By Vilan Trub, Business Wire
The venue was large and had already been entertained by the great Al Roker by the time Jim Weiss (CEO, W2O Group) and Cathy Baron Tamraz (CEO, Business Wire) stepped on stage. They had their hands full with a standing room-only audience and only saying something fundamentally mind blowing would turn it around. Fortunately for the crowd, that’s exactly what happened.
During the session, Cathy was asked how a newswire service could support a startup or organization that journalists weren’t actively looking for information on. “If you have a business, you have an audience,” she told the crowd. “Safe is not going to win the game.”
More news is being created and consumed now than ever in the history of modern man, she continued, adding that there are trade papers, journalists, online publications and consumers looking for relevant company news every day. You don’t have to be a big name brand to get noticed; you just have to have a good product or piece of news. In a world so cluttered with content, it was refreshing to hear someone say what every successful large and small organization knows to be true. You don’t have to be big to get noticed — you just have to appeal to your core audience.
To reiterate the point that smaller companies can greatly benefit with a newswire service, Cathy cited her own company’s history. When Business Wire first launched over 50 years ago, they were distributing news for companies like Hewlett-Packard, companies that were being run out of garages. This hasn’t changed much. From startup launches to the introduction of the Apple watch, Business Wire continues to distribute market moving news across a wide range of industries.
Jim Weiss chimed in, adding that startups need to get into the practice of issuing releases. It is important to start building and archiving a digital trail for your company during its earliest stages. The digital revolution also created a wide variety of options for the format of your distributed information.
Both Jim and Cathy agreed that multimedia was not just beneficial to a news release, but a requirement in modern news consumption programming. Modern communicators like Hasbro, Intel, Cigna and more are leveraging multimedia assets like News and Picture Capsules that allow users to play a game while learning about the brand and product. By incorporating interactive multimedia within the news story, audiences spend far more time on the news announcement than they would had it just been a simple text release. Text-only news releases engage readers for seconds, while interactive-based releases are showing engagement results between 4-10 minutes – rates that are unheard of in the current communications and content marketing space.
The next topic covered was the importance of measurement in the communication space. Measurability is the single greatest tool in identifying how a release is impacting the market and the company goals alike. Advents, such as NUVI, create an ability to not only see where your news release is being picked up but who is engaging with it and how – reading, sharing or advocating. Being able to distinguish the public reaction of your release gives you the opportunity to take control over your campaign like never before.
The lineup at this year’s SXW2O was fantastic, and the reason why is because the speakers were inspiring. There is a great feeling to knowing that you can make an impact especially when the message is coming from people who make an impact every day, like Jim Weiss and Cathy Baron Tamraz. The question now is who are you trying to activate with your news, and how can Business Wire help you distribute it?
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