• BLOG POST

    Measuring the Business Impact of PR: Getting a Handle on Data

    Posted on Sep 30, 2014

    When assessing the ROI of a publicity campaign, it’s standard practice to assess high-level results, such as the number of reads a message has received and the number of times a message was shared on social networks: these metrics are good measures of how well a message resonated with the audience.  But PR measurement shouldn’t […]

  • BLOG POST

    MEDIA News: Media Moves at: Politico, Indianapolis Star, Commercial Appeal and More…

    Posted on Sep 29, 2014

    PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here. Politico (Arlington, VA): Politico Magazine Editor Susan Glasser (@sbg1) has […]

  • BLOG POST

    Content We Love: Why Netflix is a Storytelling Pro

    Posted on Sep 26, 2014

    Since propagating the binge-watch culture that’s changed the television industry forever, it’s clear that Netflix fans love stories. In their press release titled “Spoiler Alert! Its Ok to Spoil,” Netflix gives the fans what they want by turning an issue that the majority of their audience faces into content that tells a story and engages […]

  • BLOG POST

    5 Ways to Get a Journalist to Care About Your Pitch

    Posted on Sep 24, 2014

    Given the scale at which content is being produced on traditional and digital media, journalists are more strapped for time and earning media attention is even more of a challenge for PR pros. While standard pitching practices such as researching the journalist, answering the 5 W’s, and being brief are still important, nowadays it takes more […]

  • EVENT

    Nov. 5, NYC: The New Public Relations: How Content Marketing and Brand Journalism have become the Next Great Practice in PR

    Posted on Nov 05, 2014

    Date: November 5-6, 2014 Pre-Conference Workshops: November 5 Conference:...

  • EVENT

    Oct. 22, Detroit: Employing Visual Content for Compelling Storytelling

    Posted on Oct 22, 2014

    Date: Wednesday, October 22 Time: 8:30 AM - 10:30 AM Eastern Location: TVS...

  • MEDIAWARE

    MEDIAware September 29, 2014

    Posted on Sep 29, 2014

    PR Newswire's Audience Research Department provides daily updates on...

  • ARTICLE

    Video Case Study: The KCSA Approach to New School PR Tactics

    Posted on Sep 23, 2014

    Anne Donohoe, Managing Director of KCSA Strategic Communications discusses their strategy to both promote the expanded release of their CEO’s new book – Investor Relations, the Art of Communicating Value and to promote their position as a thought leaders in investor relations and social media. The KCSA Approach to New School PR Tactics reviews: - New school PR Tactics - Boosting your thought leadership position - Leveraging the wires in unusual ways An interesting discussion of promoting content via the wires, with the primary goals being driving traffic and discovery.

  • ARTICLE

    Understanding How Buyer 2.0 Impacts Your Approaches to Demand Generation

    Posted on Sep 23, 2014

    Marketers have an unprecedented opportunity to leverage PR to strengthen their position and increase revenues. Buyers favor what PR firms and departments can best deliver -- informative, story-driven content -- but marketers must improve and rethink the way they create and distribute their messages, aligning them with the buyers’ journey. Understanding How Buyer 2.0 Impacts Your Approaches to Demand Generation discusses: - Changing online buyer behavior, and how it drives the shift in your communications channel strategy - Increasing the emphasis on 'earned media' and re-thinking content distribution to close content strategy gaps - The importance of inbound marketing, but not as your only strategy Public relations professionals face a new challenge in the age of the Buyer 2.0. But the way to meet the challenge is clear: deliver the right message on the right channel and you will get the right results.

  • ARTICLE

    The Distribution Effect: Bring Your Content Marketing to the Next Level

    Posted on Sep 23, 2014

    2.5 billion pieces of content are shared each day, and in this vast sea of content, it can be hard to find what’s important. The definition of news has evolved; it’s been redefined. Yet, if you have demand and interest, you have news. The Distribution Effect: Bring Your Content Marketing to the Next Level discusses: - Why marketers and PR professionals should care about distribution - The content distribution driver checklist for mapping your content marketing strategy The best content marketing requires strategic content distribution, and with more opportunity to create content also comes more opportunity to distribute content. PR delivers added value when it takes advantage of the opportunity to fill a distribution niche.

  • ARTICLE

    The New PR Agency Benchmarks for Demonstrating Value to Clients

    Posted on Sep 23, 2014

    The swift evolution of the media market, social media channels and how people consume news, information and entertainment have placed new demands and challenges on PR agencies. In response, agencies are finding new ways to create, deliver and benchmark the value they provide to their clients. The New PR Agency Benchmarks for Demonstrating Value to Clients discusses: - How the benchmarks previously used to measure the success of agency programs - and that have driven traditional reporting to clients - aren't as relevant as they used to be - The importance of connecting the dots between PR and demand generation or revenue results - How PR professionals need to leverage the information that is now available to them, from both the wire services and through client data The metrics that define and measure communications today were unimag­inable just a few years ago. In this paper, we’ll explore how the traditional PR benchmarks used to measure the success of agency engagements are evolving in lock­step with the changing PR agency value proposition.

  • ARTICLE

    Buyer’s Guide: Press Release Service Providers

    Posted on Sep 23, 2014

    If you’re publishing news releases, driving discovery of those carefully crafted messages is a crucial part of the strategy. Using a commercial newswire service to distribute different elements of content can give campaigns a boost and bring new audiences into the fold. Buyer’s Guide: Press Release Service Providers discusses: - How to make a decision about which wire service to use - Simple definitions of terms you are likely to encounter when investigating the wires - Questions to ask the service provider when you are making a decision Which wire service is the best fit for your brand, and your plans? There are a num­ber of questions you should ask to make certain your newswire choice truly matches your particular needs.

  • ARTICLE

    Shareholder Communications: Driving Audiences for Emerging Growth & Small-Cap Companies

    Posted on Sep 23, 2014

    Emerging growth and small-cap companies have different audiences, but both are driven by transparency and content—and a company has a much better chance of success if they have tactical communications elements and programs firmly in place. Shareholder Communications: Driving Audiences for Emerging Growth & Small-Cap Companies discusses: - The communications and PR practices of the top performing companies in the space - The four communications tactics you need to consider to drive your brand - How 240 different companies compare in their communications strategy This study does not measure any qualitative factors, including the actual content and messages being communicated – but it does dramatically indicate that just the practice and act of communications can deliver material impact.

  • ARTICLE

    Why Content Marketing’s Really a Question of Marketing Your Content

    Posted on Sep 23, 2014

    Content strategy and inbound marketing are some of the hottest topics in marketing, but there is a fundamental problem with content creation. Regardless of the quality of your content, if you build it they don't always come. Many marketers underestimate the importance of distribution in the content marketing puzzle. Why Content Marketing’s Really a Question of Marketing Your Content discusses: - Why creating content is never the last step in your content strategy, and how many companies drop the ball on distribution - Best practices on how to achieve and drive content marketing goals through distribution. - How to best leverage the wire services in a content distribution strategy Content distribution and content syndication can be just as important to content marketing as the actual content creation. In fact, executing a thoughtful distribution strategy can do a lot more than just amplify your messages and give your content a critical boost straight out of the gate. A good distribution strategy will also allow you to sustain the visibility of those messages over time and propel them — and your brand — deeper into the market so that you reach new audiences.

  • ARTICLE

    Setting the Record Straight: Press Releases that Stand Out in the Digital Age

    Posted on Sep 22, 2014

    Press releases are among the most widely used tools that PR professionals have in their tool kit, helping their clients win earned media, drive traffic and leads, and ultimately contribute to revenue. And yet, even within the industry there are a surprising number of misconceptions about them. Setting the Record Straight: Press Releases that Stand Out in the Digital Age discusses: • What you need to do to get more out of your press releases • Understanding (and catering to) the wide and varied audience of your release • Leveraging social media, formatting, multimedia and reporting to ensure you reach the right people (and proving it afterwards) Through targeting, use of the right multimedia assets, and a strong distribution plan you can better demonstrate and leverage the power of your next press releases by following these recommendations.

  • MEDIAWARE

    MEDIAware September 22, 2014

    Posted on Sep 22, 2014

    PR Newswire's Audience Research Department provides daily updates on Twitter...

  • ARTICLE

    Proving Value to Clients: Innovative Approaches for PR Programs

    Posted on Sep 18, 2014

    One of the most significant emerging trends in PR is the requirement to deliver hard, measurable business results. Agencies need clients to know that the PR programs they implement deliver results and contribute meaningfully to business growth. Proving Value to Clients: Innovative Approaches for PR Programs discusses: • What clients say they want from their agency partners • What agencies think their clients actually want • Tips on understanding the difference between client expectations and what they might actually need from your agency. By becoming more data driven, agencies enable themselves to quantify their worth and solidify their value. Only by attributing sales to these outcomes can PR professionals elevate the importance and necessity of PR in contributing to ongoing business growth.

  • ARTICLE

    How to Drive Demand Generation with PR Tactics - On Demand Webinar

    Posted on Sep 18, 2014

    As PR and marketing communications are often competing for budget with demand generation and marketing technology, it is important to better understand the impact of PR and branding on demand and lead generation. The ability to engage new prospects and existing customers with your brand at a high level builds awareness, generates qualified leads, influences buying decisions and ultimately drive revenue. How to Drive Demand Generation with PR Tactics discusses: • The role of earned media in influencing buyer behavior • PR’s measurable impact on marketing and demand generation • New opportunities for PR to leverage existing content to increase brand profile and create new leads By re-thinking the role and impact of public relations, PR and marketing professionals can more proactively help to drive demand by creating and distributing quality content to create engagement and build the sales pipeline.

  • ARTICLE

    The Buyer 2.0 Content Strategy Checklist

    Posted on Sep 18, 2014

    Marketing campaigns and product launches are challenges that marketers face every day. While trying to appeal to modern buyers, many marketers believe that simply slapping a few tweets and Facebook posts into a strategy will be enough to get their products or services noticed. The Buyer 2.0 Content Strategy Checklist discusses: • The steps marketers typically take when planning out campaigns or new product launches • New and changing requirements marketers need to understand in the age of Buyer 2.0 • Success stories and anecdotes of companies that incorporated PR and the wire services into their campaign strategy from the start This checklist looks at the new and changing marketing landscape in the era of Buyer 2.0. It analyzes the requirements for success with content marketing, particularly in the content distribution gap, and highlights the role that the wire services can play in your campaign strategy.

  • ARTICLE

    What You Get with Your PR Newswire Release

    Posted on Sep 17, 2014

    Sending a release through the largest global network is one thing, but the hard work we do behind the scenes to maximize the true potential of your release is what makes PR Newswire stand above the rest. PR Newswire’s personalized process concentrates on making your experience as smooth, quick and efficient as possible. What You Get with Your PR Newswire Release discusses: • What goes on behind the scenes when your press release is submitted • The services available to PR Newswire customers to help streamline the release process • The most common errors people make when pulling together their press release Our multiple touch-point approach helps optimize your message to its fullest potential before it’s distributed, and also keeps you up-to-date with any changes.

  • ARTICLE

    Driving Audience Awareness by Targeting Your Press Release

    Posted on Sep 16, 2014

    You’ve carefully crafted a press release to share your client’s latest story. The content has been drafted, the approvals are in, and it’s ready to go. The last, and often overlooked, step is to set your press release up for success by selecting distribution options that drive awareness by getting your story in front of your target audience. Driving Audience Awareness by Targeting Your Press Release discusses: • The questions you need to have answered to make the smartest decisions for your business and goals • Guiding your wire release choices to align with the audience you are targeting. This guide to optimizing press release performance will walk you through the decision-making process and offer some tips on how you select distribution options that deliver the most value.

  • ARTICLE

    All Press Is Good Press: Best Practices for Creating Media-Friendly Content

    Posted on Sep 16, 2014

    Content creation and distribution can be used to generate a variety of outcomes, from simple brand awareness to product sales, to earned media coverage and expert reviews. To increase the chance of garnering third party editorial coverage of a story, here are some key best practices that PR pros and marketers can put into use. All Press Is Good Press: Best Practices for Creating Media-Friendly Content discusses: • Formatting your release for optimizing success • How to get your release shared across social networks • Advanced tactics to add value to your release Not all press releases are created equal, and earned media coverage can seem the most elusive goal to even the most seasoned communications professional. These best practices can get your content noticed.

  • ARTICLE

    Five Keys to Crafting Press Releases that Drive ‘Earned Media’

    Posted on Sep 16, 2014

    There is no shortage of information in the digital age, so while it is not always difficult to find relevant content it can be hard to identifying what is credible and meaningful. Buyers trust third party content more than owned media, but it can be difficult to earn the media you need to drive more credibility. Five Keys to Crafting Press Releases that Drive ‘Earned Media’ discusses: • The five keys to creating engaging content • Building brand advocates by reaching influencers via earned media and expert content Earned media may be more difficult to get, but it can be the most valuable. Follow these five steps to deliver that con¬tent at the right time, and you can speak to a large, relevant audience who will share the messages to boost sales and brand awareness.

  • ARTICLE

    Generating Content Discovery with Syndicated Distribution

    Posted on Sep 16, 2014

    Content Marketing is supposed to generate a defined response from your audience. Vintage, the IR and compliance division of PR Newswire, had an interesting challenge: how to create content for an audience that is notoriously conservative and hesitant to engage with brands they are not already familiar with. Generating Content Discovery with Syndicated Distribution discusses: • Common challenges in content marketing • Content distribution and its role in demand generation • Incorporating wire distribution into content marketing strategy and its benefits to demand generation The discussion ends with eight tips for driving content discovery using the wires, and highlights some very real results of promoting relevant content with news releases.