How to Get An In With the Mommy Blogging Community

May 12, 2015

By Hannah Herreid, Media Relations Specialist, Business Wire

Connecting with Mommy bloggers has a wide range of benefits. Bloggers provide influence and reach on a more personal level which can result in increased audience loyalty and a higher response rate.  Mommy bloggers offer authenticity that can be hard to find at larger outlets.

Last week I attended the PRSA: Meet the Lifestyle & Family Bloggers in Manhattan. Four Mommy bloggers shared insight on the best ways to pitch, develop relationships and connect with bloggers of a similar demographic.

Mommy Bloggers

From left to right: Amy Oztan – Selfish Mom, Onica Cupido -The Mommy Factor, Jen Rabulan-Bertram -The Next Kid Thing, Nellie Acevedo – Brooklyn Active Mamma

Moderated By: Erica Saviano Tsioutas – Ketchum and Nicole Chismar – MSL Group, the speakers included Amy Oztan – Selfish Mom, Onica Cupido -The Mommy Factor, Jen Rabulan-Bertram -The Next Kid Thing, Nellie Acevedo – Brooklyn Active Mamma

Here are five takeaways from the panel.

Do Your Research: Not all bloggers are giveaway bloggers and not all bloggers have time to blog daily.
First and foremost, “Do Your Homework.”  Thorough research is one of the most important aspects of reaching bloggers.  Bloggers take pride in the topics they choose. They want to know that you are sincerely interested in what they care and write about. Like Amy Oztan from The Selfish Mom stated, “If I’m going to take the time to read your pitch, then I expect you to take the time to read what I write about.” This may seem obvious, but it can be overlooked when you’re in a time crunch. Make sure to take the time or wait until you have the time. Bloggers talk to each other, so don’t be the publicist who sent an irrelevant pitch.

Make a Genuine Connection:  Mass emails are a thing of the past.
As we’ve heard time and time again, building relationships and contributing to valuable conversations are crucial for public relations. This theme still applies in reaching bloggers large and small. How do you achieve “Valuable” communication? Like any relationship, make an effort to connect and understand the person. Does the blogger have a son or daughter? What is their favorite hobby?  Do they love engaging in conversations on Twitter? Find their touch points and make sure you touch on them. Like exercising, make an effort and you’ll see the results.

Be on Your Trend Game: Watch for holidays, social media, news, events, and pop culture.
Similar to larger media outlets, bloggers are interested in exclusivity and being topical. They want new stories to break on their blog; especially products, events or something that is trending in the digital realm. If your company news can correlate with an event or something that is trending, your chances of getting pickup are much higher.  Be familiar with what’s happing in the social media world. It’s  quick and easy to find what’s popular and what your bloggers are excited about. Like Nellie Acevedo from Brooklyn Active Mamma said, “Twitter gives life to the voices in my head.”

Create a Partnership: Lay out the benefits for everyone involved.
Many bloggers participate in brand ambassador programs as a way of getting paid, or for an opportunity to experience something interesting and new. Partnering with a blogger can be a simple way to gain awareness for your brand and an easy step to the start of a relationship. Make sure your communication with the blogger is clear and concise. Every detail should be laid out including: your final goals, frequency in posts and content of posts, as well as length, and parameters. If you don’t have the budget for a partnership, offer exclusive stories, product, or a guest post on your company website.

Gifting: Be straight forward and know what their tastes are.
If you want to gift a Mommy blogger, take a look at her social media and confirm that what you’re sending will be useful. If her kids are 10 and 12 do not send baby food samples. Send a note, and make sure to include your contact information and an end goal. For example: “Dear xx, I noticed you’ll be taking a trip to the Bahamas next week with your daughter, so I wanted to share these funky flip flops for fun in the sun. Feel free to tag us on Twitter and/or Instagram at @____ if you wear them. Have a wonderful vacation!”  Keep in mind that if you’ve invited a blogger to an event, most bloggers will take car service over a “swag bag” any day.

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The State of News Media in 2015: Say Hello to the Mobile Generation

May 7, 2015

By Vilan Trub, Business Wire

Millennials have been riding the wave of digital revolution for close to a decade, leaving behind a wake of influence over every industry. Well, for news media, the crest just broke and as we all bob up and down in an ocean of technology, we need to brace for the oncoming information tidal wave known as the mobile generation.

The Pew Research Center has released a series of data detailing the current state of news media for 2015 and the numbers are as era defining as when the final issues of LIFE magazine saw their way to the printers. Of the top 50 digital news websites, 39 saw more traffic to their sites and associated applications come from a mobile source than from a desktop computer.

Pew Research Digital News Viewss

Trying to understand this trend is pointless. It doesn’t matter if people are choosing to use mobile devices because of their convenience while on the go or out of actual preference. What does matter is the growing dominance of mobile technology and communication professionals must adapt, just as they did nearly a decade ago when Millennials first opened the doors on modern news consumption.

In January of 2015, Yahoo-ABC News saw 93,160 unique visitors to their sites and associated applications coming from mobile devices while only 59,099 visited from a desktop computer. Other news outlets that saw similar disparity include CNN Network, NBC News Digital, Huffington Post, USA Today sites, BuzzFeed, and The New York Times Brand. For the communications industry, this pattern dictates that both editorial news, and company issued news, must be compatible with mobile platforms in order to reach the desired audience.

Besides shedding light on how people consume their news, the Pew analysis also revealed a startling trend. Although individuals more often consume their news using a mobile device, they spend less time doing so per visit. For 40 of the 50 top news sites, visitors using desktop computers spent the same if not more time per visit. For 25 of those sites, the time spent per visit from desktop users was at least 10% higher when compared to those using a mobile device.

It is clear to news outlets that it is becoming harder to keep an individual’s attention on a single piece of news. This is a challenge communication professionals have been facing for years.  And the answer is the same for both types of content creation; in each case, article or news release, the addition of multimedia is statistically shown to be more effective in MasterCard Pricelesskeeping a viewer engaged and scientifically shown to convey a message in a much shorter amount of time than a text-only message, 60,000 times faster to be exact. Consider multimedia as a passport, allowing editorial coverage and news releases to travel safely and efficiently into mobile territory. Interactive multimedia, the gamification of the news release, has shown an average engagement of 6:12 minutes. Compare that to the average engagement with text-only news releases of only 20 and 30 seconds.

The facts are in and the best practice would be to analyze them and, as with every wave, go with the flow. The mobile generation wants their news when they want it, and when they get it, they don’t want it for long. That’s not to say that the public has lost interest; on the contrary, news consumption is at an all-time high. It’s just a different type of news consumption, one that engages more senses, and communication pros need to take notice and make changes to the process today. Remember, you can fight that wave and lose, drowning in a constant evolution of technology serving up a constant stream of content, or you can ride it out and bask in the sunshine above.

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PR Updates From Around the World for the Week of May 4

May 6, 2015

Here are the latest changes and updates in the PR industry.  To learn more about each news item, simply click the hyperlink.  Have your own update to include?  Let us know!

Austin
Stephanie Barko, Literary Publicist was voted Best Resource, 2015 Small Business Book Awards. Article

Boston
UK-based Red Lorry Yellow Lorry has expanded its PR team in Boston with the hiring of Michelle Barry as director of technology PR and Justin Ordman as technology PR account manager. Article

Gaffney Bennett Public Relations announced the hiring of Sarah Whitney and Chris Velardi. Article

Cleveland
Indiana Gov. Mike Pence has appointed Koch Industries communications director Matt Lloyd as deputy chief of staff for communications and strategies. Article

Dallas
Lewis Public Relations announced that Infomart Data Centers has selected LPR as its agency of record. Article

DC
Crosby Marketing Communications has added Gabrielle Weber as a senior integration manager, handling programs for clients in Crosby’s government practice, including the Agency for Healthcare Research and Quality. Article

Houston
On April 23, Ward commemorated 25 years in business with back-to-back educational events and a cocktail reception at the JW Marriott Houston Downtown. Article

Los Angeles
Murphy O’Brien Public Relations announced the newest clients in the firm’s esteemed travel collection: The Venetian, Las Vegas, The Palazzo, Las Vegas, Hotel Jackson and Hunt Valley Inn, a Wyndham Grand. Article

Miami
Cheryl Andrews Marketing Communications (CAMC) has been selected to serve as the North American PR agency of record for Four Seasons Resort Nevis. Article

Minneapolis
Gage announced it has hired Reid Gorder as senior developer where he will be working on Gage’s premier brand web applications. Article

Nashville
Walmart‘s Dan Bartlett has hired his former colleague from Hill + Knowlton Greg Hitt as VP of corporate affairs, slated to join Walmart on June 1. Article

New York
Mariella Kapsaskis has been named MINI communications manager by BMW of America. In addition, Rebecca Kiehne and Hector Arellano-Belloc have been named BMW product and technology spokespersons. Article

McGraw Hill Financial has named Courtney Geduldig as executive vice president, public affairs, following the retirement of Ted Smyth, who had led corporate and public affairs since 2009. Article

Overseas Shipholding Group has appointed Brian Tanner as vice president, investor relations and corporate communications. Article

Anita Kawatra has joined Edelman‘s New York office as executive vice president for its health sector. Article

Coyne has appointed Matt Leung as Advertising Account Director. Article
Aspectus has appointed Jed Hamilton as its new Managing Director for North America. Article

Sopexa Group announced the appointment of Benjamin Bourinat to the role of Director of Public Relations, Sopexa USA. Article

The PR Council has named Capstone Hill Search as its first global recruitment premier partner firm. Article

Tony Telloni has departed Golin after almost two years heading the firm’s New York office to join tech firm Sparkpr. Article

Dawn Bridges, EVP of corporate communications at Al Jazeera America, is leaving the network along with EVP of human resources Diana Lee. Article

Edelman’s Global Women’s Executive Network (GWEN) announced a partnership with the International Women’s Forum (IWF). Article

Cohn & Wolfe was named The Holmes Report’s 2015 Best Large Agency to Work For in North America. Article

JONESWORKS announced their representation of Pencils of Promise and nügg Beauty. Article

Ruder Finn announced the official launch of a specialized offering under its broader employee engagement practice, dedicated to helping companies engage with both current and prospective technology-focused employees.  Article

Health Unlimited announced its partnership agreement with New York-based specialist healthcare digital firm, Propeller Communications. Article

IMRE announced the hiring of John Bentz as Senior Vice President for its Consumer practice. Article

CPR Strategic Marketing Communications announced the expansion of its account executive team with the addition of Nathan D. Molinari as account coordinator. The company has also promoted Katelyn Petersen to account director, Joelle Caputa to creative director and Alexis Lignos to account executive. Article

Natalie Guevara has taken on a new in-house role as Senior Communications Officer of online annotation platform Genius (formerly Rap Genius). Article

San Francisco
UK-headquartered Babel PR has appointed Caroline Kawashima as Executive Vice President & U.S. Head for its recently established San Francisco operations. Article

Silicon Valley
Tom Foremski has joined software company Delphix in a newly-created role leading editorial and content. Article

Denver & Minneapolis
Woodruff Sweitzer will acquire Confluence Marketing, effective May 1. Article

Hong Kong
Nick Wheeler has departed Ketchum after more than 12 years with the firm in China, where he was GM of the Beijing office. Article

Ogilvy & Mather China announced the appointment of Thomas Zhu and Juggi Ramakrishnan as Executive Creative Directors at Ogilvy Shanghai. Meanwhile, Chong Kin joins Ogilvy Beijing as Executive Creative Director. Article

Frankfurt
redRobin Strategic Public Relations has won the KRUK Deutschland account, a part of KRUK Group, a leader of the receivables management market in Central Europe. Article

London
Mischief has been appointed to handle public relations and influencer communications for SodaSteam‘s brand proposition: “Water Made Exciting.” Article

Royal Club has assigned Cohn & Wolfe for its new Royal Club Shandy campaign. Article

Hill+Knowlton Strategies has hired Kate Hopper as a director to lead the IHG, Mondelez and TUI accounts. Article

Brands2Life has been appointed by leading password manager and digital wallet Dashlane as its UK communications partner following a competitive pitch. Article

Publicasity has added a new travel client, winning Saint Lucia Tourist Board, following a five-way competitive pitch. Article

Horizon Pharma has named John B. Thomas executive vice president, strategy and investor relations. Article

Swiss hearing aid manufacturer Phonak has appointed Otto Communications as its retained PR agency for the UK. Article

Mobile payments startup MyCheck has hired CCgroup for UK PR support, shortly after securing $5m in backing from Spanish bank Santander. Article

Eddie May is stepping down from his role as joint managing director at Threepipe, 11 years after co-founding the UK firm with Jim Hawker. Article

Bite has hired Michael Gonzalez for a newly-created role as head of influencer relations in the UK. Article

Nick Mulholland is departing Freuds, after 12 years as one of the UK PR agency’s most senior management figures. Article

WPP has invested in fashion and lifestyle website Refinery29. Article

Paris
VMA Group has opened a new Africa operation, headquartered in Johannesburg, South Africa. Daniel Munslow has been appointed to the team heading up VMA Group’s Africa practice. Article

Golin is partnering with local PR firm Rekta to launch its presence in Turkey, via an office in Istanbul. Article

Sydney
Walmart has shifted Indian PR duties to Perfect Relations following a competitive review. Article

Tokyo
Ogilvy & Mather Japan and Geometry Global Japan are celebrating major successes at two prestigious, international creative industry awards. Article

Toronto
Citizen Relations Canada has named Amdanda Shuchat vice president as it strengthens leadership in its new i²: Insight & Innovation working group. In addition, Sabrina Kandasamy has been appointed senior director of strategic planning and Morgan Todd has been promoted to manager, analytics. Article

BBC Worldwide North America announced the appointment of Sandra Mackechnie to the position of Vice President, Digital Ad Sales for BBC.com, Canada. Article

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Business Wire Heads to the 2015 Berkshire Hathaway Shareholders Meeting

May 1, 2015

The Business Wire team is heading to Omaha to attend the annual Berkshire Hathaway Shareholders Meeting. It’s Business Wire’s 9th year as a Berkshire Hathaway company, and each year seems to get better and better.

gold mug virtual

As always, we’ll be selling a great item at our booth to support an incredible cause. This year, we’re selling commemorative gold-colored tumblers to coincide with Berkshire’s 50th anniversary.

The proceeds of this sale  will go to raising money for a very important charity, CASA of Douglas County, Nebraska, an organization that provides a voice for abused and neglected children within the court system.

Thanks to the generous shareholders who will be attending this year, and an extra shopping day on Friday, we hope to double the amount we raised last year which was more than $5,000 for CASA, all while having a lot of laughs, learnings and meeting some great people

So if you happen to be in Omaha this weekend, stop by the Business Wire booth and say hi, buy a tumbler and support a great cause!

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Business Wire Booth


When Posting Financial News to an IR Site, Risks Are Not Acceptable.

April 29, 2015

By Ibrey Woodall, VP, Web Communications Services

Security of an investor relations (IR) website and news distribution is paramount to any public company. Ask the investor relations officer (IRO) who has suffered due to earnings information being released to the public prematurely.  If a company’s earnings news release is accessible too soon, it can move markets, and quickly. When this happens, expect heads to roll in many ways.

Although most IR site vendors state that earnings releases post automatically to the IR site service they manage, only a few can actually confirm that the posting of the news release happens directly from the distributor to the IR site. Some vendors utilize a third-party aggregator to obtain newswire-distributed news releases and then post the release onto the IR site service. Anytime an additional step like this is added to a workflow process, more time is needed, and the opportunity for something to go wrong is greater. Most experienced communicators are familiar with the concept of Murphy’s Law – anything that can go wrong, will go wrong.

At Business Wire, an earnings release is never staged onto an IR site before publication – hidden or not. When the earnings release is distributed to the desired outlets, it gets posted directly to the IR site at that time, not any sooner. This leaves no opportunity for Murphy to cause trouble. Once the news release distribution is ordered, the option to post the

Earnings news releases that are distributed via Business Wire post directly and simultaneously to the Business Wire InvestorHQSM IR site service.

Earnings news releases that are distributed via Business Wire post directly and simultaneously to the Business Wire InvestorHQSM IR site service.

release to the InvestorHQSM IR site is selected, as is the option to place the release in one or more subject matter categories. Sweet, simple, streamlined and secure.

As important as the technical dangers mentioned above, so are the internal workflow risks.  All internal procedures at Business Wire have gone through a rigorous audit. Departmental shields against unauthorized access to data can be attested to by the Service Organization Control [SOC] 2 Type II attestation engagement report that Business Wire received in 2014.This means that your news release (in text or PDF format) will not be posted to your InvestorHQSM site by a Business Wire product specialist to save time or effort.

So, when selecting an IR site vendor, do assess and compare the basic features and functionality of the service. Don’t forget, however, to pay close attention to the details of the IR site service when it comes to security of your financial data.

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…………………………………………………………………………………………………………………………………………………

Ibrey Woodall is Vice President of Web Communications Services for Business Wire. She is responsible for Business Wire’s InvestorHQ IR site and NewsHQ online newsrooms services. She can be reached via email Ibrey.Woodall@Businesswire.com or LinkedIN https://www.linkedin.com/in/ibreywoodall.


PR Updates from Around the World for the Week of April 27

April 29, 2015

By Denise Grayes, Business Wire Nashville

Below are this week’s changes and updates in the PR industry.  To learn more about each news item, simply click the hyperlink.  Have your own update to include?  Let us know!

Austin
Tanis Communications, Inc. announced the opening of its office in Austin, Texas. Article

Boston
Grain Digital has partnered with non-profit Best Buddies and Boston-based New Balance to create a spot for the upcoming 2015 Boston marathon. Article

HB Agency has hired Alex Jafarzadeh as senior account executive. Article

Charlotte
The Brandon Agency has hired Malorie Pastor as PR and social media manager. Article

S&A Communications has hired Jennifer Casey as graphic designer. Article

DC
Fenton has hired Nicole Schiegg as SVP and Amy Clark as VP. Article

O’Keeffe & Company and 300Brand will host the tech community to come together and celebrate 18 years of business Inside the Beltway and beyond. Article

David Warschawski, CEO and founder of Warschawski, was selected to speak at the 2015 PRSA Maryland Chesapeake Conference taking place on Thursday, June 4 at The John Erickson Conference Center at Charleston in Catonsville, Maryland. Article

Houston
The Point Group announced that it has appointed Kimberly Stoilis to vice president of the agency’s Houston office. Article

Los Angeles
Golin’s digital lead Chris Baccus has joined American real estate giant Caruso Affiliated as SVP of digital marketing. Article

Miami
Schwartz Media Strategies has added Holly Zawyer as vice president. Article

Vine Communications has been named the agency of record for the third consecutive year by the National Marine Manufacturers Association (NMMA) for the 75th Progressive Insurance Miami International Boat Show. Article

Minneapolis
The Public Relations Society of America Board of Directors named Jim Lukaszewski, president of The Lukaszewski Group Division of Risdall Marketing Group, as the first Member Emeritus in the 50-year history of the Board of Ethics and Professional Standards (BEPS). Article

Nashville
Infiniti Americas has named Denise Sacre as East region communications manager. Article

New York
Edelman announced the appointment of Jennifer Simon as senior vice president of Business + Social Purpose (B+SP) in the agency’s New York office. Article

DKC has appointed Dusty Bennett as senior vice president, events and production, leading the agency’s event marketing and production arm, DKC Incite. Article

Silicon Valley boutique Highwire PR has opened an office in New York led by former ICR SVP Kim Paone. Article

MaryLee Sachs is expanding the London-based consultancy Brand Pie into the US with former Landor executive Richard Ford as creative director. Article

Ruder Finn announced three new senior hires — Mary Conway, Alice Sofield and Jenn Gordon — to support the agency’s Healthcare practice as it advances a three-year trajectory of double-digit revenue growth. Article

Rubenstein Public Relations has announced that Mitchell Breindel has joined the agency as Vice President. Article

The Martin Group has acquired Buffalo-based AMDG Public Affairs. Article

The Marino Organization announced that Alyson Leiter has joined the agency as a senior account supervisor. Article

San Francisco
Salesforce has handed its marketing cloud business to Nectar displacing Finn Partners and making the boutique firm its primary PR agency in the US. Article

Independent PR firm Lewis has raised $27m from HSBC as it looks to further expand globally and put more resources into its training program Rise. Article

Seattle
Waggener Edstrom has decided on Wunderman’s Kass Sells to revive its fortunes in North America as president of the region, the Holmes Report can reveal. Article

Silicon Valley
PayPal is rethinking its public relations and social media assignments in Asia-Pacific and EMEA, as it prepares to separate from sister business eBay later this year. Article

Hong Kong
MSLGroup has appointed Wendy Loh as director of the corporate practice in Singapore. Article

Grayling has promoted Neelesh Hotwani to director and head of office in Hong Kong. In addition, Holly Axelrad has joined as associate director from London, to lead the Hong Kong consumer practice. Article

FiftyThree has appointed The Hoffman Agency as its public relations agency of record in Asia covering China, Hong Kong and Japan, following a five-way competitive pitch. Article

Shanghai Municipality has appointed RTG Consulting to develop an international branding campaign for Shanghai City. Article

Katie O’Callaghan has been appointed as Regional Talent Director for Asia Pacific (APAC) at Geometry Global. Article

Communications veteran Mary Devereux has joined the Wall Street Journal Asia in the newly-created role of associate director of integrated marketing. Article

Worldwide Sports & Entertainment Ltd (WWSEL) has appointed Cohn & Wolfe to manage and run all PR and social-media activities for the inaugural Players Cup golf event. Article

Transient Workers Count Too (TWC2) has partnered with Ogilvy & Mather to launch a film and behavior change campaign created by the agency that calls attention to the plight of domestic workers or ‘maids’ that work for months or years on end with no rest days. Article

Ogilvy & Mather Hong Kong has launched a city-wide campaign for the Hong Kong CleanUp Initiative organized by Ecozine and The Nature Conservancy. Article

Frankfurt
PROI Worldwide has opened an office in Greece by adding Out of the Box. Article

Action Global Communications has opened an office in the Republic of Moldova. The office is led by country director Anna Moghilda. Article

Hill+Knowlton Strategies has promoted Eleni Constantinidi to CEO of its Greek operation, succeeding Petros Constantinidis. Article

London
Nintendo has appointed PrettyGreen as its retained UK PR agency, following a competitive pitch managed by AAR. Article

The Independent Press Standards Organisation (IPSO) has appointed Niall Duffy as its first director of external affairs. Article

Good Relations has appointed Louise Veale as associate director on ITS healthcare team. Article

Rugby union team Bath Rugby has appointed Shine Communications as its retained agency. Article

Grayling has appointed Catherine Griffith-Williams as its new head of Wales. Article

Creston has acquired How Splendid, a London-based digital design and development consultancy. Article

Napier Partnership Limited has been selected by Japanese test and measurement solutions manufacturer Anritsu to increase the company’s presence in the European media. Article

Slack Communications has established partnerships with the Foundation for Social Improvement, through which the firm is now able to offer fundraising services; creative production company Story Culture, which will help tell the stories of brands and people and life through documentaries, films and promos; and Make, a digital agency that will support Slack’s clients with website development and multi-platform campaigns. Article

Things Unlimited has appointed Susie Clark as its first managing director. Article

Ogilvy PR has lured Freuds strategy director Serge Vaezi to lead planning across EMEA, the Holmes Report can reveal. Article

UK train operator First Great Western has consolidated public relations duties with Golin after a competitive review. Article

Golin is launching in Moscow, via a joint venture with longtime local affiliate Comunica. Article

Susan Eastoe has left Edelman, marking the end of her 12-year stint as one of the PR firm’s most senior executives in Europe. Article

IPCN has hired UK PR support as it bids to raise its global profile. Article

Foxconn is seeking marketing communications support as it gears up to launch the Nokia N1 tablet in Europe. Article

Paris
Hill+Knowlton Strategies has appointed Caroline De Wolf as account director in its Brussels office. Article

Google has enlisted FTI Consulting for public affairs support as it fights the landmark antitrust charges brought by the EU last week. Article

Sydney
LG Electronics Australia has appointed Nick Ellery as its new head of digital. Article

Aman Gupta, managing director of public relations firm SPAG Asia, has launched D Yellow Elephant, a full service digital agency with a focus on the pharmaceutical and healthcare industry. Article

Toronto
Diamcor Mining has retained MZ group as its investor relations adviser. Article

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Business Wire Roundtable: Mixing with Chicago Media

April 28, 2015

By Whitney Cowit and Courtney Saltzman, Business Wire Chicago

On Wednesday, April 22, Business Wire Chicago held its first Media Roundtable and Speed Networking event featuring journalists and editors from across the print, TV and radio industry. Organized in 15-minute Q&A sessions, attendees met with reporters to discuss topics such as their role in the news cycle, how they find content and what information is most valuable to them.

Media participants included some of the biggest outlets in the industry, with contributions from:

The Business Wire Chicago team had an opportunity to participate in the sessions and share back key learnings. Below is a sampling of what they heard.

What is the best form of outreach for pitching stories?

  • Carrie Walker of ABC Chicago 7 is open to texts, calls or emails. If it’s breaking news, she wants to know about it. Additionally, she indicates that you can pitch news anchors directly. They often have influence over the stories they broadcast.
  • Alexia Elejalde-Ruiz of the Chicago Tribune recommends email. She mentions if you don’t hear back, follow up with a phone call and eventually she will get back to you.
  • Kathy Chaney of WBEZ 91.5 states she prefers email for pitches or via social media channels. Please don’t fax!
  • Mary Wisniewski with Thomson Reuters says no phone calls, as emails are always preferred.
  • Natalie Perez with Univision requests that you contact her assignment desk directly via email or phone. They also have their own social channels for outreach.

NUVI Chicago

What are some of the best ways to develop relationships with media?

  • Elejalde-Ruiz (Chicago Tribune) says no gifts. She would rather have an in-person meeting over coffee or lunch so she can hear your story idea and ask questions.
  • Walker (ABC Chicago 7) emphasizes that developing strong relationships with media is key. In her words, everyone has a job to do and if a PR person can deliver quality content he/she will make a good impression.

What information should PR communicators include in their subject line?

  • Elejalde-Ruiz (Chicago Tribune) says including the word “Exclusive” always helps. Additionally, make sure stories are relevant to the reporter’s beat. Further, if you were referred to her via another media point, include this in the subject line.
  • Walker (ABC Chicago 7) recommends including the words “Current” or “Today” as a way for her to denote pressing news from tomorrow’s stories.
  • Wisniewski (Thomson Reuters) prefers content that relates to national trends, top stories and legislation ‘hot topics.’ Be sure to include these keywords in the subject line of your email pitch.
  • Chaney (WBEZ 91.5) suggests you never be vague in a subject line. The more detail you can provide the more inclined she’ll be to open your pitch.

What information should PR communicators include in their email pitches?

  • Walker (ABC Chicago 7) loves to see multimedia accompanying a pitch since it shapes the story. She also looks for expert sources that are relevant to her beat and the stories she is covering. Finally, she suggests always leaving out one important detail. It will give her a reason to call.
  • When pitching an expert source, Chaney (WBEZ 91.5) recommends including other places your source has been quoted or recent appearances within broadcast coverage. Additionally, she suggests you include unique angles to stories that may have previously been thought of as commonplace.
  • Elejalde-Ruiz (Chicago Tribune) recommends being as straight-forward and concise in your emails as possible. Avoiding irrelevant details helps her quickly assess the news angle to see if it’s relevant to her publication.
  • Perez (Univision) prefers storylines that offer a human element and appeal to emotions.

What details should PR communicators avoid in their email pitches?

  • Elejalde-Ruiz (Chicago Tribune) does not believe surveys are a good source of information. Pitches that include these are typically ignored.
  • Walker (ABC Chicago 7) asks that PR people do not send b-roll footage or videos as ABC 7 Chicago will usually obtain their own for broadcasting. Additionally, satellite media tours no longer provide useful content for their coverage.
  • Wisniewski (Thomson Reuters) says not to include any attachments with your pitch. She also suggests avoiding repeat pitching and redundant emails since she will follow up on stories she’s interested in covering.

How do media measure the success of their stories?

  • Chaney (WBEZ 91.5) utilizes social channels such as Twitter, Facebook, Instagram or Sound Cloud for metrics.
  • Elejalde-Ruiz (Chicago Tribune) relies on headline clicks as a form of measurement.
  • Walker (ABC Chicago 7) receives daily reporting on her ratings.

Reporter Metrics

Where do media find most of their story ideas and leads?

  • Chaney (WBEZ 91.5) states that press releases are her number one source for news and information. In addition, she utilizes the AP Daybook each day, but often finds the need for supplemental information as the Daybook does not offer a complete overview. She also believes that journalists cannot do their job unless they are on social media.
  • Similarly, Perez (Univision) uses press releases as her primary source of information. She states that press releases that include multimedia (photos, videos, images) are a bonus. As a secondary resource, she often utilizes social media, Facebook in particular, to find exclusive stories.
  • Wisniewski (Thomson Reuters) utilizes social media as a source for news since it’s the quickest and most up-to-date resource available.

bizwireresearch

What else do PR professionals need to know?

  • According to Walker (ABC Chicago 7), in-studio guest appearances need to be booked at least 4 weeks in advance. Weekends are often a good opportunity for “feel good” stories. When pitching this type of content, keep that in mind. She also enjoys great visuals and finding a unique approach to each story. For example, rather than merely covering a large event, Walker often follows an individual attending the event (or one affected by the cause) to gain an inside perspective and depict how the outcome of this event will impact this individual’s life moving forward.
  • Chaney (WBEZ 91.5) says that journalists want PR professionals who will advance their story and give them something that you haven’t given to other media outlets. Media are always hungry for an exclusive.
  • All of our media guests stated that whether or not news is relevant to their beat, they will often pass it along and share with colleagues to whom it would be relevant.

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