Business Wire International: France

March 30, 2009

Today we continue our series of posts from our colleagues outside the US, with a look at Business Wire’s experiences in France from Agnes Deleuse, Marketing Specialist.

Challenge, challenge, challenge!

The youngest of all Business Wire European offices, Paris opened its doors in the fall of 2005. Business Wire Paris was thus fully operational when the TOD (Transparency Obligations Directive) was enforced in January 2007. Getting the authorization by the French Market Authority to distribute disclosure information was certainly a decisive factor to attract global companies listed on the CAC40.

Representing an important part of our business, disclosure news distributionwas a good way for companies using our services to discover Business Wire and the many advantages of a newswire service. These companies started to realize they could introduce the wire in their marketing and communications strategy, for Business Wire has so much to offer, from global distribution to industry specific media coverage, multimedia posting, search engine optimization and XBRL formatting.

But too many French companies are still unfamiliar with the wire. There is a long educational process to implement here because French people are sometimes too conservative. Changing their marketing and communications habits to use a wire can be considered a revolution.

However, in the economic turmoil the world is now facing, changing marketing behavior is going to be a necessity. There is therefore a new chance for the wire, and thus for Business Wire. Companies want to continue to communicate but are tied to cost reduction, while print media is on a downward slope. Reaching international press agencies, online services, portals, journalists, investors and various trade communities is so easy with a wire service.

French companies are slowly incorporating this new media concept to cope with the economic environment. In France, we have noticed that our new clients are experimenting with the wire on a one-shot basis to start with. Some have already repeated the experience and we hope that they will continue using Business Wire in the long term. The online visibility and SEO tools are certainly enticing. Companies are adapting to a new situation, and so are we.

Thus, challenge is our daily sport.

But there is a corporate challenge as well: International offices have to face many differences from their counterparts in the United States. Speaking a foreign language is a major one, adapting existing tools from the US market to European customers is another. But so far, so good. European offices are very young and still growing.

But should there be no challenge, there would be no fun. We have to be constantly inventive and creative to go on the lookout for new clients, to find new ways and new words to promote Business Wire, its products and services. The high existing potential is very stimulating and the Business Wire Paris team* is up front to face the challenge.

Agnes Deleuse
Marketing Specialist
Business Wire France

*Business Wire Paris office team (12): a regional manager, a sales manager, two account executives, one CSR, one MRT, one marketing specialist, and a newsroom of five persons.


Business Wire International: Germany

March 25, 2009

Today we continue our series of posts from our colleagues outside the US, with a look at Business Wire’s experiences in Germany from Caroline Wernery, Marketing Specialist.  Make sure to also read Monday’s post from Dick Bromley, RVP Europe.


Business Wire in Germany: The crisis and how we profit from US innovations

Our clients speak German and require service descriptions, website information, contracts and bills in their native language. It took us a while to learn and improve all that, but after several years in the market we are settled. BusinessWire.de now provides news and Business Wire product and service information in German, and locally-produced material allows us to serve all of our clients in the language they prefer.

The 8-person Business Wire team in Frankfurt offers news distribution in Germany, the DACH region and of course internationally. Our daily goal is to be recognized as a local news provider, not just as an international wire service.

News distribution in the crisis

During the current economic crisis – which is also being felt in Germany – it is even more important for companies to let the world know about their business and products: Companies should distribute more news to sell their products, and to find new business partners or investors. And this is exactly what we’ve experienced in recent months: Compared to last year, more news has crossed the wire . . . both good and bad news.

As in other countries, the crisis in Germany has hurt local newspapers. Now, more and more people concentrate on online media and portals. Social media sources such as blogs, Twitter and Facebook are no longer unknowns and everybody seems to be using them. Previously, Germans relied on newspapers and television; now time is more limited and people rely on current online news.

For us, as the only wire service in Germany, this development of “being online” offers lots of opportunities. During the past months, people got more and more interested in search engine optimization tools as well as services to distribute pictures and videos. “Being multimedia and getting found in the growing news jungle” is the new direction the PR community follows in Germany. Reputation management is taken more seriously: Take care of which kinds of news get found. With our SEO tools, companies can direct readers to find good news before finding bad news, letting them show up higher in search engine rankings.

Thanks to our US founders and colleagues for the great innovations they made years ago and we can now fall back on. Sometimes it takes a while for new services to get accepted over the ocean, but when people ask for them, we are the first who can offer them.

The lesson for us is clear: It is not all about language, it is all about service.

It is always coupled with challenges, working for a foreign company in Germany, due to language problems, different time zones and cultural differences. Taking the challenges and turning them into opportunities makes it exciting every day.

Caroline Wernery
Marketing Specialist
Business Wire Germany


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