Get Better Tradeshow Coverage with EventTrak by Business Wire

July 21, 2010

by Leon Harbar, Vice President, Global Tradeshows & Events, Business Wire Los Angeles

It may seem obvious, but many companies often go into an important tradeshow sending hundreds of generic emails to the registered media list and hoping for the best: A meeting with any journalist or blogger. Unfortunately, the result is a series of awkward meetings that result in very little targeted coverage.

A more efficient process would be to actually know before the show which influential attending journalists and/or bloggers are actually covering your target market, then putting special emphasis on setting up meetings with those people before your competitors do.

EventTrak by Business Wire is the solution to enable you to set up smarter meetings before your important tech tradeshow.          EventTrak logo

For each specific show, EventTrak provides your public relations team with a “pre-show” report up to 2 months prior to show start detailing media/blogger coverage of the prior year’s show. The report includes publication name, author, date published and a direct link to the article. Users may search within this data, download and export contacts and review “hot themes” for the upcoming show. Approximately two weeks after the show ends, the user will receive a post-show report in the same format with updated coverage data.

For an overview on EventTrak, click here.

For a listing of tradeshows where EventTrak is available, click here.

Business Wire is the official wire for hundreds of events worldwide and when that’s the case, our Online Press Center is integrated within the media area of that event’s website. In addition, we continue to provide free distribution of 100-word profiles to exhibitors/sponsors/presenters of certain events.

If you have any questions on distributing news for a specific event, adding your event to TradeshowNews.com or just need advice, please email tradeshow@businesswire.com.

Follow TradeshowNews.com on Twitter @TradeshowNews or become a fan of us on Facebook!


Looking to Target Political Media? Tips from Four Political Journalists

July 6, 2010

– by Cecile Oreste, Media Relations Specialist, Business Wire/DC

If you’re interested in politics, you may recognize the following names: Aaron Blake, Keith Koffler, Erin McPike and Shira Toeplitz.  These four reporters have worked for some of the top political media outlets in the country including POLITICO, National Journal, Roll Call and The Hill.

Despite covering one of the most fast-paced beats in journalism, Aaron, Keith, Erin and Shira took the time to share their views on public relations practices and provide helpful tips on how to pitch political media.

Keith Koffler

Keith Koffler

Keith Koffler is a veteran White House reporter who writes WhiteHouseDossier.com, an independent blog focusing on President Obama and his administration.  In addition to his experience covering the White House, he has also reported on Congress and Washington’s lobbyists at CongressDaily, the National Journal magazine and Roll Call.

When it comes to writing a release, don’t overlook the headline.  “The headline is important because it grabs your attention,” Keith said.  “Pump up your headline.  Make it new, unique or clever.”  In general, don’t be afraid to have a sense of humor.  Avoid using uniform templates and write a release that is enjoyable to read.

Aaron Blake

Aaron Blake is a political blogger for The Washington Post’s PostPolitics.com, which launched back in April.  Prior to joining the Post, he covered campaigns at The Hill newspaper and the Washington bureau of the Minneapolis Star Tribune.

Aaron talked about the importance of using the inverted pyramid method when writing a press release.  “Get to the point and show why I should care, but don’t provide too much information right away,” he said.  Draw the reader in with a short first paragraph with the most newsworthy information at the top of the release.  Continue to provide material in order of diminishing importance.

Shira Toeplitz

Shira Toeplitz is a national political reporter with POLITICO, the nation’s premiere online news outlet for politics.  Prior to her work at POLITICO, she covered campaigns for Roll Call, as well as presidential and state campaigns for National Journal’s “The Hotline,” a political tip sheet for Capitol insiders.

Shira added to Aaron’s point advising public relations practitioners to “put all of the relevant public figures as high as possible in the release.”  She also recommends writing a release that is relevant to the news of the hour as political journalism is extremely fast paced.  “If your issue is a hot topic currently on the campaign trail or on Capitol Hill, I will be more inclined to cover it in the context of the story I am writing,” she said.

Erin McPike

Erin McPike

Erin McPike covers Senate and House races at CongressDaily.  She also served as National Journal’s lead reporter for “Conventional Nightly” in 2008.  Before joining CongressDaily in 2008, she covered Mitt Romney’s presidential campaign on the road for NBC News.

Erin also talked about how to create content that would appeal to political reporters.  The release does not necessarily have to be about political issues, but can also discuss a constituency that is important to political figures — for example, a specific demographic group that politicians are trying to appeal to.  “Something that will move a coalition of people in one direction or the other may be of interest since politicians make maneuvers based on what their base is doing,” she said.  “The best releases also have good numbers, measurable information and concrete facts.”  This content is more likely than a lengthy quote to get picked up in a story.


Recap: Media & Public Relations Best Practices

March 15, 2010

Business Wire and Black PR Wire recently launched their joint Minority Leadership Series, in honor of Black History Month, with a webinar entitled Media & Public Relations Best Practices.

This 90-minute event, co-moderated by Bernadette Morris, President and CEO of Black PR Wire; and Raschanda Hall, Global Media Relations Manager for Business Wire, highlighted the communications and targeting strategies of professionals at three different types of organizations:

  • The Corporate View: Racquel White, Communications Director, The Coca-Cola Company Eurasia and Africa Group
  • The Small Business/Agency View: David Rudd, Vice President, The Axis Agency
  • The Government View: Althea Harris, Esq., Assistant District Director for Marketing and Outreach, Area 1, U.S. Small Business Administration

After an introduction in which reasons to target minority markets worldwide were discussed, each speaker discussed his or her own programs and successes in outreach and communications.

Among the highlights:

  • Coca-Cola takes a local approach to most of its campaigns, and encourages its consumers to engage with the brand or their own communities and talents via contests, challenges and other approaches.
  • The Axis Agency, a multicultural PR firm, recently completed a successful campaign for Disney Interactive Studios by using a multi-channel strategy developed over several months.
  • The Small Business Agency works with cities, chambers of commerce and other organizations to help leverage local expertise for their programs.  A recent partnership with the City of Miami resulted in a 350% increase in loans to underserved communities over five years.

For in-depth details on these and other strategies discussed by the panelists, please listen to the archived webinar (you will need Windows Media Player 9 or higher); and follow the #bwevents hashtag on Twitter to keep up with future Business Wire events.


Business Wire Extends, Expands SmartBrief Partnership

March 4, 2009

Today we announced the extension of our partnership with SmartBrief, custom publisher of e-newsletters read by more than 300,000 C-level executives and millions of industry professionals. 

SmartBrief publishes more than 100 co-branded, customized email newsletters in partnership with leading trade associations, professional societies and corporations.  Business Wire members can target SmartBrief readers by sending their press releases for publication in those newsletters.  Yesterday’s announcement included an expansion in the number of newsletters available to Business Wire members, nearly tripling from 12 to 35.

Find out more about sending your news to SmartBrief.


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