By: Serena Ehrlich, Director of Social + Evolving Media
We at Business Wire are excited about 2014.
We are excited about the direction the communication industry is going, we are excited about the visibility opportunities emerging, we are excited about the impact of social and mobile on news consumption, and we are very excited about the advancements made in press release analytics and measurement. Why not? These changes put PR, IR, and marketing communication teams on the front lines of engagement with media, influencers, brand fans, existing and potential customers.
In 2013, Business Wire met with a wide range of organizations to discuss the changing needs of today’s communicators. In each case, we found organizations were no longer focusing on big numbers (quantity) but instead, putting an increasing emphasis on quality. In other words, communications today is more about reaching highly relevant audiences who are more likely to take a desired action, with highly relevant news and multimedia vs. previous years where broadly written releases were used to catch the attention of a wider but less relevant audience.
To help our clients harness these changes and increase engagement (and action) within core audiences, Business Wire expanded its GMSM service to amplify the visibility, discovery and engagement of your news.
Increasing Relevant Visibility: Every press release distributed with GMSM includes inclusion into the dlvr.it advertising network. With this partnership, Dlvr.it automatically places your press release into ad blocks found next to highly relevant news articles hosted on the nation’s leading news sites. Since each story placement is based on relevance to your own news, this increases the chance of news discovery by consumers most interested in taking action on your news.
Driving Wider Discovery: Tapping into the massive mobile news consumption lifecycle, every Business Wire press release is hosted in a wide range of mobile websites and apps including Associated Press (AP), AFP, Bloomberg, Thomson Reuters and more. This ensures your news is available, on demand whenever the reader wants it. Many of these placements are exclusive to Business Wire.
Using Data to Enhance Your Entire Program: Each Business Wire GMSM delivery also includes two monitoring reports valued at more than $300 that allow you to understand the reaction of your news across the web, perfect for making future release modifications.
The first report, NewsTrak, provides press release and multimedia views, embedded link clicks and engagement (from BW-hosted platforms), a snapshot of online services carrying your news and tools to compare results with past releases.
The second report provided by NUVI, provides a detailed listing of online mentions, influencer identification and geographic resonance. NUVI reports include a word burst featuring the terms most frequently associated with your release.
These reports determine what areas of the country interested in your news (perfect for follow up marketing tactics such as targeted online ad buys); provide word terms that will help you understand if your message is being adopted or modified, and provides you a list of influencers you can reach out to become part of your outreach program.
As you can see, for only $95 per release, each element of GMSM provides you the visibility and data you need to create and refine your 2014 PR program for maximum ROI.
Interested in learning more about Business Wire or our GMSM enhancement service? Simply fill out the below form and we will get right back to you!