Category Archives: Public Relations

MEDIA News: Media Moves at: New York Times, Chicago Tribune, Politico Pro and MORE…,

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

The New York Times (New York, NY): Corner Office Columnist Adam Bryant (@nytcorneroffice) has been named Deputy Science Editor @NYTimes. He will fulfill both roles.

Politico Pro (Arlington, VA): Kate Tummarello (@ktummarello) joins on as a Technology Reporter. The new Transportation Reporter is Heather Caygle (@heatherscope). Former Environment & Energy Reporter Elana Schor (@eschor) joins the team as an Oil & Gas Reporter. Timothy Noah (@TimothyNoah1) is the new Labor & Policy Editor and Brian Mahoney (@BrianLaw360) joins as a Labor & Policy Reporter. And Cogan Schneier (@CoganSchneier) and Emily Kopp (@emilyakopp) are now Web Producers @POLITICOPro.

The Washington Post (Washington, DC): Investigative Reporter David Fallis (@DavidSFallis) is now the Deputy Investigations Editor @washingtonpost. And Isabelle Khurshudyan (@Isabelle Khurshudyan) is a new High School Sports Reporter.

Chicago Tribune (Chicago, IL): Wes Venteicher (@wesventeicher) has been promoted to the investigations team as a Reporter @chicagotribune, covering healthcare and the Affordable Care Act. He most recently served as Reporter @TribLocal.

Time (New York, NY): Mandy Oaklander (@mandyoaklander) has been added to the Health team @TIME as a Writer and Editor.
Fast Company (New York, NY): Erica Boeke (@ejboeke) was named Associate Publisher @FastCompany. In addition, Reyhan Harmanci (@Harmancipants) is the new Senior Editor.
Houston Business Journal (Houston, TX): Suzanne Edwards (@HBJsuzanne) joined @HOUBizJournal as a Money & Law Reporter.

TWICE Magazine (New York, NY): John Laposky (@johnlaposky) is named Editor-in-Chief @TWICEonline. He was Managing Editor there.

The Buffalo News (Buffalo, NY): Vic Carucci (@viccarucci) joins the sports team as a Football Reporter @TheBuffaloNews.
Meet The Press (New York, NY): Joe Scarborough (@JoeNBC) joins @meetthepress as a Senior Political Analyst and Contributor.
Buzzfeed (http://www.buzzfeed.com): Tom Gara (@TomGara) will be the new Deputy Business Editor @Buzzfeed.
People StyleWatch (New York, NY): Sarah Taylor joins @StyleWatchMag as Deputy Editor.
Promenade Magazine (New York, NY): Jason Kontos joins the team @PromenadeMag as Editorial Director. He will continue his role as Editor-in-Chief at New York Spaces (@nyspacesmag).
Trending NY (New York, NY): Hearst releases @TrendingNY, a free publication focusing on fashion, culture and beauty. Emily Cronin (@emrocro) will serve as Editor.

Maxim (New York, NY): Kate Lanphear (@katelanphear) joins @MaximMag as Editor-in-Chief.

The Indianapolis Star (Indianapolis, IN): Lifestyle Features Reporter T.J. Banes (@TJBanes) has retired @indystar. Higher Education Reporter Eric Weddle (@ericweddle) and Health/Government/Education Reporter Barb Berggoetz (@barbberg) have moved on.

Detailed outlet and contact information is available at Agility

Click here to view the complete listing of MEDIAware

MEDIA News: Media Moves at: The Washington Post, USA Today, Albuquerque Journal and More…

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

The Washington Post (Washington, DC): Frederick J. Ryan is the new Publisher taking over for Katherine Weymouth who has left. And Sports Reporter Chuck Culpepper (@ChuckCulpepper1) is the new National Football Reporter @washingtonpost.

USA Today (McLean, VA): There were a number of changes at USA Today, the following Editors and Reporters have moved on: Pop Music Critic Edna Gunderson; Film Critic Scott Bowles; Health & Fitness Reporter Michelle Healy; Behavior & Relationships Reporter Sharon Jayson; Book Reviewer Bob Minzesheimer; “Pop Candy” Blogger/Reporter Whitney Matheson; Reporter Korina Lopez; Assignment Editor Chris Cubbison; Managing Editor/Money Jim Henderson; Science/Health Editor Dennis Kelly; Sports Assignment Editor Deborah Barrington; Assistant Managing Editor/Sports Scott Zucker; Assignment Editor Glenn O’Neal and Travel Editor Victoria Stoddart.

Albuquerque Journal (Albuquerque, NM): Beginning September 15th there will be a few changes @ABQJournal. Assistant Business Editor Nick Pappas (@nickpapp) is moving to Metro Editor, while current Metro Editor Charlie Moore (@CharlieMoore) will be Business Editor. Current Business Editor Mike Murphy will now serve as Assistant Metro Editor. And Ellen Marks, currently Deputy Metro Editor, will be Assistant Business Editor.

Crux (Boston, MA): Boston Globe Media Partners debut’s a new website called @Crux (http://www.cruxnow.com). Crux will cover the Roman Catholic Church, the Vatican, and all things related to Catholicism. Boston.com’s editor and veteran of The Boston Globe, Teresa M. Hanafin (@BostonTeresa), has become the Editor of the new website.

The View (New York, NY): Brian Balthazar (@BrianBalthazar) joins @theviewtv on ABC as Co-Executive Producer.

Bloomberg Pursuits (New York, NY): Stephen Pulvirent (@SJPulvirent) joined @BloombergPrsuts as an Associate Editor.

The New York Times Magazine (New York, NY): Emily Bazelon (@emilybazelon)  joins @NYTmag as a Staff Writer.  She will continue to write for @SlateGabfest.

New York Magazine (New York, NY): Ashley Weatherford (@sincerelyash) is now Associate Beauty Editor @TheCut.

Marie Claire (New York, NY): Brittany Kozerski (@brittanygk) is promoted from Associate Fashion Market Editor to Fashion Market Editor @marieclaire. Also, Callie O’Neill joins the magazine as a Fashion Writer and Catherine Newell-Hanson is named Fashion Editor-at-Large.

Bloomberg LP (New York, NY): Despite denying a return during his final days in office, it was announced last week, that Michael Bloomberg (@MikeBloomberg) will in fact return to run the show @Bloomberg.

AnandTech (@AnandTech): Ryan Smith (@RyanSmithAT) is the new Editor-in-Chief of @AnandTech, replacing Anand Shimpi, who is retiring.

Morning Consult (http://themorningconsult.com): Marissa Evans is the new Health Editor, replacing Jonathan Easley who is now the Technology Editor.

She Knows (@SheKnows): Irina Gonzalez (@MsIrinaGonzalez) is the new Food Editor.

Yahoo! (@Yahoo): Sarah Cristobal (@Cristobalita_) is the new Style Editor @Yahoo.

Meet The Press (New York, NY): Luke Russert (@LukeRussert) is set to join new host Chuck Todd as a regular Panelist @meetthepress in the next few weeks.

ABC News (New York, NY): Tom Laimas (@TomLlamasTV) is set to join (@ABC) as a Correspondent and Anchor from WNBC-TV, beginning in mid-September.

NFL Network (Culver City, CA): Sports Reporter Colleen Wolfe (@ColWolfe) leaves Philadelphia’s WTXF-TV to work as a Reporter @nflnetwork.

Las Vegas Business Press (Las Vegas, NV): Norman Bell recently took over as the new Editor of this Business publication (http://www.reviewjournal.com/business/business-press) produced by the Las Vegas Review-Journal (@reviewjournal).

Star Tribune (Minneapolis, MN): Former Denver Post Business Reporter Kristen Painter (@KristenPainter) is the new Growth & Development Reporter @StarTribune.

Entrepreneur.com (http://www.entrepreneur.com): Promotions @ENTMagazine include, Linda Lacina (@lindalacina) to Special Projects Editor, Nina Zipkin (@ninazipkin) to Staff Reporter and Carly Okyle (@carlyokyle) takes over as Editorial Assistant.

Detailed outlet and contact information is available at agility.prnewswire.com.

Click here to view the complete listing of MEDIAware

One Message, Lots of Impact: the Art of Creating Content that Motivates

ContentWeLovePeople who watch a lot of online videos are likely to spend more money on holiday gifts this year, and more than a quarter of these big spenders are planning to buy all their gifts online.

That’s a heck of a news hook, certainly.  But there’s more to it than that.

A snippet of the accompanying infographic. Click the image to see the full size version.

A snippet of the accompanying infographic. Click the image to see the full size version.

What I love about today’s Content We Love example is twofold. The company issuing the survey results, Videology, is doing a great job of promoting a piece of their own content by surfacing the newsy elements, writing a really good press release, adding an infographic and distributing the whole package to the media.

(Link to the release: Heavy Video Viewers 57% More Likely to Spend on Holiday Gifts)

However, the way the PR team packaged the story will help direct resulting any news coverage advantageously for the brand.

In the messaging, the company also speaks directly to their target audiences, at several times tying data findings to opportunities for video advertisers – the market to which the company sells.

However, that commentary is skillfully handled in this release and doesn’t feel advertorial.  It’s embedded in a quote and offered as interpretation of the data.  In this example, the expert opinion in the press release serves up the company’s value proposition in a credible way.

It’s a smart approach that does a nice job of blending really interesting news (that I’m certain will garner good media coverage for Videology) with key messaging for the audience that is intended to motivate potential buyers.

This is a great example of the confluence of public relations and content marketing. We know that earned media can have a significant and powerful influence on potential buyers as they’re doing the research and making their decisions

Public relations teams who align messaging with their brands’ buyers journeys (as we see in this example)  can do more than simply spark media coverage. They can influence demand generation, attract qualified leads and have a significant impact on the organization’s revenue.

Are you going to Content Marketing World next week?  Track me down at the PR Newswire booth (#11) and say hi!   We have a lot planned for the event, and will be talking in more detail about building a sustainable content marketing strategy, which includes building an a truly integrated communications program. 

CMW_Release_Graphic_v3

Is your content strategy sustainable?  A high-powered panel will tackle the ins and outs of building a sustainable content strategy at  Content Marketing World next week, in a discussion titled, “Don’t Run Out of Gas! How to Fuel a Sustainable Content Marketing Strategy,” slated for  Tuesday, September 9 at 11:00AM – 11:45AM EST.

Featured panelists include PR Newswire’s Senior Vice President of Marketing, Ken Wincko,  Dell Inc.’s TechPageOne.com Managing Editor, Nicole Smith (@NicoleSatDell), and Altimeter Group’s Industry Analyst Rebecca Lieb (@Lieblink.) The discussion will be moderated by Michael Pranikoff (@mpranikoff,) director of emerging media for PR Newswire, and will focus on developing and executing an ongoing content strategy, including:

  • What to do after creating a content calendar and plotting out the best channels to distribute messages,
  • How to develop a customer perspective that drives community engagement,
  • Ways to accelerate content promotion.

Conferences attendees can join the conversation on social media by completing the sentence “Content drives” using hashtags #contentdrives #cmworld.

Content Marketing World attendees can visit booth #11 at the event to hear more. You can also follow this link to learn more about how to accelerate your content strategy:  http://prn.to/ContentMarketingWorld2014

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

 

MEDIA News: Media Moves at: Travel & Leisure, New York Magazine, NH1 News and More…

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

NH1 News (Concord, NH): Veteran Reporter Kevin Landrigan (@Klandrigan) will join the staff of this brand new channel that will cover New Hampshire news (@NH1News)(http://www.nh1.com) in mid-September. Also joining the NH1 news team in the near future is Anchor/Reporter Paul Mueller. Mueller comes from Bay News 9 in Tampa, Florida.

Travel + Leisure (New York, NY): Nathan Lump (@nathanlump) joins @TravlandLeisure as Editor.

Women’s Health (New York, NY): Amy Keller Laird (@amykellerlaird) will act as the interim Editor-in-Chief @WomensHealthMag for the foreseeable future.

New York Magazine (New York): Ben Williams (@bendwilliams) has been promoted to Digital Editor @NYMag.

The Washington Examiner (Washington, DC): Senior Editor Philip Klein (@philipaklein) was promoted to new Commentary Editor @dcexaminer.

Associated Press – Las Vegas Bureau (Las Vegas, NV): Kimberly Pierceall (@pierceall) is set to join @AP as a Gambling/Tourism Reporter from the Orange County Register beginning Sept. 22nd.

Chicago Magazine (Chicago, IL): Executive Digital Editor Jennifer Tanaka (@JenniferTanaka) is leaving the lifestyle magazine (@ChicagoMag) to join Northwestern University, as Director of Digital Communications. Digital Designer/Developer Luke Seemann (@bikesarefun) has been promoted to succeed Tanaka as Managing Editor, Digital. Web Editor Harry Sawyers has left and Senior Editor Emmet Sullivan (@emmetds) will replace him.

Los Angeles Daily News (Woodland Hills, CA): David Montero (@DaveMontero) joins @ladailynews as a local news Reporter. Montero was previously with @OCRegister.

Men’s Journal (New York, NY): Former Runner’s World Gear Editor Jeff Dengate (@dengaterade) is the new Senior Editor reviewing the latest gear. And Jason Diamond (@imjasondiamond) has become an Associate Editor @MensJournal. He will focus on web content.

Saveur Magazine (New York, NY): Former Fodor’s Travel Web Editor Erica Duecy (@ericaduecy) joins @SAVEURMAG as Digital Director.

Nylon Magazine (New York, NY): Busra Erkara (@Busra_Erkara) becomes Senior Editor of Pop Culture and Style Features @NylonMag. In addition, Mickey Stanley becomes Senior Editor overseeing Features on Culture and Style and Patty Martinez Adams (@pattyadams) is made Editor-at-Large. She will help with contributing features articles and celebrity covers.

CBS Newspath (New York, NY): Megan Alexander (@MeganAlexander1) joins @cbsnewspath as a Special Correspondent covering Thursday Night Football. She will also remain at Inside Edition.

ProPublica (New York, NY): Robert Faturechi (@RobertFaturechi) joins @ProPublica as a Campaign Finance Reporter.

Sporting News (Charlotte, NC): Former WOLO-TV Sports Anchor/Reporter Sara Jane Harris (@SaraJaneHarris) is now a Digital Host here (@SportingNews).

The Tennessean (Nashville, TN): Executive Editor Maria De Varenne has been promoted to News Director @Tennessean.

Bloomberg News (New York, NY): Cynthia Koons (@CynthiaLKoons) is the new Healthcare Reporter @BloombergNews.

The Huffington Post (New York, NY): Ben Walsh (@BenDWalsh) is a new Business Reporter @HuffingtonPost.

Frontiers Magazine (Los Angeles, CA): Drew Droege (@drewdroege) is set to join @frontiersmag as a Contributing Editor.

Eater (@EaterNY) (http://eater.com): Greg Morabito (@GregMorabito) has been named Engagement Editor. Morabito has been with Eater since 2011. In other news, Devra Ferst (@devraferst) has joined the online news site as an Associate Editor.  Previous, Ferst was a Contributor at Grub Street.

Harper’s Bazaar (New York, NY): Alexandra Tunell (@alexandratunell) has joined @harpersbazaarus as an Online Beauty Editor.

The Oregonian (Portland, OR): Keith Sharon (@KeithSharonOC) tackles the Sports Editor spot @Oregonian.

Detailed outlet and contact information is available at agility.prnewswire.com.

Click here view the complete listing of MEDIAware

Content We Love: How Non-Profits Can Use Owned and Paid Media to Spread Awareness

ContentWeLove

via Safe Kids Worldwide

via Safe Kids Worldwide

In the wake of the ALS Association’s Ice Bucket Challenge phenomenon, a lot of discussion has been centered on how more non-profit organizations can leverage digital communication to increase awareness of social issues. One of the most important parts of a non-profit’s communications strategy is to educate the general public about the importance of their cause with facts and information that will inspire action. Safe Kids Worldwide, a non-profit organization aimed at preventing childhood injury, demonstrates how the power of content  distribution can help spread awareness of a single message to the greatest audience possible in a press release titled, “Can We Change the Culture of Youth Sports?

Safe Kids Worldwide partnered with Johnson & Johnson to shed light on the dangerous behaviors and cultural expectations of child athletes that can result in severe injuries or in the worst case scenarios, death.  The release employs a mix of tactics to grab attention and get the point across effectively:

  • An infographic included in the press release highlights key findings from the survey in a concise and visually engaging way. Content needs to be delivered in all the formats that audiences prefer to consume information. Considering that mommy bloggers are a powerful source of influence on the web, this infographic is a great visual to accompany a potential story.
  • The headline uses a provocative question to capture attentions and a subhead provides supporting detail to hint at the findings of their survey
  • The lead paragraph omits the boilerplate language and instead begins with an alarming stat regarding the number of children who sustain a sports injury every year to immediately grab attention.
  • A call to action linking to the survey and infographic immediately after the first paragraph drives readers to the intended action to learn more about the seriousness of child sports injuries
  • Additional stats are listed separately to surface different story angles
  • Statements from the President and CEO of Safe Kids Worldwide, Kate Carr and NCAA’s former football coach Jack Crowe, emphasize the importance of the issue and offer journalists a highly credible source to quote in their stories
  • Bullet points and bold text with sports safety tips the eye toward the bottom of the release as well

Stats from the “Changing the Culture of Youth Sports” report as well as the executive quotes from the release were republished in major outlets including CBS News and USA Today. For other non-profit organizations who need help spreading awareness of their messages, Safe Kids Worldwide sets an example of how content can be formatted and shared in different ways to bring much needed attention to a cause. Congratulations to Safe Kids Worldwide on their efforts to prevent child injuries and on the success of their release!

ShannonAuthor Shannon Ramlochan is PR Newswire’s Content Marketing Coordinator.

Timeless Storytelling Tips from Former PR Newswire Features Editor Fred Ferguson

freddieEditor’s note:  The following piece is based upon an article published years ago by our then Features Editor, Fred Ferguson.  We were saddened to hear news this week of Fred’s passing.  A PR Newswire employee for more than 16 years, Fred left an indelible mark on the organization and instilled keen news sensibility in many of his colleagues.   In today’s age of content marketing, his advice on fashioning effective news pieces is more relevant and timely than ever.

A computer programmer develops a program to keep Internet pornography from the PC his son uses.

A retired schoolteacher produces a set of cards to teach his own children math and vocabulary faster.

And a dance teacher confined to a chair because of a broken leg creates a videotape teaching chair dancing.

These are the personal, dramatic stories that once hid in routine news releases, according to Fred Ferguson, the former manager of PR Newswire’s Feature News Service who passed away on August 22, 2014.

His advice, which encouraged organizations to incorporate feature news writing into their press releases and publicity campaigns, is still instructive today, and not just for PR pros penning press releases.  Marketers who want their content to resonate with audiences should pay heed to Ferguson’s words too.

“Organizations and companies who need publicity may get more exposure by doing a feature story rather than issuing a straight news releases,” said Ferguson, who was a longtime reporter, editor and executive with United Press International before joining PR Newswire.  “Unless you’re announcing something or have breaking news, tell your story in a feature that won’t bury the heart of it.”

Ferguson’s tips for creating a compelling feature story focused rigorously on putting the audience for the story first, and the brand second.

  • Hit editors with the story in the headline, which is all they see in selecting stories.
  • Tell the same story in first paragraph, which should never be cute, soft, a quote or a question. These leads obstruct getting to the story. People, editors included, don’t read deep;
  • Support the first paragraph with a second that backs it up and provides attribution. Bury the product and service name at the end of the second paragraph so it becomes less advertorial.
  • Try to keep all paragraphs under 30 words and to three lines. This curbs fulmination, is easier for editors to cut to fit available space, holds the reader’s attention and is attractive in most page layouts;
  • Do not excessively repeat the name of a product or service. Doing so is story desecration and the feature loses print and broadcast opportunities;
  • Forget superlatives. Forget techno babble. Forget buzz words. Tell why consumers care instead;
  • Never say anything is first or the best, express an opinion or make claims unless you directly attribute it to someone. Editors avoid anything not pinned to someone;
  • Avoid the self-serving laundry list of products or services. A better way to introduce a product or service is to have a spokesperson discussing it as a trend or advising how to use it;
  • Know that putting the corporate name in all capital letters violates style and will be rejected by many as advertorial and unsightly. Also beware trademark repetition.
  • Do not use the corporate identity statement. Instead, use the information throughout the story so that it will be used. If you must use the boilerplate, put it in note to editor so it won’t interfere with text.

Storytelling is all the rage today in marketing circles.  Fred knew the power of stories, and taught scores of communicators the ins and outs of storytelling.

Our thoughts are with Fred’s family and friends, and he has our everlasting thanks for his sharing of his knowledge and enthusiasm with his cohorts, cronies, colleagues and clients.

Striking Out ALS, One Ice Bucket at a Time

If you have logged into Facebook over the last couple of weeks, you most likely witnessed many of your peers dousing themselves in ice water in the name of charity. At the time of writing on August 22nd, this grassroots campaign known as The ALS Ice Bucket Challenge had raised $41.8 million dollars in donations for the ALS Association. As of August 26, the campaign has accumulated a whopping $88.5 million dollars total from existing donors and 1.9 million new donors.

The enormous surge in donations for what was once a largely overlooked cause is in part due to elevated exposure from celebrities, political figures and corporate executives worldwide. What is even more amazing is that the ALS Association had not planned this massive fundraising initiative. So how did the Ice Bucket Challenge campaign work and what did the ALS Association do right in order to capitalize on these past few weeks?

The story behind the Ice Bucket Challenge

The social explosion  began when former college baseball player Pete Frates, whose career in sports ended when he was diagnosed with ALS in 2012, posted a video to Facebook on July 31st calling on friends and public figures to take the Ice Bucket Challenge in an effort raise awareness and donations toward research for the disease.  A short 3 weeks later, the ALS Association has experienced an exponential increase in donations –  $88.5 million vs $2.5 million raised during the same period last year (July 29 – August 26).

The significance of the Ice Bucket Challenge

Communicators who are unsure of how to tell their corporate social responsibility stories more effectively can learn a few lessons from the ALS Association and the Ice Bucket Challenge. It’s no secret that many mistake corporate-charity partnerships as a shameless effort by for-profit businesses to generate positive publicity. What many fail to realize is illnesses that affect a smaller group of people tend to have smaller initiatives and fundraising efforts surrounding them. Therefore, the organizations dedicated to fighting these rarer illnesses have to use every opportunity they can to get the same attention that more common illnesses do.

If you haven’t already donated to #StrikeOutALS, follow the link to donate now: http://prn.to/IceBucketChallenge

Lessons for communicators

Here are the key takeaways from the Ice Bucket Challenge that communicators should make note of:

1. Use positivity to tell a powerful and emotionally compelling story

The effects of ALS are devastating and there is no known cure, but the Ice Bucket Challenge shed light on the issue by combining humor and compassion to get people to pay attention. ALS patient Anthony Carbajal recently made headlines for his Ice Bucket Challenge video, which told the emotional personal story of being diagnosed with the disease at age 26 and how its hereditary nature has affected his family for generations.

With regards to the previous lack of attention surrounding ALS, Carbajal said, “Nobody wants to see a depressing person that’s dying and has two to five years to live. They don’t want to talk about it, they don’t want their day ruined.” Carbajal sums up a heartbreaking reality for many people and organizations who are trying to raise awareness for certain causes, and illustrates why the Ice Bucket Challenge is so important.

2. Know your social audience and what platforms will work best

One of the biggest reasons why this grassroots campaign proved so successful was the social media component. Most of the videos were housed and shared on Facebook, and there are several reasons why this was the best social channel to showcase the ice bucket challenge.

  • First, Facebook’s auto-play video platform meant that users scrolling through their newsfeeds didn’t even have to hit the play button to view the Ice Bucket Challenge videos that were shared, a key feature for grabbing attentions and piquing viewer interests.
  • Secondly, even though Twitter’s Vine videos also contain an auto-play feature, Facebook videos have no time limit. Challengers were able to nominate as many people as they wanted without having to race against the clock, proving that elongated content formats are still quite relevant.
  • Finally, when nominees were tagged in the videos, it appeared on their respective profiles seeding further awareness among their network of friends and family.

However, relying on social channels to power the campaign leaves important publicity on the table.  Even though the Ice Bucket campaign developed organically on social media and amassed an astonishing amount of media attention, the ALS Association has also capitalized on the visibility generated online, using paid distribution via press releases to continue seeding awareness around the issue and supplying the media with newsworthy information and data points such as the growing number of donations the organization has received thus far.

PR Newswire’s Support of ALS

Congratulations to our client, the ALS Association, on their tremendous success these past few weeks. As this campaign has spread like wildfire, PR Newswire employees from across the country stepped up to the challenge including Ken Wincko, SVP of Marketing, who graciously accepted the nomination from our friends at CommPro.biz. We’re proud to support such a worthy cause and be part of the fight to help strike out ALS!

For more on how the ALS Association turned a grassroots effort into a fundraising machine, read “The 3 Tactical Elements That Made the “Ice Bucket Challenge” a Viral Success”: http://prn.to/1vNqNhK

Co-authored by: 

ShannonShannon Ramlochan, PR Newswire’s Content Marketing Coordinator

 

 

Danielle croppedDanielle Ferris is a member of PR Newswire’s marketing team.