By Sean Markham, Account Executive, Business Wire Los Angeles
As we wrap up 2014 and head into 2015, the media landscape has changed dramatically. But there remains this constant: news is the top shared content across all channels. How to generate editorial coverage, the role of the press release, social media and WOM in the marketing funnel were just some of the topics covered at a recent breakfast event hosted by Business Wire. Held on Thursday, December 11 at The Olympic Collection Banquet and Conference Center, a diverse group of Los Angeles-area PR professionals gathered to listen to Business Wire’s very own Director of Social and Evolving Media Serena Ehrlich (@Serena) discuss the myriad challenges and opportunities for communications practitioners.
If news and editorial coverage is the most shared content, who creates this content? “You guys do. All of you in this room,” Ehrlich emphasized to the engaged audience.
Infographic provided by MediaLeaders
Among the many important takeaways from this event is the crucial role multimedia plays in standing out in the crowded field of news. Releases with images or video receive 3X more impressions and engagement than their plain text counterparts.
During her comprehensive discussion, Ehrlich also shared insights on several social media tools to use in your PR efforts, including ClickToTweet, TweetReach, the LinkedIn Long-Form Blog Service as well as Google URL builder.
Here is a recap of Ehrlich’s presentation, which will help prepare all PR pros for the year ahead:
Media Has Changed
- The role of the news release: Today the press release = action document that jumpstarts action within all target audiences
- News releases align to the marketing and sales funnel and increase: Awareness, Discovery, Brand Reputation, Message Adoption, Conversations, Inbound Traffic, Intent and Conversions
- Releases should not: Act as a stand-alone sales tool, replace customer service, be text only, work in a vacuum and work without support
- News doesn’t go viral just by being issued. PR professionals will need to do work (social sharing, etc.) to make news releases go viral.
- Journalists are held to three core metrics: inbound traffic, social shares, time on site
- Tip: Socially share out any coverage you receive to help reach these metrics
- Tip: Video is the perfect access to increase time on site
- Many adults are now getting their news from social media networks
Social Media Has Changed
- Every single major social network is showcasing news articles, reputable content and multimedia, perfect for PR
- Tweets that include a photo or video receive 3 to 4x higher engagement
- Tweets including multimedia uploaded via Twitter receive 150% more RTs
- Facebook photos receive 53% more Likes, 104% more comments and 84% more CTRs on links
- Facebook shares your updates based on the assets your audiences likes best. Meaning if you are not a video person (a rarity these days since 63% of the world are visual learners and rely on video for information) then FB will not populate many, if any, videos on your News Feed.
- Tip: Text which kind of audience follows your fan page. Post a video, then post a link, and, finally, just post a photo and see which posting gets more impressions and engagement
- LinkedIn is top B2B platform
- Tip: Use the LinkedIN long form content blog service to increase reach within this platform
- Millions of videos are watched on YouTube every day; 33% of YouTube searches are news related
Multimedia is the #1 Way to Increase Press Release ROI
- Almost 65% of the world’s population are visual learners. Text-only press releases no longer work with this highly visual audience.
- Releases with images or videos get 3x more engagement and impressions than plain text news
- 1 minutes of video = 1.8 million words
- Photographs do not need to be translated
Press Release Tips
- Write for your highly targeted audience
- Post a blog answering all the questions your release will generate to ensure message adoption
- Photos and videos are no longer optional when looking for coverage
- Use Google Tools!
- Search bar – helps determine key phrases used most by searchers
- Use URL trackers to track actions taken by readers on your website
- Drive social sharing with Click to Tweet
- Hashtags should be specific (use hashtag.org to see volume)
Read more about this event and all Business Wire events by following the #BWChat hashtag.
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