BW Miami: PR in 2014: How Social, WOM and More Fit Into Your PR Program

April 21, 2014

By Julia Sotelo, Business Wire Client Services Representative for Florida and Latin America

What was the recurring theme for this event? CHANGE! Human behavior, search, social media, media and coverage have all changed.  As communicators, to stay relevant in the business world we must adapt to these changes. These adaptations were the focus of a luncheon discussion on Thursday, April 10, 2014 in Coral Gables, FL, at the University of Miami’s Newman Alumni Center, hosted by Business Wire. Here, over 85 PR professionals gathered to listen to our very own Director of Social and Evolving Media, Serena Ehrlich (@Serena shared her expert opinion and tips on how to implement these changes head-on in today’s communications landscape.

UM Sebastian with Business Wire Miami Team & Serena Ehrlich#BWChat is also the official hashtag (and heavily promoted) for BW events.  We were very happy to see the clever tweets and pictures shared throughout the event. Make sure to check out our published Storify with all the tweets.

Now for the moment you were waiting for, here are the key facts and tips Serena provided  Miami/South Florida’s leading communicators: Search Has Changed (The Google Zoo: Panda, Penguin and Hummingbird)

  • Effective as of October, only 1-2 copies of your release will show up in search results
  • Google changed search because they were losing market share due to searchers not getting what they wanted
  • NO newswire is immune to this change
  • The only way to increase SEO of news releases now is to include a photo
  • Rejoice! SEO is now off your back.

Social Media Has Changed

  • Every single major social network is showcasing news articles, reputable content and multimedia, perfect for PR
  • Tweets that include a photo or video receive 3 to 4x higher engagement
  • Tweets including multimedia uploaded via Twitter receive 150% more RTs
  • Facebook photos receive 53% more Likes, 104% more comments and 84% more CTRs on links
  • Facebook shares your updates based on the assets your audiences likes best. Meaning if you are not a video person (FYI, 63% of the world are video watchers) then FB will not populate many, if any, videos on your News Feed.
  •  Tip: Post a video, then post a link, and, finally, just post a photo and see which posting gets more engagement
  • LinkedIn is top B2B platform
  • 33% of YouTube searches are news related
  • Pinterest boasts a high CTR

 Media Has Changed

  • The Role of the Press Release
  •  Releases can increase: Awareness, Discovery, Brand Reputation, Message Adoption, Conversations, Inbound Traffic, Intent and Conversions
  • Releases do not: Act as a stand-alone sales tool , replace customer service, be text only, go viral, work in a vacuum and work without support
  • Journalists are held to three core metrics:  inbound traffic, social shares, time on site
  • Tip: Socially share out any coverage you receive to help reach these metrics
  • Tip:  Video is the perfect access to increase time on site
  • Many adults are now getting their news from social media networks

 Multimedia is the #1 way to increase press release ROI

  • Releases with images or videos get 3x more engagement and impressions than plain text news
  • Humans process visuals 60,000x faster than text.
  • 1 minutes of video = 1.8 million words
  • Photographs do not need to be translated

Press release tips!

  • Write for your highly targeted audience
  • Post a blog answering all the questions your release will generate to ensure message adoption
  • Photos and videos are no longer optional when looking for coverage
  • Use Google Tools!
  • Search bar – helps determine key phrases used most by searchers
  • Use URL trackers to track actions taken by readers on your website
  • Drive social sharing with Click to Tweet
  • Hashtags should be specific (use hashtag.org to see volume)

Whether you’re a communications, marketing or PR novice or seasoned professional, keeping up with the latest news and trends is a must. Business Wire works hard to share relevant information and keep clients informed. To keep up to date on all the changes that affect your press release ROI, sign up to read our the Business Wire Newsroom and read the BusinessWired Blog. Like this post?  Click on this link to tweet it out: http://ctt.ec/Ib6Og


Miami-Area Expert Panel to Discuss Hispanic PR Strategies and Marketing Trends

August 11, 2009

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Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out this upcoming local Business Wire event:

Hispanic PR Strategy and Marketing Trends

Hosted by Business Wire Miami

Despite recession, companies are targeting Latino market. With the buying power of over $713 billion it is more important than ever to reach this powerful and growing community of consumers and influential decision makers. This Thursday, Business Wire Miami is hosting “Hispanic PR Strategies and Marketing Trends,” a free media breakfast that will explore how to target communications efforts to the US Hispanic Market.

Gina Amaro Rudan of Genuine Insights will moderate the panel, which will also feature:

This event is FREE for all attendees.

Thursday, August 13 at 8:30am ET
Florida International University
School of Journalism & Mass Communication
Biscayne Bay Campus, ACII 115, 3000 N.E. 151st. St., North Miami, FL 33181

To register: Please RSVP to Claudia Perez-Bonilla at claudia.perez@businesswire.com or call 954-474-8833.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Upcoming Business Wire Events – August 4 Edition

August 4, 2009

bwupcomingeventsheader2

Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

Business Wire Media Breakfast

Hosted by Business Wire Newport Beach

Join Business Wire Senior Vice President of Marketing Tom Becktold for a discussion on social media and the new PR toolbox, followed by a media panel discussion. Tina Borgatta, Editor at Churm Media, Michael Lyster, Editor for the Orange County Business Journal and Rebecca Allen, Features Editor for the Orange County Register will talk about business trends and online tools they are using to enhance their sites and news publications. This event is free to Business Wire members, $25 for all other guests with advanced RSVP and $35 at the door.

Wednesday, August 12 at 8am PST
The Island Hotel
690 Newport Center Drive, Newport Beach, CA 92660
To register:  RSVP By: Noon, Friday, August 7 to Kathy Tomasino at 949-757-1021 or email NPRSVP@BusinessWire.com.

Hispanic PR Strategies and Marketing Trends

Hosted by Business Wire Florida

Today there are 46.9 million Latinos in the US, which means 1 out of every 6 US residents is Hispanic. With the buying power of over $713 billion it is more important than ever to reach this powerful and growing community of business professionals. Join Business Wire Florida for breakfast and panel discussions to learn more about the ever growing Hispanic consumer market and how to target your communications efforts to this influential segment of the US population. Gina Amaro Rudan of Genuine Insights will moderate the panel, which will also feature Manny Garcia, Executive Editor/Director, El Nuevo Herald; Mark Fauntleroy, Brand Manager, Experian Consumer Research; Arturo Duran, CEO, ImpreMedia Digital LLC; Jorge Mercado, Director of Marketing, Terra Networks USA; and Susan Solano, Sr. Vice President, Marketing, Telemundo Network Group LLC. This event is free for all attendees.

Thursday, August 13 at 8:30am ET
Florida International University
School of Journalism & Mass Communication
Biscayne Bay Campus, ACII 115, 3000 N.E. 151st. St., North Miami, FL 33181
To register: Please RSVP by Tuesday, August 11 to Claudia Perez-Bonilla at claudia.perez@businesswire.com or call 954-474-8833.

Jump Start Your PR – POSTing Your Social Media and External Communications Strategy

Hosted by Business Wire Phoenix & the Arizona Technology Council

Join Phoenix Business Journal, Business Wire, and the Arizona Technology Council for the second annual Jump Start Your PR Council Connect, featuring an expert panel of local media and communications professionals discussing how a simple acronym – POST – can be used to establish your social media and external communications plan. Malcolm Atherton, Account Executive for Business Wire Phoenix, will moderate a panel, including Dan Wool, Corporate Communications Specialist, APS; Sheila Kloefkorn, President, KEO Marketing; C. Edward Brice, SVP of Worldwide Marketing, Lumension; and Adam Kress, Multimedia Reporter, Phoenix Business Journal. This event is $20 for Arizona Technology Council Members and $35 for Non-Members (includes the cost of breakfast).

Thursday, August 13 at 7:30am PST
ASU SkySong
1475 N. Scottsdale Road, Global Room #301, Scottsdale, AZ 85257
To register: Click here.

Effective Use of Blogging and Email Marketing to Drive Website Traffic

Hosted by Business Wire Phoenix and BannerView.com

Join Business Wire Phoenix and BannerView.com for lunch and a discussion on the effective use of blogging and email marketing to drive website traffic. Business Wire Regional Manager Grant Armendariz will moderate the discussion with Mark Cenicola and Jeff Helvin of BannerView.com. They will discuss effective use and deployment of content within a company’s blog, how to target the right customers through well-optimized press releases and how to generate a loyal customer base through email marketing. This event is free for all attendees.

Thursday, August 13 at 11:30 am PT
ASU SkySong
1475 N. Scottsdale Rd, Room 249, Scottsdale, AZ 85257
To register: Please RSVP to Billy Russell at billy.russell@businesswire.com.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


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