Get Better Tradeshow Coverage with EventTrak by Business Wire

July 21, 2010

by Leon Harbar, Vice President, Global Tradeshows & Events, Business Wire Los Angeles

It may seem obvious, but many companies often go into an important tradeshow sending hundreds of generic emails to the registered media list and hoping for the best: A meeting with any journalist or blogger. Unfortunately, the result is a series of awkward meetings that result in very little targeted coverage.

A more efficient process would be to actually know before the show which influential attending journalists and/or bloggers are actually covering your target market, then putting special emphasis on setting up meetings with those people before your competitors do.

EventTrak by Business Wire is the solution to enable you to set up smarter meetings before your important tech tradeshow.          EventTrak logo

For each specific show, EventTrak provides your public relations team with a “pre-show” report up to 2 months prior to show start detailing media/blogger coverage of the prior year’s show. The report includes publication name, author, date published and a direct link to the article. Users may search within this data, download and export contacts and review “hot themes” for the upcoming show. Approximately two weeks after the show ends, the user will receive a post-show report in the same format with updated coverage data.

For an overview on EventTrak, click here.

For a listing of tradeshows where EventTrak is available, click here.

Business Wire is the official wire for hundreds of events worldwide and when that’s the case, our Online Press Center is integrated within the media area of that event’s website. In addition, we continue to provide free distribution of 100-word profiles to exhibitors/sponsors/presenters of certain events.

If you have any questions on distributing news for a specific event, adding your event to TradeshowNews.com or just need advice, please email tradeshow@businesswire.com.

Follow TradeshowNews.com on Twitter @TradeshowNews or become a fan of us on Facebook!


Media Relations in the Digital Age Event Recap

July 15, 2010

by Cecile Oreste, Media Relations Specialist, Business Wire DC

Members of the Business Wire/DC team were in attendance at Media Relations in the Digital Age held at the US Navy Memorial & Heritage Center on Wednesday, July 14th.  The event, which was organized by the Professional Development Committee of the PRSA – National Capital Chapter, welcomed four journalists – Ceci Connolly, Nancy Marshall-Genzer, Greg Ip and Jordan Rau – to discuss “how to fearlessly pitch big-league media and get big-time results.”

Ceci Connolly

Ceci Connolly

Ceci Connolly is the national health policy correspondent for the Washington Post.  She has been a staff writer at the Post for over a decade and has covered politics, health care and several major disasters.  Prior to joining the newspaper in 1997, she covered politics for Congressional Quarterly and worked at the Washington bureau of the St. Petersburg Times.

According to Ceci, public relations practitioners need to think strategically about which news organizations they are targeting.  “The more you can be targeted, the more you can be effective,” she said.  Assist reporters by providing factual information with credible sources, understanding deadlines and knowing what beats they cover.

Nancy Marshall-Genzer is a senior reporter for the Washington bureau of Marketplace.  Previously, she worked as a newscaster for NPR and WAMC in Albany, New York, as well as an anchor at Oregon Public Broadcasting.

Nancy reminded the audience that “the early bird gets the worm.”  Send pitches with plenty of lead time and plan events around days when journalists may not be as busy.  Mondays, Fridays and holidays work best.  Marketplace will generally be seeking out stories during these times.

Greg Ip

Greg Ip

Greg Ip is U.S. Economics Editor for The Economist and also contributes to The Economist’s blog Free Exchange.  Before joining The Economist in 2008, he served as chief economics correspondent of the Wall Street Journal and created the paper’s online blog Real Time Economics.

According to Greg, reporters at The Economist are generally looking for experts with deep knowledge about the subjects they are covering.  He suggests inserting your organization into the context of a story.  “Describe why something affects you in a positive or negative way.  Examples are very valuable,” he said.

Jordan Rau

Jordan Rau

Jordan Rau is a reporter for Kaiser Health News.  His KHN stories have been featured in publications such as the Philadelphia Inquirer, as well as news sites including NPR.org and MSNBC.com.  Prior to joining Kaiser Health News, he covered government and health care politics for the Los Angeles Times, Newsday and the Concord Monitor.

When it comes to public relations, Jordan recommends focusing on “people, data and dish.”  Find people who are affected by the issue your organization is concerned about and truly illustrate the story.  Provide quantifiable data which can easily be used in a story.  Finally, don’t be afraid to dish out information about your competitors.  “Some of the most successful people in public relations are the experts in opposition research,” he said.  Pitches that suggest conflict with competitors often get more attention than stories that highlight your organization’s own products, services or success.


Philadelphia Media Members and Communication Professionals Provide Practical Tips for Media Relations

May 27, 2010

On Wednesday, May 12th, Business Wire Philadelphia hosted “Media Relations Boot Camp,” a breakfast and panel discussion about media relations best practices.  The event, held at the University City Science Center in Philadelphia, brought over 50 PR practitioners, industry professionals and business executives looking to learn from leaders in the media and communications industries.

Moderator Michael Smith, LaSalle University

The panel discussion was moderated by Michael Smith, PhD, Associate Professor of Communication at La Salle University and featured the following speakers:

Below are some of the key points from each of our panelists:

Mike Armstong, Philadelphia Inquirer

  • When asked what he looks for in a story, Mike said “the key word is interesting.  If you’re going to reach out to the media, it better be interesting and it better be important.”  He also added that pitches should be short, to the point and preferably delivered by e-mail – not over the phone or via fax.
  • If you’re going to call Mike at the Inquirer, he suggests doing your research.  Flowery language doesn’t work for him.  A better approach is to read his articles and find a connection between your pitch and what he covers.  He added that “the brutal truth is that just because you exist, doesn’t mean you’re a story.”  To be successful, organizations need to recognize trends and find how you fit into these bigger stories.
  • Despite being the editor for the PhillyInc Blog, Mike does not heavily rely on social media for news tips.  There is no must-read blog for him at the moment.  Although he keeps a list of blogs to follow, he only checks them about once a month.

Bernard Dagenais, Philadelphia Business Journal

  • For Bernie and the Philadelphia Business Journal, a good story is about a lot of money and/or a lot of jobs.  Journalists bring their independent judgment to the newsroom when it comes to determining whether or not something is newsworthy, but for the most part a good story is one that will be interesting to the entire business community – not just your specific industry.
  • When sending an e-mail to an editor or reporter, the subject line is very important.  It is a PR professional’s job to get the attention of the media and a subject line is one way to do that.  If a story is really good, it is not a bad idea to call the reporter and resend the e-mail once you’re on the phone so the reporter doesn’t have to search for what you’re talking about.  When calling Bernie with a pitch, a fact-driven approach works best.  He wants to get his job done as efficiently and effectively as possible so provide the information he needs up front.
  • Make sure you are sending quality e-mails when you contact reporters.  Bernie actually set up a junk filter for people who have sent too many useless e-mails in the past.  According to Bernie, “why would I want to contact them?  They don’t get what it is that we do.”

Alex Hillman, DangerouslyAwesome.com and Indy Hall

  • Organizations should remember that sometimes less is more.  Not everything an organization does is newsworthy so there is no reason to constantly broadcast announcements if they are not important.  “If everything is a hot story, then nothing is a hot story,” he said.  “Shut up and listen before you shout and hope someone listens.”
  • Alex referenced Seth Godin’s book Purple Cow, encouraging the audience to do something interesting and to be remarkable.  “Be worth remarking about.  You’ll keep hitting the same walls [with the media] if you continue to do the same thing.”
  • When it comes to using social media and new technology, he recommends taking a quality over quantity approach.  Consistently putting out quality posts and being thoughtful about your social media strategy is more effective than high volume.  Social media tools like blogs allow people to express judgment in what they are sharing, and organizations should recognize this important aspect when creating content.  In regards to negative comments on blogs, Alex recommends not deleting them but instead viewing them as an opportunity to engage.

Panelist Michael Wood, PPL Corporation

Michael Wood, PPL Corporation

  • Although more and more organizations are incorporating social media into their communication strategies, it is still important to use outlets like the Philadelphia Inquirer and the Philadelphia Business Journal.  “You need to consider all media to reach your audience.  You need to integrate your message into a number of different vehicles and traditional media is part of that plan,” he said.
  • According to Michael, “credibility means everything to someone working in media relations.”  Know what makes a good story for the media outlet you are pitching and know what information they need to do their job.  Be selective when reaching out to the media so they are more likely to pay attention when you pitch.
  • When writing a press release, make it more about the story and less about the organization.  Revise your headline to be about the current trend you want to discuss and have your company serve as one of several sources within the release.

Local Business Wire offices host dozens of events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


Upcoming Business Wire Events – May 6 Edition

May 6, 2010

Upcoming Business Wire Events

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:

How to Add Video into Marketing, PR and Social Media Programs to Increase Lead Conversion

Hosted by Business Wire Silicon Valley

Business Wire Silicon Valley partners with MEDIAmobz & Visible Gains to host this breakfast and panel discussion on using video to engage and convert leads.  Panelists Linda Crowe, Marketing Consultant, Former Group Manager, Media & Production, Sun Microsystems; Dos Dosanjh, WW Customer Solutions Manager, Marketing, Cisco Digital Media Creative Services, Cisco; Jay Durgan, Head of Business Development, MEDIAmobz; Cliff Pollan, Co-Founder & CEO, VisibleGains; and Mark Rotblat, VP, Business Development, Tube Mogul discuss how to integrate video across marketing channels to increase awareness, lead generation and conversion. The panel will give tips and tricks for engaging video for lead general, as well as share mistakes to avoid. This event is free for all attendees.

Visit the BW Events Page to see a video preview of this event.

Tuesday, May 11 at 8:30 am PST
TechMart Networking Meeting Center
5201 Great America Parkway, Santa Clara, CA 95054
To register: RSVP to Sandy Donnelly at 415-986-4422 x561 or email sandy.donnelly@businesswire.com by May 7

Social Media ROI: Being Seen is Not Enough

Hosted by Business Wire Cleveland [Cincinnati Event]

Your organization has started blogging, tweeting and updating Facebook, but is it working? Like many communicators, you may be unsure how to quantify the success of your social media efforts. Join Business Wire Cleveland and a panel of experts for a discussion on social media ROI measurement. Michael DeAloia of Tech Czar will moderate the panel, which also include Krisa Neher, CEO of Boot Camp Digital, Daniel Lally, VP, Pinger PR at Powers Agency and James Pilcher, Business Projects Reporter at The Cincinnati Enquirer. The panel will give advice on setting goals for your social media campaign and arm you with the tools you need to generate both quantitative and qualitative results. This event is free for all attendees.

Wednesday, May 12 at 8:00 a.m. ET
The Phoenix – Cincinnati Room
812 Race Street, Cincinnati, OH 45202
To register: RSVP to Melissa Chambers at 800.769.0220 or email melissa.chambers@businesswire.com by May 5

Media Relations Boot Camp

Hosted by Business Wire Philadelphia

Join Business Wire Philadelphia and a panel of media relations experts for a discussion on getting your news heard over the background noise. Learn about the numerous platforms in today’s communications landscape to reach the media, industry associates, investors & the public. Michael Smith, PhD, Associate Professor of Communication at La Salle University will moderate the panel, which includes Bernard Dagenais, Editor, Philadelphia Business Journal; Mike Armstrong, Business Columnist, PhillyInc Blog Editor, Co-Host of Philadelphia Business Today, Philadelphia Inquirer; Michael Wood, Sr. Manager, Communications, PECO; and Alex Hillman, social technology and community developer, co-founder of IndyHall. The panel will discuss tactics for determining which platforms are best for which audiences, pitching those audiences, the differences between social, mobile and traditional media platforms, and how to use each correctly. This event is free for all attendees.

Wednesday, May 12 at 8:00 a.m. EDT
University City Science Center
Conference Room Fuller A&B, 3711 Market Street, Ste 800, Philadelphia, PA 19104
To register: RSVP to Kate Carr at 610.617.9560 or email kate.carr@businesswire.com

Best Practices for Working with Journalists in an Ever-Changing Media Landscape

Hosted by Business Wire Minneapolis

Join Business Wire Minneapolis & NIRI Twin Cities for this breakfast and a panel discussion with area journalists. Panelists Brad Allen of MinnPost, Dirk DeYoung of The Minneapolis/St. Paul Business Journal; Annie Baxter of MPR, Jason DeRusha of WCCO-TV and Ann Harrington of The Pioneer Press discuss best practices for media relations professionals in today’s changing media landscape. This event is free for Business Wire and NIRI members and $25 for non-members.

Thursday, May 27 at 8:00 a.m. CT
Graves 601 Hotel
601 1st Ave North, Minneapolis, MN 55403
To register: RSVP to Jane Cracraft at 612.376.7979 or email jane.cracraft@businesswire.com by May 14

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 – March 29 Edition

March 29, 2010

The Impact of Social Media on Traditional News Reporting

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:

Convergence, Citizen and Social Journalism: Strategies on Sending Your Press Release to Today’s Media

Hosted by Business Wire Florida

Join Business Wire Florida for a panel discussion on the changing landscape in media venue, platform and audience. Panelists Cindy Kent, Business News Desk at the Sun Sentinel; Margie Schneider, VP Operations for Ten Golden Rules; and Maria de Los Angeles, South Florida blogger, senior writer and forum editor for Miami Beach 411 will discuss the role of social media in the media world and options to get corporate messages out to industry followers, opinion leaders, stakeholders and the social community. This event is free for all attendees.

Tuesday, April 13 at 8:00am ET
Broward College, Willis Holcombe Center
111 East Las Olas Blvd, 12th Floor Boardroom, Ft. Lauderdale, FL 33301
To register: RSVP to Claudia Perez-Bonilla at 954.474.8833 or email claudia.perez@businesswire.com by April 9

Navigation in Today’s Global-Mobile-Social World: From a PR Perspective

Hosted by Business Wire San Francisco

Take your understanding of the online traditional media and the social media to the next level!  In this session, our panel of experts will address the changing landscape in media venues, platforms and audiences plus best practices to get corporate messages out and talked about in the expansive universe of industry followers, opinion leaders, stakeholders and social community.  They’ll discuss how social media and online search affects news reporting, corporate messaging (traditional and new), and the importance of envisioning the information you wish to deliver, as well as where to deliver it. Business Wire VP of New Media Monika Maeckle moderates a panel including Chris Heuer, Founder, AdHocnium and Social Media Club; Maura Ginty, Customer Experience, Worldwide Marketing, Autodesk; David Toole, CEO, MEDIAMobz; Rachel Polish, Vice President, Ogilvy’s 360 Digital Influence; BJ Fogg, Director, Persuasive Technology Lab, Stanford University; and Kimarie Mathews, Voice and Customer Experience, Wells Fargo Bank. This event is free for Business Wire members and $20 for non-members.

Thursday, April 15 at 9:00am PST
Autodesk’s Meeting Center
The Landmark @ One Market
One Market Street, San Francisco, CA 94105
To register: Please RSVP to Sandy Donnelly at sandy.donnelly@businesswire.com or call 415.986.4422 x561 by April 12

Meet the Media: How to Effectively Communicate Your Message

Hosted by Business Wire Los Angeles

Join Business Wire LA for breakfast and a “Meet the Media” panel discussion with local media members Eddie Chan, West Coast Financial Editor-in-Charge for Thomson Reuters; Alberto Mendez, Assignment Editor for KCBS-TV/KCAL-TV; and Kevin Davis, COO for The Wrap.com. The panelists will answer questions from the audience and share their tips for effectively pitching news media, strategies and tactics. This event is free for all attendees.

Thursday, April 15 at 8:00am PT
Olympic Collection Center
11303 Olympic Blvd, Los Angeles, CA 90064
To register: RSVP to Garrett Henricksen or Heather Hardge at larsvp@businesswire.com or call 310-820-9473 by Monday, April 12.

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


The Power Of The Headline Compels You

March 17, 2010

Christine Kent gives some great examples of short but intriguing subject lines from e-mail pitches in “E-mail subject lines in 8 words or less,” an item in Ragan’s PR Daily.

Says Kent, “Given the attention spans of your media targets (right up there with gnats), and the tidal waves of e-mail that come flooding into reporter mailboxes, the onus is on you to be brief and clever.”

Click through to see the interesting, snappy, funny pitches your peers in PR are coming up with.  Who could resist a line like “Colorado:  Help bring a cow into the world” (crafted by Praco PR for the Colorado Tourism Office)?


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