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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7 things Every PR professional Must Know About Pinterest

December 8, 2014

Everywhere you look everyone is talking about Pinterest. And why not! Not only does the site have huge audience numbers, the engagement and inbound traffic rates are through the roof.  And yet, many PR professionals are unsure of how to maximize this platform to increase visibility, shares and coverage of company news.

Click here to read Alexander Solm’s  7 things about Pinterest you need to know.  We would love to have your thoughts on this piece; do you use Pinterest to promote your news and coverage yet?


Twitter Introduces a New Mute Feature

May 19, 2014

Have you heard about Twitter mute?  The new feature gives Twitter users the option to stop (or mute) unwanted tweets from showing up in your timeline. Business Wire’s Senior Vice President of Global Marketing, Tom Becktold, discusses this new feature in CommProBiz.  Tom goes beyond the idiosyncrasies of the feature, talking about how you can prevent your account from being muted.

Some of the key points include.

  • This feature will not block the person from sending you a direct message.
  • Muted users can still interact with your tweets.
  • The user will not be aware they are being muted.
  • All of the previous tweets, prior to muting that user, will still show up in your timeline.

Twitter, social media , mute feature
Do you believe that Twitter has offered a solution that takes away the guilt of unfollowing someone while adding value to your twitter experience?

Will you use this new Twitter feature?

Let us know what you think.

Read the full story: http://bit.ly/1lFpBqV
Retweet the story: https://twitter.com/BusinessWire/status/468416364432990208


PR Pros Bridging Industry’s Divide with Social Media

April 25, 2014

In case you missed it, Business Wire’s editor Luke O’Neill  wrote an article in PR Daily that discusses the gap between social and PR . In the story Luke discusses how social media is part of the requirements for a PR professional including how traditional media consolidation and the rise of social media as a channel for news and commentary were the main forces merging the two sides.

Some of the key focus points include:

  • The best communication programs use both traditional PR and social messaging to ensure maximum reach and return on investment.
  • PR people should embrace the idea that different people from their organization are communicating interactively online.
  • Organizations have embraced social by inserting social sharing prompts within their news releases to initiate sharing from the release end.

    business-pros-bridgePlease give us your thoughts on the story. Does this change your view on the role of a public relations practitioner?

 

 

Read the full story http://www.prdaily.com/Main/Articles/16291.aspx#
Retweet the story https://twitter.com/BusinessWire/status/459048767010775040


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.


Understanding the Role of the Press Release and the Modern Marketing Mix

January 15, 2014
by Serena Ehrlich, Director of Social + Evolving Media, Business Wire

For many years, communication programs did not utilize input from every department in the company before launching. Thankfully, this has changed.

Today’s most successful communication programs run across many different divisions to maximize even the smallest program’s potential success.  In addition to increasing the potential for success, cross-department programs provide deeper insights necessary for future programs.  Below, we breakdown how marketing and PR support the impact of the press release.

When it comes to increasing the impact of a marketing program, for more than 50 years, one method continues to be most effective way to distribute your news – a commercial newswire service.

Press releases containing photos and/or videos and easy to find social sharing buttons, issued over a commercial wire service continue to be the most cost-effective way to reach journalists, bloggers, analysts, online and offline media, social networks, customers, and prospects.  Press releases are measured by quality of coverage, its impact on the company’s reputation and brand goals, action taken by readers and the amount of sharing across social networks.

The new tactics you must employ now to support your press releases and measure their impact include:

  1. Sharing social media messaging with brand fans and influencers, including a link back to your website, each tailored to the news’ target audience. Social actions taken related to your news are measured by overall shares, shares by influencers, link clicks and, most importantly, the quality of inbound traffic.
  2. Posting and directing journalists to blog posts that directly answer the questions you know journalists will ask you.  This increases the likelihood of company message adoption and decrease real or perceived anxiety by journalists and consumers about your message, brand or organization.
  3. Advertising on key industry media, highlighting the benefits of your product or brand is a terrific way to decrease the amount of time it takes a user to make a decision. Advertising success is measured by desired action taken, clicks, impressions, downloads etc.
  4. Utilizing online media syndication services like dlvr.it and Outbrain which can help increase visibility of valuable coverage and is best measured by impressions, views and quality of inbound traffic
  5. Creating social channel messages for colleagues, customers and partners to share across their own social channels.  Use a unique URL to more easily track shares, inbound traffic and the quality of that traffic
  6. Implement paid and non-paid influencer program to decrease sales consideration time.  This can have an impact on an increase in discussion, message adoption, social reach, quality of inbound traffic leads and amount of time before desired action taken.

These six steps increase the impact of your press release, as well as provide you with the valuable insights needed to revise messaging for future programs.  Which message resonated best with your various audiences? What asset or platform provided the best ROI?

The press release & the modern marketing mix – 6 #prtips by @serena http://ow.ly/sC4NY


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.


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