July 2, 2014
By Serena Ehrlich, Director of Social and Evolving Media
Earlier today, PRWeek tackled a topic on the minds of communication professionals around the globe – the impact of Google’s Panda updates on the press release.
In this piece, they ask experts from newswires and agencies alike whether this change will kill or enhance the press release. Every respondent agreed – the press release is not dead. In fact, thanks to this change, which effectively removed low quality content from mingling with high-level content, PR professionals have a terrific opportunity to reach and activate key audiences. Today’s PR pros are in fact seeing greater success and visibility within key audiences with highly targeted, well-written, multimedia enhanced news.
Read more about Panda 4.0: Good news for content, bad news for link-stuffing at PR Week. Curious on the best ways to craft a release in 2014? Check out our free guide.
June 30, 2014
One of the advantages of being a global news distribution service with local offices around the world, is the ability to feature successful campaigns occurring in local markets.
In this CommPro.biz piece, Seval Dogan and Ralph J. Dittmar, from Business Wire Germany, take a closer look at the successful strategies and tactics Austrian butchers used in response to a McDonald’s ad attacking their core product – the Wurstsemmel sandwich.
As you will see, utilizing social media channels, the butchers were able to evoke local pride so quickly and effectively that McDonald’s pulled their advertising campaign within two days of launch.
Read more about this amazing program here: http://bit.ly/Wurstsemmel
June 27, 2014
Are today’s communication pros ruining the age-old tradition of compelling news story narratives with their press releases? Julian Sher, the award-winning journalist and veteran senior producer of CBC’s investigative TV program “The Fifth Estate,” believes so.
Learn why as Sher outlines how to utilize story arcs to tell your business story in this piece by Business Wire Canada’s Zara McAlister: http://bit.ly/BrandStoryArcs
June 26, 2014
By Serena Ehrlich, Director of Social and Evolving Media
What happens when you ask 300 members of the media 30 questions regarding the information they need from you to write about a company?
You get data. And with data, you can do great things!
Data provides you with a road map, a rationale for making small and large changes to your PR program. And this data is pretty great. This data gives you an insider’s view of the workings of today’s online newsrooms, and the tools journalists use.
We’ve even provided links at the end to some articles and how tos to get you started.
In this survey, we asked 300 North American reporters, editors, bloggers on a variety of beats and news platforms – from TV to blogs – what metrics they are held to, when was the last time they looked at a press release, what types of news they want to see, what are their multimedia requirements, what your online newsroom must contain (more than you may think!), and if they like (or hate) social media pitches and more.
Here are just five of the amazing points we uncovered:
- Reporters are evaluated on several interesting metrics, but the top two remain page views and social shares. Tip: Share your coverage across all marketing channels to help reporters meet this metric, showcasing your coverage and the publication to existing and new audiences alike.
- At the time they replied, 90 percent of journalists surveyed had used a press release in the previous week, and 53 percent said they used newswire content one or more times a day. Tip: Download the survey to see exactly what kind of news they would like to see.
- Only 1 percent of journalists surveyed want to be pitched through social channels, with 22 percent preferring news releases; however, when it comes to researching story news or leads, 74 percent of them rely primarily on social channels. Tip: Upgrade your social monitoring program. Today’s monitoring tools are less expensive, and much easier to use than you may think!
- Corporate websites and online newsrooms continue to be top destinations for company-specific information. Tip: Not sure if your online newsroom has the info today’s reporters want and need? Find out what our respondents said.
- 70 percent of respondents said their jobs would be harder without press releases. Tip: Write targeted releases that include the answers to the questions your news will generate. This will provide reporters the data they need to cover your story quickly.
We’ll be discussing more of these results, and their impact, in the next few weeks. Can’t wait? Download the complete survey here or email us to learn more about how today’s journalists rely on newswires like Business Wire to do their jobs.
Want to share this survey with your Twitter followers? Click this link to tweet it out http://bit.ly/BWMediaSurvey!
June 25, 2014
Earlier this month, Luke O’Neill, outlined the recent changes to the AP Stylebook in two articles published in CommPro.biz.
In his first piece, Luke looks at the biggest change that PR pros need to know from this year’s guide, AP’s changing definition of “over”.
In his second piece, Luke breaks down 8 of the most common AP style errors made by today’s communication professionals. From capitalizing job titles to adding hyphens to words ending in –ly, these errors can be found in a majority of today’s press releases, much to the chagrin of reporters and journalists.
Learn more about the latest in AP stylebook changes and writing best practices in these two articles:
June 23, 2014
Earlier this month, Business Wire Paris’ editor Hannah Kelly discussed the importance of understanding cultural changes before launching campaigns in global markets.
In this CommPro.biz piece, Hannah showcases examples of great marketing programs that failed due to the brand’s misunderstanding of how the local market perceives colors, translations, gender and social norms as well as marketing styles.
If you are launching marketing programs outside your region, definitely read this piece: http://bit.ly/culturalmarketing
June 19, 2014
Earlier this year, PR Week hosted their first global congress in Barcelona. At this inaugural event, four themes emerged – Authenticity, Trust, Engagement & Measurement.
In this summary by Agnes Deleuse, Senior Marketing Manager, Business Wire Paris, & Chen-Lee Tsui, European Marketing Manager, Business Wire London, we take a look at how the four pillars of PR create the foundation for a successful PR program.
Learn more about each of these elements and how, when combined, they can not only increase coverage and interest in an organization, but also provide a higher return on investment at http://bit.ly/4PillarsofPR