How Reporters Use Social Media in 2014

September 19, 2014

In the piece, “The Role of Social Media in Today’s Newsroom” Business Wire senior editor Paul Bowman takes a closer look at how today’s reporters are utilizing social media in their day-to-day work. And the results are somewhat surprising.  While today’s reporters rely heavily on social media and company newsrooms for research and article promotion, they are not interested in receiving pitches on this channel.


So how can you influence reporters across social channels, without directly pitching them?  Read on to find out:

Editor’s Corner – September Edition

September 24, 2010

With 31 bureaus around the world and more newsrooms than all of our competitors combined, Business Wire is proud to provide local expertise and superior service, backed by the most accurate editors in the world. In Editor’s Corner, we ask some of our best to chime in on how to get the most out of your press release, based on their years of experience in the industry.

by Business Wire Minneapolis Editor Paul J.F. Bowman

Answer Potential Questions Within Your Press Release Content

Readers should rarely need to clarify your information; well-written press releases answer nearly every question they may have. After you’ve read aloud the final draft of your release in private, ask a few colleagues to review it as well. See if they have any questions about the content. If not, you’ve written with clarity!


Company XZ is rated #1 in our field.

#1 in which field? Who rated you #1?


ZZ Magazine rated Company XZ ‘#1 Distributor of ABCC Products.’


The latter italicized sentence shows who rated Company XZ as #1 (ZZ Magazine). It also indicates in which field Company XZ is rated #1 (distribution of ABCC Products). This example illustrates a primary purpose of a press release: to offer the media enough initial and verifiable information to write about the topic.


Don’t offer a reason to leave your press release

In my experience, phrases such as “studies show” or “researchers agree” (my personal favorite: “most people agree”) often lack citation. A reference to the study or survey’s findings should always accompany these phrases; uncited claims quickly open the information’s legitimacy for questioning.

When writing an article responding to a survey or research, offer verifiable sources through hyperlinks, name/company/position of personnel interviewed, periodical name and date of issue, etc. Don’t leave your readers to trust your writing exclusively; give them a chance to investigate your source material. The sources you provide act as the first defense of your information. Ideally, the writer’s content guides the reader’s understanding of the research, much like a GPS assists a driver’s navigation.

Though many will not read your source information, simply offering your reader the chance to review it gives tremendous credence to your piece. Providing citations and footnotes focuses the reader on your source information rather than Web search results.

My estimated chances of finishing an article are around 1% once I’ve attempted to find or clarify the source information myself. In the press world, this loss of your captive audience costs money. Once you’ve let readers stray from your content, it will be very difficult to bring them back.

Hyperlink your sources


Clicking press release hyperlinks on our website opens them either in a new window or a new tab, depending on how your browser is setup. The only exception to this is the (BUSINESS WIRE) hyperlink in the dateline or our logo at the end of the release. Clicking either of those will bring you to our home page in the same tab/window.

The setting to automatically open each hyperlink in a separate window is embedded in the website coding. If your company has an online press center, ask your webmaster if they can enable your release hyperlinks to automatically open new windows/tabs.

Internet Explorer 7 users, here’s how to change your setting between opening a new tab or opening a new window:

  1. Open Internet Explorer 7
  2. On the “File,” “Edit,” etc. toolbar, click “Tools,” then “Internet Options”
  3. On the General tab, under the subsection named “Tabs,” click “Settings”
  4. The first box, “Enable Tabbed Browsing” must be checked to use tabs
  5. Once that box is checked, the options we’re most interested in are under “When a pop-up is encountered:”
  6. Pick your preferred option, “Always open pop-ups in a new window” or “Always open pop-ups in a new tab”
  7. Click “OK”
  8. Click “OK” again
  9. If “Enable Tabbed Browsing” was not checked before step #5, you will need to restart your browser to complete enabling of this feature

Paul J.F. Bowman, Editor, Business Wire Minneapolis

Minneapolis Media Give Tips for Communications Professionals

June 10, 2010

by Paul J.F. Bowman, Editor, Business Wire Minneapolis

On May 27th, Business Wire Minneapolis hosted a Meet the Media breakfast at the Graves 601 Hotel, across the street from our Minneapolis office. Attendees included Business Wire clients and cohorts of all backgrounds.

Our panel included employees from a wide variety of local media points, including print, online, TV and radio. The panel, which offered many tips on pitching to local writers and reaffirmed the necessity of announcing company news in an effective manner, included:

by Business Wire Minneapolis Editor Paul J.F. Bowman

One of the panel’s hot suggested topics/trends is company volunteerism (i.e. companies offering paid employee time for volunteering during the 40-hour work week). On the other hand, one editor’s staff is “greened-out.” To them, corporate social responsibility articles are cliché and overused in today’s media.

Another major trend is the vanishing of embargoed copy. The press agreed that it is very difficult to sit on a hot lead for a story; another journalist might be willing to forego the embargo just to claim the scoop. The only exception is study or research: reporters appreciate receiving this copy in advance so there is time to analyze and interpret the data.

Some key points about media in general:

  • Most general rules about media still apply regarding pitching, targeting, and writing.
  • Print newspapers are not all dying; some have maintained their growth despite advances of Internet media.
  • Details, details! The more specifics you are able to provide, the better the story. For example:
    • quotes from those involved to help lengthen and “flesh out” the article
    • full names and titles of those involved (businesses/contractors, architects, lawyers)
    • specific locations (headquarters, where contract was signed, new facilities)
    • use experts for analysis within the content—make sure you provide titles, applicable degrees, etc.
  • Make sure your contacts on the release:
    • are primary experts on the release content.
    • are available 24 hours a day. If only one is, specify who is the after-hours contact.
    • are prepared to serve as ambassadors between the company and the public.

Read the rest of this entry »


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