Learn the Newswire’s Role in Making Your News with this Visual Journey

November 4, 2015

What role exactly does a newswire play in the journey of your news? An announcement makes an expedition before going public and influencing potential clients and consumers. That expedition involves many pit stops, including the addition of multimedia and determining the proper circuits to best reach interested parties.

Business Wire created a video to demonstrate the exact journey your news takes before becoming news.

You can view that video here and learn about each step in detail by reading Serena Ehrlich’s breakdown of How a News Release Becomes a News Story.

Serena Ehrlich is the Director of Social and Evolving Media at Business Wire and was one of the authors of Let’s Get Visual: Multimedia and the News Release, a free white paper identifying the science and trends behind multimedia’s impact on the success of news releases. Download this paper now: Let’s Get Visual!

A Behind the Scenes Look at How Newswires Distribute News Releases

October 26, 2015

Sometimes the best way to learn how something works is by watching it in action. Business Wire wants people to know exactly how news is made and have captured the process in an exciting new video.

What starts off as an announcement goes through a process of editing and enhancement before entering a hub. Think of it as a digital metro station that leads to stops around the world where your information travels to journalists, bloggers, reporters, and other media professionals and publications.

Key takeaways from the video about the news making process:

  • A news release should go through several drafts to ensure maximum readability and accuracy
  • Know (and write for) your target audience
  • Include multimedia such as photographs, graphics, and if possible, videos to increase release views
  • Measure the results to gauge impact of your news

In order to make the news it’s important to know how news is made. Learn the exact steps and make sure to maximize the impact of your next announcement.

The Science (and More) Behind Multimedia’s Impact on the News Audiences

October 23, 2015

How much faster does the human eye process visual information (an image, video, etc.) compared to text? Does that play a role in wh3 times as muchy multimedia news releases attain higher visibility than their text-only counterparts? Absolutely it does, but there are other factors as well, additional scientific data as well as trends in technology and communication.

Learn about the various factors behind multimedia’s massive impact on news release visibility and audience engagement by reading the popular guide: Let’s Get Visual: Multimedia and the News Release

This guidance report details the changes within the communication landscape that have created this opportunity for today’s organizations and answers the following questions:

  • How does the brain process multimedia?
  • How does multimedia influence technology development and design?
  • What is the role of multimedia in today’s mobile environment?
  • What is the role of imagery in news creation and consumption?

Click here to download this guide today: Let’s Get Visual: Multimedia and the News Release

How Should I Promote My Content: An Infographic for Smart Marketers

September 10, 2015

By Vilan Trub, Business Wire

Great content is only as great as how it’s distributed. If people aren’t seeing your branding and message, they won’t be able to act on it. If people aren’t engaging with your content, they can’t be eased further into the marketing funnel.

The 10 Required Questions of Content Promotion

The 10 Required Questions of Content Promotion

A major goal of a marketing plan, reaching out to the public, is to turn potential leads into clients and customers.  A successful marketing campaign raises visibility, creates brand loyalty, and more resulting in a large ROI. After all is said and done, how do you actually reach your market and effectively engage your audience? 

The first step is identifying the power of content marketing. According to a 2015 poll by Smart Insights, almost 30% of respondents listed content marketing as the most important digital marketing trend for the year. The second most selected answer (big data) received less than half the votes (14.6%). The most popular forms of content marketing are social media content other than blogs (93%), eNewsletters (80%), articles on your website (78%), illustrations/photos (75%), and videos (74%). There are many options for how to reach an audience and companies are trying them all. Are they organized in their efforts? A shocking 56% of the respondents said they do not have a content marketing strategy or plan, even though they are actively utilizing content marketing.

Not having a game plan is very inefficient and can lead to disaster. Imagine a basketball team running onto the court without knowing any plays to execute. LeBron James might be the best player in the world, but even he wouldn’t score too many points if he was playing with a team that didn’t have a strategy. Your content, similarly, might be the most interesting, engaging, and disruptive, but if you don’t have a plan of distribution, you’ll be the only person aware of it.

How do you get as many eyes as possible onto your great content?

Business Wire put together this infographic that illustrates how content marketing travels down a road, and what steps to take to reach your desired audience.

It’s important for communicators to remember that assets are tools and how you use them will determine their effectiveness. If your news features an eye-catching headline, native advertising is a good route. If you have newsworthy content, issuing a news release would amplify your content to journalists and other media professionals. If you have multiple related pieces and multimedia, a news or picture capsule makes for a great interactive asset that captures audiences’ attentions for far longer than passive content.

What are some of the key takeaways from the infographic?

  • If you have newsworthy content – issue a news release
  • If you have comparative data – make an infographic
  • If you have a video – make a vine or GIF for additional social messaging
  • If you have multiple related pieces – issue a news or picture capsule

Content marketing is proving to be more than just a trend. If you utilize this highly effective method for reaching potential clients and customers, for building brand awareness and loyalty, remember to have a game plan. Content and distribution working together will raise visibility of your message and lead to a desired ROI.

Click here to share this infographic on Twitter:  http://ctt.ec/8Q1f_

Just in: Hard Data Supports the Effectiveness of Interactive Media vs. Passive Content

August 31, 2015

Nothing ends an argument like data, and the data on interactive media is in.

Image source: Demand Gen Report’s 2014 Content Preferences Survey

Image source: Demand Gen Report’s 2014 Content Preferences Survey

Demand Gen’s 2015 Content Preferences Survey offers a startling look at just how effective interactive media is when compared to passive content such as text-only articles when it comes to consuming information. People are spending more time using multimedia that they can click on and explore. These interactive, gamified assets, such as news and picture capsules, are quickly becoming engagement magnets for the industry, attracting and retaining the interest of potential clients and customers.

How do the numbers stack up?


When asked, 88% of respondents stated that interactive content is effective in creating differentiation between brands, while only 55% believed that passive content is effective in creating differentiation.

To read the full highlights of the study and statistics between interactive and passive content, click here.

How can this survey help communicators? By knowing what form of assets  have the greatest impact on modern audiences, communications pros are able to take advantage, create more impactful content and more effectively reach and convert their target market. This data takes the guesswork out of trying to figure out what works best and what approach to take in managing dialogue between brand and public.

Understanding the importance of multimedia as a prime tool for communicators, Business Wire recently launched a white paper designed to help communicators take advantage of these highly successful content pieces. The paper details the science and other aspects behind the influence such an asset can have on the success of your news release. Click here to read this piece and click here to share this information with your Twitter followers: http://ctt.ec/f4c3X

Business Wire’s Video Content Is Now Featured On the AP Video Hub

August 17, 2015

Business Wire continues its dedication to the evolving media landscape by announcing a new distribution program with the Associated Press. The new content enhancement will place videos released through the newswire service directly onto AP Video Hub.

AP Video Hub offers media subscribers from around the globe access and usage rights to a wide range of video news footage, including world news, entertainment, sports, lifestyle, breaking news and archive stories. AP Video Hub subscribers include 350 of the world’s largest media companies in 100 countries. Journalists, industry bloggers, and media professionals at all levels use the AP video hub to access news video footage to supplement a story and give their media-hungry audiences what they crave. News release video distributed by Business Wire will now sit alongside breaking news video from around the globe, providing new, broader visibility to this key content.

“From earnings releases to content marketing, more and more public relations and investor relations professionals are enhancing their news announcements with multimedia assets including video,” noted Laura Sturaitis, Business Wire’s executive vice president of media services and product strategy. “With this latest content amplification arrangement, Business Wire continues to lead the industry in the distribution and discoverability of its clients’ news and branded content.”

Thanks to an evolution in technology and human behavior, visual story telling is the growing dominant force in the news industry. Smart technology offers people instant access to multimedia and they’re taking advantage, whether following a story on their phone, tablet, computer or television. According to Pew Research Center, digital news video consumption has been on the rise consistently since 2007 and those most likely to watch that content are the young, educated, and affluent. Exactly how many people are watching digital news video? Over half (52%) of Americans with a bachelor or graduate degree consume the kinds of videos that Business Wire will now be presenting via the AP video hub.

Videos distributed by Business Wire now receive global visibility via AP Video Hub

Videos distributed by Business Wire receive global media audiences via AP Video Hub

Why should communicators include video in their news releases?

  1. Media outlets want it.  Every day, media outlets from around the world turn to AP Video Hub to find multimedia content to round out their news stories.  Companies that include video in their news now receive additional visibility of their story simply based on their multimedia components
  2. Creating professional digital video is easier than ever. Even Hollywood is taking notice! According to Casey Newton, Silicon Valley editor at The Verge, “one of the best films at Sundance was shot using an iPhone 5S.” A smart phone is easy to use and can be used to create video that is both impressive and professional looking.
  3. Videos are highly engaging content that work as an educational tool, explaining and reinforcing your news release and message points. Consumers want it – with more than 63% of the world learning from visual and interactive media, the fastest way to increase adoption of your news is to use video.
  4. Video allows you to create visual consistency for your brand, one that will be remembered by audiences and potential clients and consumers
  5. Videos are easily sharable across social and other digital platforms

Want to learn more about Business Wire’s multimedia distribution services? Drop us a line today.

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[DOWNLOAD NOW] Business Wire Launches Let’s Get Visual: Multimedia and the News Release

July 9, 2015

Earlier today, CommPro.biz published a piece outlining the new Business Wire multimedia report Let’s Get Visual: Multimedia and the News Release. This guide offers comm pros best practices for releasing company news that will connect with modern audiences in the digital and mobile age. While the importance of a news release is timeless, the communication landscape is changing and PR and IR teams need to take advantage. Find out how.

2015 WP_Cover Graphic_Lets Get Visual

Click here to read this piece and click here to share this information with your Twitter followers: http://ctt.ec/f4c3X

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