Beyond PR

Sep 20, 2013

Content We Love: Bee’s Knees


“Content We Love” is a weekly feature written by a team of our content specialists. We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of time with the press releases and other content our customers create, proof reading and formatting it, suggesting targeted distribution strategy and offering content optimization advice. In Content We Love, we’re going to shine the spotlight on the press releases and other messages that stood out to us, and we’ll tell you why. We hope you find the releases enjoyable and the insights gained from discussing them enlightening.


New products are great reasons for a press release. So when Jim Beam issued a release about a new whiskey in a socially responsible (and humorous) way, I couldn’t help but fall in love!

The whiskey is infused with real honey and in light of the bee plight, the news is focusing on the bees instead.

“As passionate honey lovers and bee advocates, Jim Beam Honey has hired legendary “Seinfeld” attorney, Jackie Chiles, to “sue” honey’s other biggest fan – the bears. That’s right – it’s time for bears to cease and desist from their rampant honey theft.”

A new product may not warrant humor or even creativity– but what I love about Jim Beam’s release is it created more than just buzz with their approach.

While I love multimedia and its ability to transform a press release (not to mention increase visibility), pairing the images/videos of “SUE THE BEARS!” next to a release not only showcasing a new product definitely captures interest. If you have multimedia, it is always in your best interest to include it.

Combining social media with a message is proving to bee great for a release– search engines are prioritizing news with social media to be higher in results fields. What does this mean for a company? Utilize the social media network! #SueTheBears worked its way over Twitter and people took notice. The campaign donated money to help protect the bees for every tweet sent — which is yet another way to embrace the power of social media! (Yay!)

The story is truly the bee’s knees with focusing on how it was written. With the search engine analytics requesting content to be human, it is in the best interest of every article, release and posting to not be computer-generated jargon but be written for and by people.

A big thank you to Jim Beam for the bee-autiful release that is truly the bee’s knees in our book.

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on or on twitter

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