Author Archives: Emily Nelson

Content We Love: The Boot Campaign’s Bold Video

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 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.

What Can You Do in 90 Seconds? Through Pushups for Charity, in 90 Seconds you can make a life-changing impact on the lives of veterans healing from a variety of physical and emotional wounds. Pushups for Charity is an annual fitness competition which aims to raise $1 million to support the mission of the Boot Campaign. Your participation will provide Housing, Jobs, Wellness, Urgent Assistance and Family Support to wounded service members, past and present, through the Boot Campaign. http://www.PushupsForCharity.com

A hard workout with sweat dripping from your brow.

In the name of fitness, we push ourselves to new levels and new goals. If you’re anything like me, you feel the best pushing yourself physically to new feats.

When I saw The Boot Campaign’s release challenging all to 90 seconds of push-ups to benefit the military returning from combat, I was instantly drawn in.

The story itself captures the attention with the proper use of bolding.

Why be so bold?

Written word differs from spoken word (obviously) but there are key important details within a story. The solution? Emphasize the important details in text with bolding.

What is bolded in this press release?

  • Pushups for Charity
  • aims to raise $1 million to fulfill the mission of the Boot Campaign
  • May 18, 2013
  • Visit www.PushupsForCharity.com to search for a Pushups for Charity event being held in your community

Showcasing the major points, The Boot Campaign made the details jump off the page using bolding. Highlight the main points of your story in the release and aid the viewer with the key points to remember!

The release also featured multimedia aspects which took the story from pumping iron to pumping gold.

With the knowledge that multimedia not only increases visibility but also leaves a lasting impression, how imperative it is to add these components!

*But why include a video WITH a release?

Not only does video attract viewership, gain visibility, and tell the story,
but it expands your reach.

Different websites house and host different types of content. There will be websites reposting just the text, the images, and some will post solely a video.

  • Reaching different audiences through different platforms is visibility multiplication.

No matter the story, adding key bolding and multimedia components win the gold, 90 seconds or less.

Big thanks to The Boot Campaign for sharing your release with us!

http://www.prnewswire.com/news-releases/what-can-you-accomplish-in-90-seconds-through-pushups-for-charity-you-can-help-military-returning-from-combat-200914371.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: Travelocity’s Photo Adventure

ContentWeLove

There is something special about traveling. New places. New food. Once-in-a-lifetime opportunities that impact you. For me, the beauty is having a camera strapped and ready in my hand. Vacations require photos!

Travelocity’s New Brand Campaign Urges Consumers To ‘Go & Smell the Roses’

When I saw Travelocity’s new campaign, I was instantly wanting to book a vacation.  On the release, Travelocity takes its iconic Roaming Gnome to great heights by having an adventure and capturing it! Laid before my eyes were beautiful images of foreign lands to go hand-in-hand with the message.

#GoSmellTheRoses

cwl gnome

n his latest ad campaign the Travelocity Roaming Gnome is dropped into a scene from the world famous running of the bulls in Pamplona, Spain. (PRNewsFoto/Travelocity)

Within this release, the different adventures, travels, and trips are not only outlined with an enthused tone throughout, but showcase the travel options with unique photos and a video.

  • Would you buy a house without first seeing it?
  • Would you book a vacation without first scoping out the area?

Images are important!

So what does this mean for press releases?

When telling your story (via a press release), it is imperative to show your audience the full story so they can understand. And given the point that “pictures are worth 1,000 words,” adding images and video will instantly attract viewers.  We are visual people in a visual world.

The icing of the touring cake is the hashtag #GoSmellTheRoses which transports the campaign to social media channels. Not only can you view the video on the release, but you can also see the YouTube channel which hosts a video of the Roaming Gnome in each destination mentioned!

Including your content on multiple channels (and connecting them) presents your message on a wider platform. This introduces your message to an ever bigger audience. It is like learning a greeting in a new language.

Guten Tag, Social Media!

Thank you to Travelocity for taking us places with your multimedia adventures!

http://www.prnewswire.com/news-releases/travelocitys-new-brand-campaign-urges-consumers-to-go–smell-the-roses-196688271.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: Social@Ogilvy’s #SocialMediaWin

ContentWeLoveImagine an event full of people. Our modern world has supplied social media in their hands and each individual has a story to tell. Now harness that visually– each person is firing photos via social media and all using one unified hashtag to make it searchable…

#DOAUSTIN

Social Media + Press releases!

When I read the headline from Social@Ogilvy, I was instantly stopped in my tracks.  Social@Ogilvy and Chute: Capture, Create and Share with #DOAustin

Not only will social media be utilized at the interactive festival in ATX, but Social@Ogilvy prepared a release to showcase their efforts AND
shared the components!

If your company is using social media for events, for communicating, for interacting, include it in your press releases! It invites your readers to join in the conversations already happening, the pictures already being posted, and the networks already being used!

  • Why include social media?

Social Media is your online community, your networking neighbors.  In short, it is the audience for the message! Social@Ogilvy is taking its instagram interaction and letting it grow into an even bigger movement. The release included not only was the #hashtag, but ways to connect with the company itself through different social channels. (Remember, the bigger the audience, the wider the potential impact!)

What is a #hashtag?

A hashtag is a word or phrase that is searchable on the social media platform. Visible are the “trending topics” of what is being discussed and relevant content pertaining to specific interests can also be found on these channels. In Social@Ogilvy’s case, #DOAUSTIN will be searchable through Instagram and will be streaming the images live throughout the event.

Now that is cool!

So if social media is the audience for your message and your message is searchable (so interested parties can find it)… that is a #SocialMediaWin!

A hearty thanks to Social@Ogilvy for the #SocialMediaWin and the great release!

http://www.prnewswire.com/news-releases/socialogilvy-and-chute-capture-create-and-share-with-doaustin-196083961.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: Michaels Stores Crafting Multimedia

ContentWeLove

Coloring was my favorite activity as a kid.  In the lines, outside the lines, I loved for my world to POP with a panoply of hues.  When I read Michaels’ Announcement of Top 2013 DIY Wedding Ideas, the color leapt from the page and I could not contain my glee!

Photos! Video! Bullets!
Pure joy to my technicolor world!

Michaels Stores' press release made robust use of multimedia, but the text of the release was formatted to capture reader attention, as well.

Michaels Stores’ press release made robust use of multimedia, but the text of the release was formatted to capture reader attention, as well.

Telling your story can call for the assistance of multimedia. In Michaels Stores’ case, showcasing the 2013 DIY wedding ideas (complete with color schemes) included a visually compelling press release that incorporated images, a movie, and bullets.

Whether it’s a company logo, an individual, an event, an infographic, or photos of great wedding ideas, images increase the visibility of a press release. We are drawn to pictures!

And if pictures are worth 1,000 words…
what does that mean for a video?!

A press release will paint a picture. The words leap from the page, the visuals showcase the news, but a video? A movie is the mini-story, the bonus features, the blooper reel we are instantly drawn to and captivated by. 

*Including a video in your release takes your message to another level. You’re making your content come alive for each reader and allowing your message to cross the threshold to more platforms.

Michaels Stores colored outside the lines with including bullet points within the press release.

Amending the text-block approach, Michaels broke up the message into bite sized pieces. Having bullet points are the pauses in public speaking. They are the breaks in text to allow easier readability of your news.

  • In short, the inclusion of bullet points within your release aids for each reader to fully grasp your message.

When crafting your release, don’t forget to add the multimedia elements to make your story pop! Break up your message using bullet points for readability. Best part? You can join in the DIY fun!

Thank you Michaels Stores for the great release with party favors.

http://www.prnewswire.com/news-releases/michaels-announces-top-2013-diy-wedding-ideas-191751081.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: Liquid-Plumr’s Romantic Infographics

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 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.

Visualize Romance.

Sometimes chocolates. Sometimes flowers.
Sometimes dinner or laughter for hours.
But all that she wants… is a clean house?

Liquid-Plumr’s recent survey, Not The Turn-Off You’d Expect, Doing Household Chores Actually Turns-Up The Romance uncovered the dirt on what women really want and showcased the results in not one, but TWO infographics!

LIQUID-PLUMR UNCLOG INFO 2An infographic goes beyond the traditional image by way of providing text and information in an exciting way. It boosts the appeal of your message instantly.

*Infographics on a press release are like finding a pot of gold beneath a rainbow. Our visual world has readers accustomed to images, color, motion, and brilliant displays. There is no reason your press release should be the exception!

Providing visual elements to your press release also allow the readers to take a further step utilizing social media. Instantly, readers can pin the infographics (to Pinterest). This automatically back-links directly to the press release on the social-sharing site. (This means when someone clicks on the image, they’ll be re-directed to the original site it came from… your release.)

New Survey from Liquid-Plumr(R) Reveals Women Unclog Their Minds While Clearing Drains (PRNewsFoto/Liquid-Plumr)

New Survey from Liquid-Plumr(R) Reveals Women Unclog Their Minds While Clearing Drains (PRNewsFoto/Liquid-Plumr)

Showcasing your content in a visually dynamic way and utilizing social forums and platforms ensures your story reaches a broader audience. In short, tell your story to the world in every way possible!

Is your brand on social channels? Are you sharing the content broadly? Using your storytelling powers on every platform?

Who knew household chores could be this exciting?!

A big thank you to Liquid-Plumr for wooing us with these incredible infographics.

http://www.prnewswire.com/news-releases/not-the-turn-off-youd-expect-doing-household-chores-actually-turns-up-the-romance-190661171.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: 5 Broken Cameras’ Multimedia

“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.

5 broke cameras

And the 2013 Academy Award Nominees are…

Oscar season. To me, it is a reason to celebrate. Every year the scenario is the same, my ballot sheet is printed and come the last Sunday in February, I stand in anticipation to learn who are the winners.

  • The motion picture industry shapes our lives. Dinner and movies shape “date night” and when we peruse the news, video and images seek our attention.

So how fitting: my gaze could not be broken when the multimedia assets on 5 BROKEN CAMERAS Nominated for Oscar® captured my attention.

How fitting it is to have key images
and the movie trailer on the actual release!

The goal of issuing content is to:

  1. have people read it
  2. have people act on it
  3. have people remember it

Chances are, if you’re sending a release, you have a message, a story to share. The hopes are that people will not only see it, but read it, act on it (share, print, comment, etc), and also remember it. And what is memorable? Multimedia!

*Including multimedia components increases the visibility of your message.

Why?

People are drawn to images and videos!

5 BROKEN CAMERAS Nominated for Oscar®, a release about a documentary, scored well in my book for compiling not just an image or two, but including the movie trailer.

The release combines the information of being Oscar-nominated and the story of Emad Burnat– and gives every single reader the opportunity to share in the experience, by way of the 2 minute trailer!

As you know, we live in an instant-gratification type of world. The likelihood of someone searching for a video versus pressing play on the same page as the release definitely favors the latter. If you have available video, available images, infographics, etc– add them! No more expecting people to search for your information… deliver it directly!

If pictures are worth a thousand words, keep the conversation going on your release with multimedia components!

Big thanks to Kino Lorber for letting us share in the story and the release and congratulations on the Oscar nomination!

http://www.prnewswire.com/news-releases/5-broken-cameras-nominated-for-oscar-189105081.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: American DG Energy’s Catch and Release

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 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.

Talk about a jail-house rock!

Movie trailers hold a special and dear place in my heart. I always must arrive to the movie early so I can watch the color dance before my eyes. The purpose, naturally, is to showcase what is coming out soon in the theatres… but even more so, to catch you in an incredible hook. Turn a story into a must-see.

  • What does this have in common to a press release?

The trailer is the headline.

The headline is what is first seen, and sometimes only seen in regards to press releases. Therefore, how imperative it is to have a terrific headline!

energy headline

When the writers of a press release release about an energy contract for a jail transformed their message with the headline, “Reduced Energy Costs Begin 15-year Sentence at Cumberland County Jail” – people took notice!

It wasn’t long before a conversation began on LinkedIn to discuss the headline. Not only did people see the release, they read it, and then commented on it.

Our own VP of Social Media, Sarah Skerik, joined the commentary in favor of the catchy headline.

From a technical standpoint, it’s short, and our research indicates that headlines between 100 – 120 characters (not words!) get the most reads. There is a precipitous drop in average reads for headlines that are longer than 140 characters.

  • Rule of thumb is to always keep it simple.

Also from a technical standpoint, I like the fact that the headline has a search key phrase (reduced energy costs) in the headline.

  • Gone are the days of keyword-strings. Now a release is optimized by using a few primary keywords that are relevant throughout the release

Finally, it’s quirky and dare I even say fun, which given the subject matter – a municipal energy contract! – is really saying something. Had I seen it on the wire when it went out, I would have been apt to tweet it, for its clever quirkiness.

  • Personally, I love puns. I appreciate when words are played with, turned on themselves, or find liberation from doing hard time. The headline, once read, causes the reader to astoundingly proclaim, “What?!” due to the wonderful play on words.

My inner eight year old has something to say about this headline, too. “Made ya look!”

With the primary goal to have people read your release, a great headline is the ultimate first step to achieve that. Catch your reader with your press release!

Hearty appreciation to American DG Energy for their catchy release!

http://www.prnewswire.com/news-releases/reduced-energy-costs-begin-15-year-sentence-at-cumberland-county-jail-186158122.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.