BW Miami: PR in 2014: How Social, WOM and More Fit Into Your PR Program

April 21, 2014

By Julia Sotelo, Business Wire Client Services Representative for Florida and Latin America

What was the recurring theme for this event? CHANGE! Human behavior, search, social media, media and coverage have all changed.  As communicators, to stay relevant in the business world we must adapt to these changes. These adaptations were the focus of a luncheon discussion on Thursday, April 10, 2014 in Coral Gables, FL, at the University of Miami’s Newman Alumni Center, hosted by Business Wire. Here, over 85 PR professionals gathered to listen to our very own Director of Social and Evolving Media, Serena Ehrlich (@Serena shared her expert opinion and tips on how to implement these changes head-on in today’s communications landscape.

UM Sebastian with Business Wire Miami Team & Serena Ehrlich#BWChat is also the official hashtag (and heavily promoted) for BW events.  We were very happy to see the clever tweets and pictures shared throughout the event. Make sure to check out our published Storify with all the tweets.

Now for the moment you were waiting for, here are the key facts and tips Serena provided  Miami/South Florida’s leading communicators: Search Has Changed (The Google Zoo: Panda, Penguin and Hummingbird)

  • Effective as of October, only 1-2 copies of your release will show up in search results
  • Google changed search because they were losing market share due to searchers not getting what they wanted
  • NO newswire is immune to this change
  • The only way to increase SEO of news releases now is to include a photo
  • Rejoice! SEO is now off your back.

Social Media Has Changed

  • Every single major social network is showcasing news articles, reputable content and multimedia, perfect for PR
  • Tweets that include a photo or video receive 3 to 4x higher engagement
  • Tweets including multimedia uploaded via Twitter receive 150% more RTs
  • Facebook photos receive 53% more Likes, 104% more comments and 84% more CTRs on links
  • Facebook shares your updates based on the assets your audiences likes best. Meaning if you are not a video person (FYI, 63% of the world are video watchers) then FB will not populate many, if any, videos on your News Feed.
  •  Tip: Post a video, then post a link, and, finally, just post a photo and see which posting gets more engagement
  • LinkedIn is top B2B platform
  • 33% of YouTube searches are news related
  • Pinterest boasts a high CTR

 Media Has Changed

  • The Role of the Press Release
  •  Releases can increase: Awareness, Discovery, Brand Reputation, Message Adoption, Conversations, Inbound Traffic, Intent and Conversions
  • Releases do not: Act as a stand-alone sales tool , replace customer service, be text only, go viral, work in a vacuum and work without support
  • Journalists are held to three core metrics:  inbound traffic, social shares, time on site
  • Tip: Socially share out any coverage you receive to help reach these metrics
  • Tip:  Video is the perfect access to increase time on site
  • Many adults are now getting their news from social media networks

 Multimedia is the #1 way to increase press release ROI

  • Releases with images or videos get 3x more engagement and impressions than plain text news
  • Humans process visuals 60,000x faster than text.
  • 1 minutes of video = 1.8 million words
  • Photographs do not need to be translated

Press release tips!

  • Write for your highly targeted audience
  • Post a blog answering all the questions your release will generate to ensure message adoption
  • Photos and videos are no longer optional when looking for coverage
  • Use Google Tools!
  • Search bar – helps determine key phrases used most by searchers
  • Use URL trackers to track actions taken by readers on your website
  • Drive social sharing with Click to Tweet
  • Hashtags should be specific (use hashtag.org to see volume)

Whether you’re a communications, marketing or PR novice or seasoned professional, keeping up with the latest news and trends is a must. Business Wire works hard to share relevant information and keep clients informed. To keep up to date on all the changes that affect your press release ROI, sign up to read our the Business Wire Newsroom and read the BusinessWired Blog. Like this post?  Click on this link to tweet it out: http://ctt.ec/Ib6Og


Business Wire Boston Tackles All Things Social

January 22, 2014

By Serena Ehrlich, director of social + evolving media

Earlier this week, Business Wire Boston hosted a VIP discussion regarding the changes facing the communication industry in 2014.  This conversation included a discussion on Google, Twitter, Facebook and Pinterest changes for 2014, as well as the impact of smartphones on human behavior and how all of these changes affect today’s communication programs.

Business Wire Boston: All Things Social 2014

Business Wire Boston: All Things Social 2014

The event was a huge success. Click here to view our storify summary of the event and see our slide deck below.  Keep this link handy for all the pertinent tactics that should be integrated into your 2014 communication strategy your 2014 communication strategy.

If you want to learn how to maximize your press release ROIplease read our recent post in CommPro.Biz, “Understanding the Role of the Press Release and the Modern Marketing Mix.” Be sure to follow @businesswire to stay on top of the social media trends.

Are you based in Newport Beach?  We will be repeating this program on January 23rdRSVP here to attend this free event.


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.


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!


LA Communicators Share Online Newsroom Best Practices

April 9, 2012

by Warner Boutin, Account Executive & Luis Guillen, Media Relations Specialist, Business Wire LA

Business Wire LA hosted a media panel breakfast event on Wednesday, March 28th examining best practices for online newsrooms.

Business Wire’s VP Web Communications, Ibrey Woodall moderated the panel. Panelists included Brian O’Connor, Director of Marketing & PR, Cunard Cruise Line; Serena Ehrlich, Director of Marketing, Mogreet; Deborah Braidic, Manager Website Content/Internal Communications, Children’s Hospital LA and Amanda Hedlund, Web Communications & Media Relations Specialist, Children’s Hospital LA.

L-R: Amanda Hedlund, Deborah Braidic, Brian O’Connor, Serena Ehrlich & moderator Ibrey Woodall

Based on the recent Bulldog Reporter/Business Wire Communicators Online Newsroom Survey results, panelists discussed anecdotes, challenges & overall benefits of their online newsrooms. Here are some of the highlights of the discussion:

General survey findings:

  • Half (48.4%) of corporate communicators currently have an online newsroom
  • The online newsroom remains a relatively modest investment for most companies
  • Companies are integrating their social media activity into their newsrooms
  • Two most important site features: PR contacts and search module

On building your online newsroom:

  • Stakeholders should come together from the very beginning – O’Connor
  • Corporate communications and web development must be on same page. “We streamlined things early, which prevented the marriage from falling apart down the road” – Braidic
  • Know your audience’s needs. “We make sure our audience can quickly find our latest news” – Hedlund
  • Determine what content your audience wants to see
  • Journalists want quick access to your newsroom rather than searching full site

On making your online newsroom relevant:

  • Customize newsroom based on top 3 most frequently accessed content type:
    • Photos, press releases & b-roll – Cunard Cruise Line
    • Multimedia, PR contacts and all social media content – Mogreet
    • Multimedia, Experts/Physicians lists and protected logos – Children’s Hospital
  • Categorize your releases and list experts as well – Ehrlich
  • Use inbound site traffic to create potential blog posts. “I check the web traffic analytics for blog ideas” – Ehrlich
  • Analyze your online newsroom’s web page stats on a weekly basis
  • Make your corporate blog accessible on your online newsroom

On online newsroom maintenance, crisis communication and security:

  • Every company should have dark site ability, allowing you to prepare pages ahead of time for a potential crisis
  • Dark sites need to be light on graphics and multimedia
  • Some of my clients maintain 10-12 different dark sites for “just-in-case” situations – Ehrlich
  • You must know your target market if you’re going to password protect your newsroom – Ehrlich
  • Password protected content needed sometimes:
    • We don’t want somebody pulling a photo archive on a ship we don’t manage anymore – Cunard Cruise Line
    • Sometimes we’ll use passwords to prevent logos from being stolen – Children’s Hospital LA

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit our events page or follow Business Wire events on Twitter, hashtag #bwchat.


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