Category Archives: Content PR & Marketing

Content PR and content marketing are redefining how brands communicate with audiences. Inbound tactics featuring content that answers audience needs attract attention and create gravitational pull for a brand.

Content We Love: A Press Release Built for Action


This week’s standout press release isn’t loaded with multimedia, but it caught my attention nonetheless due to excellent presentation of text elements.  Issued by Edcite and titled, “Edcite Puts Teachers in Control of Common Core Practice,” this press release is designed to both tell the story to interested media and bloggers, and encourage direct action from the audience. lil tweet

There are quite a few things I like about this story, including:

  • The snappy headline captures initial attention, and the subhead keeps the momentum going, providing incentive to keep reading with a strong news hook.
  • An ultra-streamlined lead paragraph surfaces key messages using bullet points, rather than burying them in subsequent paragraphs.  This tactic increases the likelihood that a reader will stay on the page, rather than bouncing away.
  • The streamlined lead is immediately followed by a call to action in the form of a link readers can follow.
  • A quote from a teacher involved in the development of Common Core curricula adds another dimension of interest and credibility.   Even better, it reads like a mini-story, highlighting a problem the Edcite solution solves.
  • The quote is followed by a video link, offering yet another call to action, and encouraging additional engagement and reader interaction.

As I read through this release, I was struck by how deliberately the author used different elements to maintain reader attention.   The entire message is tight and focused, while still very readable and relatable.     A text-only press release can be a rich and engaging experience for readers, as this message from Edcite clearly proves.   My compliments to the authors on a job well done. 
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

The Future of Sponsored Content: 3 Scenarios for Success

According to this study, audiences are as likely to read sponsored content as they are to read editorial content.

According to this study, audiences are as likely to read sponsored content as they are to read editorial content.

Sponsored content appears to be undergoing a renaissance. Called native advertising, brand journalism, or whatever, it is back in the conversation for marketers and PR professionals.

Sponsored content is decades old, it’s just the tactics that are changing. lil tweet In the past, sponsored content may have taken the form of advertising sections in newspapers, infomercials on TV or custom publishing.  But with new names, new advocates and new tactics, we are going to see and hear a lot more about sponsored content in the near future. Will it stick? Will it become an increasingly important part of marketing? Or will it go the way of banner ads, a bandwagon everyone jumped on then decided it didn’t work?

At the heart of the issue is how marketing and advertising transitions from traditional outlets to digital outlets. While that migration, from print and broadcast to the Web happened, it didn’t happen at the revenue level the media wanted and it didn’t produce the response the advertiser wanted. Though one may question whether the widespread perception that the value of traditional forms of marketing and advertising has declined is a really a function of better measurement tools. Has the value declined or has it been meager all along and we just needed better visibility to realize it?

Native advertising is the latest handshake agreement between publishers, who need money, and content providers, who need visibility. The publisher offers access to its audience, the content provider pays for it and they both agree that the stuff won’t look too bad, won’t be blatantly commercial and will somehow fit with the other content. The party that is not privy to this handshake, though, is the reader and it is the audience that eventually will decide whether the sponsored content is welcome, whether they want to see it, or whether it is too blatantly commercial.

Publishers pursuing this path tend to be a little queasy about it. So you see pronouncements about how vigilant they are going to be in labeling sponsored content as just that. But in fact there is a prevailing air of deception about many forms of sponsored content. Ask for a definition of native advertising and you’ll usually hear something about how it is commercial content that looks like the “native” content of the outlet where it is published. What really matters though is not the look but whether the sponsored content is of the same level of interest to the outlet’s reader as its own originated content.

What sponsored content and display have in common is that they are both dependent on what I referred to in a previous blog post as “diverted eyeballs.” The reader isn’t looking for your content, he or she is looking for something else and by placing your content (or display ad) next to that something else, you are hoping that the readers’ eyeball get diverted to your content. I think this is an approach which is on the decline as most media properties are seeing their traffic coming more from search or social referrals rather than visitors browsing their site as a destination.

So who will be successful with the new wave of sponsored content and how do you put yourself among the winners? The simple answer, oft repeated as it is, is to create great content and put it on great sites. Sounds good but, sorry Google, the Web is full of great content on great sites that nobody ever sees.

Here are the three scenarios which I see as potentially successful for sponsored content.

  1.  As with all communications activity there will be an elite group that produces excellent content and buys space for it on premium properties. They will be the role models that all the advocates for sponsored content will point to. But as role models they will be deceptive because they will most likely represent a brand whose status and visibility is well beyond that of most and they will also likely have made an investment in the production and placement of content that is beyond the means of the average brand. If Apple for example could achieve success by placing content on the Wall Street Journal that’s all well and nice but doesn’t mean a thing for the rest of  us.
  2.  I think there is a real opportunity for sponsored content to be successful on niche media properties that have cultivated a very specialized audience. For example, you are likely to find a much, much larger audience on a consumer travel site than you are on a trade site about utilities. But how many travel sites are there? Tens of thousands? The utility news site might be lightly trafficked but it also might be the go to resource for the very limited audience that is interested. That audience will likely include individuals at utilities who make buying decisions so if you happen to be in that business, that’s your customers. Good content about changing technology in energy generation or the impact of government regulation is going to play really well on the site.
  3. Content providers who are experts at marketing their content, using search, social, distribution and media to drive traffic to the content. These folks may not really need to buy placement to drive an audience to their content but there are some advantages to the third party placement that will supplement the content providers own promotion efforts. For one thing, the media site that the content is placed on may have a better search ranking than the provider’s owned media properties, thus may bring in more search traffic. The domain name of the publication may be an advantage since it is likely to be perceived as a more authoritative source. And the media property may supplement your content marketing with its own efforts to drive traffic to its site. (Related reading:  Driving Content Discovery)

Sponsored content is not going to be the savior of media outlets trying to recover lost revenue. Nor will it to any large extent retire more traditional marketing and advertising activities. But under the right circumstances, it can be a pretty successful tactic.

Follow author Ken Dowell on Twitter at @kdowell.

Content [Creators] We Love: LEVICK’s Peter LaMotte

ContentWeLoveAt PR Newswire, we are fortunate to be a part of some of the most cutting edge and engaging content creation programs being executed across any number of industries.   We are fascinated by the way these stories are changing the communications landscape and sharing them is another way we can give back to the industry professionals that we work with everyday day.

levick lamotteOne of the firms we’ve seen go through a major evolution in how they tell their personal brand story – and the stories of their clients – is longtime PR Newswire client, LEVICK.    We sat down with Levick’s Peter LaMotte, SVP and Chair, Digital Communications Practice to pick his brain on the changes that Levick has undergone over the last year and his mindset around content creation.

Q:  Peter, your background has been primarily in the start-ups and online firms – what brought you to Levick?

Peter LaMotte:  When Levick approached me, they gave me a great opportunity to not only drive, but to craft what the firm’s digital presence would be.  About a year ago, Levick went through a massive rebrand and I saw a phenomenal opportunity to work with a well-respected, traditional communications company as it evolved into a more digitally focused firm.  I couldn’t pass up the opportunity and I feel like my role still has an entrepreneurial feel to it.


Q: Tell us a little bit about the Levick brand evolution and your approach to telling stories.

Peter: Coming from the start-up world where no one has heard of you, I had learned very quickly that it is about drawing people to your content, not just sticking yourself into the conversation.  All too often, no matter the medium -a digital advertising campaign or traditional communications outreach to influencers –  a traditional communications is simply pushing content that isn’t relevant.   We have to start by understanding the trends of what is engaging to the influencers and audience members to get them to come to us.

Levick has always focused on promoting not only our thought leadership, but also our clients’ thought leadership.   Levick has always done a good job of producing frequent, high-quality video around thought leadership and industry topics.   In the digital practice, we’ve focused on bringing these tactics to our clients.  This has helped us expand the Levick brand from just being the experts you want to have in the boardroom when there is a litigation or a crisis communications issue to make us a resource for getting the word out around issues and topics that matter to our clients.  It’s a step in helping us demonstrate that we are a well-rounded shop that can assist with any communications objective.

levick monthly

The new Levick Monthly is a rich-media, thought-leadership monthly publication launching in November.

Q:  What platforms are you using to tell these stories and how do you see these growing?

Peter:  From a digital perspective, we are using a lot of the usual platforms to tell our story and  engage with our stakeholders:  the usual social media channels, blogs, digital advertising and thought leadership – both in video and whitepaper forms.

We aggregate this content into our Levick Daily blog with the goal of creating a steady flow of content that will be of value to the readers as thought leadership.  Not all of the content on Levick Daily is created by us.  A lot of what we is content created by our clients or friends of the firm – but it remains relevant to the audience we’re trying to engage.   The medium is important as well – a good amount of the content is video in addition to text and other content.

While we’ve had great success and engagement from this approach, we also need to stay cutting edge in our delivery of the content.  That was the intention behind the development of our Levick Monthly E-Publication/Magazine, slated for November. No one else in the communications industry is doing a rich-media, thought-leadership monthly publication – and we’re excited to see how our audience engages and consumes it.

Q: Levick generates a metric ton of content.  What advice can you provide to help create content that generates engagement?

Peter:  The words “Content is King” have been thrown around every conference for some time now.  However, there is so much content out there now being produced by brands and agencies, that in order to stand out, the content has to be fresh and it has to be timely.

We subscribe to the idea of the “Urgency of Now”.  If there is an issue or a topic in the news, you have to be able to get that content out and to market immediately.  You have to get your content out there fast – if there is a topic that people care about today, don’t expect that they will be nearly as likely to care about it tomorrow.   There’s always an opportunity to attach more evergreen topics to that timely content – but if you lead about people care about today, you are more likely to find success.

There is also something to be said for simplicity.  Traditionally, thought leadership content was long form.  But more and more audiences are turning to short form videos and other mediums to get their information on a topic.  We see this trend with CEOs and executives and how they consume content. While lawyers and regulators might prefer exhaustive, longer-form content, minute long videos or other condensed versions likely will resonate better.

Q:  When your setting expectations on a project for a client how do you set expectations?

Peter:  When I’m working with clients, it really is about starting every project with a clear idea of what the client is trying to accomplish.  It’s really important for us to educate our clients on reaching out past the primary target audience especially in regard to journalists.   Good content should be targeted at the audience to be reached in order to meet their goals – but it won’t be limited to your target audience and can be used by any periphery audience in the future.  The content helps tell the organizational story once it is out there, and sometimes success can be found in different ways than the simple metrics of views and shares.

I think the biggest successes we have had with our clients are the times we’ve pushed them a little out of their comfort zone and taken on a project that has seemed ambitious to them.  Once we’re able to execute, these projects tend to turn into the type of results that allow us to deem a campaign or piece of content successful.

Q: What is your favorite part of your job?

Peter:  I love the pace of change in the digital marketing and communications field.  I don’t know if I could work in an industry that was the same as it was 2 years ago.  I love being able to learn every day and work with and hire people that can teach me.

You can follow Peter on twitter at @PeterLaMotte and check out the new Levick Monthly in the Insights section of the Levick web site.

Author Daniel Watson (@danielchwatson) is an account manager with PR Newswire, and is based in our DC office. 

Measurement & Connection: Takeaways from the PRSA International Conference

Brian Solis maps the future of PR. Image via Vanessa Bravo (@vanessabravoCR)

Brian Solis maps the future of PR. Image via Vanessa Bravo (@vanessabravoCR)

This year’s PRSA International Conference in Philadelphia reprised many themes common to public relations, but with a new twist.  The influences of social media, content marketing and digital marketing measurement were common threads, linking discussions about pitching, strategy and measurement.  There’s a good reason for this – digital activities are incredibly measurable, and our peers in marketing gleaning spectacular amounts of insight about audience interests and behavior from their data, and that data is impacting other communications practices.

Communications success starts and ends with the audience.

“If you keep trying to earn relevance, you will always matter,” said Brian Solis in his keynote, summarizing neatly what many other presenters before him emphasized.  Developing understanding of what your audience is interested in, and using that context as the framework for brand messages, is the key to creating content that people will read, share with their social networks, and act upon.

However, developing understanding of the audience requires us to get comfortable with data analysis, noted Stephen Loudermilk (@loudyoutloud), director, media and industry analyst relations, LexisNexis, in his presentation titled, “Using Big Data and Analytics to Increase PR and Marketing Brand Awareness.”  According to a stat from Ragan Communications, 54% of PR people don’t know what big data is.  This is disconcerting, as another study titled “Analytics: The New Path to Value,” conducted jointly by the MIT Sloan Management Review and IBM Institute for Business Value, revealed that top performing organizations use analytics five times more than lower performing organizations.

Social amplification of content matters.

Brian Solis noted that 77% of consumers are more likely to buy a product when it’s recommended by an advocate, and we all know that social networks are hotbeds of personal connections and recommendations. However, there’s another important reason why developing relevant social interaction with PR content should be a priority. Seven of the top ten search engine ranking factors according to a study this summer by SearchMetrics are derived from social interaction.  

When you think about it, this isn’t surprising.  If a network of savvy, connected people with a similar interest all find a piece of content valuable, and they share that content with their personal networks, it’s easy to see how those actions can be interpreted by search engines as a measure of the value of that content.

Link PR to real business outcomes

“As PR pros, we need to recalibrate our thinking to understand how what we’re doing helps achieve one or more of these things,” insisted Shonali Burke (@shonali) in her session with Heidi Sullivan (@hksully) titled, “Building Your Bottom Line: Integrated Communications Strategies That Work. “We need to ask ourselves: What are we trying to do, and why is it important?”

It’s also time to stop reaching for equivalencies in measurement strategies.  There was some talk about “ad cost equivalencies” supplanting AVEs as a metric PR should be tallying.   However, ACEs (and AVEs) both fail to quantify the value of recommendation and reputation that a good PR message also conveys.  For this reason, and because digital media are incredibly measurable, I believe that PR should focus on linking communications activities to business outcomes, and learn how to correlate ongoing activities and interactions with those outcomes.

Evolving media platforms …. Is PR keeping up?

My own session was devoted to the evolution of media models and news coverage, and what PR needs to do to keep up with those developments.  Media outlets are developing apps, creating infographics and shooting video on the fly.  We have to ask ourselves if we’re providing the right sort of data and content that will work in these evolved presentations of news.  Failing to do so means that our brands will miss valuable opportunities for exposure.

The setting in Philadelphia provided a nice analogue for public relations.  On the one hand, Philly is steeped in history and tradition; however, it’s far from stagnant.   The city has reinvented itself as a foodie and culture mecca, inviting new demographics to discover what it offers.    There are good lessons in Philly’s success for the practice of public relations.

For some additional ideas on developing relevant public relations and marketing content for your organization, download my free ebook, “Driving Content Discovery.” In it you’ll find tips, examples and ideas for improving the discoverability of your content by making it more timely and relevant to your audiences.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.


The Media Evolution: Is Your Content Keeping Up?

suntimes iphotogs

In response to sea changes in how people find, consume and share information, traditional media outlets are retooling their newsrooms and evolving their coverage.   Despite the still-challenging economic environment, many outlets are investing heavily on people and technology, in order to deliver a news product that satisfies audience appetites for rich visuals, tablet-friendly design and up-to-the minute reporting.  This begs the question: is PR content keeping up? lil tweet

PRSA attendees: Visit PR Newswire at booth 401 for fun photos & prizes, and mark Sarah’s session (Tuesday morning, 8 a.m.) on your calendars.

Outlets are creating expansive digital teams of reporters, web editors, social media managers, data specialists, designers, photographers, app developers and mobile editors.   They’re also requiring journalists to learn new skills and produce content in a variety of formats.

The Chicago Sun-Times offers an extreme example.  The venerable paper laid off its entire staff of photographers earlier this year, electing instead to equip and train reporters to shoot and edit photos and video using iPhones.

Can a reporter, newly trained in creating visuals, provide the paper with same sort of visual storytelling and evocative images that a Pulitzer Prize winning photographer once did?  Of course not.  But that’s not the point.

Attend the Newsworthiness: New Context & Opportunities for PR session at the PRSA International Conference, Tuesday, Oct. 29, 8–9:15 a.m. Room: Franklin 3 (Hotel Floor 4)

Spectacular images gracing the front page of papers and the covers of magazines drove newsstand sales – once a core revenue stream for print media.  As newsstand sales dwindle, those images offered less return to the Sun-Times.   Digital content and news cycles running at the speed of the internet changed the game.  The timeliness of an image is more important today than its composition or artistry.  The Sun-Times determined that a fleet of reporters armed with iPhones are better equipped to deliver the visual content the organization needs to compete in today’s media environment.

These changes at the Sun-Times, and at other news outlets across the US, beg an important question of PR pros:  Is the content your organization produces meeting the needs of your key media outlets – and your digital audiences? Visual content – images, video and graphics – are all eagerly consumed by digital newsrooms, and by journalists who curate topical content on blogs and social network presences.     And the underpinnings of visuals – facts, figures, processes, trends and other information that lends itself well to visual illustration is particularly useful.   Look at the front page of every issue of USA Today, and you’ll see a mini infographic in the USA Snapshots section.

In order to earn media coverage – and attention in social networks – visuals are almost a requirement, and can certainly help boost the coverage and social media attention a story generates.

If you’re in Philadelphia for PRSA, attend my session, Newsworthiness: New Context & Opportunities for PR,  tomorrow morning (10/29, 8 a.m., room – Franklin 3) 

For some additional ideas on developing relevant public relations and marketing content for your organization, download my free ebook, “Driving Content Discovery.” In it you’ll find tips, examples and ideas for improving the discoverability of your content by making it more timely and relevant to your audiences.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

Redefining Newsworthiness & Finding New Opportunity for PR

PRSA attendees: Visit PR Newswire at booth 401 for fun photos & prizes, and mark Sarah's session (Tuesday morning, 8 a.m.) on your calendars.

PRSA attendees: Visit PR Newswire at booth 401 for fun photos & prizes, and mark Sarah’s session (Tuesday morning, 8 a.m.) on your calendars.

As media paradigms and economics have shifted, arguably so has the very nature of news. Certainly, a big story – one that shapes markets and opinions – is still a big story.  However, a quick look at industry publications and the web sites of some of the biggest news outlets today reveals a shift in coverage, and it’s not so subtle. Media are aligning coverage with what interests their audiences, not the other way around. lil tweet

An extreme example of this is the  coverage that CNN devoted to Miley Cyrus’ controversial performance at the VMAs, despite the fact that the political situation in Syria was coming to a head at the same time.   CNN – a leading outlet by anyone’s measure –  devoted its front-page to Cyrus’ spectacle, rather than the violence breaking out in the Middle East.

PRSAoneworldAttend the Newsworthiness: New Context & Opportunities for PR session at the PRSA International Conference, Tuesday, Oct. 29, 8–9:15 a.m. Room: Franklin 3 (Hotel Floor 4)

Why was that the case? Simple. More people are interested in (and in the ensuing days would be searching) for information relating to Cyrus’ performance rather than the situation in Syria.  From a web traffic – and ad dollars – perspective, the Cyrus story was the clear choice.

News outlets have to make calculated decisions about what they cover. There’s a balance between serving the stories they know audiences are interested in, are searching for and are likely to share on social networks. On the flipside of that coin are the less sexy stories– those covering foreign policy or local government, for example.  I don’t think anyone of us would deny that those types of stories are really important. However, let’s face it– in most cases they don’t set readers interest aflame, and they don’t generate the sort of click throughs, search engine traffic and social buzz that a good celebrity scandal does.

Lessons for PR: redefining news 

Within this reality are some important lessons for public relations.

One of the most important, I believe, is rethinking what our definition of news is. In addition to the big announcements relating to events that impact our organizations top lines, we have to be thinking about what audiences are into interested in our day-to-day basis, as well.

Maintaining a constant flow of interesting content is crucial if your organization wants to stay top of mind and today’s digital environment, however, this exercise requires PR to re-think messaging strategy, and expand the definition of news, just as media outlets have, to encompass content that educates and informs the audience.  Developing a stream of useful information keeps the brand top of mind, and wins valuable share of voice for the brand around key topics.

If you’re in Philadelphia for PRSA, attend my session, Newsworthiness: New Context & Opportunities for PR,  tomorrow morning (10/29, 8 a.m., room – Franklin 3) 

For some additional ideas on developing relevant public relations and marketing content for your organization, download my free ebook, “Driving Content Discovery.” In it you’ll find tips, examples and ideas for improving the discoverability of your content by making it more timely and relevant to your audiences.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

How Cross-Channel Storytelling Engages Broad Audiences

honda drive in

One example of a campaign that incorporated storytelling was Honda’s “Project Drive-In.”

Yesterday’s Variety Entertainment and Technology Summit, held in Marina del Rey, CA, brought together a powerhouse panel that focused on the role of storytelling in today’s media environment.  Top digital marketers and their technology partners across the entertainment and brand landscape discussed campaigns that are making an impact now.

Moderated by David Hayes (@heydch), Entertainment Evangelist, Tumblr, the panel was thick with heavy hitters from impressive brands.

  • Bettina Sherick (@bettina), Senior Vice President, International Strategic Digital Marketing Twentieth Century Fox
  • Malcolm De Leo (@innovationmuse), Chief Evangelist, NetBase
  • Alicia Jones (@aliciajones), Manager and Head of Social Media, American Honda Corporation
  • David Gibbons(@gibbosf), VP Product Marketing Ustream
  • Nicolaus Beraudo, EVP Worldwide Sales, GM US, App Annie
  • Jared Hoffman, EVP Content and Programming Partnerships, Alloy Digital

The panel first gave a nod to their favorite brands.  They ranged from some long standing, tech-oriented brands like Sony and EA Sports to retail and apparel giant Nike as well as the uber successful sandbox indie game, Minecraft. The most interesting brand mention was Star Wars.  Jared Hoffman explained that he is fascinated by how it has come to mean many things to many people.  It has now engaged at least two generations, showing its enduring tale has serious staying power – – it has has infiltrated Angry Birds and is currently featured in a Verizon commercial.

Alicia Jones gave two very powerful examples of Honda campaigns that made good use of storytelling.  “Million Mile Joe” is a real person whose Honda was just about to tip the odometer over 999,999 miles. This story was brought to Honda’s attention by Joe’s local dealer in Maine.  It was an organic, authentic customer story– easy to tell and easy to digest.  Moderator David Hayes basically defined a successful campaign by having brand pillar messaging hidden inside a consumer story, like “Million Mile Joe”.  See the campaign here:

In the same vein, Bettina Sherick elaborated on 20th Century Fox’s  “Life of Pi” promotion  using Yahoo!’s contributor network and encouraging the telling of real-life accounts of heroism, stories of overcoming adversity and inspirational vignettes in the same vein of the award-winning film.  This resulted in editorial impressions and many levels of engagement via comments and sharing.

Another great story from Honda was one that PR Newswire was proud to play a part in executing.  Project Drive-In was created by Honda and tapped into the major challenge of drive-in movie theater’s conversion to digital projection.  By telling a story integral to American car culture, a car company was able to engage the public with a good emotional draw and maintain a positive message without over commercializing the brand.  Honda used digital delivery, social engagement and traditional press release distribution methods to garner editorial coverage and increase overall exposure.

Overall, the panel seemed to agree on the success of storytelling as a sales tool, but what must be recognized is that the narrative must be told across platforms to drive and sustain audiences throughout the story arc.  Marketers need to embrace the sheer size of the potential audience and it’s important to listen as much, if not more, than you talk.  Malcom De Leo summed it up by reminding us that we live in “post-authoritarian economy” and to a very great extent, the audience controls the success of your message.  So we need to take all this into consideration, sit side-by-side with those audiences and craft a good old fashioned story with a beginning, middle and end.

Author Heather Williams (@heatherw716) is a national broadcast manager with PR Newswire/MultiVu. 

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.

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

4 Keys to Creating Hummingbird-Friendly Content

Summary:  Google is emphasizing conversational search with its new Hummingbird search algorithm, placing a premium on relevant content in response to vast numbers of unique search queries, as well as the increasing shift to mobile search.  Here are four ways content creators and PR pros can build relevance into their content creation strategies. 

By now you’ve probably heard the news that Google quietly dropped a new algorithm into their search engine a couple months ago.  Christened “Hummingbird,” for its speed and precision, the new algorithm rolled out smoothly and didn’t create real waves in the search community, which is surprising given the scope of the change (which could be compared to putting a whole new engine into a car.) However, the fact that the change was a quiet one doesn’t mean that it didn’t bring significant new changes.

Google is focusing on what they call “conversational search,” and Hummingbird is delivering better answers for longer, more detailed queries.   Essentially, Google just raised the bar on relevance.lil tweet  As their search engine algorithms drill more deeply into the context of searches, less-relevant content drops out of search results.

“Rather than just examining each individual word in a search, Google is now examining the searcher’s query as a whole and processing the meaning behind it,” writes Jeremy Hall in a post on Wired titled Google Hummingbird: Where No Search has Gone Before. “Previously, Google (and most other search engines) used more of a “brute force” approach of looking at the individual words in a search and returning results that matched those words individually and as a whole. Now Google is focusing on context and trying to understand user’s intent in order to deliver more relevant results and better answers.”

There are a few reasons why Google is paying attention to longer, conversational search queries.  Every day, about 15% of the searches (that’s about 500 million) people plug into Google’s engine are new, representing combinations of words never before seen by Google.    Hummingbird takes aim at improving search results by answering the questions behind the queries, rather than simply returning lists of potentially relevant results.   And as people increasingly move toward using mobiles and tablets to do searches, the nature of searches are changing.  People are dictating search queries, creating a whole new dynamic.  And mobile searches continue to increase, as people increasingly look for information that will help them out moment to moment.

Herein is the opportunity for content creators.  Recalibrating content, and employing a laser-focus on publishing information that is useful to audiences is crucial to successful content and public relations campaigns and capture valuable long-tail and in-the-moment opportunities.

There’s more to developing relevant messaging than sprinkling keywords throughout the copy, however.   Search engines are good at understanding context, and also place value on the relative popularity of digital information.

Here are four keys to creating content nectar for Google’s new Hummingbird:

  • Highlight the questions a new product answers in a press release.  Turn your headline into a value statement that answers the question, “What is the most important thing this product/event/announcement does for my audience?”
  • Mine your organization’s web analytics to identify content gaps and opportunities.  What keywords are people using to get to your web site?   What content is most popular?   Are there any obvious
  • Questions are queries.  Talk to your front-line teams, and find out what questions customers are asking.  Use those questions to frame content, and imbue materials like press releases with relatable and relevant information.
  • One product may have different value propositions that appeal to different audiences.  Surface different messages by tweeting the specifics, highlighting them in an infographic and calling them out in a bulleted list in text copy.

Building audience interest and a customer focus into every message – especially owned media like press releases – will help generate visibility for the content over time, as people hunt for specific information online.  Organizations that learn to do this well will fare well in the Hummingbird’s realm.  On the flip side, content that doesn’t attract visitors, inspire social sharing, answer questions or serve audience needs will drop from view.  In fact, metrics relating to online reads, social shares and ongoing popularity are among the KPIs content and PR programs should use to measure results, and keep content programs on track.

For some additional ideas on developing relevant public relations and marketing content for your organization, download our free ebook, “Driving Content Discovery.” In it you’ll find tips, examples and ideas for improving the discoverability of your content by making it more timely and relevant to your audiences.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebooks  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

Multi-channel distribution of multimedia content drives results

sodexo caseThe lines between marketing and PR are blurring, as social media and content marketing continue grow in importance. The reasons for these changes are many, including the evolution of the media environment, changes in how people find and consume information, how search engines index and serve up results and the swift adoption of mobile devices and tablets by both consumers and business decision makers.

“Shift your mindset from news-making to conversation-joining.” lil tweet

audinece at the centerCommunications tactics have evolved, and a great example of a blended approach that reaches audiences in new ways – and achieves new outcomes for the brand – is Sodexo’s use of PR Newswire’s ARC engagement platform to reposition the brand as a quality of life provider, reflecting the company’s expansive portfolio of services.

To capitalize upon the publication of the company’s annual “Workplace Trends Report,” the Sodexo team worked with PR Newswire’s MultiVu division to create and host a variety of content elements within an ARC.


sodexo case mnr

The ARC is essentially a custom microsite, albeit with an important twist.  Dynamic, multi-channel distribution of the content housed in the ARC is built into the platform.  The result?  The Sodexo ARC provided an in-bound microsite, designed specifically for the brand’s target audience.  But with content distribution built into the platform, the ARC also provided strong outbound traffic to Sodexo web properties.

“The ARC functioned much differently in this respect than our corporate web site,” noted Stacey Bowman-Hade, director of public relations for Sodexo. “I think the ARC is a great tool for combining your marketing and public relations efforts. If you have similar goals in marketing and public relations for pushing out different pieces of content, the ARC is a very good tool for the collaboration of those departments in achieving the same goals.”

And in an interesting twist, the company’s sales team found another application for the ARC, using it as a ‘mobile app’ enabling them to engage customers with highly visual thought-leadership content.

The ARC delivered a variety of results for the company, including increased awareness of the company’s new positioning, and even more importantly, engagement and conversation around those efforts, in addition to significant media visibility.

“To date, we’ve seen 56 million impressions that the ARC has given us just in content, and that is across many media outlets,” said Kevin Rettle, director of marketing at Sodexo. “I think more importantly, when you look at traditional strategies, the quality of the content that we’ve delivered is much higher; for us, it is so much more about the ability to stay top of mind with a client with research and true thought leadership rather than just flat and static advertising.”

Read the full case study, along with interviews of the Sodexo team and view Sodexo’s ARC here:  Using a Campaign Microsite Presence to Establish Industry Thought Leadership

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebooks  New School Press Release Tactics and Driving Content Discovery. Follow her on Twitter at @sarahskerik.