PR Trends for 2014 Focus of Business Wire Houston Event

March 28, 2014
By Cindy Cantu, Senior CSR, Business Wire Houston

All things social

This is the year of the empowered customer, according to Business Wire’s Director of Social & Evolving Media Serena Ehrlich. “It is up to YOU to create your brand differential and up to US to guide you through how to do it,” she told the audience at Business Wire Houston’s event, “All Things Social – Maximize Your PR in 2014” on March 26th.

Attendees from various industries including energy, biotechnology and pharmaceutical, as well as numerous media and marketing professionals, heard all about how social media is having a major impact on today’s press release. The old method of packing in keywords and hyperlinks in your press release to boost your Google ranking was made obsolete after Google launched its Hummingbird and Penguin updates, Ehrlich said.

Now, the focus is on a well-written, quality press release that can be shared via social media by you and other readers, plus will attract coverage from journalists and bloggers. One tip to consider is to add helpful links to your owned media (website, Twitter handle or blog, etc.)  at the end of every press release. Adding a ClickToTweet link, embedded with a Google URL Builder is also a good idea. If you do receive additional coverage from other media, it’s important to share those articles through your own social media channels too, she added.

Another sure-fire way to increase your readership and overall PR success is to add multimedia to your releases. Research shows releases with images or video receive three times more engagement and impressions than plain-text news on Facebook, Twitter, Google+ and Pinterest, making multimedia no longer optional for today’s releases. Ehrlich said.

All-things-social-pic-2-lo-res

Serena Ehrlich explains “the year of the empowered customer” using social and multimedia.

One recent example of multimedia having a huge impact happened at this year’s Consumer Electronics Show (CES) in Las Vegas. Surrounded by all of the giants in the technology industry, a relatively small company named mophie sparked major interest in their “space pack” product by simply adding a photo to their press release. They had one of the most popular releases among all CES exhibitors, Ehrlich said. Both release views and multimedia downloads surpassed 20K shortly after the release was issued.

Navigating through the current changes in the PR world can be daunting. Business Wire works hard to stay on top of the latest news and trends so it can share the information with its clients. Visit the Business Wire Newsroom and read the BusinessWired blog to be informed.

 

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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).


Introducing The Underdogs of the Social Media World

January 23, 2014

By: Ciaran Ryan & Zara McAlister , Business Wire Toronto Editors

The odds are forever stacked against them, and yet we can’t help but cheer them on. They may not be as big or as strong as their rivals, but they all hold the potential for greatness. They are underdogs. They’re the stuff of sport’s Cinderella stories, history’s conflicts, and Hollywood’s scripts. If you look hard enough you can always find the underdog. Even in the social media landscape, dozens of underused platforms are waiting for brands to try them on for size.

Facebook and Twitter may be the current top dogs, but other platforms boast their own unique strengths that could be beneficial for your brand. We’ve paired these platforms with notable underdogs of the past for entertainment value.

G+ & Rocky Balboa

rocky

Image source: IMDB

Google + is a lot like Rocky Balboa, the “Italian Stallion” from the Rocky movie series. On paper the diminutive boxer stood no chance against powerful fighters like the Soviet Union’s Ivan Drago. But the manly Rocky persevered when few believed in him, save his trainer Mickey and his love interest Adrian.

G+ has more supporters than Rocky ever did, with 540 million users. This social networking platform may not have Facebook’s numbers, but it’s quickly gaining ground. About 70% of its users are manly men, like Rocky. Typical users are in their mid-twenties to early thirties with technical interests such as engineering and modern technology. If this fits your brand’s target demographic, then appeal to these users by using G+ Hangouts to connect directly with them in a video chat environment. G+ is also useful for sharing learning-based content, hosting product demos and Q&A sessions. Sidneyeve Matrix, media professor at Queen’s University in Kingston, Ontario suggests making use of your brand’s evergreen content (not time sensitive) on G+ or posting information exclusive to your G+ circle.

If you need another reason to try G+, it’s no surprise this social network is the number one driver of Google SEO.

Pinterest & Danica Patrick

Few people thought Danica Patrick, a high school dropout, would succeed in the male-dominated sport of auto racing. Yet she defied the odds in 2008 to become the first woman to win an IndyCar Series race. Patrick’s underdog status and photogenic appeal have made her a household name.

Pinterest has also made a name for itself with 70 million users worldwide. The photo sharing community-based platform has a predominately female user base that works well for consumer brands. Pinterest ranks higher than Twitter for driving SEO on Google according to Search Metrics. What’s more, a recent study by GIGYA found Pinterest generates more e-commerce traffic than Facebook. And Pinterest’s industry leading 85% click through rate means more visitors following advertised links to get additional information about your brand. Ms. Matrix thinks Pinterest works best for brands that are rich in original content. “Think outside the box. You’re not always trying to sell. Sometimes you’re just trying to inspire,” she says. If your company fits the Pinterest bill, add a pin tool to your social sharing buttons, create targeted boards and consider running contests to get your customers more involved.

monet

Image source: Wikipedia

Vimeo & Monet

Two years ago Monet’s “Water Lilies” painting sold for over $43 million USD. Not bad for an artist whose work was initially panned by critics in France. Monet was an artistic underdog because most 19th century art critics didn’t know what to make of his Impressionist style. Eventually the Impressionist movement flourished and Monet became one of the most celebrated painters of his time.

Much like Monet is his early years, video sharing site Vimeo flies under the radar. Its 100 million unique monthly victors are a drop in the bucket compared to YouTube’s 1 billion. But for what Vimeo lacks in size, it makes up for in the quality of its content. Vimeo is a hotbed for indie filmmaking. You may not find tributes to Miley Cyrus’s “Wrecking Ball” or music videos about what foxes are really trying to say to us, but you will likely stumble upon something like this emotional ad produced by Google.

Vimeo is well categorized and less cluttered then other video sharing platforms. It’s not necessarily the right network for launching viral videos, but if your brand is interested in showcasing high quality content to a creative audience, then this is the place to do it. Last year Vimeo started the Brand Creative Fund, which helps to connect brands with Vimeo registered filmmakers, to create branded content that the community will appreciate.

These social media platforms are only a sample of the ones out there that encourage creative content and “out of the box” thinking. Always keep your target market in mind when considering what platforms will work best for your brand. Can you think of any other social media underdogs? Share your thoughts with us.


Business Wire Boston Tackles All Things Social

January 22, 2014

By Serena Ehrlich, director of social + evolving media

Earlier this week, Business Wire Boston hosted a VIP discussion regarding the changes facing the communication industry in 2014.  This conversation included a discussion on Google, Twitter, Facebook and Pinterest changes for 2014, as well as the impact of smartphones on human behavior and how all of these changes affect today’s communication programs.

Business Wire Boston: All Things Social 2014

Business Wire Boston: All Things Social 2014

The event was a huge success. Click here to view our storify summary of the event and see our slide deck below.  Keep this link handy for all the pertinent tactics that should be integrated into your 2014 communication strategy your 2014 communication strategy.

If you want to learn how to maximize your press release ROIplease read our recent post in CommPro.Biz, “Understanding the Role of the Press Release and the Modern Marketing Mix.” Be sure to follow @businesswire to stay on top of the social media trends.

Are you based in Newport Beach?  We will be repeating this program on January 23rdRSVP here to attend this free event.


Tips for Getting Your News Noticed in Singapore

January 21, 2014

By Ai Arakawa, Media Relations Specialist, Business Wire/Tokyo

Ai Arakawa

I recently had the opportunity to take a business trip to Singapore. In the course of my meetings, I was able to speak with some very influential members of the Singapore media. What I took away was a new knowledge of the country’s media and some tips for those sending them news.

The Business Times
Since 1976, The Business Times is Singapore’s only financial daily covering local, regional and international business news. The publisher, Singapore Press Holdings (SPH), is one of the most influential publishers owning more than 100 media outlets in Asia. The editorial team at Business Times focuses on grasping the latest economic trends in Singapore as well as around the globe and analyzes this information with deep and original insight. Here are some tips that The Business Times shared during my visit:

  • They are not really a “big fan” of receiving a product news release from each company by email.
  • However, they enjoy checking AP, Bloomberg and other major information providers for global economy information and also check the releases provided by Business Wire.
SPH News Center

SPH News Center

Berita Harian & Berita Minggu
SPH publishes the daily newspaper in Malay language, Berita Harian, launched in 1957 and now boasts a circulation of 59,300. Its Sunday version, Berita Minggu, claims 57,800 copies as circulation. BH, says:

  • Despite the language in the newspaper, most of the releases they receive every day are in English and this doesn’t bother the editorial team.
  • 75% of the paper covers Malay community related topics, so if the releases are related to Malay community, there might be more opportunities to get the coverage. However, they do cover international news as well and he’s personally interested in politics, travels and trends.
  • They enjoy and use social media as well. In addition to Facebook and Twitter, they also use Instagram for topical research.

I found it very interesting to see their use of Instagram, because CNET recently published an article mentioning that Instagram now has a bigger average monthly smartphone audience compared to Twitter based on the data recently disclosed by Nielsen.

The New Paper
Also published by SPH, this is the daily tabloid newspaper in English founded in 1988 with a circulation of 90,800. The paper’s motto is “People”. Link your pitch and tips towards people if you expect the coverage in this paper. They enjoy social media such as Facebook, Twitter and LinkedIn as other Singapore journalists do.

Today

“TODAY lady” at MRT station

“TODAY lady” at MRT station

This is the English daily newspaper from Monday to Saturday published by another leading publisher in Singapore, Media Corp Press. The subscription is free of charge and we can get the paper from the ladies in “TODAY” jackets who hand out the papers in the major MRT (railway system) stations. According to Richard Valladares and Rosalind Png, Assistant Vice Presidents, there are many original articles thanks to their correspondents from around the world. This global content allows them to sell their news in other countries and helps supplement their ad revenue stream.

Like many media outlets around the world, Singapore journalists look for news of interest to their readers, by subject or geography and utilize social channels to round out their articles.  To increase media coverage by these reporters, we recommend a compelling relevant headline, interesting multimedia and including links to social channel content useful to the story.

Liked this article? Let us know!  Business Wire is a global newswire service with offices across the globe.  What other regional media relations tips are you interested in learning about?


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!


Understanding the Role of the Press Release and the Modern Marketing Mix

January 15, 2014
by Serena Ehrlich, Director of Social + Evolving Media, Business Wire

For many years, communication programs did not utilize input from every department in the company before launching. Thankfully, this has changed.

Today’s most successful communication programs run across many different divisions to maximize even the smallest program’s potential success.  In addition to increasing the potential for success, cross-department programs provide deeper insights necessary for future programs.  Below, we breakdown how marketing and PR support the impact of the press release.

When it comes to increasing the impact of a marketing program, for more than 50 years, one method continues to be most effective way to distribute your news – a commercial newswire service.

Press releases containing photos and/or videos and easy to find social sharing buttons, issued over a commercial wire service continue to be the most cost-effective way to reach journalists, bloggers, analysts, online and offline media, social networks, customers, and prospects.  Press releases are measured by quality of coverage, its impact on the company’s reputation and brand goals, action taken by readers and the amount of sharing across social networks.

The new tactics you must employ now to support your press releases and measure their impact include:

  1. Sharing social media messaging with brand fans and influencers, including a link back to your website, each tailored to the news’ target audience. Social actions taken related to your news are measured by overall shares, shares by influencers, link clicks and, most importantly, the quality of inbound traffic.
  2. Posting and directing journalists to blog posts that directly answer the questions you know journalists will ask you.  This increases the likelihood of company message adoption and decrease real or perceived anxiety by journalists and consumers about your message, brand or organization.
  3. Advertising on key industry media, highlighting the benefits of your product or brand is a terrific way to decrease the amount of time it takes a user to make a decision. Advertising success is measured by desired action taken, clicks, impressions, downloads etc.
  4. Utilizing online media syndication services like dlvr.it and Outbrain which can help increase visibility of valuable coverage and is best measured by impressions, views and quality of inbound traffic
  5. Creating social channel messages for colleagues, customers and partners to share across their own social channels.  Use a unique URL to more easily track shares, inbound traffic and the quality of that traffic
  6. Implement paid and non-paid influencer program to decrease sales consideration time.  This can have an impact on an increase in discussion, message adoption, social reach, quality of inbound traffic leads and amount of time before desired action taken.

These six steps increase the impact of your press release, as well as provide you with the valuable insights needed to revise messaging for future programs.  Which message resonated best with your various audiences? What asset or platform provided the best ROI?

The press release & the modern marketing mix – 6 #prtips by @serena http://ow.ly/sC4NY



Business Wire Presents: Everything PR and IR Pros Need to Know for 2014

January 2, 2014

By Serena Ehrlich, Director of Social & Emerging Platforms

Let’s face it; there is nothing better than working the last two weeks of the year.  Oh you may think it is better to be with friends and family or battling mall crowds or lines at the airport, but in reality, those of us working this week are enjoying shorter commuting times, phones not ringing and a few spare minutes to catch up on the latest industry news and trends.

As we in the Business Wire marketing team catch up on our reading, we compiled this list of posts to catch you up on the best of 2013 and prepare you for a productive and successful 2014.

Top Gaffes for 2013 (after all, you don’t want to end up on this list next year!)

2013 Industry Changes + Best Practices

Looking ahead: Top Tips and Predictions to Prepare You for 2014

And just for fun, a hat tip to Buzzfeed for this scarily accurate look at Isaac Asimov and his 1964 predictions for 2014.


Involving Reddit in your PR campaign

December 18, 2013
by Paul J.F. Bowman, Senior Editor

Reddit.com, the self-styled “front page of the internet,” is a social bookmarking site currently ranked #80 in the world and #31 in the United States in terms of traffic. The site is a diverse and vibrant global community.Reddit

To get a simple sense of Reddit, visit /r/awww or /r/cute. “/r/” dictates a “subreddit,” a section of Reddit devoted to a specific topic. Two popular subreddits are /r/IAmA (I am a…) and /r/AMA (ask me anything). Admittedly, /r/IAmA and /r/AMA are very similar; Reddit describes their main difference as the number of subscribers (AMA currently has around 53,000 readers while IAmA has over 4 million).

Essentially, both IAmA and AMA are crowdsourced interviews; any Reddit user (“Redditors”) can ask questions of the person/organization submitting themselves for an interview. It’s easily comparable to an online press conference. For example, a well-known skateboarder recently posted an IAmA/AMA:  “Geoff Rowley – Professional Skateboarder. Co-owner of Flip Skateboards and Founder of Civilware Service Corporation.”

As questions were submitted, Rowley chose those he would answer while ignoring questions deemed irrelevant, information sensitive, difficult to answer in time allotted, too personal, etc. By simply answering questions, Rowley was able to promote his skateboarding company, his outdoor supply company as well as an appearance on a video Web series. Redditors asked questions varying from skateboards and shoes to hunting and running a company.

For your next public relations campaign, you might consider a similar IAmA/AMA appearance. The trickiest part is to make sure that you do not violate one of the primary rules: “Obvious nonsense or advertising will be removed – this is up to the discretion of the moderators.” Reddit also asks that you phrase your post in terms of “something uncommon that plays a central role in your life” (ex: “IAmA founder of a non-profit dog grooming organization. AMA!”) or “a truly interesting and unique event” (ex: “I invited the Los Angeles Lakers to my fundraiser and 20 of them attended! AMA!”). Many PR campaign topics fit into these categories; it should be easy to find something unique to focus the post around.

Many notable people have submitted themselves for AMAs; Barack Obama and Bill Gates are among the most successful and publicized. Redditors may also submit requests for people they would like to see participate in an AMA. Actors, authors, comedians, inventors, musicians and scientists are common IAmAs/AMAs.

All of the information to begin an IAmA/AMA is at www.reddit.com/r/IAmA/wiki/. Here are the basic steps after you’ve created a Reddit account:

  1. Decide which community is best for your post.
    Assuming that you’re looking for the most exposure, IAmA is the best place to post. The major downside of the large IAmA audience is that your scheduled time may be overshadowed by a well-known celebrity. Make sure to check the “Upcoming AMAs” schedule in the right margin to find the least-populated timeslot.
  2. Choose a way to prove your identity.
    Options for proof include a work ID, business card, paystub or contract (make sure any sensitive information is blocked out). Posting a note regarding the IAmA/AMA on an official website and/or Twitter account is both allowed and encouraged. The mention should dictate which Reddit username will be used and a link to the AMA once it has been posted to the website.
  3. Request a spot on the “Upcoming AMAs” calendar.
    This is purely a request to the moderators to have the AMA added to their official calendar. Schedule for the daytime of your expected geographic audience. Add the title of your AMA, date/time requested, the description of the person/organization, the username that will be used and the proof gathered from step 2.
  4. Fill out the thread and submit.
    The title should grab people’s attention with the most interesting/intriguing part of the IAmA/AMA. Use the information entered in the Upcoming AMAs request from the previous step.
    Example title: “I am the founder and editor of the first website dedicated exclusively to fire ants, fireanthill.com. AMA!”
    In the next field, write a short biography. Keep in mind that the more relevant information that is provided, the more the Reddit community will be able to engage and ask questions. At the bottom of this field is where you place the verification/proof of identity mentioned in step 2.
    Example text: “I’ve worked as editor of other publications such as LIFE, People and Cat Fancy. Before I started fireanthill.com, the fire ant websites only included research but did not aggregate the many fascinating aspects of fire ants. I’ve been interested in fire ants for 20 years, AMA! Here is a photo of me at home: [LINK], a link to my bio on the website: [LINK], and me in front of a giant fire ant hill: [LINK]“
  5. Make sure the posting worked by visiting reddit.com/r/IAmA/new.
  6. Publicize the link of your IAmA/AMA to websites and social media accounts with the time questions will be answered.
  7. Answer the questions asked of you with genuine interest and passion.
    Many Reddit users can sense when something is purely for publicity. Do not repeatedly focus your answers on the campaign. Genuine responses will garner genuine interest in your company. The majority of self-promotion should be placed in the text of step 4. If the response is lackluster, the post can still be an interesting addition to an “About Us” or “Biography” page.

There have been a number of controversies surrounding the website. Like any other public Internet forum or social media, Redditors can frustrate and antagonize people posting on IAmA or AMA. Woody Harrelson is the most disparaged AMA as he was only willing to answer questions about Rampart, the movie he was promoting at the time. Morgan Freeman (posting under username “OblivionMovie”) had a similar downfall; Redditors deemed his short and canned responses as a PR agency paraphrasing or posting for him rather than Freeman himself.

Remember, there is no guarantee of a successful IAmA/AMA post. However, the more you interact on Reddit (specifically the AMA and IAmA pages), the more you’ll have an understanding of the site and which posts draw people in. This wide-ranging and interesting worldwide community is a great tool for promotion but recognizing what drives its visitors will be key to your success on the site.


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