Author Archives: Alyse Lamparyk

Content We Love: Visteon Demonstrates the Future of Automotive Technology and the Future of Press Releases

ContentWeLove

Click here to view the complete press release

Click here to view the complete press release

Marketers today strive towards a mutually beneficial relationship between brand and consumer.  More and more companies are recognizing the advantages that press releases deliver to marketers in distributing owned content that educates their target customer. Visteon Corporation’s recent press release “3-D Gesture Recognition, Virtual Touch Screen Bring New Meaning to Vehicle Controls,” reminds us that the brand mention doesn’t have to be front and center. Instead, the customer benefit is the focal point of this announcement.

Get to the point, literally.  An easy-to-read bullet point list outlines the benefits of Visteon’s new invention. 3-D gesture recognition is a complex concept for people to understand, so it’s important to eliminate jargon when introducing new information.

Include visuals for further understanding. I was personally intrigued by how this new technology functions in everyday practice. Visteon offers a look at how their new “automotive cockpit” concept actually works by adding short and to the point video to their release demonstrating each of the features highlighted in the bulleted list.

Provide research that validates a need for your new product or concept.  For instance, Visteon noted that 70 percent of the participants who test-drove the cockpit concept were very interested in not having to search for a physical volume knob. That’s a large majority!

A focused call to action linking to Visteon’s blog, offers more supporting evidence and drives reader traffic directly to the company’s owned content.

Given the complexity of this topic, this press release serves as a great example of how to leverage distribution in order to effectively communicate and educate consumers. Nice job, Visteon!

Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her on twitter @alyselamp.

Content We Love: A ‘Snap’-py Approach to Social Media

ContentWeLove

Though the world of #selfies seems to be dominated by teenagers, they aren’t the only ones turning cameras on themselves. Brands are now incorporating the wildly popular form of content creation to connect with their social audiences, a topic we’ve been tackling in our ongoing event series “How to Keep Your Content Relevant in the Age of the Selfie.”

Grey Panda LastSelfieA recent release by Grey Group  and The World WildLife Fund titled, “ Grey And The World Wildlife Fund Use Snapchat To Raise Awareness Of Endangered  ” debuted a new social media campaign on Snapchat called the #LastSelfie, to raise awareness about the diminishing population of tigers, rhinos, orangutans, pandas and polar bears. The campaign encourages Snapchat users to share images created by the WWF of these animals utilizing the platform’s short lifespan to transmit the real message: these animals are in danger of disappearing. The press release tactics incorporated into this announcement showcase Grey Group and WWF’s thorough understanding of where their desired audience is engaging and the types of content that will be most interesting to them.

Powerful visual assets paired with minimal text

Organizations are becoming attuned to the fact that attention spans are shrinking and communication is shifting from a text-based to image-based approach. The WWF forfeits lengthy text in favor of three visual assets including video, which amplifies their message exponentially. They have allowed their message to reach not just Snapchat, but Instagram, YouTube, Pinterest, and all other social platforms where their target demographic is engaging with primarily visual content.

A perceptive and targeted approach to social engagement

The WWF covers largely uncharted social territory by targeting their selfie campaign to Snapchat. The mobile app has become a hit among a younger demographic due to the user’s ability to send photos and videos to peers that disappear forever within seconds of being viewed. WWF is tactfully mirroring this idea to raise awareness of endangered animals to a new generation of activists. It is a targeted approach to social engagement that demonstrates a true understanding of this platform and the kinds of messages that will resonate with its users.

Now that social media has solidified its place as a necessary part of communicating for brands and consumers alike, the audiences on these channels have evolved. Using social media platforms with purpose instead of a scattered approach targets your message to the people most important to it and indicates  the types of content that you should be creating for that audience. Congrats to Grey Group and the WWF on their social-savvy communications efforts!

Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her on twitter @alyselamp.

Content We Love: A New Twist on an Old Favorite

ContentWeLoveApril is a month known to bring showers, followed by a month of flowers (or so we hope). A quick search online informed me that it’s also a month to celebrate humor, raise awareness about Autism, encourage people to Keep America Beautiful and according to the press release “SUPERPRETZEL® Celebrates National Soft Pretzel Month,” a time to commemorate one of America’s most beloved snacks. SUPERPRETZEL utilizes a number of new school PR tactics in this release to make their message truly stand out among the competition.

Humans are visual learners

Given that fun facts are the core of the release, SUPERPRETZEL provides their content to readers in two visually appealing formats to increase visibility. One is a charming infographic that the company is promoting in honor of the delicious occasion. It is ideal for social sharing which allows consumers to engage with the content and further generate awareness of the brand. Personally, I tend to absorb more information in visual format and, therefore, I’m a big fan of infographics.

Share interesting content 

Listing key messages in the body of the release is another method for sharing information in a visually appealing way. Did you know that the phrase “tie the knot” came to be after a pretzel was used in a wedding ceremony? Or that the largest pretzel ever made weighed more than 800 pounds? I wonder how long that took to bake!  These snackable fun facts are another way the brand retains the audience’s interest and fuels social engagement with their content.

Get your company’s name out there

Besides the new knowledge I’ve acquired about pretzels (great conversation starter), SUPERPRETZEL reminded me that press releases don’t have to be announcing a new product or accomplishment. They are a malleable tool that can be utilized to share relatable, breezy, and interesting owned content that can help to bolster a brand image, too.

Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her on twitter @alyselamp.