We can tell you how a press release develops into breaking news, reaching everyone from industry reporters to regular folks enjoying morning coffee with their tablet. We can also show you the same information with a cool sharable video. What’s the difference? The difference is the same as reading a recipe for the perfect steak or watching Gordon Ramsey prepare one, step-by-step. Visuals relay information that is both unique and engaging and when executed correctly, highly effective. These are the reasons why we won’t tell you how a news release works – we’ll just show you.
The release of How Your News is Made – An Inside Look at News Releases and News Distribution aims to showcase the steps that a company announcement takes before issuers can celebrate the full results of their communications outreach.
The new media playing field is changing. Taking full advantage of social and mobile platforms, as well as advances in smart technology (even air conditioners seem to be smart these days) can make significant impact in maximizing news release visibility. How does that happen? First a news release needs to be written. Not all releases are written equal and certain actionable tips can go a long way such as crafting a compelling headline, ensuring the first sentence contains key information, inserting calls to action and leveraging well placed hyperlinks to drive inbound traffic.
The next step shows just how much influence the digital revolution has on how people communicate. Once you have crafted your interesting news release, it is time to add in supporting multimedia. The reach of a text-only news release is minor compared to the reach of a release that includes multimedia. An image, an infographic, a video—these assets push your news across the internet and keep audiences engaged while consuming your core messages.
The reason for multimedia’s success is how easily it relays ideas. Humans process images 60,000 times faster than text. When reading text you try to paint an image of what you’re reading with your imagination. A video offers information in such a way that can’t be misinterpreted, both offering information and explaining it, simultaneously. Business Wire CEO Cathy Baron Tamraz does not hide her confidence in the role multimedia will play in the communications industry.
“My prediction is that multimedia will be a part of every single news release.” – Cathy Baron Tamraz during a conversation with Tim Bahr, CEO of Nextworks.
Once the release has been built and sent to Business Wire, our editorial team reviews the release, suggests edits and distributions to ensure the release meets your goals. Once edited and approved, the final news release is disseminated across the wire and into the hands of your key constituents.
But you can’t celebrate just yet! Once the release is out, media outreach performed and online discussions have begun, it is time to measure the results of your work.
Business Wire provides a wide range of measurement and monitoring tools to help you track the impact of your news release. Business Wire NewsTrak and NUVI reporting shows not only how much activity your release received, it provides detailed information on social discussion and shares surrounding your news. For more specific data, the Market Impact Report tracks the impact of your release upon your (and your industry’s) stock price.
Your release has been crafted, assets added, received editorial review and feedback, crossed the wire, activated your key and secondary audiences and provided you with data to help craft the next one.
This is the path of a news release.
Interested in learning more about Business Wire’s news distribution service? Let us know! And just click here to share out this exclusive sneak peek on the distribution of a news release: http://ctt.ec/CdaQm.