Beyond PR

Nov 02, 2012

Content We Love: National Instruments’ Click-To-Tweet

 “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 SEO 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.

Writing a press release can be daunting. Not only do you have information to relay, but technology to embrace, visual clues to remember, and extras.

Extras? What do I mean? Links, images, bullets, social media… there are a lot of options! Yet I could barely conceal my joy when I read National Instruments’ latest release about 5G Wireless Research.

There nuzzled between a bulleted list and a quote made my social-media-loving heart soar!

A) The tweet is awesome. Pithy. Informative. Hashtag (only one– so not ‘spammy’ looking). Company handle (@NIGlobal) is within the tweet so it doesn’t look like a reply*.

Bonus: #5G is searchable on Twitter (as are all hashtags) so if you’re looking to see the news about #5G technology or how many people are tweeting the tweet–done!

B) Click-To-Tweet ( is a website that takes the leg work out of asking your readers to tweet the news… the release is so much more shareable because quite literally, it is a push of a button.

C) It puts the content in the hands of the consumer. The consumer could be a journalist, a blogger, a person perusing the internet, someone writing a research paper, an individual looking for information about this technology– Tweeting is the “like,” the “share,” the “email,” of twitter.

*Replies you ask? Starting a tweet with the handle (@) signals a reply in twitter lingo. Why would this be bad? Programs can automate to hide all replies and/or when viewing the feed and the tweets are replies, it is natural to skim over instead of read them. **Utilizing social media is already a step in the right direction so having a great re-tweetable tweet is like crossing the finish line.**

Adding social media to a release is imperative as the social platform is taking off by storm AND search results are featuring social related things higher and higher. Want to increase visibility? Let’s go social!

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

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