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.

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Nintendo Just Showed Us: The News Release is Having a Moment

May 22, 2015

By Vilan Trub, Business Wire

Half a million views in a single day, and counting, is no easy feat. A news release from Nintendo this week accomplished just that, and every communications pro should take note of the basic reasons that led to such grand visibility.

Before the digital revolution, a hero was born by the name of Mario, and this hero had a nemesis named Bowser. Bowser started off as a Koopa King who breathed fire, but much has changed. On May 20th, 9am Eastern Time, Nintendo of America announced via a Business Wire distributed news release that Doug Bowser was named as the new Vice President of sales in America. Clearly the two Bowsers are not one and the same, but the irony was not lost on Golin, the PR agency handling Nintendo’s communication management. They identified and utilized the humorous angle that presented itself and converted it to visibility gold. Over 500,000 views, including over half a million views alone of just Doug Bowser’s photograph, is making this an industry defining news release.

Nintendo Bowser Infographic

Especially significant is that 60% of the traffic is stemming from social media. People are actively sharing this content, driving awareness through the roof. Doug Bowser is now a star and Nintendo can be seen almost everywhere online. The press release is having a moment right now, but why?

Journalists, media professionals, news consumers, they are all eager for interesting and relevant content. Golin found a way to satisfy their target market’s needs by understanding the basic elements of a release. What could have been a regular announcement about a new hire was instead turned into a story. The story was about the irony of a company hiring a man who shares his name with a notorious character the company is known for. The headline didn’t read Doug Bowser as New VP of Sales.

Doug Bowser, VP Sales, Nintendo of America

Doug Bowser, VP of Sales, Nintendo of America

The decision to omit Doug was a conscious one aimed at waking the reader up by tapping into their sense of humor. The announcement was professionally written but maintained a lightness, playing on the intended readers’ nostalgia and lingering interest. The release included multimedia, both Nintendo’s logo as well as a crisp headshot of Doug Bowser. Readers could see what a real life Bowser looks like, and they did, over half a million times.

Nintendo set a precedent with this release but it doesn’t mean other companies need to start developing video game characters then hiring employees with the same names. The lesson learned here is that every release has a story and the process of writing an announcement needs to start with identifying a story that can grab the reader’s attention. That story is your company’s story and if it connects with readers, it will be shared and reshared all over the internet.

If Bowser can be VP of sales at Nintendo, maybe Coca Cola can find a Draper to run creative.

The Nintendo release had significant coverage on mainstream media. Some examples include:

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Business Wire Roundtable: Mixing with Chicago Media

April 28, 2015

By Whitney Cowit and Courtney Saltzman, Business Wire Chicago

On Wednesday, April 22, Business Wire Chicago held its first Media Roundtable and Speed Networking event featuring journalists and editors from across the print, TV and radio industry. Organized in 15-minute Q&A sessions, attendees met with reporters to discuss topics such as their role in the news cycle, how they find content and what information is most valuable to them.

Media participants included some of the biggest outlets in the industry, with contributions from:

The Business Wire Chicago team had an opportunity to participate in the sessions and share back key learnings. Below is a sampling of what they heard.

What is the best form of outreach for pitching stories?

  • Carrie Walker of ABC Chicago 7 is open to texts, calls or emails. If it’s breaking news, she wants to know about it. Additionally, she indicates that you can pitch news anchors directly. They often have influence over the stories they broadcast.
  • Alexia Elejalde-Ruiz of the Chicago Tribune recommends email. She mentions if you don’t hear back, follow up with a phone call and eventually she will get back to you.
  • Kathy Chaney of WBEZ 91.5 states she prefers email for pitches or via social media channels. Please don’t fax!
  • Mary Wisniewski with Thomson Reuters says no phone calls, as emails are always preferred.
  • Natalie Perez with Univision requests that you contact her assignment desk directly via email or phone. They also have their own social channels for outreach.

NUVI Chicago

What are some of the best ways to develop relationships with media?

  • Elejalde-Ruiz (Chicago Tribune) says no gifts. She would rather have an in-person meeting over coffee or lunch so she can hear your story idea and ask questions.
  • Walker (ABC Chicago 7) emphasizes that developing strong relationships with media is key. In her words, everyone has a job to do and if a PR person can deliver quality content he/she will make a good impression.

What information should PR communicators include in their subject line?

  • Elejalde-Ruiz (Chicago Tribune) says including the word “Exclusive” always helps. Additionally, make sure stories are relevant to the reporter’s beat. Further, if you were referred to her via another media point, include this in the subject line.
  • Walker (ABC Chicago 7) recommends including the words “Current” or “Today” as a way for her to denote pressing news from tomorrow’s stories.
  • Wisniewski (Thomson Reuters) prefers content that relates to national trends, top stories and legislation ‘hot topics.’ Be sure to include these keywords in the subject line of your email pitch.
  • Chaney (WBEZ 91.5) suggests you never be vague in a subject line. The more detail you can provide the more inclined she’ll be to open your pitch.

What information should PR communicators include in their email pitches?

  • Walker (ABC Chicago 7) loves to see multimedia accompanying a pitch since it shapes the story. She also looks for expert sources that are relevant to her beat and the stories she is covering. Finally, she suggests always leaving out one important detail. It will give her a reason to call.
  • When pitching an expert source, Chaney (WBEZ 91.5) recommends including other places your source has been quoted or recent appearances within broadcast coverage. Additionally, she suggests you include unique angles to stories that may have previously been thought of as commonplace.
  • Elejalde-Ruiz (Chicago Tribune) recommends being as straight-forward and concise in your emails as possible. Avoiding irrelevant details helps her quickly assess the news angle to see if it’s relevant to her publication.
  • Perez (Univision) prefers storylines that offer a human element and appeal to emotions.

What details should PR communicators avoid in their email pitches?

  • Elejalde-Ruiz (Chicago Tribune) does not believe surveys are a good source of information. Pitches that include these are typically ignored.
  • Walker (ABC Chicago 7) asks that PR people do not send b-roll footage or videos as ABC 7 Chicago will usually obtain their own for broadcasting. Additionally, satellite media tours no longer provide useful content for their coverage.
  • Wisniewski (Thomson Reuters) says not to include any attachments with your pitch. She also suggests avoiding repeat pitching and redundant emails since she will follow up on stories she’s interested in covering.

How do media measure the success of their stories?

  • Chaney (WBEZ 91.5) utilizes social channels such as Twitter, Facebook, Instagram or Sound Cloud for metrics.
  • Elejalde-Ruiz (Chicago Tribune) relies on headline clicks as a form of measurement.
  • Walker (ABC Chicago 7) receives daily reporting on her ratings.

Reporter Metrics

Where do media find most of their story ideas and leads?

  • Chaney (WBEZ 91.5) states that press releases are her number one source for news and information. In addition, she utilizes the AP Daybook each day, but often finds the need for supplemental information as the Daybook does not offer a complete overview. She also believes that journalists cannot do their job unless they are on social media.
  • Similarly, Perez (Univision) uses press releases as her primary source of information. She states that press releases that include multimedia (photos, videos, images) are a bonus. As a secondary resource, she often utilizes social media, Facebook in particular, to find exclusive stories.
  • Wisniewski (Thomson Reuters) utilizes social media as a source for news since it’s the quickest and most up-to-date resource available.

bizwireresearch

What else do PR professionals need to know?

  • According to Walker (ABC Chicago 7), in-studio guest appearances need to be booked at least 4 weeks in advance. Weekends are often a good opportunity for “feel good” stories. When pitching this type of content, keep that in mind. She also enjoys great visuals and finding a unique approach to each story. For example, rather than merely covering a large event, Walker often follows an individual attending the event (or one affected by the cause) to gain an inside perspective and depict how the outcome of this event will impact this individual’s life moving forward.
  • Chaney (WBEZ 91.5) says that journalists want PR professionals who will advance their story and give them something that you haven’t given to other media outlets. Media are always hungry for an exclusive.
  • All of our media guests stated that whether or not news is relevant to their beat, they will often pass it along and share with colleagues to whom it would be relevant.

Reporters Prefer Business Wire

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How Business Wire Works: The Digital Journey of News Release Distribution

March 26, 2015

By Kourtney Hannaway, Editor, Business Wire

The life of a press release begins with a piece of newsworthy, specific content. It contains tight, efficient text focused around industry keywords and clear formatting. Multimedia assets, like photos and video will give it a boost, and links to social media sites spread its reach and encourage clicks.

Intel Example of a Business Wire Picture Capsule

After initial development, the release is submitted into the Business Wire Connect platform. Through this process, distribution possibilities become available, including regional and industry-focused options, translations, and specialty circuits like LatinoWire and HealthWire. The submission system includes an option to see a proof of the release before distribution, and a section for special instructions to pass along any questions or specific issues so they can be quickly resolved.

Business Wire NX Distribution Technology

When the submission process is complete, the press release pops into the Business Wire Newsroom. From there, editors carefully look over the release and its chosen distribution, making suggestions to both when appropriate. Editors add keywords based on the release content, making sure the release gets directed toward relevant media and boosting the release’s ultimate reach. They also connect relevant releases to the Business Wire tradeshow archives, when relevant, for free.

A release that has been fully prepared then gets scheduled for the time requested. When it crosses the wire simultaneously and securely through the NX network, Business Wire editors monitor the release to confirm third party sites like Yahoo! and AP are posting it correctly and on time. The release will appear on many platforms, including mobile apps and promoted stories sites like Dlvr.it.

Following distribution, the press release’s effectiveness can be measured through the included NewsTrak report, which gives information on traffic and search data. And the NUVI social media monitoring report displays social media conversation information, relevant influencers, virality, and more. These reports provide valuable info that can be used to create more press releases in the future.

NUVI Social Monitoring Tool Dashboard

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Want to learn more about crafting and distributing a press release that delivers higher results?  Read A guide to writing optimal press releases in 2015.

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Seek and Ye Shall Find: The News Release

March 25, 2015

By Neil Hershberg, Senior Vice President, Global Media

The primacy of the news release in the editorial ecosystem has once again been reaffirmed.Google adjusted its algorithms last September to include news releases among the authorized news sources used in gathering its “in the news” search results. Google’s decision had escaped notice until Reuters recently spotlighted the silent shift in search strategy: http://www.reuters.com/article/2015/03/11/us-google-news-idUSKBN0M729A20150311

Simply put, news releases may catapult other sources to earn top ranking in searches focusing on specific companies. The impact on corporate issuers, news consumers, and media organizations promises to be profound in many ways.

Sonic Earnings in Google News

Corporate issuers stand to be the major beneficiaries; companies are now able to convey their message in their own words, unfiltered and without interpretation by others. Their official statements will play a larger role in shaping subsequent conversations, based on heightened visibility.

The biggest challenge for the PR industry is to not abuse the privilege. Following rampant efforts to game the system and artificially elevate search standings, Google introduced various initiatives, i.e. “Hummingbird,” to clamp down on the outsized presence of news releases in its search results.

Google’s release rehabilitation decision provides PR and IR professionals with the opportunity for redemption.

News consumers also stand to benefit on multiple levels. Company statements are an authoritative source of information; they remain extremely popular with many audiences, including investors, product enthusiasts, and peer group professionals.

The renewed prominence of the news release provides users with a direct and simple pathway to this invaluable information resource.

“The goal of search is to get users the right answer at any one time as quickly as possible — that may mean returning an article from an established publisher or from a smaller niche publisher or indeed it might be the press release,” a Google spokeswoman told Reuters.

An unintended consequence of Google’s action is the potential diversion of traffic away from sites operated by news organizations. Industry analysts have noted that Google’s “in the news” modules are a major driver of traffic to news sites, which may see some user slippage.

The reality, however, is that most readers are anxious to get a kaleidoscope of opinions and perspectives; they will likely seek out editorial coverage from trusted third-party sources to supplement the core release.

Bottom line: the news release is more vital than ever, at the very center of the discovery process.

Business Wire NX Distribution Technology

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Google Update Emphasizes Editorial Coverage in Mobile Search Results

March 4, 2015

Last week Google started rolling out a change to mobile search results that includes a stronger emphasis on fresh news articles featuring the company, or term searched.  In this update, Google now puts the information that persuades customers the fastest right into the top half of search results.

Blog 1

The role of Mobile in the Conversion Funnel
A 2014 study from Chief Marketing Officer (CMO) Council and NetLine Corporation found that 62% of B2B buyers use mobile devices to seek out content to stay abreast of industry changes and 60% use them to find solutions to existing problems.  The IDG Global Mobile Survey 2014 shows that 86% of decision makers and executives use tablets for business-related research while 72% used mobile phones.

Given the increased reliance on mobile devices in the purchase cycle, communication and marketing professionals must be aware of how their company and content appear in search results. The better placement this material receives, the better chance for sales and marketing conversions.

The Role of Coverage in the Conversion Funnel
In 2014, Nielsen and InPowered studied how editorial coverage stacked up against other types of corporate marketing content such as branded content and user reviews. In each instance, editorial coverage showed to be more effective at increasing awareness, increasing brand affinity and purchase intent.

blog 2

Previously, Google search results looked like this image on the left. As you can see, Google included, when possible, a knowledge graph within the search results to provide a wider range of context to the search term.

Google now utilizes a carousel to present recent articles, videos and more on a particular topic. This format allows the search user to receive a wider array of more useful recent information, while the results appear in a clear, concise manner and fit within the size limitations of the device on hand.

We are excited to see additional emphasis on editorial coverage, without pushing other important search results farther down the page.  Of course, just like all Google updates, it’s key to remember that this change is still rolling out and will most likely evolve based on user search behavior, but we’ll continue to monitor and update you on changes as occur.


The Role of Consistency in News Releases, and Gym Workouts

February 28, 2015

By Serena Ehrlich, Director, Social +Evolving Media, Business Wire

StetchingEarlier this month, CommPro.biz published a piece by Business Wire Newport’s Kathy Tomasino outlining the seven reasons why sending out a news release is a lot like going to the gym and sharing her top tips for creating a communications fitness plan.

Click here to read this piece. Have a comment or a tip of your own?  We would love to hear your thoughts!  Just leave a message in the comment section below.


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