How to Write an Earnings Release For All Audiences

October 7, 2015

By Natasha Artavia, Business Wire

With another earnings season to soon commence, there’s no better time to review a few editorial practices that will provide your investors, the media, and your company with a successful, interactive earnings release.

Let’s start with the basics. Your headline is an essential element of your earnings release, as on databases, RSS feeds and social channels it’s often the first, or only content visible to analysts and investors. Keep your headline short and to the point. Journalists and the investor community will be actively searching for your announcement, and a succinct, search-optimized headline is crucial to their locating your release.

Revolution Lighting Technologies Earnings subhead


Your sub-headlines should emphasize your company’s most important financial figures and business position from the previous quarter or fiscal year. These could include: dividend announcements, sales growth, share increases, financial results from a major product launch, YOY and/or quarterly growth. Using bullet points to format your sub-headlines can make your layout more visually appealing, but don’t go overboard. Treat your sub-headlines as premium real estate that provides your audience with the important highlights of the quarter. Compelling sub-headlines will encourage your audience to continue reading below the fold.

While there is a plethora of financial information that must be disclosed to your investors and the media, this data shouldn’t overwhelm the reader with blocks of text. Here are a few ways you can provide your audiences with a more reader-friendly earnings announcement.

  • Use bullet points to break up the numbers

The use of bullet points in a financial news release will draw the readers’ attention to the significant facts and figures. Plus, bullet points provide clean divisions between separate sections within your text, while also doubling as quick “numbers at a glance” references for the media.

  • Tables can help illustrate your news by providing readers with a visual breakdown of the information you have included in the release

Just because you have provided full financial tables in your earnings announcement, this doesn’t mean you can’t insert imagery within the body of your news release. These tables should be smaller and can provide comparisons to prior years or quarters, or highlight certain aspects of financial growth. Think of these tables as additional resources the media can use to develop their story.

  • Earnings InfographicIncrease message adoption with multimedia

Providing a visual element with your earnings release will not only increase media pickup, but will augment a predominantly text announcement. Consider adding an infographic that shows readers the growth your company experienced this past quarter or fiscal year.

  • Don’t forget your hyperlinks

It’s extremely important to add hyperlinks or URLs for the media and investor community. If you are directing your audience to the Investor Relations section of your website or the earnings webcast, don’t tell them where to go…show them. Provide them with the registration link that will take them directly to the event. If you have a report or are providing your company’s earnings as a download, include the URL that forwards readers to these resources. Hyperlinks are an excellent tool to increase engagement with your audience. Links add additional texture and depth to your release, giving the reader a better experience.

Best_Practices_for_Enhancing_Earnings_Release_WP_1However you decide to format your earnings release, we hope you find these suggestions to be useful. You can also download Business Wire’s Best Practices for Enhancing Earnings Releases whitepaper here.

And remember, at Business Wire, our editors, client services representatives and account executives understand how stressful the earnings period can be. From submitting your order to confirming distribution timing and formatting, we’re here to help make this process as smooth and efficient as possible. Feel free to reach out to your local newsroom before submitting your next earnings release. We can work with you on the best way to submit your release and the best time to disseminate the announcement.

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How to Perfect Your Headlines

July 20, 2015

by Agnes Deleuse, Senior Marketing Specialist, Business Wire Paris

How to Perfect Your Headlines


Headlines are made to draw in readers.  They are bait to capture their attention.  On newspapers, magazines, blogs, social media, and, of course, press releases, this is what you see first. According to a recent survey by Copyblogger, 80% of readers don’t read beyond the headline. Thus, your headline better be a catchy one if you want your audience to remember you.

Here are a few tips from Business Wire to help you craft the perfect headline.

1/ Provide real information
No jargon.  Your headline should imply an interesting and relevant question.  You can include figures/data.

2/ Opt for short phrasing
It is a necessity.  Today, titles must be short. Think social media. Write headlines like a tweet or a post. Also, remember that if your release is going to be translated into foreign languages, English is one third shorter than French, for instance!

3/ Write your release first and finish by crafting the headline
It will help you focus on the main message you want to highlight.  You want to target the brain of your reader.  Don’t focus on news release discovery at this stage. To do this, integrate the keywords your audiences use to find your company information in the sub-headline or the first paragraph.

4/ Write at least three headlines, adjusting the order of the words and see which one has more impact.
Work like a sculptor. Add words, remove them, change them, move them around.  You can test the headlines on your colleagues.

5/ Think like a journalist!
If you want your news to catch a journalist’s attention, write a headline that is snappy, informative.  To think like a journalist is also a way to approach a subject the way a journalist would.  Journalists like it when they sometimes just have to copy and paste headlines and body texts directly from a press release!

Quality content, including well-written headlines, contributes to the entire process of delivering information to your right audience.

For additional information on how to craft an effective news release, click here:

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Applying 8 Modern Day Dating “Rules” to Public Relations

February 14, 2015

By Serena Ehrlich, Director, Social + Evolving Media, Business Wire Valentine’s Day approaches, we turned our thoughts to how news distribution actually resembles dating. In this piece from today’s PR Daily, Hannah Kelly from Business Wire Paris looks at eight modern dating “rules” and how they apply to news releases.

Click here to read Hannah’s 8 rules of dating and how they apply to PR in 2015:

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.


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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Using the Holidays as Inspiration for a Press Release / Social Media Campaign

December 20, 2013
by Carl Dispoto, Senior Editor

The final days leading up to Christmas can be overwhelming for brands and marketers. The options of what to promote, when to promote and how to promote are seemingly endless. But inspiration can be drawn from some common holiday traditions to help structure a campaign built around press releases and social media.

GiftCounting down is part of the holiday season. Around the world, people count down the days until Christmas using an Advent calendar, which reveals a different featured item each day. Even more well-known is the popular carol “The Twelve Days of Christmas,” which highlights a series of gifts given on each of the 12 days, with a new present being revealed in each verse.

It’s pretty clear that the gradual reveal of new surprises is an integral part of the holidays, so why not follow that pattern to highlight what products and features are the most important for potential customers?

This strategy can be effectively employed through a succession of Business Wire press releases and corresponding social media distribution.

Imagine struggling to find a way to feature the dozen or so products that you want to be on the tip of everyone’s tongue? How can you possibly maximize exposure and focus the attention of potential customers on multiple ideas?

The initial task is to choose the subject matter of your campaign, which can be either a series of products and services or varying features of the same product or service. Once the focus is decided, you can reveal a different product or feature each day leading up to Christmas.

As each new product or feature is revealed, you provide links to the previous products and features that have been unveiled. Pair each release with associated actions on Twitter, Facebook and Google+, and you are building an integrated network of links to boost the visibility of each post.

Using this method, each product or feature is getting promoted multiple times across various networks, continually funneling readers – and potential customers – throughout your chosen list of topics.

And while the countdown to Christmas is most common, this plan of action can be successful for the buildup to any holiday or event, especially those that have a specified number of days such as Hanukah, Lent, Mardi Gras, Oktoberfest, the Olympics and the World Cup!

Tumblr, Storify and More: Journalists Embracing New Media Tools, PR Community Should, Too

October 4, 2011
by Raschanda Hall, Global Media Relations Manager, Business Wire/Chicago

Raschanda Hall, Global Media Relations Manager

Attending the recent Online News Association (ONA) conference in Boston inspired me to step up my social tech tools game. Christine Montgomery, managing editor of and ONA president characterized the recent meeting as “the intersection of journalism and technology….where members come together to reinvent journalism.”

Journalists have learned their lessons, no longer lagging behind as their audience embraces change. These digital reporters are among a group not only embracing new media tools, but shouting their praises from roof tops.

But are PR people are listening?   We hope so.  The PR community would benefit by getting familiar with the new media tools described below.  Take a look.


Tumblr has been around, but tripled its audience in the last year to more than 28 million blogs, igniting new interest. People are ready for the next big thing and says Tumblr is “to weblogs what text messages are to email – short, to the point, and direct.”  Reporters love that Tumblr rewards original or unique material. Posting the most interesting information from a story is a great way for them to repurpose content.  Fun and lively photos are great “Tumblr bait” and often get reblogged and shared.

PR APPLICATION: Brands using Tumblr include Huggies, General Electric and J.Crew. Does your organization have great photos sitting in a boring photo archive? Recycle that content and create a Tumblr feed.  Do your clients have great quotes in their press releases? Share them on Tumblr.


Changing the way reporters find sources and incorporate social network content into their online news stories,  Storify allows for better story telling by helping the “writer” to easily drop in content from social sites like Twitter, Facebook, YouTube and Flickr.  Melanie Eversley of USA Today used Storify to recap her lasting lessons from the National Association of Black Journalist’s convention in August.  The Bay Area News Group tapped Storify to cover Obama’s town hall with Linkedin employees.

PR APPLICATION: PR people strive to share great stories, too. Your next op-ed piece could look completely different using Storify. Right now we see it being used for sharing resources, but imagine creating a page about a product and dropping in selected customer feedback from Twitter, YouTube and Facebook–then sending it to all your networks.

Brand Pages on Google+

If Nike says it’s gotta be the shoes, Google would say it’s gotta be the circles. The excitement around the Google+ branded pages results from the idea that engaged brands might see better ad tracking, better search ranking on Google and the ability to create segmented target audiences into circles on Google+. This feature is not available yet, but Google says brand pages are coming soon.

PR APPLICATION: Brands could create unique messages and use this enhanced targeting for reaching segments of their consumer base, i.e. women or men, baby boomers or gen y’ers.  They could have conversations with their industry reporters and their internal experts.

And last, but not least…Failure

I know what you’re thinking:   failure isn’t a tool, but it is.

If you spend too much time thinking about the why, and the ROI you may never try anything. To borrow a tweet from @mbgelman:

“Sometimes it’s quicker and easier to try something than it is to debate about trying something.”

PR APPLICATION: More companies should reward failure – or at least the attempt at innovation.  Failure breeds better ideas. Are you doing anything new and exciting with your communication outreach? More wisdom from an ONA attendee @christopherwink

When you do something groundbreaking, it won’t be comfortable.”

How to Write Good Quotes: Keeping it Real Makes Your Press Release More Effective

August 30, 2011

by Monika Maeckle, Vice President, New Media

Our friends over at Ragan wrote an enviable dispatch recently, 4 Ways to Improve Quotes in Press Releases.  Wish we had authored this one.

Quotes are a tradition in press releases and inject a human voice into the text.  The challenge of balancing executives’ bloated claims in quotation marks with saying something meaningful continues for writes of press releases.   Quotes riddled with jargon and buzzwords lose their meaning and leave the reader wondering, “Huh?”

Good QuotesRagan cited this bad example of a quote from  President and CEO John Johnson:

“I plan to continue this legacy of providing innovative products and services to our customers. With over 30 competing companies for our customers to choose from, we have some challenges ahead. I am confident that we can meet those challenges successfully. And the first step is the release of our new app.”

In such cases, better to paraphrase like this:

“President and CEO John Johnson believes the release of the new app will provide customers with the communications tools they need, setting XYZ Company apart from more than 30 competitors. “

Our own Andrew Guinn wrote about the grammar of quotation marks in press releases a few weeks ago–don’t you sometimes wonder where punctuation belongs?  We also touched on making your quotes more notable in a recent Press Release Basics webinar last week.

Apart from injecting humanity into a press release, quotes are often featured as a “pull quote” drawing even more attention to their effectiveness–or lack of it.  Best to craft them carefully.


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