Seattle Journalists Offer Insights; Pitching Advice at Media Roundtable

January 20, 2016

Matt Allinson Bio Pic

by Matt Allinson – Media Relations Manager, International Markets

Seven superb Seattle journalists assembled downtown on a gray December day for Business Wire Seattle’s media “speed dating” event. The event provided an opportunity for those who work with the media and/or who are interested in the media to have small group discussions with the journalists who matter to them most. The goal, as always, was to foster education and understanding between the media and PR/IR community (as well as with the public at large).

Media at Event

From L to R: Garrett Rudolph (Editor – Marijuana Venture Magazine); Taylor Soper (Reporter – Geekwire.com); Michelle Flandreau (Producer – KING5); Lauren Mang (Digital Editor – Seattle Magazine); Roger Nyhus (Moderator – President & CEO of Nyhus Communications); Sara Lerner (Reporter – KIRO Radio); Ashley Stewart (Reporter – Puget Sound Business Journal); Rachel Lerman (Reporter – The Seattle Times)

The journalists varied widely in terms of the media they work for, the industries and companies they cover, and the way they do their jobs. We had a marijuana industry magazine editor; a tech reporter for a start-up; a long time public radio reporter who recently switched to commercial radio; a television producer; a digital editor; a finance reporter; and a tech reporter from the state’s biggest paper.

The journalists offered many excellent tips for interacting with media and pitching stories. Here are some you should remember:

  • Press releases are great … particularly those that include multimedia … but a personalized email pitch or a follow-up call that comes with it can make a big difference.
  • Know who you’re pitching and what they write … take the time to form a relationship if you want the reporter to cover you now or in the future.
  • Taylor Soper of Geekwire.com pulls two to three stories a week from Twitter. It’s increasingly becoming one of his favorite ways to find story ideas.
  • Radio interviews … Sara Lerner of KIRO Radio always prefers an in-studio interview, but recognizes that short notice can make that difficult. A great alternative, she says, is to use Skype, because you don’t need a microphone and it resolves the problem of cell phone quality and the scarcity of landlines.
  • If you live in a marijuana-friendly state, take note of the publications focusing on that industry. Marijuana Venture Magazine editor Garrett Rudolph said his magazine started as a 8-page black and white publication in the spring of 2014 and is now a 120+ page glossy.
  • How does the Seattle Times‘ tech reporter Rachel Lerman find stories? For one, she scans Business Wire’s daily PressPass feed. She also has various alerts set up on all the companies that she covers.Rachel
  • A major pet peeve amongst several of the journalists in attendance was lack of an available contact. Too many times, they say, have they received an interesting press release only to call the contact number on the bottom and get no answer. Lack of availability will often lead to a lack of coverage.
  • One way to ensure reporters always have access to additional information, images and company contacts is to include a link to your organization’s online newsroom. These sites are crucial for reporters, as well as analysts and other decision makers when looking for more information about your brand.

For more tips and and to better understand the tools journalists are currently using, download the 2015 Business Wire Media Survey.

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Looking Ahead: Business Wire in 2016

January 4, 2016

A special message from Cathy Baron Tamraz, CEO and Chairman, and Gregg Castano, President of Business Wire.

Change is a constant in our industry and 2015 was no exception. While new communications platforms and technologies are launched with stunning regularity, the core premise of our business, the act of sharing your stories with the audiences that matter most, has remained the same. This year, Business Wire has invested in capabilities that make your news more shareable, measurable, secure and engaging. We like to say Business Wire is “Where your news is made” and our commitment to living up to that statement drives us forward every day.

Where your news is made

Business Wire’s evolving commitment to our client’s news is best illustrated by the recent launch of “BizWireTV”, a video news collaboration with Al Roker Entertainment. The twice-weekly digital video series covers trending stories distributed via Business Wire, using media analytics and social monitoring tools to spotlight stories with broad reader resonance. BizWireTV profiles disruptive startups, hot new products, business trends and companies to watch. While story selection is determined by reader engagement analysis, all segments are based on releases published across the Business Wire network.

With the rise of video as a popular asset, Business Wire provides a unique opportunity for coverage. Business Wire is the only commercial news wire accessible via AP Video Hub, the leading resource for online publishers and major broadcasters worldwide. AP Video Hub provides broadcast quality video to digital publishers, news portals, and broadcasters, including 350 of the world’s largest media companies in 100 countries.

AP Video Hub

Videos distributed by Business Wire now receive global visibility via AP Video Hub

We also realize that today it is all about return-on-investment; our measurement reports are continuously refined to provide metrics that validate the success of your communications campaign. Our goal is to provide the tools and turnkey solutions that will create greater awareness of client content via the expanding range of platforms used by information consumers.

A key competitive advantage is our international distribution network. We augmented our Brazil reach via a multichannel platform that includes DINO, Brazil’s leading press release portal. We also launched 19 language-based Twitter feeds, including Chinese, Japanese, and Spanish. Business Wire offers more than 80+ Twitter feeds — at no additional cost — amplifying the visibility of our clients’ news to an ever-increasing audience.

Lastly, we maintained our thought-leadership programs, including publications, surveys, and webinars. Publications included our“2015 Media Survey,” a “Complete Guide to Modern Public Relations,” and “Let’s Get Visual: Multimedia and the News Release.” We look forward to more engaging programs and professional development guides in the year ahead.

With your business needs guiding our efforts, we are focused on identifying emerging platforms, while maintaining the core values that clearly differentiate Business Wire from its competition: client service, local newsrooms/editorial accuracy, and value-based pricing.

We again thank you for your business and express our appreciation for your trust and confidence.

Our best wishes for 2016, hoping that it will be a year of peace, health and prosperity for all.

Sincerely,

Cathy Baron Tamraz, CEO, Business Wire and Gregg Castano, President, Business Wire
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Corporate strategy, content and philanthropy top discussions at the World Business Forum

December 2, 2015

By Zach Wallens, Specialist, Global Disclosure & Financial Reporting Services

Whether you’re an account executive at a boutique PR firm or a senior investor relations officer (IRO) for a Fortune 500 company, storytelling is likely among your most fundamental job functions. All companies, regardless of their industry, have long communicated stories to customers, investors, internal stakeholders and media. As we adopt various digital technologies, the platforms on which these narratives are consumed continues to change. To thrive in this evolving environment, we can often learn from those who are truly innovators –business leaders, entertainers or, sometimes, people whose profession falls somewhere in between.Panel-7-Herminia-IbarraEarlier this month I had the opportunity to attend the World Business Forum in New York, where, for two days, thousands of executives from around the globe gathered to absorb knowledge from some of the world’s most renowned innovators. With a lineup of speakers that included Herminia Ibarram the Cora Chaired Professor of Leadership and Learning, and Professor of Organizational Behavior at INSEAD, Carolyn Everson, Facebook’s Vice President, Global Marketing Solutions, Virgin Group founder Richard Branson and award-winning actor Kevin Spacey, the conference certainly provided the audience with thought-provoking business ideas, stories and laughs. The theme of this year’s conference was storytelling – specifically, how and why companies should disseminate their unique, compelling stories.

The event hosted by World of Business Ideas (WOBI), and its speakers lectured about wide-ranging topics, and some, in particular, are of definite interest to Business Wire clients. Here are the top business trends and strategies discussed during the conference:

  1. Brands must communicate their stories using several platforms and multimedia is no longer optional

Twitter. Facebook. Instagram. news releases. blogs, email campaigns. In today’s business world, nearly all PR and marketing professionals are familiar with these storytelling channels. However, there is a distinct difference between distributing content via various platforms, and having high audience engagement. According to Facebook’s Carolyn Everson, successful brands don’t just tell their stories, they show them to consumers.Panel-9-Carolyn-Everson“Billions of photos are shared and uploaded, now we’re seeing an explosion of video. Eight billion video views a day on Facebook alone. Every time we estimate video growth, we under estimate it,” Everson said. “Brands love to tell their stories through sight, sound and motion.”

Because mobile devices and apps are such an integral part of consumers’ lives and purchasing decisions, companies must also consider how they can integrate these platforms with their core products, Everson said, noting that Facebook now adheres to a “mobile first” philosophy.

Kevin Spacey echoed many of Everson’s points, particularly her message about businesses needing to convey their stories using new platforms. He also stated producing the best content is still the most important.Panel-13-Kevin-Spacey

“What is it that really elevates these companies to be able to hover above the competition? I tell you, it is the story they are able to communicate, and when we tell better stories, our businesses have a better chance to provide a memorable experience and achieve success,” said Spacey, an Academy Award winner and star of Netflix’s first original show, House of Cards.

“The good news is,” Spacey continued, “with the emergence of new tools and new technology, I think there has actually never been a better moment to make vivid stories that stand out from the crowd.

“The storytellers who thrive are the ones who understand how to use these platforms to elevate their stories.”

Storytelling and content creation were two of the major topics throughout the conference, but other presenters, each from a different industry, spoke more about developing a corporate culture, collaboration and philanthropy.

  1. To build a successful, innovative company, it’s imperative that executives invest in their employees and promote a collaborative work environment.

Mark Bertolini, CEO of Aetna, stated that for organizations to achieve sustainable success, companies must invest in their employees, through salary raises, wellness programs and affordable health benefits.Panel-11-Mark-BertoliniAccording to Bertolini, human capital is a company’s scarcest resource, and the ability to maintain engaged, front-line employees is vital to success within any industry. This sentiment was reiterated by Walter Isaacson, who has written biographies of Steve Jobs, Benjamin Franklin and Albert Einstein. Jobs, Isaacson said, once told him that the team at Apple was the most important product he ever built.

Isaacson further discussed the lessons he gained writing about the world’s most celebrated innovators, and he centered on the necessity for leaders to encourage collaboration among employees. “Innovation relies on collaboration,” he said. “It takes teams of people, rubbing up against each other, to make true imagination into real innovation.”Panel-12-Walter-Isaacson (1)Several of the speakers, including Richard Branson, said that successful business leaders hire employees who are better than themselves. The Virgin Group founder also wasn’t shy about his hatred of ties, his belief that employees’ dressing comfortably spurs creativity, and that Virgin’s corporate culture is an important part of its achievements.

“All a company is, is a group of people,” Branson said. “What sets Virgin Atlantic off against British Airways is the people on the plane, it’s their attitude. So we try to find leaders from other companies who genuinely love people.”

  1. To meet climate change and global development goals, the business community must get more involved.

Branson and Everson each spoke extensively about the philanthropic endeavors of Virgin and Facebook, respectively. The business community, Branson said, has made significant progress in its aim to curtail climate change and develop impoverished countries, but much more is still required.Panel-10-Sir-Richard-Bronson“If business people can join with politicians and social workers and adopt programs, and we’ll have enormous fun overcoming those problems, I really do think we can overcome most of the problems of this world so that our children and grandchildren can have as wonderful life as we’ve all had,” he said.

Everson cited Facebook’s internet.org, an initiative to provide internet access to the more than four billion people without it. Solving this problem, she said, would advance education, healthcare and business in developing nations.

“We believe connectivity is also a human right,” Everson said. “Because we can’t leave four billion people behind as we all continue to have access to information at our fingertips.”

You can see why Business Wire was thrilled to be a media sponsor for this event. These business tips and strategies were the main takeaways from the World Business Forum. Most interesting was that even with speakers from highly different industries and backgrounds, many shared similar opinions regarding the importance of storytelling and of embracing new content platforms. This advice holds especially true for PR and IR professionals, who must regularly communicate their companies’ stories, in press releases, videos and/or social posts. Brands are constantly telling stories to a wide array of audiences, and as the event’s speakers stressed, multimedia distributed over multiple platforms is essential for an effective communications strategy.

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Note:  Scribed images courtesy of @LudicCreatives. To learn more about visual scribing, rich pictures and infographics, visit their website at www.ludiccreatives.com.


The One Thing Journalism School Didn’t Teach You: Newswires 101

November 30, 2015

By Jean-Adrien Delicano – Media Relations Specialist, Canada

I am a recent graduate of Carleton University’s School of Journalism and

Carleton University

Carleton University

there are many things about my education I enjoyed. I liked the fact we were taught the general workings of the media industry and I appreciated networking with industry professionals and spending time with classmates who would soon become full-time journalists themselves. The attentive, engaged community is what made journalism school worth it and I wouldn’t trade a second of the experience.

That said, there was one important piece of the journalism puzzle that was hardly talked about during my education: Commercial Newswires. With the advent of social media and easily accessible news, newswires can be seen as the more traditional method of sharing news. This clearly isn’t the case. In addition to being a reliable vehicle for business news, newswires continue to be valuable for accurate and timely journalism. Here are a few reasons why Newswires 101 should be taught in every journalism school.

Newswires can start or complete news stories

As a journalism school graduate, I always needed to find original, but captivating story ideas. To meet this goal, it certainly would have been useful if my professors had placed more emphasis on the subject of newswires. Newswires are filled with breaking story ideas!

Taylor Barrett

Taylor Barrett

Taylor Barrett is a current journalism student at my alma mater and is currently the Web Editor for the university’s campus newspaper, The Charlatan. She argues newswires can be an important tool for any aspiring journalist.

“I think not enough journalism school students use newswires,” Barrett says. “One of my second-year reporting professors was a business journalist, so he often spoke to us about using newswires.

“I think journalism students sometimes don’t realize they are already reading from newswires,” she continues. “As I’m sure you know some publications rely on newswires to fill in the gaps in their reporting.”

Newswires are official

News releases are issued by organizations, without alteration of the original meaning or intention. This means that stories from newswires come straight from the horse’s mouth; they are what the company wants the public to know. News releases contain useful information.

Media_Relations_micro5 (1)

They contain breaking news, company data, quotes and story lines, all of which are valuable for today’s reporters. This notion is supported by the 2015 Business Wire Media Survey, which showed that 84.7% of media respondents use commercial newswire services to find and augment their news coverage. In addition, 62.8% of surveyed reporters say that their jobs would be harder if newswire-distributed news releases were no longer available, proving just how vital newswires are for today’s reporters.

Newswires are innovating for the mobile audience

In order for any company to survive in today’s increasingly technologically-savvy world, one must keep in mind the mobile aspect of their product or service. Newswires are no different. Now more than ever, newswires like Business Wire are innovating to accommodate for today’s mobile audience.

optimizing for discovery

Whether it is ensuring that news releases are readily available on every applicable media platform or optimizing news releases for phones and tablets, newswires are making sure to embrace this new digital age in the news industry. These provisions can be particularly useful for mobile journalism, which involves using mobile devices connected to the Internet to create, edit, and share news stories. This new form of media storytelling is increasing in popularity among journalism students and citizen journalists.

Newswires provide valuable insights into an organization’s history

There is an inherent blessing and curse when it comes to the Internet: Everything is there forever. This is certainly unfortunate for many people who post regrettable social media musings and delete them soon after.

When it comes to newswires, it is a blessing for reporters, especially business journalists, who wish to write stories about companies and their history.

Nick Taylor-Vaisey, a writer at Maclean’s Magazine, Canada’s weekly

Nick Taylor-Vaisey

Nick Taylor-Vaisey

national current affairs and news magazine, and currently president of the Canadian Association of Journalists, says that the Internet’s inherent ability to document and archive everything ever posted is to the advantage of traditional newswires.

“They serve as a dependable archive of a given organization’s public statements,” says Taylor-Vaisey. “Those may come in handy for reporters down the road, as they research that organization’s past position on a story they’re investigating.

“Social media provides new, dynamic platforms that allow that same organization to quickly reach a broad audience in, say, a tweet – or a reporter’s eyes in a direct message – that moves faster than a traditional wire,” he continues. “But the Internet’s memory is long, and that’s to the advantage of organizations that make use of newswires that live online.”

Media_Relations_micro7So while today’s media landscape is always changing, one thing is certain: newswires will always have a role in news production and consumption. Whether it is used to find story ideas or to complement news coverage, the benefits of newswires should be made clear to every aspiring journalist.


The Experts Speak: How to Brand Your Startup

August 21, 2015

By Serena Ehrlich, Director of Social and Evolving Media

This past year’s SXSW festival offered audiences enough movies, music and tech to keep busy until – you guessed it – next year’s SXSW. For those in the know, however, that wasn’t the end of the fun. From July 19th to the 22nd there was an additional SXSW event, the SXSW v2v in Las Vegas. This boutique event, aimed to help startups grow, brought together great minds and offered future business moguls an opportunity to learn from and connect with industry leaders.

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One of the topics discussed during the four days in Vegas was how a new company can develop a brand with which audiences will identify. Melodie Tao, Marketing Consultant and Founder of Marketing Melodie, spoke on just that and left the crowd inspired.

Coverage and highlights of the session can be found here.

“How can you establish your brand?” was the first question Melodie posed, and what followed was a series of tips and insider tricks to connect with modern markets. Find out what she had to say and how it might apply to your business.

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Business Wire CEO Cathy Baron Tamraz also spoke about startups prior to the Vegas event at the Austin SXSW. Her fireside chat was insightful and declared that “every business has an audience.” Coverage of the conversation can be found here.


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