Business Wire Los Angeles: Why 2015 Will Be the Year of PR

December 17, 2014

By Sean Markham, Account Executive, Business Wire Los Angeles

As we wrap up 2014 and head into 2015, the media landscape has changed dramatically. But there remains this constant: news is the top shared content across all channels. How to generate editorial coverage, the role of the press release, social media and WOM in the marketing funnel were just some of the topics covered at a recent breakfast event hosted by Business Wire. Held on Thursday, December 11 at The Olympic Collection Banquet and Conference Center, a diverse group of Los Angeles-area PR professionals gathered to listen to Business Wire’s very own Director of Social and Evolving Media Serena Ehrlich (@Serena) discuss the myriad challenges and opportunities for communications practitioners.

If news and editorial coverage is the most shared content, who creates this content? “You guys do. All of you in this room,” Ehrlich emphasized to the engaged audience.

Infographic provided by MediaLeaders

Among the many important takeaways from this event is the crucial role multimedia plays in standing out in the crowded field of news. Releases with images or video receive 3X more impressions and engagement than their plain text counterparts.

During her comprehensive discussion, Ehrlich also shared insights on several social media tools to use in your PR efforts, including ClickToTweet, TweetReach, the LinkedIn Long-Form Blog Service as well as Google URL builder.

Here is a recap of Ehrlich’s presentation, which will help prepare all PR pros for the year ahead:

Media Has Changed

  • The role of the news release: Today the press release = action document that jumpstarts action within all target audiences
  • News releases align to the marketing and sales funnel and increase: Awareness, Discovery, Brand Reputation, Message Adoption, Conversations, Inbound Traffic, Intent and Conversions
  • Releases should not: Act as a stand-alone sales tool, replace customer service, be text only, work in a vacuum and work without support
  • News doesn’t go viral just by being issued. PR professionals will need to do work (social sharing, etc.) to make news releases go viral.
  • 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

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 (a rarity these days since 63% of the world are visual learners and rely on video for information) then FB will not populate many, if any, videos on your News Feed.
    • Tip: Text which kind of audience follows your fan page. Post a video, then post a link, and, finally, just post a photo and see which posting gets more impressions and engagement
  • LinkedIn is top B2B platform
    • Tip: Use the LinkedIN long form content blog service to increase reach within this platform
  • Millions of videos are watched on YouTube every day; 33% of YouTube searches are news related

Multimedia is the #1 Way to Increase Press Release ROI

  • Almost 65% of the world’s population are visual learners. Text-only press releases no longer work with this highly visual audience.
  • Releases with images or videos get 3x more engagement and impressions than plain text news
  • 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)

Read more about this event and all Business Wire events by following the #BWChat hashtag.

Like this post?  Click on this link to tweet it out: http://ctt.ec/Iad8e


Engaging Your Audience Using Video

May 24, 2010

by Rachel Gould, Client Services Representative, Business Wire Boston

Business Wire Boston recently joined forces with video production partner MEDIAmobz and VisibleGains to bring together a panel of specialists in the fields of public relations, new media, conversion marketing and video production to address innovative new ways to engage your target audience and generate buzz.  The original April 27 session was entitled, “Combining SEO and Video to Drive Awareness and Lead Generation Online.”

Check out this interactive video application for some highlights, or to watch the full session.  A 40-second video clip, highlighted at the start of the presentation, offers some guidance on integrating video with press releases.  Also featured are interviews with the panelists, including a segment on tips for creating engaging video.


The discussion was moderated by Cliff Pollan, President & CEO of VisibleGains, and panelists included:

Some key points that came out of the session:

  • Using video in marketing and public relations can expand your audience. Joe Chernov, Global Director of Communications & Social Media at Eloqua, noted that he receives 500% more views on a press release with a video than just plain text content.  Video content can be an important component of a well-rounded and effective lead-generation program.
  • Video can engage media and consumers and generate interest for your campaign. Tim Bradbury, President New Media at American City Business Journals, explained that his news outlets look for content to which they can easily drive web traffic.  He said that video, which can be played with the click of a finger, often translates better than text content to new portable devices such as the tablet or the iPad.
  • Video adds value – both for the target audience and for search engine optimization. Judy Gern, Director of Conversion Marketing at Constant Contact, stressed the importance of giving potential leads value through video, mentioning that including video in outreach reduces opt-outs by 75 percent.  Cliff Pollan, Founder and CEO of VisibleGains, cited a Forrester survey that showed content with video was 50 times more likely to end up on the first page of Google search engine results.

Having trouble accessing the video?  Go directly to the event page at http://bizwire.pr/seovideoevent.

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


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