How Has Digital Changed Communication

June 25, 2015

The internet changed almost everything. Most facets of life are now either shaped or directly dictated by the internet, especially the way we communicate. How has the internet changed communication? Cathy Baron Tamraz, CEO of Business Wire, answers that question with one word: multimedia.

“My prediction is that multimedia will be a part of every single news release,” Cathy said to Tim Bahr, CEO of Nextworks, during a conversation on the future of business news communications. The conversation, taking place during this past SXSW, touched upon the Smart News Release (SNR), a news release enhancement first launched by Business Wire in 1995. The ability for a commercial newswire to embed graphics into a news release and transmit it to news media outlets via the SNR was the first marriage of multimedia with text. It wasn’t just a news release with an image or video, it was an entirely new and unique asset for media recipients. What are the benefits of this marriage?

A recent study by Microsoft finds that human attention spans have dropped to 8 seconds. That means by the time you’re reading this sentence, you’re probably ready for some visual stimulation. Today’s constant stream of multimedia might be a cause for society’s diminishing focus, but it can also serve as the cure. A picture has long been touted as being worth a thousand words, making video exponentially more valuable. By including a video with a news release, you are intriguing the audience on multiple senses. According to Northern Michigan University’s Academic & Career Advisement Center, approximately 30% of people are auditory learners. By incorporating video with audio into your news release, you are reaching a larger audience than by just including images alone.

The importance of video to public relations is not a surprise. Tamraz elaborated on her comments about multimedia explaining that, “people think visually.” Videos provide the public with news in an easy to consume and engaging format.

It’s been twenty years since the launch of the Smart News Release. How have communications assets evolved in the age of Web 2.0?

PR pros are always looking for ways to amplify a news release – a tool that raises visibility of a company, and encourages engagement of the news within key audiences. And, as Tamraz says in the video, assets such as News Capsules provide that very boost to any news release. A News Capsule is a tool that allows a brand to tell a story using interactive multimedia. It’s the gamification of the news release and it boasts an average reader engagement time of 6:12 minutes. That number really jumps out at you when you compare it with the 20 to 30 seconds it takes to read a text-only news release.

Why are capsules so effective in increasing the impact of a news release? Tamraz describes this multimedia asset as the “crossover between news, corporate communications, and marketing.” Advances in internet connectivity continue to blur lines for every industry, whether it is multimedia, communication, or distribution. By offering information in a way that can be learned both visually and kinesthetically, the News Capsule is a tool that blurs the lines between varied forms of communication. This makes it an ideal asset for amplifying a company message on a multitude of platforms.

The future of public relations and audience activation is interactive content. For Meghan Gross, president of Gem Strategic Goulston StorrsCommunications, a picture capsule was the best way to tell a year’s worth of stories. She recommended using a picture capsule to a professional services client of hers as a way to reach their core audience. In this case, the client wanted to showcase the importance of climate change by bringing attention back to all the great content they created that year. The News Capsule allowed Gem to create one single asset that hosted all of the client’s created content, allowing them to present their entire story in one outreach. Of course, once a capsule goes out, as Cathy Baron Tamraz says, it “travels.” Capsules are sharable and embeddable allowing users to embed it in stories, social channels, websites and more.

The internet proved to not be a trend and neither will mobile platforms. The digital revolution succeeded and we now find ourselves in the digital age. And now, every aspect of life revolves in some way around the era we live in, just like during the Industrial Age that preceded it. How are you adapting your communication practices for the growing needs of today’s digital, visual society?

To learn more about digital influence on news distribution read the following articles:

Click here to share this article with your Twitter followers:  http://ctt.ec/02wlQ

Stay up to date with the latest news and trends impacting today’s communications programming. Join our mailing list today!


The Rise of Digital Video and Why it Matters

May 26, 2015

By Hannah Herreid, Media Relations Specialist, Business Wire

“Instead of couch potatoes, we have digital potatoes.” Ryan Van Fleet, Senior Director of Insights and Analytics, Tremor Video

There is no arguing that the digital sphere is here to stay. In fact, digital video may soon take the reins from cable television. According to a study by Limelight Networks, Inc, “More than 90% of consumers are open to ‘Cutting the cord’; a shift led by the desire for flexibility and increasing availability of on demand programming.” Additionally, digital video advertising is growing faster than any other advertising platform. Online video ad revenue is estimated to reach $5 billion in 2016 whereas TV ad revenue is predicted to decrease by 3% each year (BI Intelligence).

With mobile and digital use on the up and up, it comes as no surprise that companies, journalists, and thought leaders have taken notice of the trends and practices encompassing it. The Publicity Club of New York recognized the rise in digital video at a recent luncheon where 6 leaders in digital production discussed the current happenings and future of digital video.

PCNY Panel of Producers

PCNY panel of producers: Mike Schmidt – Mashable, Christopher Booker –  The Financial Times, Shalini Sharma – Fast Company, Joanne Po – The Wall Street JournalMarcos Bueno – Vox Media, Laura Petrecca – USA Today

The Power of Live Streaming + Social Media

Joanne Po, Executive Producer at The Wall Street Journal stated, “The path of journalism has changed. We’re creating our own journalism, not necessarily tied to the paper anymore.” The Wall Street Journal like other publications in attendance, have practiced live streaming for multiple years. According to Po, viewership of their live video stream is much higher than traditional cable networks through syndication with other sites who repost the videos. Presence on social media platforms such as Facebook, Twitter, Instagram, Meerkat, Periscope and others also contribute to the increased number of viewers. Livestreaming has served as a great media platform for breaking news and creating content in an efficient manner for digital media.

yay-13690020-digital

New Expectations for Journalists
Reporters are now expected to take a video and be able edit and understand the production techniques whether they are on the production side or not. This is especially true for breaking news. Some producers prefer to send a reporter and shoot the footage themselves as opposed to a PR person’s video in order to keep the digital consistent and in line with the publication; however, news outlets are always looking for qualified experts to comment on breaking or national news stories. For a Public Relations professional, it is still recommended to submit your videos to news sources. Make sure that it is relevant and topical, and try to relate it to a current event. The publication may or may not use your footage, but they will follow up if they like the story regardless.

The Evolution of Media Strategy
According to Jim Pavia the Senior Editor at Large at CNBC Digital, the video component a few years ago was a regurgitation of what had already appeared in an article, and viewership was low. The audience wasn’t necessarily getting anything out of it. Now the strategy behind online video has changed. Videos now offer the viewer a bonus or added value as incentive to watch. “The consumers of media have evolved in their practices of consumption therefore, media must also evolve.” Since the rise in digital video consumption has increased exponentially, CNBC among other media outlets have added digital video components to almost all of their online articles.

Branded Production for Digital Media
The shift from broadcast television to digital video can be attributed to millennial consumers who lead the pack with an average of 4-7 hours of online video intake a week. They consume almost twice the amount over any other age group (Limelight Network, Inc).

Digital video is no longer about clips, but about building production brands, and this is a trend we’ll continue to see. Fast Company is a prime example of this with multiple segments that tap into millennial interests. For example the “Fast Comedy” that features funny workplace skits, “Brand Evolution” which highlights iconic brands’ past, present, and future, and the “29th Floor” a platform for editors and writers to take on whatever is current.

It’s safe to say that we’ll be seeing a lot more online video moving forward. From digital ads in the marketing realm, to online production, to company created videos, evolving with the consumer is what media outlets and public relations professionals must do to keep current.

Click here to share this blog post with your Twitter followers: http://ctt.ec/d71m1

Stay up to date with the latest news and trends impacting today’s communications programming. Join our mailing list today!


A picture’s worth a thousand words – but how much for the caption?

April 24, 2015

By Hannah Kelly, Business Wire Paris

Here at Business Wire, we know that over half of journalists and media professionals are more likely to review a press release that includes multimedia, and that images/photographs are one of the top content types for the online newsroom, but in order to truly launch effective multimedia, we must remember one very important detail – the caption.

When looking for the first time at a news release, readers’ attention immediately goes to the caption, and then the added image. This creates the ideal opportunity for you.  With up to twice as many people reading captions than body copy, captions provide an excellent opportunity to attract the reader’s attention. This short but sweet accompanying paragraph is your key to unlocking the image – it is the who, what, where, when, why and how, all rolled into one short sentence.

Small Town Big Fish Caption

Immediately after reading the caption, the reader will flick back to the image, and view it, usually, from a different perspective. This is more commonly known as the loop, and is essential to engaging the reader. The photo and the caption complement each other, building suspense and satisfying curiosity.

But it is not only that captions define images, captions put images into context. In many instances, the caption and image can result in coverage when an article is not possible. Business Wire captions can be up to 100 words each, more than enough space to create a connection between image and story.

ServiceNow Caption Example

Given the importance of captions, and their role in not only increasing coverage but building connections between your product and your customer, what are the best practices for writing one?

  • Use prepositional phrases, interesting adjectives and action verbs
    The caption should focus on action, and help the article to progress, while providing as much information as possible as to the relevancy of the multimedia to the news you are sharing
  • Use phrases that have been cut out of the main narrative
    This is the ideal time to retrieve phrases that were cut out for length reasons, but that are still pertinent to the text and work well with the release
  • Do not repeat body copy
    For the simple reason that nobody likes déjà vu, whatever they’re reading!
  • Provide information that’s not available by simply looking at the photo
    A reader will look at the caption to learn more, not for reinforcement of already formed ideas. Captions allow you, the brand, to define the image and those captured in it, properly.
  • And, finally, do not use the phrases “above” or “pictured here”.
    These phrases are of little use to reporters who may choose to use your image and caption instead of the entire press release.

Tony Romo Caption

Multimedia is more important than ever within the news creation and sharing process. The caption serves as a reference, increases the impact of the image and adds to the credibility of the piece.  Don’t overlook it, instead take advantage of this space and use it to not only increase coverage of your news, but conversions as well.

Click here to share this tips for creating the perfect caption: http://ctt.ec/86l8j

Stay up to date with the latest news and trends impacting today’s communications programming. Join our mailing list today!


Top 5 Things Journalists Look for in a News Release

April 6, 2015

By Vilan Trub, Business Wire

Journalists and media professionals get bombarded daily with emails and news releases. Those same journalists and media professionals also don’t have a lot of time. Make sure that you’re doing everything you can to grab their attention by giving them exactly what they’re looking for. What are they looking for?

Who are you?

Before you write your news release, you have to answer one big question.  What is the name of a great The Who song, the theme song to a CSI spin-off, and the question that every news release must answer?

Who are you?

yay-15034446-digital

News is an industry of trust, so always ask yourself, why should journalists trust me? Treat a press release like a self-endorsement when trying to arrange a blind date. What are your best features and why would you (or your news release) be a perfect match for someone? It’s also good to have a trusted mutual friend, such as a newswire service, to make the introduction to your desired media outlet. Remember, you must woo a journalist with your release.

A key tip is to include a well-written boilerplate  at the bottom of your release. A boilerplate is a mini-bio of your company that lets the reader know exactly what you do.

A Headline Comes First
Before a journalist reads your release, they first see the headline. The headline is like a trailer to a movie, one that is well made will garner the interest of the audience. A bad headline, however, is the last thing that gets read before a journalist moves on to their next email.

A good tip for putting together a strong headline is to remember what the reader is looking for: information. Avoid using click-bait tactics because media pros have developed a keen sense of what to look out for. There are good reads online about the difference between click-bait and a well-made news releases, so make sure to be on the lookout.

CoSchedule Headline Analyzer

There is even an online headline analyzer by CoSchedule to help you craft the perfect headline that hooks the reader in and doesn’t let go.

The Ws
Journalists aren’t looking to read Moby Dick when opening your news release. Today’s reporters are looking for two key 5 Wselements.  They want to know the facts, and they want to know the story behind the facts – the one that tells why the product was made, who it impacts, what that impact was and why it would impact the publication’s core audience.  This is when you turn to your “W”s!

Who, what, where, when, and why is an exercise taught in elementary schools so that students can get a grasp of how to break down a story to its most basic and relevant elements. Use this same exercise when drafting your release because journalists don’t want to go looking for key story elements. By reducing the amount of work needed for a third party to tell your story you will find a much higher likelihood of coverage and engagement with your news.

Social Sharing

Social Media is Honey – Use It
Every news release is designed to attract readers. In the digital age, social media has become a swap meet where information is traded free of charge. Including social media links to your news release gives people the opportunity to easily distribute your news, the very same news you want covered by journalists. The name of the game is reach so make it easier for people to distribute and redistribute your release.

Multimedia
Cavemen didn’t write paragraphs about the beauty of horses. They made drawings on cave walls that are easy to understand even today! Believe it or not, that was the earliest form of multimedia.

Thanks to technical and mobile device advancements and penetration, humans are creating and consuming multimedia at unheard of rates. When thinking about crafting your press release, you must understand that multimedia supplements are no longer optional. Reporters and consumers use multimedia to create emotional connections and to showcase the real “why” behind your news.

In a 2014 Business Wire study of more than 300 journalists and media professionals, more than half (54%) are more likely to review a press release that includes multimedia than one that does not. The preferred media are photographs, by a staggering 73% of those participating in the survey.

bizwiremultimedia

But even multimedia is changing. With more than 63% of the world being visual and interactive learners, static multimedia is being replaced with interactive assets such as the Business Wire News and Picture Capsules that create engagement opportunities for newsreaders. These capsules are so engaging that the average viewer is now spending between 4-10 minutes per Capsule, just consuming the related content they host. Check out the one Six Flags used to announce one of their famous roller coasters would be running backwards for a limited time.

Batman

Hundreds of news releases are sent out each day, make sure that your next one stands out. Follow these steps to grab the reader and make sure that they’re getting, and sharing your message.


Selfies Are Here To Stay…

March 2, 2015

Guest Contributor: Marie Baker, Vice President,Social Media, Coyne PR

…So says the Coyne State of the Selfie report, which takes a deeper look into the ever-popular selfie (or not so popular depending on whom you’re asking).  The report revealed some seriously unbelievable selfie stats; did you know the first selfie was snapped in 1839 by American pioneer and photographer, Robert Cornelius?  We’re pretty sure if Instagram were around back then this selfie would have made it to the popular page.

Selfies-20150211084019681_1

Fast-forward to 2015 – there are now more than 93 million selfies taken worldwide each day. Are you guilty of a daily selfie?  It’s okay to admit it. Most people are posting their selfies to show off something new, like hair, makeup or clothing. Other reasons for snapping a selfie included sharing family time moments, visiting new places or just hitting the gym to show off your physique.

State of the Selfie shared some interesting information discovered by Harvard University. During a recent study they discovered that human arms have grown half an inch over that last two years. Eighty percent of participants polled said they took a selfie at least one time a day. Harvard is now predicting human arms will become 4 to 5 inches longer by the close of the century.  Keep stretching for that perfect angle people – we may be changing the human anatomy!state_of_selfie_infographic

Whether you’re a selfie lover or dread the thought of posing for the camera, State of the Selfie generated some major buzz within the industry. PRNewser, PRWeek snd others shared their love for State of the Selfie.

Our recommendation? Embrace the selfie!  Take selfies with your cat, your grandma and that awesome burrito bowl you had for lunch. Have no shame in your selfie game, and check out the State of the Selfie Report (if you haven’t already)! www.coynepr.com/selfie-report#


The PR Secret Every Communicator Must Know: A good image amplifies your voice

February 3, 2015

By Agnes Deleuse, Sr. Marketing Specialist, Business Wire – Paris

Fact:  In today’s digital world, a news release should absolutely integrate multimedia.  Be it photo, video or infographic, the world is now hungry for visual communication.

Why?  Study after study shows that articles containing images get more views than articles without visual assets.  In fact, in 2012 Jeff Bullas noted that articles can receive up to 94% more views!  Imagery helps to communicate your message.  It 3xconveys the essence of your news, giving viewers an opportunity to bond emotionally with your brand. Adding a photo to your news release will increase your visibility.  And if the visual is good, you can even expect a greater impact for your brand.  Why? If the image is so interesting that people click and share it on social media, it increases the audience and impact of your news.  In fact, Business Wire’s own internal data shows that news releases that include photos, videos and other multimedia elements get three times the number of the views as news releases without it.  So what role will images play in your communication program in 2015?

Over the years, our appreciation of photography has changed. New tools and platforms, including blogs, smartphones and social networks, have played a key role in this development.  Photos are everywhere and are quickly becoming the new way for consumers to communicate.  Instagram and Pinterest are amongst the top social media outlets, bringing imagery to a new level.  Showing huge usage figures across the globe, Snapchat allows users to share their feelings with images, instead of straight text. Today’s top communicators understand the power of high-quality and visually appealing photos to make their news even more attractive to reporters, analysts and consumer audiences.

Photos should be inspirational and appealing to readers, i.e., potential customers.  Aren’t you bored of seeing head shots of CEOs as depicted fifty years ago?  Times have changed! Forget the dull background with your CEO standing straight in front of the camera.  Frontal head shots are over.  Today, your CEO can be outside, sitting in his/her office or standing in an industry unit, relaxed, surrounded by a colorful background, in semi-profile bringing true dynamism to the image.  Picture format can be horizontal (wide format being very trendy).  Choose unexpected perspectives and control the lighting to ensure the focus is in the right place.  The photo should capture the person behind the portrait.  The photo should trigger an emotional connection with the viewer, directly shaping their view of the CEO and the organization they lead.

Solidworks

The same applies for products and commercial imagery.  Inanimate objects can be eye-catching too depending on the angle and the arrangement. Presenting a new product does not need to be formal and in a safe tone.  Elevate your product by re-picturing it.  Trends in 2015 are focusing on creating big, dynamic images on small screens.  Use these images to showcase your organization’s big vision.  Remember that the look and feel of your images conveys meaning in and around your brand messages.

We know today that 40% of people will respond better to visual information than plain text2.  Getting the right image can be the key to conveying your message in a few seconds. Engaging, effective and meaningful visual communications help consolidate your customers’ perceptions of your business, while simultaneously helping to reinforce your brand’s identity.

So, the next time you send a news release, add imagery that people will remember and want to share.

Liked this piece?  Click here to tweet it out:  http://ctt.ec/hiR0v

Read on for additional information on the role and impact of multimedia in today’s news release process:

1/ Source: jeffbullas.com/2012/05/28/6-powerful-reasons-whyyou-should-include-images-in-your-marketing-infographic
2/ Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx

Stay up to date with the latest news and trends impacting today’s communications programming. Join our mailing list today!


Business Wire Shares 4 Tips for Taking Better Photos

July 23, 2014

4 tips for taking better photosWith more than 8.3 billion photos uploaded and shared every day, more and more PR pros are learning how to take fantastic, but also useful, photos.

In our recent CommPro.biz article, Ciaran Ryan interviews two leading photographers who shared their top 4 tips to taking the perfect photo.  You can read the entire piece here.  Have some tips of your own you would like to share?  Add them below in the comments section of this blog.


Follow

Get every new post delivered to your Inbox.

Join 42,838 other followers

%d bloggers like this: