool to share news and information, the technology simply is not there yet for these channels to replace traditional disclosure platforms.

Business Wire’s guidance on why social media platforms are not appropriate as the sole method of disclosure includes:

  • Potential coverage limitation
  • Lack of visibility of social updates
  • The impact and risk of message modification
  • Social network demographics and usage rates

To download this free guide in its entirety, visit http://go.businesswire.com/social-media-for-financial-disclosure
Share this with your friends!  Tweet this news out in one click by visiting http://ctt.ec/UEbvf

Want to schedule a time to speak with a Business Wire sales representative about social media, news distribution and disclosure compliance?  Let us know!


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