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.


Three Reasons Why PR Professionals Rely On Newswires

February 9, 2015

By Billy Russell, Business Wire Phoenix

Corporate communications have never been more important.  In an internet era where a wealth of knowledge is available at anyone’s fingertips, consumers now have an unprecedented ability to see an entire corporate history unfold before them.  Whether a company is publicly traded or private, it is crucial to a company’s current and longterm success that they communicate initiatives, product rollouts and personnel announcements to the public.  A press release is the tried-and-true surefire method of encapsulating an important, newsworthy event with a cohesive narrative. Once it is written, what happens next?

With so many options available, the task of actually releasing the press release can be daunting.  There are many methods for press release distribution including email blasts and direct pitching to established or discovered contacts at media publications, but for the broadest audience reach possible for your company’s content and breaking news, a commercial newswire like Business Wire is the most effective tool at your disposal.

Why PR Professional Rely on Newswires:

1.  Newswires Increase Visibility – The problem with promoting your news via email is that yay-9159998-digitalultimately it limits the potential impact of your news to only those you already know. A newswire, on the other hand, distributes news to thousands of contacts at one time, via the method they choose to receive news – electronically.  These outlets include major news services like the Associated Press, Dow Jones, Bloomberg, Reuters, international news points like JiJi Press and Agence France Press, online services like Yahoo! and key financial communities like J.P. Morgan H&Q.

Outside of the newswire’s proprietary list of media and journalists, many news aggregators utilize newswire feeds to provide relevant content for its desired reading audience.  This means company news can now be discovered and acted upon by thousands of investors and consumers—instantly and on demand.

2.  Newswires Provide Legitimacy – A news release distributed electronically by a newswire will be posted on multiple sites and media sources as opposed to just one company website’s news section, or social channel.   Every media outlet receiving a newswire feed understands that this content has already yay-8022260-digitalpassed through strict publishing guidelines to ensure accuracy and legitimacy.  The efficacy of using a newswire to distribute company news announcements is to live on the web as an official piece of breaking news, to not simply be a single-source announcement.

Distributing your news through a newswire allows you to reach out to the media as a whole (newspapers, magazines, TV and radio), thus inaugurating a company’s name as an official, recognized brand that has a placement in news around the country and in the web.

3.  Trusted Name Recognition – There is nothing more trusted than a familiar name.  Some names become synonymous with products—heck, some corporate names become verbs.  A trusted source is one with a name that is familiar, a name that has become familiar due to reputation and a history of legitimacy.

The media relies on newswires for reputable, vetted company news content.  With an established database of contacts and a unique delivery platform, a newswire can easily deliver a company press release to a media outlet. With thousands of news releases being shared every day, newswires ensure yay-15034446-digitalthat journalists and editors are provided with the content that they need in order to do their jobs.  To make their lives even easier, journalists can use keywords to make sure they receive only the news they are most interested in, by subject and region.

Company news releases are no longer considered to be just a media pitch requesting coverage.  Today’s news releases are viewed as the key source of originating data with more and more media outlets linking to the release to provide readers access to the raw data provided within the press release.

There is an entire world of options to consider when it comes to amplifying your company’s news.  Amplifying your content with newswire distributions ensures you have left no stone unturned in your quest to increase coverage, engagement and sales.

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How do Millennials Consume News (and Why You Need to Care)

January 13, 2015

By Molly Pappas, Media Relations, Business Wire

Millennials-Heart-UGC-InfographicMillennials (ages 18 – 34) comprise the largest demographic in the United States. So, it comes as no surprise that this generation also spends most of their days (18 hours each day!) consuming media and provides the loudest voices to be heard within social media platforms, according to recent research by social-influence marketing platform, Crowdtap.

A whopping seventy-one percent of Crowdtap survey participants listed social media as a top priority in their lives, engaging in it daily.

What’s more, 60 percent of these same Millennials depend on social media to keep up-to-date on current global and local news.  But what publications do they read?  This  audience prefers to consume news and world affairs content created by those they perceive to be their peers – flocking to platforms such as BuzzFeed and Huffington Post instead of traditional news outlets such as The New York Times.

The information gathered from user-generated content sites and sources is trusted 40 percent more than information gathered from other types of sources.

The remaining 33 percent of Millennials still cite more traditional media sources – print, radio and television – as a way they consume media. However, studies show that user-generated content shape this generation’s lives much more than any other form of media, and they remain the only generation where digital media exceeds traditional.

Millennials spend the majority of their weekly media time using digital devices (especially smartphones), and 43 percent access the internet via their phones more than through their computer. Three out of four Millennials own a smart phone and use social media as a source for current affairs, apart from networking. They tend to rely heavily on HuffPost, Yahoo-ABC, CNN and BuzzFeed (all media that Business Wire reaches on a daily basis!)

So why should you care? Well, according to research by InkHouse and GMI, while the press release is the most trusted source of company-driven news, nearly half of Americans simply don’t trust any source of company-produced news. So while releases are still a very important PR tool, it appears that you can expect better bang for your buck by getting media to directly cover the story.

inkhouse_ig_press_release_sectionAccording to the same survey, TV and online news should be your top targets for earned media placement. Traditional media placement still carries the most weight in terms of reach and influence, but studies suggest an integrated media program (online news, broadcast and social media) is the best way to go.

And yes, Millennials are social-media obsessed, but they are realistically aware how much information can be modified and edited, and are thus returning to trusted newspapers and sources of news for information.

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Eight Reasons the Media Hate You (And How You Can Fix It)

June 4, 2014
By Stephanie Jo Peksen, Account Executive, Business Wire New York

If you’re like most public relations professionals, you have a list for everything – a to-do list, a client list and, of course, a media outreach list. When time gets tight, you may occasionally succumb to the temptation to send out a blanket pitch to your entire press list, and then cross your fingers while hoping that all your clients’ dreams come true. A word of advice: don’t. The key to garnering coverage in 2014 is by helping reporters help you. Otherwise you risk landing in the junk folder – permanently.

8 Reasons the Media Hates You (And How You Can Fix it) By Stephanie Jo Peksen, Account Executive, Business Wire New YorkTo help you connect with the press who really do need your input, we compiled comments from editors, outlining the top eight reasons why reporters occasionally hate you – and how to make them love you.

1)      You Didn’t Tailor Your Pitch: “It’s hard work, but work worth doing: tailor your pitch to me. Know who I am and what I cover and exactly what might interest me about your product/person/idea other than just ‘IT EXISTS!'”  says Allen Salkin, author of From Scratch: Inside the Food Network, and freelance journalist for NY Times and other publications.

In other words, make sure you’ve at least looked at the publication and understand its audience and news stance. Are you pitching a local publication about a product launch and including a general press release and product sheet? Fine, but find an authentic local hook – don’t just say “people chew gum in New York, so your New York publication should cover our national launch of chewing gum.” There needs to be an honest connection with the reporter’s readers, and the issues covered by the media outlet – find that connection, and use it as your lede.

 

2)      Your Headline is a Snooze and Your Lede is MIA: “If the subject line of your email pitch isn’t interesting and concise, you will get deleted before you’re read. Same goes for your press release headline: if you leave the meaty stuff at the bottom, it will never get read,” says Nicole Bode, Deputy Editor of News, DNAInfo New York.

It may seem self-explanatory that brevity is the soul of wit, but we dare you to review your last few press releases or press pitches. Could you read the headline or subject aloud without the need to gasp for air? Are the most crucial details easily found within the headline/sub-head or first paragraph? If not, get cracking – and revising. Same goes for voicemails, elevator pitches and topics for short meetings.

3)      You Had Truly Bad Timing: “Not understanding a publication’s production schedule is a problem. If a magazine goes to print on Tuesday, Monday night is not the time to say ‘Ok, we’re ready to go on the record now!’” and think that you’ll make it into that issue. There are always exceptions, but they are not made with ease. Get to know the publishing schedule of a media outlet you hope to do lots of work with. It’s not an excuse to say that you waited to the last minute because you were afraid it would get out before an agreed upon date. If you think a writer or editor is that unprofessional, you shouldn’t work with them anyway,”says Xania Woodman, Senior Editor, Vegas Seven Magazine.

If you don’t know your key outlets’ timetables, start gathering them now, and act accordingly. No sending press info about a Super Bowl-related product two days before the game: No editor will have time to review and your client will be shortchanged. Similarly, unless it’s breaking news or you specifically know the editor or reporter is working that day, don’t pitch press on a major holiday. Take a break yourself – the media will respect you more if you’re not emailing them while they’re BBQing for Memorial Day or July 4th.

 

4)      You Were Too Chummy: “Among my pet peeves are publicists who address me as Mr., and others who write to me as if we know each other, when we have never before spoken or met (e.g. ‘Hi Jamie! Hope you’ve been having a great week…’ How about just ‘Dear Jamie, I represent Tazo Teas, and I would love to get to know you. I have a new product that I thought might be an excellent fit for your publication…’” says Jamie Kiffel-Alcheh, Editor-in-Chief of CarleyK.com.

A simple LinkedIn search would reveal that Ms. Kiffel-Alcheh is in fact, female, and yes, sometimes the simplest declarative introductions can be best. Does your client watch its channel’s daily segment on XYZ, and you think the client is a perfect fit for this reason? Say it clearly and professionally, and you may be surprised at the very pleasant response.

5)      You Ignored the Media’s Main Requests: “In business journalism, some publications require that I find out the revenues of a company–or they won’t accept a story from me about that firm. Every once in a while, a publicist will, after hearing this, go around me to see if they can persuade an editor at the publication to bend that rule, which will usually annoy the editor. Or they will set me up on an interview with a business owner who clearly has no intention of sharing financials, even though we’ve agreed ahead of time that this info will be part of the interview. It’s not always the publicist’s fault, but it ends up being a waste of time for all concerned, since I can’t use the interview in the end,” says Elaine Pofeldt, a contributing editor at Crain’s and a contributor to Money, Fortune and Inc. 

Reporters get frustrated when people set up follow-up interviews without all the information at the ready – so unless you are prepared to burn a bridge, don’t offer a brick wall. Pre-plan and know what information you can offer and to whom. Even if you have limited resources, come up with a Plan B. If the editor says it’s super important, believe it and get that info, or simply decline and come back another time when you have everything he or she needs to build the story. If you build a good rapport, you may wind up quoted in a trend feature or commenting on another company in print. But don’t ignore their original must-haves.

6)      You Sent a Wall of Text: “I might be different than lots of publications. I don’t want to copy/paste/print your release. I want the mechanics to find my own angle. That means links, bullets, bites. I could care less that ‘We are pleased’ was quoted by this or that important person. I agree deeply with David Meerman Scott’s jargon buzzword bingo opinion, where it seems that every solution is ‘next generation, world class, scalable, blah blah blah.’ Skip the adjectives and save me some time in finding my own angle into the story,” says Chris Brogan, Publisher of Owner Magazine, and New York Times best-selling author of six books, including The Impact Equation (with Julien Smith).

Stop calling your client “ground-breaking,” and please do take care in how you set up a press release or a pitch, with easy-to-grasp formatting, so the reporter can review it and figure out if it’s a good match. Business Wire releases are distributed in XHTML, so use bullets to focus on key points, send your release with boldface and italics to highlight issues, and make sure you include multiple relevant and easy-to-access hyperlinks. It’s not just for consumers to engage and generate click-through data for your client (although that’s a plus), but for reporters who need to know very quickly how to reach you, your client, or get more information about the product/event/issue you’re promoting. Adding a photo to your release also helps paint the clearest picture – just make sure to include a proper caption in case it’s used.

7)      You Gave Way Too MUCH information:   “You’re likely not to get any coverage if you send over so much stuff that it won’t download, or if you send a giant press release that’s too long. Simplicity works best for me. Instead of a huge file, I’d click through to see media at a link,” says Tara Cox, Managing Editor, Men’s Journal.

 

While each editor and reporter will have different needs and timetables, crashing someone’s computer with your pitch is never a good idea. Whether you’re sending a well-crafted email blast or a wire press release with well-chosen multimedia, use these digital missives to clearly show your assets and pique interest. Video, images, and multimedia are great, but make sure the links work and files are easy to open.      

 

8)      You Were Boring: “Journalists are busy and some get hundreds of press releases a day (I know I do!), so use a bit of humor in your email to me and include a story with some passion so it can really stand out. A press release can be more than a collection of data. Make me truly excited about what you’re trying to promote. If you were a reader, what story would capture YOUR attention?” says Katherine Brodsky, freelance writer for publications like Variety, Entertainment Weekly, USA Weekend, Mashable, and MovieMaker Magazine.

 

Media professionals face tight deadlines and tough demands, but the ones you hope to reach for coverage are people, not robots- they do respond to genuine feeling. Don’t forget what the R in Public Relations means and try relating and connecting for a change, and yes, add some style and interest where you can. If you can use that to establish trust and connection, and deliver on your promises, anything can happen.

 


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