Looking Ahead: Business Wire in 2016

January 4, 2016

A special message from Cathy Baron Tamraz, CEO and Chairman, and Gregg Castano, President of Business Wire.

Change is a constant in our industry and 2015 was no exception. While new communications platforms and technologies are launched with stunning regularity, the core premise of our business, the act of sharing your stories with the audiences that matter most, has remained the same. This year, Business Wire has invested in capabilities that make your news more shareable, measurable, secure and engaging. We like to say Business Wire is “Where your news is made” and our commitment to living up to that statement drives us forward every day.

Where your news is made

Business Wire’s evolving commitment to our client’s news is best illustrated by the recent launch of “BizWireTV”, a video news collaboration with Al Roker Entertainment. The twice-weekly digital video series covers trending stories distributed via Business Wire, using media analytics and social monitoring tools to spotlight stories with broad reader resonance. BizWireTV profiles disruptive startups, hot new products, business trends and companies to watch. While story selection is determined by reader engagement analysis, all segments are based on releases published across the Business Wire network.

With the rise of video as a popular asset, Business Wire provides a unique opportunity for coverage. Business Wire is the only commercial news wire accessible via AP Video Hub, the leading resource for online publishers and major broadcasters worldwide. AP Video Hub provides broadcast quality video to digital publishers, news portals, and broadcasters, including 350 of the world’s largest media companies in 100 countries.

AP Video Hub

Videos distributed by Business Wire now receive global visibility via AP Video Hub

We also realize that today it is all about return-on-investment; our measurement reports are continuously refined to provide metrics that validate the success of your communications campaign. Our goal is to provide the tools and turnkey solutions that will create greater awareness of client content via the expanding range of platforms used by information consumers.

A key competitive advantage is our international distribution network. We augmented our Brazil reach via a multichannel platform that includes DINO, Brazil’s leading press release portal. We also launched 19 language-based Twitter feeds, including Chinese, Japanese, and Spanish. Business Wire offers more than 80+ Twitter feeds — at no additional cost — amplifying the visibility of our clients’ news to an ever-increasing audience.

Lastly, we maintained our thought-leadership programs, including publications, surveys, and webinars. Publications included our“2015 Media Survey,” a “Complete Guide to Modern Public Relations,” and “Let’s Get Visual: Multimedia and the News Release.” We look forward to more engaging programs and professional development guides in the year ahead.

With your business needs guiding our efforts, we are focused on identifying emerging platforms, while maintaining the core values that clearly differentiate Business Wire from its competition: client service, local newsrooms/editorial accuracy, and value-based pricing.

We again thank you for your business and express our appreciation for your trust and confidence.

Our best wishes for 2016, hoping that it will be a year of peace, health and prosperity for all.

Sincerely,

Cathy Baron Tamraz, CEO, Business Wire and Gregg Castano, President, Business Wire
Cathy_Baron_Tamraz Gregg_Castano


[DOWNLOAD NOW] Business Wire Launches Let’s Get Visual: Multimedia and the News Release

July 9, 2015

Earlier today, CommPro.biz published a piece outlining the new Business Wire multimedia report Let’s Get Visual: Multimedia and the News Release. This guide offers comm pros best practices for releasing company news that will connect with modern audiences in the digital and mobile age. While the importance of a news release is timeless, the communication landscape is changing and PR and IR teams need to take advantage. Find out how.

2015 WP_Cover Graphic_Lets Get Visual

Click here to read this piece and click here to share this information with your Twitter followers: http://ctt.ec/f4c3X

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.

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[SURVEY] Best Practices for Promoting Crowdfunding Campaigns

April 17, 2015

By Vilan Trub, Business Wire

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Many people are interested in launching crowdfunding campaigns to bridge their idea to reality but aren’t certain how to execute such a campaign successfully. To help answer this question, we created a survey about the best steps PR professionals can take to develop and execute a successful crowdfunding campaign.

Take our 2 minute survey now:  https://www.surveymonkey.com/s/6NGB5DZ

This survey will be open until April 24th and then we will share the resulting best practices for successful crowdfunding promotion.

Tell your friends about this survey: http://ctt.ec/j9XES

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Listen up! Everything PR and Social Media Pros Need To Know About Meerkat

March 9, 2015

By Serena Ehrlich, Director of Social & Evolving Media, Business Wire

Welcome to Meerkat!

Welcome to Meerkat!

As Business Wire’s director of social and evolving media, I get asked a lot about the future of social tech and which emerging apps are going to impact the social news distribution/consumption flow.  Right now, that tool is most definitely Meerkat.

Meerkat is a very easy to use, point and shoot iOS application that allows users to share live video from their mobile devices.  For today’s marketers, the opportunities provided by Meerkat for program amplification, and real-time news sharing are huge.  Expect to see marketers use it to livestream media and consumer focused events and interviews, showcase product use, create meet and greets with executives, interviews and even provide real-time behind the scene sneak peeks.

Using Meerkat is easy! First you download the app and log in using your Twitter account.  Meerkat will automatically find and link you with Twitter followers who are also using Meerkat, so right from the start you have fans and followers.  Meerkat videos are not available for replay, although you can choose to save your broadcasts for additional content marketing use.basketball meerkat

Meerkat offers two ways to livestream –in real-time or later, at a scheduled time.

To begin a livestream, aim your camera to feature whatever you want to show and start streaming.  The app will then send out a Tweet to your Twitter followers, as well as a mobile alert to Meerkat connections, that you are livestreaming, inviting them to view your video.  Meerkat users can then come and watch either via the Meerkat app or their web browser, with in-app notifications alerting you every time someone new joins in.

How to schedule on meerkatTo schedule a livestream, click the schedule button, type in the time and date of your upcoming livestream and Meerkat will help you promote it by sharing this information via a Tweet sent from your Twitter account.

During your livestreams, you can engage with viewers via comments that are also pushed out on Twitter as a way to increase the visibility and potential engagement of and with your Meerkat livestream

The results of Meerkat livestream announcements on Twitter remind me of the ALS Ice Bucket Challenge.  First, it coincides with Twitter’s recent move to allow users to embed Twitter-hosted videos on any website.  As Twitter focuses on video sharing, don’t be surprised if you see more videos within your Twitter stream. While we cannot confirm it at this time, it would make sense for Twitter to change their news feed algorithms slightly to highlight this new feature.

In addition to Twitter’s own emphasis on video, Meerkat also taps into innate human behavior in two ways.  First, when one sees an announcement of a livestream from a friend or connection, it creates a desire to click to see what is being shared. Secondly, with today’s consumers adopting visual communications, this is a perfect marriage between social media and video production, allowing them to watch the video live, as it is being made.  Meerkat itself built in a point system to reward users for watching other videos, showcasing top viewers via a leaderboard.  The gamified, viral nature of the tool, combined with the ease-of use, makes this a marketers dream – and just in time for SXSW.

With no costs associated with the service, and its ability to alert your followers of current and upcoming broadcasts, there is no reason marketing and communication pros should not be testing this tool to support a wide range of event, business, product and consumer-focused marketing program. Are using Meerkat yet?

Like this discussion? Share our tips about Meerkat with your friends on Twitter by simply clicking this link: http://ctt.ec/rw1C3

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The PR Secret Every Communicator Must Know: A good image amplifies your voice

February 3, 2015

By Agnes Deleuse, Sr. Marketing Specialist, Business Wire – Paris

Fact:  In today’s digital world, a news release should absolutely integrate multimedia.  Be it photo, video or infographic, the world is now hungry for visual communication.

Why?  Study after study shows that articles containing images get more views than articles without visual assets.  In fact, in 2012 Jeff Bullas noted that articles can receive up to 94% more views!  Imagery helps to communicate your message.  It 3xconveys the essence of your news, giving viewers an opportunity to bond emotionally with your brand. Adding a photo to your news release will increase your visibility.  And if the visual is good, you can even expect a greater impact for your brand.  Why? If the image is so interesting that people click and share it on social media, it increases the audience and impact of your news.  In fact, Business Wire’s own internal data shows that news releases that include photos, videos and other multimedia elements get three times the number of the views as news releases without it.  So what role will images play in your communication program in 2015?

Over the years, our appreciation of photography has changed. New tools and platforms, including blogs, smartphones and social networks, have played a key role in this development.  Photos are everywhere and are quickly becoming the new way for consumers to communicate.  Instagram and Pinterest are amongst the top social media outlets, bringing imagery to a new level.  Showing huge usage figures across the globe, Snapchat allows users to share their feelings with images, instead of straight text. Today’s top communicators understand the power of high-quality and visually appealing photos to make their news even more attractive to reporters, analysts and consumer audiences.

Photos should be inspirational and appealing to readers, i.e., potential customers.  Aren’t you bored of seeing head shots of CEOs as depicted fifty years ago?  Times have changed! Forget the dull background with your CEO standing straight in front of the camera.  Frontal head shots are over.  Today, your CEO can be outside, sitting in his/her office or standing in an industry unit, relaxed, surrounded by a colorful background, in semi-profile bringing true dynamism to the image.  Picture format can be horizontal (wide format being very trendy).  Choose unexpected perspectives and control the lighting to ensure the focus is in the right place.  The photo should capture the person behind the portrait.  The photo should trigger an emotional connection with the viewer, directly shaping their view of the CEO and the organization they lead.

Solidworks

The same applies for products and commercial imagery.  Inanimate objects can be eye-catching too depending on the angle and the arrangement. Presenting a new product does not need to be formal and in a safe tone.  Elevate your product by re-picturing it.  Trends in 2015 are focusing on creating big, dynamic images on small screens.  Use these images to showcase your organization’s big vision.  Remember that the look and feel of your images conveys meaning in and around your brand messages.

We know today that 40% of people will respond better to visual information than plain text2.  Getting the right image can be the key to conveying your message in a few seconds. Engaging, effective and meaningful visual communications help consolidate your customers’ perceptions of your business, while simultaneously helping to reinforce your brand’s identity.

So, the next time you send a news release, add imagery that people will remember and want to share.

Liked this piece?  Click here to tweet it out:  http://ctt.ec/hiR0v

Read on for additional information on the role and impact of multimedia in today’s news release process:

1/ Source: jeffbullas.com/2012/05/28/6-powerful-reasons-whyyou-should-include-images-in-your-marketing-infographic
2/ Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx

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How to Increase YouTube Video Views in 3 Easy Steps

December 10, 2014

By Serena Ehrlich, Director of Social and Evolving Media, Business Wire

Earlier this month I attended a Digital Hollywood panel devoted to building audiences and awareness on YouTube.

This is a very common topic here in Los Angeles.  With film making, celebrities and the history of Hollywood permeating every corner of the city, we were the first region to truly embrace YouTube for what the platform could be – a way to entertain, educate, delight and shock audiences with amazing visual content.

So if this is a common topic, something Hollywood content creators and the marketers they work with should know inherently, why is it still on the Digital Hollywood agenda?  Because no matter how great your content is, it means nothing if your content is not seen.

Almost the entire panel discussion, fueled by questions from the audience, focused on how to generate views of the variety of videos being uploaded every single day.  There are hundreds of thousands of beautifully shot, high quality videos on YouTube that no one has ever seen. Why is that?  Because the concept of if you place it here, the audience will come is antiquated and completely misleading, even for producers creating content featuring famous celebrities.  The simple truth still stands, there is no such thing as great content, only seen content.

YouTube Image

So how do YouTube video stars get their visibility?  What makes one video go viral, while another video fails?  Just like every other marketing and communications program, video programs need to be supported with paid, earned, owned and shared marketing programming.

In this session, the three top ways to ensure views of your YouTube videos are:

  1. Create relevant content – This may seem obvious but there are still a huge number of marketers creating aspirational content, or content meant to activate new fans, versus content meant to create actual audiences. In reality, content should be made for every touch point in the customer journey, but if you are on a limited budget or time, focus on creating content for the most active of your prospects and customers.  Create content that these existing brand fans will enjoy and share with their friends and reap not only views of evangelism.
  2. Tag your content for search – When it comes to placing your content on YouTube, the description and keywords you use are just as important as the content itself. Utilize titles and descriptions to entice audiences to view your video.  Include relevant keywords and well as real-time keywords, and while you don’t want to use an incorrect headline, writing a compelling, interesting headline will increase views dramatically.
  3. Pay to promote your video – If you spent money to create content, you have to use money to promote it. Videos should be promoted via earned, paid, owned and through partnerships. Smart brands are increasing impact of their content by increasing potential audiences.
    1. Paid promotion: To promote your YouTube videos there are two successful kinds of paid promotion that you can do.  First, consider paid advertising across active social channels and via Google AdWords to help relevant audiences find you via search and social.  Secondly, issue a press release to alert media outlets, bloggers and more that your video or video channels exist.  Include a short summary of the types of content you include and, if possible, frequency of updates, to generate views
    2. Earned outreach: Don’t forget to alert your PR contacts of your new content marketing program.  Media outlets are always looking for visual content to accompany industry pieces; let them know your channel may contain the content relevant to their readers.
    3. Owned channels: You have to tell people about your video; how else will they know your program exists? Promote your new YouTube content on your website, social channels, email signatures and intranets to increase views and shares of your content.
    4. Initiate partnerships: The single fastest way to increase the views of your YouTube videos is to ask likeminded, more famous YouTube personalities to share it for you. Yes, this may require an exchange of money but it works.

Leading marketers know that video is one of the top tools in today’s marketing arsenal. Not only are desktop and mobile video consumption rates through the roof, the medium is so impactful that within seconds it can build, and deepen the relationships between a brand and its customer. But first you have to distribute it.

What other ways are you finding success in promoting video content?  Please let us know in the comments below.


How PR Pros Create News Content That Generates Action

November 28, 2014

“Think like a movie producer”

Every day, PR professionals utilize storytelling to engage key audiences. In this piece, Phil Dennison, senior marketing specialist at Business Wire, discusses the ways PR professionals can strengthen their storytelling prowess by thinking like a movie producer.

These tips include:

  • Build suspense and create anxiety
  • Foster aspirations
  • Drive empathy
  • Harness emotion

Learn more about implementing creative thinking by reading the entire piece here: https://www.linkedin.com/pulse/article/20140924163737-475352-think-like-a-movie-producer-create-content-that-spurs-inspiration?trk=prof-post


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