Survey says? Reporters want breaking company news and photos!

September 10, 2014

In this analysis of the 2014 Business Wire media survey, Ibrey Woodall, Business Wire’s VP of web services, takes a deeper look at the types of multimedia elements most preferred by today’s reporters.

bizwirepressreleaseprefs

Not only do we cover the 7 types of news reporters want to see in a press release, we discuss what supporting assets work the best. As we move into a more visual, interactive world, text-only press releases are becoming increasingly rare.  Reporters are using images to round out their story and if you are not providing one, your competitor may be.

bizwiremultimedia

Take a few minutes and read this CommPro.biz piece to learn which types of multimedia reporters need and why:  http://www.commpro.biz/public-relations/media-relations/media-favor-photographs-press-releases-2014-business-wire-survey-provides-journalist-feedback-todays-press-release/


10 Public Relations Insights from Mary Meeker’s 2014 Technology Trends Report

May 29, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Earlier today, a coworker swung by my office to alert me that KPCB’s Mary Meeker’s Technology Trend Report of 2014 was finally out.

Christmas, my data loving friends, has arrived early! For those unfamiliar, this report outlines global and United States-specific mobile, internet and technology trends that impact corporate decision making in a wide range of industries.

At first glance, this report is a fascinating look at how mobile, internet, and human behavior trends have all collided in 2014.  However, as you read further, you start to see that these trends tell a very interesting story for today’s communicator.  Today’s news consumers are moving away from traditional text only news, and consuming more than ever, a blend of text and multimedia to tell a story. While this report has a wide number of very interesting data points, we pulled out the 10 key trends directly relevant to public relations, investor relations, marketing and communications professionals.

1.  Customized internet-based learning opportunities continue to grow, allowing people who learn in different ways to find the one that fits for them.

PR IMPLICATIONS:  As noted earlier this year, more than 63% of the world’s population are visual learners, making traditional text only press releases cumbersome to digest. Press releases that integrate images and/or video allow the reader to digest in their own way.  (What a great way to build fans!)

2.  Mobile phones and mobile internet are here to stay, with mobile data traffic increasing a whopping 81 percent!  The biggest use of that mobile data is consuming video. 

PR IMPLICATION:  Mobile video consumption is at an all time high.  When your audience reads your news, are you including a video clip?  Why not?

3.   Mobile ad growth is seen as an almost $30B opportunity while print advertising is over-indexed by 5%. 

PR IMPLICATIONS:  As news consumption continues to move online, include images and videos with your press releases to increase the potential and decrease the turnaround time of online news coverage.

4. A massive increase in the global messaging ecosystem continues with a strong increase in sharing within smaller groups.

PR IMPLICATIONS:  More and more tools are launching to aid communications. This increase in peer-to-peer communication tools makes word of mouth recommendations more important than ever.  Provide your fans with short  news bites and smaller multimedia clips so they can easily talk about your brand, and these messaging tools will help them share it with others.

5.  Multimedia sharing is rising rapidly.

PR IMPLICATIONS:  Today’s consumers are not only creating and sharing their own images and video, they watch and share third-party content.  Are you providing compelling content they need to effectively engage and share out your multimedia?

6.  Social media traffic referrals continue to grow with the sharing cycle for social media articles averaging 6.5 hours on Twitter and 9 hours on Facebook.  Buzzfeed continues to receive the honor of content most shared on Facebook, while the BBC holds the top spot on Twitter. 

PR IMPLICATIONS:  Meeker’s chart (which lists the top 10 content sources on both social networks) is a reflection of what piques the interest of consumers on each platform.  This provides a strong media list for you if you are looking to grow engagement on one or the other.  In addition, the stories these outlets publish provide valuable insight on the images they use and their writing style. Adapt your press releases accordingly.

7.  2014 is the year of the Internet Trifecta:  Critical mass of content + community to give it context + commerce.

PR IMPLICATION:  Skip writing vague press releases and start writing for your core audience. As more and more content continues to be upload (1.8B photos uploaded and shared PER DAY globally), the best chance you have to stand out, and drive ROI is to activate core audiences.  Include calls to actions, like Click to Tweet, to move people through you sales funnel.

8.  13ZB (that Is Zeta bytes) of content will be created and consumed this year.

PR IMPLICATIONS:  To stand out from the noise, you need good writing and compelling assets. Arm your brand fans with your news to increase word of mouth sharing.

9.  Re-Imagining User Interfaces (UI):  R.I.P. Bad User Interfaces; today’s consumers are much more willing to leave companies for their competitors due to bad web or mobile interfaces.

PR IMPLICATIONS:  Company news pages have changed drastically in the last few years. Have you updated yours?  Today’s sites include social interfaces, access usable multimedia, and historical information and are readable from any device. Is your company news page keeping pace?

10.  Massive increase in video views, long and short form. 

PR IMPLICATIONS:  Create videos!  Not sure where to start?  How about a video showcasing a key decision point in the development or launch of your product or initiative? Or ask us! We’ve been distributing multimedia for years.

By providing your news in both a textual and image/video format, you are effectively giving the consumer the choice to read your news in the format they prefer.  By meeting their consumption needs, you create a higher likelihood of news sharing, or word of mouth marketing.  And nothing is more effective than that!

Want to learn more about how you can adapt your press release process to meet these new technology and behavioral changes?  Let’s set up a time to talk.


5 Things to Stop Doing to Your Press Releases in 2014

March 14, 2014

By Luke O’Neill, Business Wire Editor

In the fast-paced, deadline-driven world of public relations it’s easy to rely on tired, ineffective practices merely to churn out press release after press release. But you’re better than that, right? Folks, the time to adapt and innovate is here. Empower your clients and yourself to be better, and think outside the press release template box. In this age of bite-sized “content” and short attention spans, it is vital to relay your message as efficiently as possible in order to activate as many brand fans as possible. 5 things to STOP going to your press release in 2014 stop sign After all, the press release is no longer a staid form of communication. Today’s press releases are professional yet also personable and conversational. Today’s releases are designed to educate and activate core and secondary audiences. Are yours? Not sure? Check out the list below. Here are the top five things today’s PR professionals must stop doing in press releases in order to be successful in 2014:

1. Stop writing long headlines. Today’s press release headline needs to be accurate and concise. The headline, above all, should catch the attention of intended audiences, and get them to read your release. Headlines particularly need strong verbs and should be devoid of adjectives. Instead, try writing a shorter headline – we suggest about 70 characters long. Don’t forget to include the company names in your headline. After all, it doesn’t make much sense to issue news and leave your name out of the most visible part of the release.

2. Stop over-stylizing. Too many bolds, italics, underlines, super and subscripts and even too many hyperlinks can turn a press release into an eyesore. Too many styles are hard on the eyes; they simply make your release more difficult to read. Use these styles sparingly and usually for emphasis, and watch the readability index for your release increase.

3. Stop overloading releases with keywords. Once upon a time, it was important to cram “relevant” keywords into a press release to appease the search engine optimization gods. Now? Not so much. Search engine algorithms have changed to reward good writing made for human consumption while also satisfying the technical side of web visibility. Business Wire issued a very helpful guide this year on press release optimization (download it here: http://go.businesswire.com/guide-to-press-release-optimization). This guide includes 10 steps to create a better release in 2014.

4. Stop using only embedded links. Press releases should incorporate a mix of spelled-out URLs and embedded links. Spelled-out URLs travel further, i.e. they can be read if you print out the story or seen in an email if there’s no HTML setup. When it comes to links, you want to be strategic. Use links sparingly, and of course don’t forget to test them before distributing your story.

5. Stop writing so much text. News releases, like actual news articles, ought to get to the point quickly. Stop writing long passive sentences and long-winded quotes and focus on shorter sentences, shorter paragraphs, bullets and images to make your point.  Writing press releases is an art form all unto itself. The fastest way to master the art of crafting an actionable, successful press release is to focus on clear, succinct writing and smart imagery. Try it and see for yourself!


Editor’s Corner: Avoid Press Release Buzzkill with George Orwell’s Writing Tips

May 24, 2011

By Rebecca Bennett, Editor, Business Wire Seattle

by Rebecca Bennett, Editor, BW Seattle

While there’s plenty a PR pro can do to draw attention to press releases – solid SEO terms, attractive multimedia, for example –  simple language should not be underestimated. 

Straightforward language in the body of a release can be a big asset in establishing credibility and gaining traction.  Those writing press releases should avoid buzzwords and industry jargon that work against clear messaging, opting for brevity and conciseness.

In 2010, PR strategist Adam Sherk compiled a list of the most common buzzwords in press releases to demonstrate how a company’s perceived innovation may serve as a buzzkiller when it provokes eyerolls from editors and journalists who read dozens of press releases daily. 

Writers of press releases are wise to consider George Orwell’s Five Rules of Good Writing (actually six rules) included in his famous 1946 essay, Politics and the English Language.

Here they are:

  1. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
  2. Never use a long word where a short one will do.
  3. If it is possible to cut a word out, always cut it out.
  4. Never use the passive where you can use the active.
  5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
  6. Break any of these rules sooner than say anything outright barbarous.

Rules two and five are especially relevant to press release writers.  Keeping it brief can help your budget, since press release distribution costs are based on word count.  Avoiding jargon and obtuse language clearly communicates your message.

Business Wire’s website has plenty of press release pointersPRFilter.com is a great aggregator of press releases–useful for a PR professional to compare frequency of words across industries. 

Also, don’t hesitate to contact your local newsroom and/or account executive for feedback.

With 31 bureaus around the world and more newsrooms than all of our competitors combined, Business Wire is proud to provide local expertise and superior service, backed by the most accurate editors in the world. In Editor’s Corner, we ask some of our best to chime in on how to get the most out of your press release, based on their years of experience in the industry.

Don’t Let Your Press Releases Get Lost Without Translations

April 14, 2011
by Daniel Blue, Senior Editor, International Desk

Daniel Blue, Senior Editor, International Desk

Daniel Blue, Senior Editor, International Desk

Businesses who want to rush their international releases sometimes ask us to skip translations. Translations take time, and if  English is indeed “the universal language of business,” why not leave out that middle step?

When clients ask this of the International Desk, we suggest they consider the following:

  • Partners in China, Japan, France, Russia, Latin America and Eastern Europe (among others) don’t accept English-only copy at all. In other words, English-only releases won’t be received by several of the largest markets in the world.
  • Agence France-Presse, the French version of the Associated Press, will not send in English to certain areas of the world. AFP is one of the world’s three largest news agencies, and when it doesn’t distribute your news, the lost exposure is significant.
  • If a release isn’t translated, it won’t show up in that language on the Business Wire website. Nor will it be aggregated into newsfeeds by the Chinese, Japanese and other non-English services that scrape our news pages. That’s another huge missed opportunity.

So who does receive releases sent only in English?

A few large markets will accept these, notably, Germany, the Netherlands, Korea, India, Spain, Italy, and Scandinavia.   Also, certain international journalists that have specifically asked for English copy will receive the feed from from Business Wire though our Press Pass program.

But how many people in those countries will actually read the release?

While some viewers will be fluent in English, many will not, and pick-up is bound to be limited by not having the release in the native tongue.

Bottom line: use translations. They’re part of the price, and if you want to look them over beforehand, we’re glad to oblige.  But don’t hobble your coverage by refusing to use them at all.


Editor’s Corner: How to Bring Social Media into Your Press Release

March 22, 2011

by John Benutty, Senior Editor, Business Wire San Francisco

by John Benutty, Sr Editor, Business Wire San Francisco

The secret is out – if you want to get noticed, your company must tap into the social media consciousness of our time.Consider the fact that we twenty- and early thirty-somethings – now an intricate part of the business and media fields – were in college when Facebook began, and we know the value of social media as if its playbook were written on our forearms. Young professionals tweet, post to walls, like, digg, bing, ping, blog, Google and forward more than anyone else, leaving the heartbeat of your news at the tips of our mouse-clicking fingers.

So how does your company tap into the ever-expanding atmosphere of social media? Is it possible to use it to your advantage within your Business Wire press release? Most certainly.

Step 1: Build your fan-base by adding social media links to your release

The easiest way to bridge the gap between social media and your news is to always include links to the places online where your company has a presence. In addition to including a link to your company’s home page, include the URLs to your Facebook, Twitter and YouTube pages. Links provide easy access for those who receive your news to keep track of more than just your press releases – they’ll fan your Facebook page, follow your Twitter feed and subscribe to your YouTube channel to stay up on all your latest announcements.

Here are a few places where these social media links make the most sense:

  • as part of your boilerplate along with your company URL
  • in a bulleted list (i.e., “Find Us Online”) with a link to each site where your company has a media presence
  • alongside your media/investor relations phone numbers and email addresses

Step 2: Keep your fan-base informed by re-posting and re-tweeting your release from BusinessWire.com

One of the many great things about distributing your news through Business Wire is the “Sharing” toolbar on your press release page. To the immediate left of every press release on BusinessWire.com is a list of social media links encouraging viewers to share the press release with their own friends, fans and followers. Seize this opportunity and share your news directly with your newly acquired fan-base. It goes without saying that the people you care most about reaching are the friends of your friends, so re-post and re-tweet your release to your fans, and let them share their excitement about your news with the people they know – from there, the distance your news can travel is boundless, so give it that first little tweet and let the diggs, bings and pings fall where they may.

With 32 bureaus around the world and more newsrooms than all of our competitors combined, Business Wire is proud to provide local expertise and superior service, backed by the most accurate editors in the world. In Editor’s Corner, we ask some of our best to chime in on how to get the most out of your press release, based on their years of experience in the industry.


Daylight Saving Time And Other Timing Tips for Your Press Releases

March 10, 2011
by Rebecca Rose, Business Wire Editor, Atlanta

If you’re sending a press release in the next couple of days, please factor Daylight Saving Time into your plans.

Rebecca Rose, Editor, BW/Atlanta

Daylight Saving Time was first enacted in the U.S. in 1918 and in classic “spring forward”  fashion, it begins Sunday, March 13, this year.  Clocks will jump forward an hour at 2 a.m. local time in most areas. The time shift will also occur in other parts of North America, including Mexico and most of Canada.  The European Union (EU) won’t change their clocks until the last Sunday in March.

Exceptions to Daylight Saving Time include the entire state of Arizona, northwest Indiana and the province of Saskatchewan, Canada.  We recommend verifying the local time in your targeted distribution area.   And, if you’re at all unsure about the correct time zone, contact your local newsroom – we’re always here to help!

The most common goof we see on news releases during time change season is communicators failing to note event timing announcements in the current timing scenario.  For example, a press conference taking place at 8 o’clock in the morning in New York City will be noted as starting at 8 AM EST versus 8 AM EDT.   Our editors are on the look out for such errors.

Here’s a good reference to see which locales change when.  Below we’ve assembled a few extra timing tips to get you through the night as that extra hour gets shelved until autumn.  On November 6, we’ll “fall back” and get those 60 minutes back.
  • When writing and scheduling your press release, be sure to consider the time zone of your desired geographic circuit. If you’re located in Atlanta, but are targeting media points in California, sending your release out at 8 a.m. ET (5 a.m. PT) probably isn’t going to get you the most bang for your buck.
  • Templates are frequently used when crafting press releases, so be sure to double-check that time zone abbreviations are updated and correct.
  • A simple, albeit effective, strategy for boosting pickup is to release your news slightly past the hour. For example, rather than scheduling your release to cross the wire at 8 a.m., try scheduling it for 8:01 a.m. or 8:06 a.m. This will set your news apart from the rush of releases scheduled to go out on-the-hour.

With 32 bureaus around the world and more newsrooms than all of our competitors combined, Business Wire is proud to provide local expertise and superior service, backed by the most accurate editors in the world. In Editor’s Corner, we ask some of our best to chime in on how to get the most out of your press release, based on their years of experience in the industry.


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