PR Trends for 2014 Focus of Business Wire Houston Event

March 28, 2014
By Cindy Cantu, Senior CSR, Business Wire Houston

All things social

This is the year of the empowered customer, according to Business Wire’s Director of Social & Evolving Media Serena Ehrlich. “It is up to YOU to create your brand differential and up to US to guide you through how to do it,” she told the audience at Business Wire Houston’s event, “All Things Social – Maximize Your PR in 2014” on March 26th.

Attendees from various industries including energy, biotechnology and pharmaceutical, as well as numerous media and marketing professionals, heard all about how social media is having a major impact on today’s press release. The old method of packing in keywords and hyperlinks in your press release to boost your Google ranking was made obsolete after Google launched its Hummingbird and Penguin updates, Ehrlich said.

Now, the focus is on a well-written, quality press release that can be shared via social media by you and other readers, plus will attract coverage from journalists and bloggers. One tip to consider is to add helpful links to your owned media (website, Twitter handle or blog, etc.)  at the end of every press release. Adding a ClickToTweet link, embedded with a Google URL Builder is also a good idea. If you do receive additional coverage from other media, it’s important to share those articles through your own social media channels too, she added.

Another sure-fire way to increase your readership and overall PR success is to add multimedia to your releases. Research shows releases with images or video receive three times more engagement and impressions than plain-text news on Facebook, Twitter, Google+ and Pinterest, making multimedia no longer optional for today’s releases. Ehrlich said.

All-things-social-pic-2-lo-res

Serena Ehrlich explains “the year of the empowered customer” using social and multimedia.

One recent example of multimedia having a huge impact happened at this year’s Consumer Electronics Show (CES) in Las Vegas. Surrounded by all of the giants in the technology industry, a relatively small company named mophie sparked major interest in their “space pack” product by simply adding a photo to their press release. They had one of the most popular releases among all CES exhibitors, Ehrlich said. Both release views and multimedia downloads surpassed 20K shortly after the release was issued.

Navigating through the current changes in the PR world can be daunting. Business Wire works hard to stay on top of the latest news and trends so it can share the information with its clients. Visit the Business Wire Newsroom and read the BusinessWired blog to be informed.

 

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Marty Feil has been named Vice President of News Systems and Technologies

March 5, 2014

Business Wire takes great pleasure in recognizing Marty Feil in his promotion to Vice President of News Systems and Technologies.

Marty joined Business Wire as a consultant in 1995 and is responsible for designing and managing internal systems.

“I’m very excited to have this opportunity to make a difference here at Business Wire.” Said Marty “In my new role, I’ll strive to continue to improve communication and cooperation between the varied teams here at Business Wire.

In addition to Marty’s extensive experience in technology, he likes to get outside to go camping, hiking, or playing a good game of golf. He has also been known to listen to Neil Young.

Congratulations Marty! We look forward to all your future endeavors improving the performance and reliability of our applications as well as managing a team that is imperative to the success of the operation here at Business Wire.


The Press Release Then and Now: How We Arrived At Where We Are Today

January 27, 2014

By: Hannah Kelly, Business Wire, Paris

This year marks the 100th anniversary of one of the most important milestones in the history of public relations – Ivy Lee’s management of the 1913-1914 Colorado Coal Strike aftermath.

The term ‘Public Relations’ first appeared in the 1897 Year Book of Railway Literature, and the original press release, which we can credit to Ivy Lee, was published in 1906 – following the tragic loss of 50 lives in the Pennsylvanian Railroad Crash.

Equally, Lee’s Declaration of Principles, also released in 1906, was a turning point for public relations, as it communicated the responsibility of those working in PR, not only to the client but also to the public. This declaration ensured that Lee’s work was subsequently accepted not in the form of advertising, but as news, as accurate information, as matter “of value and interest to the public”. This was, and still is, the founding principle of wire services such as Business Wire, Associated Press, AFP and more.

So with all of these important events taking place before 1914, what exactly was it about the Colorado Coal Strike that is now so crucial to the history of public relations?

Image Source: Wikipedia

Image Source: Wikipedia

Firstly, the strike needed publicity management due to its hotly controversial nature – on-strike miners and their families were killed by state militia, and the mining union blamed the Rockefeller family and their coal mining business for the deaths.

Lee used, to his advantage, the establishment and acceptance of his Declaration of Principles as the basis for the management of the Colorado Coal Strike aftermath.  He drafted and mailed an array of bulletins to media outlets and workers alike, addressing the issue with candor (as well as successfully keeping the Rockefeller name free from reputational damage). This has become known as one of the most successful and influential PR campaigns – an experience that demonstrated, for the first time, the importance of publicity and public relations to the American nation.

It should be noted that doubts do exist regarding the authenticity of this campaign, whether certain facts were distorted, and if this was the case, as to whether this was intentional or not. However, despite any uncertainties, we must concede that this campaign achieved its goals : to promote the facts of the event and to share news with the public, whilst recognising its responsibility to both the public and the client, the Rockefeller’s.

Many years later, the standard of PR established in Lee’s Declaration of Principles has evolved significantly. It is now so well integrated into modern society that we no longer even question it. PR is an essential part of business life – and it would be unthinkable to run a company nowadays without openness and honesty to the public. It is for this reason that Business Wire works so hard to ensure the authenticity of all press releases, and adheres to such stringent security regulations. We agree with Lee’s rules: “Accuracy, Authenticity, and Interest”.


Business Wire Presents: Everything PR and IR Pros Need to Know for 2014

January 2, 2014

By Serena Ehrlich, Director of Social & Emerging Platforms

Let’s face it; there is nothing better than working the last two weeks of the year.  Oh you may think it is better to be with friends and family or battling mall crowds or lines at the airport, but in reality, those of us working this week are enjoying shorter commuting times, phones not ringing and a few spare minutes to catch up on the latest industry news and trends.

As we in the Business Wire marketing team catch up on our reading, we compiled this list of posts to catch you up on the best of 2013 and prepare you for a productive and successful 2014.

Top Gaffes for 2013 (after all, you don’t want to end up on this list next year!)

2013 Industry Changes + Best Practices

Looking ahead: Top Tips and Predictions to Prepare You for 2014

And just for fun, a hat tip to Buzzfeed for this scarily accurate look at Isaac Asimov and his 1964 predictions for 2014.


Involving Reddit in your PR campaign

December 18, 2013
by Paul J.F. Bowman, Senior Editor

Reddit.com, the self-styled “front page of the internet,” is a social bookmarking site currently ranked #80 in the world and #31 in the United States in terms of traffic. The site is a diverse and vibrant global community.Reddit

To get a simple sense of Reddit, visit /r/awww or /r/cute. “/r/” dictates a “subreddit,” a section of Reddit devoted to a specific topic. Two popular subreddits are /r/IAmA (I am a…) and /r/AMA (ask me anything). Admittedly, /r/IAmA and /r/AMA are very similar; Reddit describes their main difference as the number of subscribers (AMA currently has around 53,000 readers while IAmA has over 4 million).

Essentially, both IAmA and AMA are crowdsourced interviews; any Reddit user (“Redditors”) can ask questions of the person/organization submitting themselves for an interview. It’s easily comparable to an online press conference. For example, a well-known skateboarder recently posted an IAmA/AMA:  “Geoff Rowley – Professional Skateboarder. Co-owner of Flip Skateboards and Founder of Civilware Service Corporation.”

As questions were submitted, Rowley chose those he would answer while ignoring questions deemed irrelevant, information sensitive, difficult to answer in time allotted, too personal, etc. By simply answering questions, Rowley was able to promote his skateboarding company, his outdoor supply company as well as an appearance on a video Web series. Redditors asked questions varying from skateboards and shoes to hunting and running a company.

For your next public relations campaign, you might consider a similar IAmA/AMA appearance. The trickiest part is to make sure that you do not violate one of the primary rules: “Obvious nonsense or advertising will be removed – this is up to the discretion of the moderators.” Reddit also asks that you phrase your post in terms of “something uncommon that plays a central role in your life” (ex: “IAmA founder of a non-profit dog grooming organization. AMA!”) or “a truly interesting and unique event” (ex: “I invited the Los Angeles Lakers to my fundraiser and 20 of them attended! AMA!”). Many PR campaign topics fit into these categories; it should be easy to find something unique to focus the post around.

Many notable people have submitted themselves for AMAs; Barack Obama and Bill Gates are among the most successful and publicized. Redditors may also submit requests for people they would like to see participate in an AMA. Actors, authors, comedians, inventors, musicians and scientists are common IAmAs/AMAs.

All of the information to begin an IAmA/AMA is at www.reddit.com/r/IAmA/wiki/. Here are the basic steps after you’ve created a Reddit account:

  1. Decide which community is best for your post.
    Assuming that you’re looking for the most exposure, IAmA is the best place to post. The major downside of the large IAmA audience is that your scheduled time may be overshadowed by a well-known celebrity. Make sure to check the “Upcoming AMAs” schedule in the right margin to find the least-populated timeslot.
  2. Choose a way to prove your identity.
    Options for proof include a work ID, business card, paystub or contract (make sure any sensitive information is blocked out). Posting a note regarding the IAmA/AMA on an official website and/or Twitter account is both allowed and encouraged. The mention should dictate which Reddit username will be used and a link to the AMA once it has been posted to the website.
  3. Request a spot on the “Upcoming AMAs” calendar.
    This is purely a request to the moderators to have the AMA added to their official calendar. Schedule for the daytime of your expected geographic audience. Add the title of your AMA, date/time requested, the description of the person/organization, the username that will be used and the proof gathered from step 2.
  4. Fill out the thread and submit.
    The title should grab people’s attention with the most interesting/intriguing part of the IAmA/AMA. Use the information entered in the Upcoming AMAs request from the previous step.
    Example title: “I am the founder and editor of the first website dedicated exclusively to fire ants, fireanthill.com. AMA!”
    In the next field, write a short biography. Keep in mind that the more relevant information that is provided, the more the Reddit community will be able to engage and ask questions. At the bottom of this field is where you place the verification/proof of identity mentioned in step 2.
    Example text: “I’ve worked as editor of other publications such as LIFE, People and Cat Fancy. Before I started fireanthill.com, the fire ant websites only included research but did not aggregate the many fascinating aspects of fire ants. I’ve been interested in fire ants for 20 years, AMA! Here is a photo of me at home: [LINK], a link to my bio on the website: [LINK], and me in front of a giant fire ant hill: [LINK]“
  5. Make sure the posting worked by visiting reddit.com/r/IAmA/new.
  6. Publicize the link of your IAmA/AMA to websites and social media accounts with the time questions will be answered.
  7. Answer the questions asked of you with genuine interest and passion.
    Many Reddit users can sense when something is purely for publicity. Do not repeatedly focus your answers on the campaign. Genuine responses will garner genuine interest in your company. The majority of self-promotion should be placed in the text of step 4. If the response is lackluster, the post can still be an interesting addition to an “About Us” or “Biography” page.

There have been a number of controversies surrounding the website. Like any other public Internet forum or social media, Redditors can frustrate and antagonize people posting on IAmA or AMA. Woody Harrelson is the most disparaged AMA as he was only willing to answer questions about Rampart, the movie he was promoting at the time. Morgan Freeman (posting under username “OblivionMovie”) had a similar downfall; Redditors deemed his short and canned responses as a PR agency paraphrasing or posting for him rather than Freeman himself.

Remember, there is no guarantee of a successful IAmA/AMA post. However, the more you interact on Reddit (specifically the AMA and IAmA pages), the more you’ll have an understanding of the site and which posts draw people in. This wide-ranging and interesting worldwide community is a great tool for promotion but recognizing what drives its visitors will be key to your success on the site.


Decoding the Media: National Journalists Divulge Best Way to Build Relationships

November 12, 2013

By Meghann Johnson, Sales Manager, Business Wire Chicago

What does it take to land a signature placement? You know, the media placement that positions your company as an industry-leader with the smartest executive team and best products? According to speakers on PRSA Chicago’s recent panel, a heck of a lot more than it used to.

Business Wire team members recently attended “National Media in Chicago: Who’s Here and What Do They Cover?” featuring journalists from top national media outlets including:

  • Diane Eastabrook, Correspondent, Al Jazeera America (@AJAM)
  • Jason Dean, Chicago Bureau Chief, Wall Street Journal (@JasonRDean)
  • Flynn McRoberts, Chicago Bureau Chief and Editor-at-Large, Bloomberg News (@FlynnMcRoberts)
  • Neil Munshi, Chicago and Midwest Correspondent, Financial Times (@NeilMunshi)

During this discussion the speakers divulged best pitch practices for PR professionals. In each case, each journalist reiterated the exact same advice – all good PR professionals must do their research before reaching out. This, they told us, is the number one way to create strong relationships and build trust in your company.

In this case, research does not mean referencing their latest article, post or tweet. In PR, researching the reporter means understanding both what they write about and who their audience is.  In today’s world, general pitches only slightly on target with the reporter’s beat and readership are unacceptable. It is better to write highly targeted press releases, with a highly specific audience. Not only will this support your internal business goals, you will provide better content to your beat  reporters.

A few other themes were addressed to give insight into their news process:

Newsrooms embrace social media…to an extent.

In April 2013 Bloomberg News introduced corporate and CEO Twitter feeds to their terminals, a huge step for highly-regulated industries that may not have access to social news at work

  • Business Wire Tip: If you delete a tweet archived in the Bloomberg terminal, you must call Bloomberg to have them manually remove it.  These tweets are not automatically deleted.

While social media is expanding, many journalists are still cautious.  Financial Times’ Neil Munshi was quick to point out that when a big story hits he shuts off Twitter so he can focus on uncovering facts vs. reading potentially false reports.

  • Business Wire Tip: For any communications, especially in times of crisis, it is important for companies to be transparent and provide as much information about the situation as possible in order to control the conversation.  Considering issuing a press release or utilizing your corporate blog to ensure the words used to describe your news are your own.

Content other than photos are rarely re-purposed verbatim; however these elements have huge value in showcasing the larger story to the reporter and brand fans.

In the age of videos and infographics, companies should include content elements that tell the brand’s larger story.  Video works well as it provides a face to the story, while images drive deeper emotional connections.

  • Business Wire Tip: Content marketing and distribution is an effective way to gain attention and influence key constituents; however, it’s important to ensure the story is relevant and timely to drive conversations. Check out on our recent post on this topic.

Press releases remain relevant to news gatherers.

The resounding feedback from speakers is “press releases are alive and well.” According to Jason Dean of the Wall Street Journal press releases remain one of the best ways share company news as it provides reporters accurate information, with links to supporting information, making it easier to do their jobs.

  • Business Wire Tip: If you’re looking to spice up the traditional release think about adding bullets highlighting “Just the Facts” and “Key Quotes,” which may catch the viewers’ attention. Consider adding a Click to Tweet in your sub-headline like this PRSA Austin story.  Or take it one step further like this Amazon release entirely comprised of Tweets each crafted with a different audience in mind.

These are just a few of the tips from leading journalists, but we have many more. Keep following the BusinessWired blog or contact us directly to learn more.


Tips, tricks and advice for today’s PR, IR and Marketing Professionals

October 19, 2013

By Serena Ehrlich, Director of Social & Evolving Media

What a week!  There were so many great news pieces, platform changes, tips and more that we had to commit an entire blog to sharing them with you.

Below please find this week’s top stories for public relations, corporate communications, investor relations and marketing communication professionals.

Social Platform + Search Engine Updates

Media + Research

Tips, Tricks and Best Practices

Did you find this list useful?  Did we miss anything?  If so, please share below, we are always looking for compelling information we can share with our audience!


New Social Tool Alert: Pinterest Launches Article Pins for Publishers

October 2, 2013

Ask any travel fan, bride-to-be, home cook or mom what social network they spend the most time on and you might be surprised to find it is not Twitter, Facebook or YouTube, but rather the image-based discovery site, Pinterest.

What is Pinterest?  Considered an aspirational social network, Pinterest is a website that allows users to upload and share a wide range of web-hosted images, sorted by categories or boards.  Users “pin” images they find on the web to “boards,” which the user has organized by theme.  For users and publishers alike, this is a highly utilized social network, with a heavy emphasis on content discovery and sharing.  What makes Pinterest so successful is that the pinned images include links back to hosting websites, allowing interested parties to click through to the original website for additional action.

This week, Pinterest revamped how they present pinned articles.  Previously, one could pin an article, and the image would appear but the pin would be missing necessary information to make the pin relevant and compelling for search and discovery.  But no longer!  This week, Pinterest released its new article pinning service.  Now, when a user pins an article, additional information such as the headline, author, story description and article link appears. This is highly beneficial for both the pinner and the reader.  For the reader, this provides clearer context of the pin, and for the pinner, it is a perfect way to bookmark a great read.

ImageImage courtesy of Pinterest

Pinning articles was a natural next step for Pinterest.  With more than 5M articles pinned every day, this new feature provides a better experience for those interested in pinning news as well as those discovering them.  And it is a boon for publishers as well. As YieldBot notes from its recent publisher referral traffic survey, Pinterest (85%) dramatically outweighs Facebook (8.3%), Twitter (0.5%), Tumblr (0.1%) and more for desktop inbound referral traffic.  Imagine if you could increase the inbound traffic from your social shares by 80% simply by using a new platform!

So how should public relations professionals implement Pinterest’s latest tool?  First, download the new pin tool and add it to your company website’s existing social sharing buttons. This will allow site visitors to pin your news releases, images, articles and content to their own boards, kicking off viral sharing.

Next?  Make sure your website images are tagged properly to help you be found within Pinterest’s own search engine.  This, too, is easy, it just requires a slight adjustment to your image tags.

From here, the rest is about context.  Pinterest is an image-based social network so of course, you must have image-based content.  Then ask yourself, who is this image relevant to?  Technologists?  Scientists?  Brides?  Cowboys? Search Pinterest and determine the level of interest by its members for your type of news or product and pay attention to the terms being used by your audience.  Every brand has brand fans, and every brand has a fan on Pinterest.  The trick for reaching and being found by these fans is in images you share, the name of your boards and the caption you create.  Consider creating highly niche boards to reach highly specific audiences, and more general boards when featuring industry specific industries.  Looking for other ideas on how to maximize your Pinterest presence?  We love this piece by Gini Dietrich, “16 ways to use Pinterest for PR.”

So where is Pinterest going next?  While it is still too soon to know, this new service will allow Pinterest to track article uploads and reads to build out its own internal user “interest graph” data set providing additional customization and monetization options down the road.

What do you think about this new Pinterest feature? Do you plan on implementing it on your sites? If you are using it now, what do you think? We would love to hear how you are using this tool to increase the overall awareness of, and click through traffic to, your company, products or news.


The Daily Dog Interviews Marketing SVP Tom Becktold on PR’s Role in the Marketing Process

October 25, 2012

The Daily Dog, as part of their “Exhibitor Insights” video series from this month’s PRSA International Conference, spoke with Tom Becktold, our SVP Marketing, about how PR pros are in a perfect position to drive companies’ greater marketing messages, how social media has given PR a bigger presence in C-suite decision making, and how PR should be guiding marketing and advertising. Check out Tom’s interview with Richard Carufel below:


It’s All About Marketing and PR Convergence with Our New Smart Marketing Page

May 8, 2012
For professional communicators today, there is a growing understanding that PR and marketing efforts must work in unison to be most effective.  For example, the cost of the keywords that marketing bids on in their advertising outreach can be reduced when PR successfully gets those same keywords embedded and issued/posted/shared in their audience engagement efforts.

With press releases, we know that multimedia enhances click-thru rates and improves audience engagement.  When public relations leverages existing marketing assets, it reinforces brand messaging and helps marketing achieve the multiple touch points needed for audiences to act.  Both marketing and PR ultimately engage many of the same audiences by the very nature of how content is found and shared online.

For PR practitioners, this provides an opportunity to show how they can cost-effectively and measurably complement and boost the overall marketing impact.  As you build your next press release, work with marketing to develop and use common campaign keywords, add SEO-relevant, measurable touch points such as links from press release content deep into the organizations website, include “buy this” buttons and add multimedia visuals and videos, all driving measurable traffic, revenue and engagement tied to shared campaign objectives.

The launch of our new Smart Marketing Page provides a tremendously cost-effective new platform to achieve marketing/PR message unity that is measurable.  It helps PR grab a larger share of the marketing voice by pushing out press release and multimedia content via the powerful Business Wire news network to media and online audiences across the country, deep into your industry and around the web.  It also posts to our EON: Enhanced Online News platform, all designed to provide easy audience engagement and SEO-boosting exposure.

The Smart Marketing Page gives marketers a branded platform that is SEO friendly with assets that are easy to share, allowing for the inclusion of polls, multimedia galleries and custom branding.  It provides both with valuable multimedia tools and measurement metrics to evaluate and adjust campaigns against marketing objectives.

Check out the Business Wire SMP and see for yourself why we’re so excited about this new platform. Then contact your local BW account executive to get started.


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