Author Archives: Emily Nelson

Content We Love: Resorting to Great Content

ContentWeLove“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.

Growing up, family vacations were my absolute favorite. We kept a list of the states visited and show-and-tells in school were filled with pictures of pilgrims, museums and nature. So when I saw the release by Holiday Inn Resort about launching a campaign for kids on vacation, I couldn’t help but feel giddy.

The Holiday Inn Resort® Brand Launches Kid Classified Campaign

The headline is pithy and intriguing. I couldn’t help but find out what “Kid Classified” meant. Within the reasons for having a dynamic headline, readers taking action to read the release is paramount.

But center stage and stealing the spotlight is the infographic. I absolutely love infographics because it combines two great things: visuals and content. What a great way to showcase the results of a survey, Holiday Inn Resorts!

Within the great content and engaging language of the release also contained bullet points. Bullet points are the breath of proverbial fresh air; they break up chunks of text. This aids for optimal readability because it lets the reader hone in on important information and not skim.

After reading this release I couldn’t help but reminisce on my incredible childhood traveling and also yearning to travel even more. It is always a joy to read such great content! A big thank you to Holiday Inn Resorts for providing an excellent press release.

http://www.prnewswire.com/news-releases/the-holiday-inn-resort-brand-launches-kid-classified-campaign-225178642.html

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

Content We Love: Uncovering gDiapers

ContentWeLove

“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.

On the cusp of NYFW, the rattlers were sounded when gDiapers released their version of the Fall trends– for babies!

gDiapers Introduces Mix-And-Match Coordinates And Diaper Covers For Fall 2013

The headline, complete with an action verb, covers more than fashion.

The priority with a headline is that it IS the first glimpse of a story. It needs to tell the full story in ideally 65 characters with spaces. Reason being: search engines index the first 65 characters. There isn’t a penalty for going over; simply keep the story in the beginning!

gDiapers’ headline showcases a new product which highlights the prettier side of diapers: fashion! The company makes diapers more eco-friendly by having flushable (or compost-able) inserts in festive covers.

gDiapers: A company dedicated to eliminating conventional disposable diapers from the planet. The new gVeggie gPant pictured here with coordinating gLegs.  (PRNewsFoto/gDiapers)

When introducing a new product, it is paramount to include an image. Images increase your chance of visibility which means more eyes will be potentially seeing your image! Scrolling through releases and seeing an adorable baby wearing a colorful diaper? Yeah. I clicked on that to see the story. gDiapers? #Winning.

Great headlines and powerful imagery deliver directly to readers (like a stork) and just like new baby smell, we can’t help but love it!

Big thanks to gDiapers for bringing beauty to dirty diapers everywhere.

http://www.prnewswire.com/news-releases/gdiapers-introduces-mix-and-match-coordinates-and-diaper-covers-for-fall-2013-225097352.html

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

Content We Love: Bee’s Knees

ContentWeLove

“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.

jimbeam

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.

http://www.prnewswire.com/news-releases/jim-beam-honey-on-a-mission-to-save-bees-from-a-serious-issue-by-suing-bears-220178941.html

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

Content We Love: Storyline Markers

ContentWeLove“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.

School is starting soon and that always meant one thing for me: school supplies!

With the changing of the season and school buses out on practice runs, the school supply aisles are packed with kiddos and parents alike. So when I saw Crayola’s release about changing the way we see school supplies, I immediately sat up straight and couldn’t pull my eyes away from the story.

FROM MARKERS…TO CLEAN ENERGY

Align with the latest SEO news concerning press releases, the constant remains:  content matters. Press releases are stories being shared. Crayola’s story was marked and color-coded to perfection.

The headline: short, succinct headlines are proven to get attention. With search engines indexing only the first 65 characters and the short attention-span of viewers, this is the golden opportunity to reel in the audience. Crayola’s headline of “FROM MARKERS…TO CLEAN ENERGY” introduce curiosity and the main topic: Recycled markers = clean energy! Cool!

Visuals: Complete with b-roll and pictures, the school children tell the story. Just like in school, visual aids help tell the story in a different way. While it is human nature to look at pictures (especially with a press release), Crayola’s images are just so… colorful!

Bullets: While press releases are composed of words, the story can sometimes get close in a sea of paragraphs. Bullets break up a story visually because it changes the landscape of the paragraphs.

  • Simply put, audiences are drawn to succinct sentences and lists.
  • Crayola’s release detailing what can be done with the recycled markers is perfect for a bulleted list!

Big thanks to Crayola for the incredible release!

http://www.multivu.com/mnr/57862-colorcycle-marker-crayola-clean-energy-program-clean-energy

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

Content We Love: Storytelling – Indy Style

ContentWeLove“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.

From bedtime stories to blockbuster hits– a good story captivates an audience. Press releases are the vehicle to tell a story and when a daughter’s tale of taking her dad’s music from the charts to the stage crossed my view, I couldn’t help but be impressed by the story and the visuals. Really impressed.

THE STORY: Storytelling is the backbone of sending a press release. While it is important to have the language professional, it is being sent and read by people. Search engines responded appropriately and SEO scores now factor in the readibility of a press release. Does it read like spam? Does it read like a person wrote it? In this case, the human element is alive and well throughout this press release. Remember the phrase, “it’s not what you say but how you say it”?

This is imperative for press releases because they need to deliver information,  but they   must also read well. While there is no magic formula for which words to use, keep the audience in mind. And just like this release about a “little love story about selling dreams and making them come true,” you’ll find your audience hanging on each word.

THE MULTIMEDIA: From the background to the video to the great ad (for a musical about an ad-man, how fitting!), the visual elements jumped from the page and we did more than take notice. The video was played, the graphics were admired, and the background received more compliments for framing the story than I would’ve expected.

While the featured video is not a highly produced feature film, the resounding response loved it because it was personal, and it fits well with the nature of the announcement. The musical was accepted into The New York International Fringe Festival and the video highlights the team’s excitement at this news. This translates loud and clear.

Our statistics show including multimedia assets increase your visibility because people are naturally drawn to images! Including a compelling image on a release is perfect harmony.

Congratulations and thank you to the  Someone To Belong To team. We can’t wait for the tour so we can see the show.

http://www.multivu.com/mnr/61772-someone-to-belong-to-denoon-the-new-york-international-fringe-festival

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

Content We Love: Buzz Worthy Content

ContentWeLove“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.

Whole Foods Market University Heights' produce department with and without items dependent on pollinator populations. (PRNewsFoto/Whole Foods Market)

Whole Foods Market University Heights’ produce department with and without items dependent on pollinator populations. (PRNewsFoto/Whole Foods Market)

Action is the ultimate impact of news. Buzzwords of “viral” become the goal that one message, one story will have the strength to not only impact the audience, but cause them to take action.

When I first saw Whole Foods Market’s release showcasing what a grocery store would look like without bees, I was captivated by the image of a grocery store with and without the handiwork of bees.

Our studies show adding a visual increases your visibility and it isn’t because we just like pretty pictures– audiences globally are inherently interested in images. So what better what to showcase up your story!

After the story was released, Huffington Post picked it up, showcased the image front and center and even tweeted about it. This spun retweets, more repostings and even a petition to protect the bees.

From a story with a photo, to message boards and social media globally, this release shows adding an image = buzz.

Big thanks to Whole Foods Market for a BEE-utiful press release.

http://www.prnewswire.com/news-releases/this-is-what-your-grocery-store-looks-like-without-bees-211164141.html

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

Content We Love: Feeding America’s #MealGap

“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.

There is something magical about a great meal. Meal-time is romanticized with family, dates, TV shows, foodie-friends and more.  Most can agree that food is just… good!

So when I read Feeding America’s release about how many Americans are insecure about where their next meal is coming from, my heart broke. Yet almost instantly, I couldn’t help but feel the sheer power from the Multimedia News Release because of the social media. For telling the story, it was just… good!

Social Media takes the conversation from paper to public forum. The tool social media provides is not simply a teenager sharing their lunch– this social platform has influenced countries, movements, disaster relief, and how companies share news. Therefore, how imperative it is to include social media withIN your release!

  • Twitter: The subheadline has a TWEET button because not only is the message worth sharing, but because the power of social media! Much align Click-To-Tweet, this places a custom tweet in the hands of the audience to share the message. Feeding America’s twitter feed also appears on the Multimedia Release and effectively showcases how it is connecting– even using the #hashtag created for this story!

#MealGap

  • Pinterest: Over images and infographics lies a Pin It button. Pinterest, the image paradise for consumers, not only links backs to the original content (aka: your story), it showcases your messages on a massive platform of individuals who are literally just looking for images. You have the powerful images already? Make those on social channels stop in their scrolling to view your message!
  • Facebook: Further your story by connecting with the audience! Even if this is including a link and/or symbol to simply “like.” This puts the news into the feeds of everyone who “likes” the page.

Conversations are action. Social means conversations. Social = action. Take action (and start the conversation) with social media!

Big thanks to Feeding America for a fantastic release feast — and more seriously, for the good work they do.

http://www.multivu.com/mnr/62036-feeding-america-map-meal-gap-documents-americans-living-at-risk-of-hunger

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

Content We Love: Outstanding by Standing Out

ContentWeLove“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.

In a sea of press releases, it can be daunting to make a story stand out in the crowd.

To my delight, the VARIDESK release was standing out while standing up thanks to the image and bullet-points in the release.

The VARIDESK Single is now available at VARIDESK.com.  (PRNewsFoto/VARIDESK)

The VARIDESK Single is now available at VARIDESK.com. (PRNewsFoto/VARIDESK)

Art schools everywhere teach the importance of negative space. The empty space surrounding art naturally draws the eye to what is important. This very reason is why…

  • Adding bullets in your press releases delivers results.
  • A bullet is a punchline, a statement, a priority…
  • Which automatically attracts attention!

Press releases are full of stories, which inadvertently require words. These works are formulated into sentences and paragraphs and create blocks of text. However, it is human nature is skip over text until something interesting comes into view (AKA: “skimming”).

The release highlights the fundamental reasons for the new product by using bullets.

New products are a great reason to put out a press release but they are an even bigger reason to include a photo! In our visual world, we require images to pique and hold interest. Whether this is a new computer chip, a new CEO, or new stand-up desk, the target audience is looking to look.

Our research has found that including images increase a release’s visibility which means the eye-catching image on your release is literally catching more eyes.

Releases share the story and shouldn’t be lost in the shuffle so be sure to make the release stand out (and up!) by adding bullets and visual elements to your release.

A big thanks to VARIDESK for the outstanding release!

http://www.prnewswire.com/news-releases/varidesk-stand-up-desks-launch-as-most-affordable-most-easy-to-use-way-to-transform-workspace-210244541.html

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

Content We Love: Mt. Everest of Optimization

mnr memory“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 modern press release can seem like a climb over Mt. Everest. With search engines reading for a human element, modern releases need more than a who, what, when, where, why baseline. To reach the summit, you need optimization.

  • Optimization is a buzz word you may hear a lot. “Make sure your content is optimized!” Yet many are left wondering what exactly that means.

Optimization is forming content to be received in the best possible way. Transforming a story to an optimized press release is a feat; so when Fusion-io boldly announced the peak ascend of Mt. Everest using optimization, my interest was more than piqued.

Fighting Alzheimer’s at Altitude: Scale the Mt. Everest Memory Challenge

Headline: Headlines are paramount. With search engines indexing only the first 65 characters and this being the first introduction to your story, it needs to stand out. Not every release will be literally climbing Mt. Everest, but generating the same buzz and interest starts with the headline.  This headline is short, pithy, and combines the main objectives together: Alzheimer’s, Mt. Everest, and a Memory Challenge.

Social Media: This release featured a custom hashtag: #MemoryChallenge and included a feed to see tweets with the hashtag. This presents a steady stream of information that is constantly updating (because twitter is continuous) on the release itself. Not only does including this cross platforms and channels to share the story, but it guarantees the release stay relevant.

Links: The connective tissue of the web, search engine spiders  are so named because they crawl across web sites and content, following links and gauging relevance and popularity . Connecting related content to your press releases via  a link or two provides your readers with more information, and when the readers follow the links you share, it sends an important signal to the engines – this is good stuff, people like it and are seeking more information.   This release is a good example of smart linking: instead of a slew of links at the very bottom, this release features information throughout!

*Be wary of being “spammy.” Less is more when it comes to linking.  Try to limit links to just a few – one or two are ideal.

Multimedia: Whether it takes looking at a release as “branding” or sending a story, including visuals is imperative within our modern world. Plainly: audiences are looking for more than just text.

Setting the stage (or base camp) are visuals of the mountain and the details of the impressive trek. Instantly the viewer is drawn in because it is interesting. Images are inherently interesting!

Telling a story via press release can be dull or empowering. The power of optimization is at fingertips’ length and the difference can be truly breathtaking.

 Big thanks to Fusion-io for a mountain-top experience with a great release.

http://www.multivu.com/players/English/60918-fusion-io-climb-for-memory/

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

Content We Love: Social Media Makes this Release Pop

“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.

Kellogg's Pop-Tarts 'Gone Nutty!' Toaster Pastries, Now Available in Two Peanut Butter Flavor Varieties.  (PRNewsFoto/Kellogg Company)

Kellogg’s Pop-Tarts ‘Gone Nutty!’ Toaster Pastries, Now Available in Two Peanut Butter Flavor Varieties. (PRNewsFoto/Kellogg Company)

Breakfast may be the most important meal of the day, but when it comes to a modern press release, social media is reigning champion.

My eyes popped upon seeing Kellogg’s recent release announcing the new Pop-Tarts® lineup. The release jumped from a “traditional release” (just text) to a supercharged social media delight!

Social media can be daunting but is important when it comes to releasing news. Why, you ask? Search engines are showing social content higher and higher (as of May 16th,Yahoo! is showing tweets in the news feed itself), a whole untapped audience is awaiting on these social channels (more and more are joining daily), AND it expands the life of a release.

Imagine dropping colored dye into a glass of water. The moment the dye hits the water, the entire glass changes color. Impact. If you can drop more dye into more glasses of water, the dye goes even further and affects even more.

Sharing your story on social media is adding glasses of water!

Kellogg accomplished this by way of Click-To-Tweet.

Click to Tweet: Pop-Tarts have Gone Nutty! @poptarts411 brings fans the most requested flavor #CrazyGoodPB! Check it out http://on.fb.me/kdgHx

A) Clicktotweet.com is a website for custom tweet creation. Want others to tweet something specific? Create a click-to-tweet!  The release is so much more shareable because quite literally, it is a push of a button.

B) The tweet is solid – the handle (@poptarts411 is called a ‘handle’ as it is how to find the company/person/group on twitter) is within the tweet instead of at the beginning. This is important because tweets that start with a handle look like replies or a conversation in progress. While the hope is for replies and conversations, many simply skip over tweets that start with a handle. Optimum visibility is not starting with the @.

C) #Hashtags are the way to search via social media. It shares a thought/trend/news that connects others. The #Discover feature at the top of twitter finds the news you’re looking for. Whether it is a #workout or sharing your Pop-Tarts® #CrazyGoodPB experience, you can find conversations around the #.

The press release did not just stop there. Also included a link enabling readers to connect on Facebook, providing seamless connections on multiple platforms.

Having social-media friendly releases are not difficult to have but imperative in our social-savvy world. Start the conversations by putting your content on social media platforms. Share your news and let your story be heard everywhere it can.

Big thanks to the Kellogg Company for the release we’re nuts over!

http://www.prnewswire.com/news-releases/mornings-have-gone-nutty-with-new-pop-tarts-peanut-butter-flavors-207165211.html

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.