An introduction to PR Newswire
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- Gyles Barker
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2 Who is PR Newswire?
3 An introduction to PR Newswire Founded in 1954 to pioneer new ways of distributing news releases A UBM company, FTSE 250 Global market leader in PR & IR news dissemination 40,000 clients worldwide 1,500 news releases every day 1,200 employees worldwide 38 offices, 16 countries, 4 continents - Headquarters in New York and London Media Research & Relations staff in Europe, US & Asia Distribute news in 27 languages - in 135 countries Strategic alliances with news associations, feeding 20,000 news organisations 110,000+ journalists accessing PR Newswire for Journalists every month 8.6m+ hits per month to
4 Engage opportunity across all channels Social Search Web sites Mobile Video sharing Content Blogs Microblogs Print Broadcast
5 Engage opportunity with all key audiences The Media Investors Decision Makers Bloggers Content Influencers Consumers Shareholders
6 Photo credit:
7 170+ countries, 40+ languages
8 Trade Contacts PRNJ Social Media Networks Websites and Portals News Aggregators Equity Terminals News Agencies The seven layers of distribution
9 Your story s potential reach Traditional media Social media Your Release Web coverage
10 Mainstream Media Pickup News Release Blogs/Twitter/Online Pubs Weekly Trade Pubs Monthly Trades Immediate Online Pickup Release crosses Wire Quarterly Pubs / Journals Search Share Blog Conversation Information flow isn t static but fluid
11 PR Newswire offers the industry s most comprehensive press release analytics. (No one else comes close.)
12 What makes a truly good international press release? 1. Find the Human Effect 2. Make content locally relevant 3. Use multiple languages/formats 4. Use multimedia 5. Timing
13 Using multimedia in your releases increases journalist and public engagement by up to 77%. According to internal sample research comparing press releases that contain multimedia with those that do not.
14 more multimedia = more views Increase in average online views per press release, when multimedia elements are added. Source: PR Newswire web analytics.
15 Fashion Show Mall, Las Vegas Get your photos in front of millions. Reach the Media: Photo editors at newspapers & magazines, TV producers, bloggers, etc. Puts your photo in archiving systems relied on by media around the world Reach consumers via: Up to 1,000 sites like Yahoo!, ABC News, etc. Reuters Sign, Times Square, NYC Fashion Show Mall, Las Vegas Reuters Sign, Times Square
16 Food for thought Are your messages easily accessible? Are you reaching your target audience in all the right formats? Are you reaching your target audience in all the right countries? Are you following international best practices guidelines? Are you reaching the media in their local language? Are you reaching the media at the correct time?
17 General Tips for Global Releases Readers want to know what it means to them in a region where they live and work Business is conducted without borders and Internet is global, but most editors and readers are intensely local Local editors/reporters may not perceive hot news in the U.S. as hot when stories are put in their local context They all want accurate information quickly in the language in which they write their stories They want news, not PR make sure your story is worthy of coverage. Conclusion: When you pitch your story, don t think PR. Think news. Always ask yourself why editors/reporters should care about it.
18 Best Practices What makes a good release? - Attention grabbing headline - Concise summary of information - Jargon free Best distribution times for PA journalist / publications Publication Type Weekend press National press Regional press Trade press Delivery Date / Time Wednesday or Thursday 7am-10am to target next day coverage Before 3pm to target next day coverage Tuesday latest Ticker symbols and spamming rules LSE:UBM - Unique identification of publicly-traded shares of a corporation on a particular stock market - Use of ticker symbols not belonging to the company issuing the news release is only permitted if the news involving the second company is deemed "material" by PR Newswire. - A company can issue a release on behalf of another company upon receipt of written approval
19 China Media overview: 2,100 newspapers: 990 national and provincial general papers 680 trade papers 8,900 magazines: 520 weeklies; 2700 monthlies 530 general magazines over 2,000 trade magazines Online media have been booming, thanks to fast growing popularization of the Internet as a news source and form of communication: Total online population is 140 million Total number of bloggers is 9 million Sina.com is the world s largest website in terms of user base: 40 million
20 China Embargoes are still a foreign concept in China Chinese media do not respond well to cold calls Get as much of your news as possible into the Chinese databases Target tech and health sections of general media don t just write for trades Be aware of Chinese holidays when planning campaigns Chinese reporters will search your local website looking for information before contacting you always include link. Be careful with wording of communications Remove any CSR component either in the press release or in the boilerplate this does not always pass the censor The most frequently cited microblog platform was Sina, which 78% of journalists use most frequently.
21 Most Western in Asia Business practices similar to UK More formal style Cold s and calls accepted Hong Kong Bilingual country Two main English language dailies, the rest Chinese All releases and documents should be in both languages Traditional Chinese, HK style Visual message popular Internet video popular Blogs abound Many journalists have blog separate from day job - always ask. Censorship not an issue - - right now
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23 93% of journalists use a company s website as an information resource when researching a story. Source: 2010 PRWeek/PR Newswire Media Survey
24 Global Social Media Usage
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27 Who s talking about your brand?
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29 Contact Christopher Barron
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