Category Archives: Public Relations

Content We Love: 60 Years of PR Stories


60th anniversary ARC

Click here to view the complete ARC

Storytelling has existed since humans first walked the earth, but the ways in which stories are conveyed have continuously advanced. Following the birth of wire distribution 60 years ago, technology, media, and the industry have evolved so rapidly that stories can reach global audiences across multiple channels in an instant.  But with this opportunity also comes a new challenge: communicators must make their stories stand out from the millions of others being shared across traditional, digital, social and mobile channels.

Our latest ARC campaign, “PR Newswire Celebrates 60 Years of Storytelling,” features original content from our clients offering best practices, case studies, and astute observations on the current state of media  and tips on how to prepare for the future. Some highlights include:

  • PR today is measureable. As discussed by Zach Burrus of Shift Communications, measuring campaigns is still a challenge for many, but today’s PR practitioners have a wealth of granular data readily available to them through standard platforms such as social media and Google analytics.
  • Middle America is quickly rising as the new home for top PR talent. In the blog post by Rebecca Lunna of Exponent PR,PR pros are creative individuals, and the rising local art scene in the Midwest as well as the presence of Fortune 500 companies scattered across the region speaks to the great potential of Middle America as central hub for innovation
  • The future of PR lies in human interaction. Allyssa Kennedy of Crossroads makes the case that technology has lessened the need for face-to-face communication. However, great PR is focused on building relationships, which cannot be truly genuine unless we move away from screen based interactions.

As we celebrate the 60th anniversary of PR Newswire, our focus remains on the future of communications and how we can continue to support our industry peers in staying ahead of the curve. Click here to view the ARC and read thought leadership pieces from companies including:

  • 5WPR
  • Bellmont PR
  • Crossroads
  • Exponent
  • McCormick Foundation
  • Inkhouse
  • JCPR
  • J Cutler Media Group
  • Shift Communications
  • Steve Cadigan
  • PSNG

The ARC will continue to be updated throughout the remainder of the year with additional success stories and insights from PR Newswire clients. If you are a PR Newswire client interested in sharing your story, please email

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

MEDIA News: Media Moves at: National Journal, The Washington Post, Politico and More… 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.

National Journal (Washington, DC):Emily Schultheis (@emilyrs) signs on as a Political Reporter. Alexia Campbell (@AlexiaCampbell) is the new Investigative Reporter. Rachel Roubein (@rachel_jenn) is a new Reporter. Alex Laughlin (@alexlaughs) is a Social Media Reporter. Zach Cohen (@Zachary_Cohen) joins on as a Web Producer. (New York, NY): Rich Barbieri (@richbarbieri) has been promoted to Managing Editor from Deputy Managing Editor here (@cnnmoney). And former Bloomberg TV Reporter @Cristina Alesci is now a Correspondent.@CNNMoney.

The Philadelphia Inquirer (Philadelphia, PA): Co-Owner Lewis Katz passed away recently and we send out our condolences. Ex-Star-Ledger Reporter Jason Grant (@JasonBarrGrant) joins @PhillyInquirer as the City Hall Reporter.

The Washington Post (Washington, DC): Former Salon Editor Kerry Lauerman (@KerryLauerman) is joining in July as a Senior Editor of Mobile Products. Alex Prewitt (@alex_prewitt) is a new Hockey Reporter @PostSports covering the Washington Capitals and the National Hockey League. And Roman Stubbs (@romanstubbs) tackles Maryland’s Sports as the new High School Sports Reporter.

Town & Country (New York, NY): Mary Kaye Schilling (@mks10009) joins @TandCmag as Deputy Editor. Also joining the publication as Architecture and Design Editor is Pilar Viladas. And lastly, the magazine promotes Stellene Volandes (@therealstellene) from Style Director to Executive Style Editor.

Politico (Arlington, VA): Daniel Lippman (@DLippman) has been hired as a Researcher and Reporter @Politico.

POLITICO Pro Politico Pro (Arlington, VA): Arthur Allen (@ArthurAllen202) has been hired as the Editor of the eHealth team (@Morning_eHealth) and Ashley Gold (@ashleyrgold) joins the eHealth team as a Reporter.

Food & Wine (New York, NY): Ben Mims (@benbmims) joins @foodandwine as an Associate Food Editor.

The New York Times (New York, NY): Jenna Wortham (@jennydeluxe) has joined the Sunday Business section full time @nytimes. She will focus on features and more in-depth reporting.

The New York Times – Washington Bureau (Washington, DC): Aaron Kessler (@akesslerdc) joins the D.C. Bureau @nytimes as an Automotive Industry Reporter.

NBC News (New York, NY): Perry Bacon Jr. (@perrybaconjr) is a new Senior Political Reporter @NBCNews.

The Wall Street Journal (New York, NY): Prabha Natarajan (@prabhanatarajan) has replaced Meredith D’Agnolo as Head of the Online Night Crew @WSJ.

Entertainment Weekly (New York, NY): The Atlantic’s Associate Entertainment Editor Ashley Fetters (@AshleyFetters) is joining @EW later this month as a News Editor.

The Detroit News (Detroit, MI): Greg Tasker (@GTasker_dn) has been named the Entertainment Editor @DetroitNews.

Government Executive (Washington, DC): Michael Grass (@mgrass) is a new Senior Editor @GovExec.

Dallas Business Journal (Dallas, TX): Paul O’Donnell has been named Editor @DallasBizNews.

Houston Business Journal (Houston, TX): Joe Martin (@HBJMartin) has joined @HOUBizJournal as a Health Care & Technology Reporter.

Fortune Magazine (New York, NY): Former Editor-at-Large Bethany McLean (@bethanymac12) has returned to @FortuneMagazine as a Columnist.

CNN International (Atlanta, GA): Tom Sater has been promoted to full-time Meteorologist @cnni. (New York, NY): April Walloga (@AprilWalloga) joins @xoVain as Managing Editor. (@PoliticsPA): Nick Field (@nick_field90) is the new Managing Editor.

Nextgov (Washington, DC): Camille Tuutti (@camilletuutti) is the new Executive Editor @Nextgov.

On Wall Street (New York, NY): Ralph Ortega (@RalphOrtega) is the new Editor-in-Chief @onwallstreet.

Columbia Daily Tribune (Columbia, MO): Alicia Stice (@AliciaStice) has been hired as a Business Reporter @columbiatribune.

The Marysville Globe (Marysville, WA): Steven Powell is the new Editor @globereporter1.

ProPublica: Cezary Podkul (@Cezary) is a new Finance Reporter @ProPublica.

The Richmond County Daily Journal (Rockingham, NC): Corey Friedman is the new Editor @RC_DailyJournal.

Univision – Noticias 23 – WLTV-TV (Miami, FL): Interim News Director Daniel Morcate (@dmorca) became the News Director @Univision23.

Univision – Noticias 45 – KXLN-TV (Houston, TX): Victoria Acosta Rubio has joined this Univision affiliate (@Univision_45) as a News Reporter.

Refinery29 ( Bari Lieberman (@BariLieberman) is the new Fitness and Wellness Editor.

Redbook (New York, NY): Marla Horenbein (@MarlaHorenbein) is now the Assistant Fashion Editor at the outlet.

Yahoo! (@Yahoo): Britt Aboutaleb is the new Managing Editor for Yahoo! Beauty.

Los Angeles Times (Los Angeles, CA): The Times (@latimes) welcomes Carolina Miranda (@cmonstah) as the head Writer on a new blog called “Culture: High and Low”.

VentureBeat (San Francisco, CA): Mark Sullivan (@thesullivan) joins @Venturebeat as a Writer covering mobile and health technology.

PR Newswire’s Audience Research Department provides daily updates on Twitter (

Detailed outlet and contact information is available at

Content We Love: Harley Davidson Gears Up for Father’s Day


Many people look to their social media newsfeeds as a source for current events, useful lifestyle tips, or amusement, but the thousands of daily visitors to  might also agree that perusing the latest press releases is another great way to find interesting and entertaining news. PR pros are naturally creative people and more of them are seeing the value of press releases as stories themselves. Instead of snooze-worthy, dry language, press release writers are utilizing their creative juices to write interesting, informative, and sometimes flat out hysterical stories.

One such story I came across is from a press release by Harley Davidson titled, “Survey Of U.S. Dads Reveals: 32 Percent Forgotten On Father’s Day; 53 Percent Would Return Gifts; And One Even Received A Santa Necktie.” From top to bottom, I came across a handful of new school tactics in this text-only release which immediately convinced me to highlight this piece as the subject of “Content We Love.”

  • A striking headline with interesting stats and a humorous story angle is inviting to read.
  • A timely, seasonal news hook that ties into Father’s Day is a clever way for Harley Davidson to join the conversation. While flowers, balloons, and jewelry are typical choices for making mom happy on Mother’s Day, gift options for dad are far less obvious.
  • Bullet points and bold text break down survey results and highlight key information in an easy-to-read format. Depending on the outlet, these can also serve as different story angles the writer might want to take.
  • Writing that is enjoyable to read. I sat at my desk audibly laughing at the survey responses asking dads about their worst Father’s Day gift experiences. One of my favorites: “a painted rock.” The point is, even though press releases are company generated news and a representation of your brand, they shouldn’t be boring! Every piece of content your company produces should intend to engage your audience and show them that you are the solution to their problem. Data, images, and humor are all ways to accomplish this.
  • Information that is helpful to the audience. This press release caters to the sons and daughters in search of great gift ideas for their dads, as well as the dads who are hoping to upgrade from a disappointment. Harley Davidson puts the focus of the conversation around satisfying the needs of their audience instead of their own brands and products.

Even though I loved the story angle and writing of this release, an accompanying infographic of the survey results or photo of a major gift fail could have elevated it even further for social sharing and media pick up.  Target sites like and  covered this story and used Harley Davidson’s logo to add a visually stimulating element to the piece. Regardless of this missing component, Harley Davidson did a great job writing this release and making Father’s Day a happy occasion again!

ShannonAuthor Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire. 

MEDIA News: Media Moves at: National Post, MoneySense, Inc., CNN and More… 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.

National Post National Post (Toronto, ON): Anne Marie Owens was named Publisher where she becomes the first woman Publisher @nationalpost.

MoneySense MoneySense (Toronto, ON): Duncan Hood (@DuncanHood_) is the new Editor-in-Chief @MoneySenseMag. And Former Editor-in-Chief Jonathan Chevreau (@JonChevreau) is now an Editor-at-Large.

Inc. INC. (New York, NY): CEO of Dell Michael Dell (@MichaelDell), Thomas Goetz (@tgoetz), Former Executive Editor of Wire Magazine and Michelle Manafy (@michellemanafy) Editorial Director, Online Publishers Association have been named as Columnists @INC.

CNN CNN (Washington, DC): Mark Preston (@prestoncnn) ( has been promoted to Executive Editor of Politics @cnn.

New York Daily News New York Daily News (New York, NY): Meredith Engel (@MeredithEngel) ( has joined the paper as a Digital Health Reporter.

MORE Magazine More Magazine (New York, NY): Former Ladies Home Journal Entertainment Director Susan Pocharski ( has taken over the same role @MoreMag.

Real Simple Magazine Real Simple Magazine (New York, NY): Laura Schocker (@lschocker) ( has become the new Online Executive Editor. She comes from the Huffington Post where she was Executive Editor of the Healthy Living section.

Women's Health Women’s Health (New York, NY): Gretchen Smelter ( has been named Creative Director. She most recently served as Design Director at House Beautiful.

The Boston Globe The Boston Globe (Boston, MA): Current Sports Editor for Athens Banner-Herald Rachel Bowers (@RachelGBowers), has been hired as the new Sports Online Producer and will begins June 16th.

U.S. News U.S. News & World Report (Washinton, D.C): Kristine Crane (@CraneKristine) ( is a new Health Reporter @USNews. She will focus on patient advice and health tips.

Gizmodo Gizmodo (@Gizmodo) ( Brian Barrett (@BrBarrett) ( is now the Editor-in-Chief @Gizmodo.

Gawker Gawker (@Gawker) ( Allie Jones (@AllieRileyJones) is now a News and Politics Reporter at the outlet.

The Switch The Switch – The Washington Post (Washington, DC): Nancy Scola (@nancyscola) is joining this Tech Blog produced by The Washington Post (@theswitch) at the end of June.

HLN HLN (Head Line News) (Atlanta, GA): Mr. Ali Nejad ( is the new L.A.-based Correspondent for HLN (@hlntv). He arrives from ESPN.

Fox News Fox News Channel (New York, NY): Actress Stacey Dash (@REALStaceyDash) is now a Contributor at (@FoxNews).

Who What Wear Who What Wear (@WhoWhatWear) ( Faith Xue is the newest Senior Editor at the celebrity fashion site.

FierceCable FierceCable (Washington, DC): Daniel Frankel ( is the new Editor @FierceCable.

PolicyMic PolicyMic (@PolicyMic): Bryan Graham (@BryanAGraham)( is the new Sports Editor.

Bustle Bustle (Brooklyn, NY): Kara McGrath (@diosmioitskara) is the new Fashion & Beauty Editor @bustle.

jose diaz-balart MSNBC (New York, NY): Telemundo Anchor Jose Díaz-Balart (@jdbalart) takes on double duty by Anchoring @msnbc mid-mornings starting in the middle of June.

Miami Heraldel Nuevo Herald The Miami Herald/el Nuevo Herald (Miami, FL): Alexandra Villoch is now the Publisher @MiamiHerald and @elnuevoherald.

ESPNUpstate ESPN Upstate (Greenville, SC): ESPN Upstate has promoted Mark Hendrix ( to Program Director and Bob McLain ( to Operations Manager.

The Modesto Bee The Modesto Bee (Modesto, CA): Ken Riddick has been named President & Publisher of @modbee.

smdp Santa Monica Daily Press (Santa Monica, CA): Matthew Hall ( was named Editor of @smdailypress.

Texarkana Gazette Texarkana Gazette (Texarkana. TX): Kirk Blair ( has been promoted to General Manager @TxkGazette.

PR Newswire’s Audience Research Department provides daily updates on Twitter (

Detailed outlet and contact information is available at

Reality Check: Meeker’s Internet Trends Report & Notes for Communicators

Almost 20% of press release views on PR Newswire's web site  originate on a mobile device.

Almost 20% of press release views on PR Newswire’s web site originate on a mobile device.

Summary:  Mary Meeker’s most recent presentation on internet trends (given yesterday at the Re/Code Code Conference) emphasized the powerful growth of the mobile web. In this post we summarize key points from Meeker’s discussion in terms of impact for marketing and PR pros. 

As we approach the mid-year point for 2014, it’s worth taking a minute to consider trends in internet usage as we develop our PR and content marketing plans for the upcoming months.   Internet sage Mary Meeker gave a wide ranging view of internet trends yesterday at Re/Code’s Code Conference, and within her data are some findings that demand communicators’ attention.

The mobile web gathers strength

Growth in use of mobile devices – and thus, mobile internet use – is still extremely strong worldwide, but with just 30% of mobile users using smartphones, a lot of upside remains, which means the mobile web will only grow more pervasive – and important – in the months and years to come.

Even more stunning is the spectacular growth rate of tablet sales, which are growing far more quickly than PCs or laptops ever did.  The portability and intuitive design of tablets are fueling the demand for these devices.

The net effect of these trends in hardware sales is pretty profound: more and more individuals are accessing web-based content from smart phones and tablets. Meeker reported that 25% of web traffic originates from mobile devices today, up from 14% a year ago.

Changes in audience behavior

However, folks are not simply laying laptops aside and picking up their phablets instead.  Mobile devices have ushered in new behaviors, enabling people to use time on a train platform, bus or grocery store checkout line to continue following the news stories, researching the products or engaging in the conversations they were having at their desks. Certainly, there’s more competition for attention than ever, however, audiences are devoting hours of their days to online information and interaction, offering marketers new opportunities to connect.

Imperatives for communicators

Ensuring your organizations’ communications are clear and render well across a range of mobile devices is of indisputable importance today.  Rest assured, your audiences are reading your brand’s blog posts, perusing press releases and viewing videos from their phones and tablets. If the content your organization has published isn’t mobile friendly, audiences will go find content that is, taking with them valuable opportunities for your brand to inform, engage and connect with them.   Here’s a simple checklist to help ensure the content your brand is creating will resonate on the mobile web:

  • Use short, tight headlines (100 characters or so) to capture fast-moving reader attention.
  • When selecting visuals, be sure to use some that are simple and render well on small screens.  I.e. in addition to a large infographic, also include a snippet highlighting a key fact that will be easy to read on a smaller screen.
  • Have a chat with your vendors about their mobile capabilities. PR Newswire’s MediaRoom product, for example, is designed to deliver a consistent user experience for web site visitors, whether or not the client web site employs responsive design.  For sites that aren’t responsive, we’ll create a mobile-optimized MediaRoom, ensuring your PR content is usable on mobile devices (even if the brand web site isn’t.)

“Even if your organization’s website is not optimized for mobile or responsively designed, you still have options for creating an online newsroom that provides your growing mobile visitor audience with the best possible user experience,” noted Chris Antoline, our director of customer engagement and an expert in developing online press rooms.

  • Edit large files.  Create shorter (a minute or two) video clips, pull out excerpts from white papers, and break long PDFs into pieces to make it easy for mobile users to get to specific information.

So the next time you plan a campaign, think about your mobile audiences, and build content that works for them, too.  And don’t forget to include a discussion of reaching mobile audience when talking to various vendors, such as design firms, email providers or commercial newswire services, and when you prepare your 2015 budgets.  Developing communications that resonate with mobile audiences is fast becoming a cornerstone of successful communication strategies.

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

MEDIA News: Media Moves at Inc., The Huffington Post, Money and More… 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.

Inc. Inc. Magazine (New York, NY): Thomas Goetz (@tgoetz) joins @inc as a Columnist. Also joining the publication as a Columnist is Michelle Manafy (@michellemanafy) and Maria Aspan (@mariaaspan) is now a Senior Editor.

Huffington Post The Huffington Post (@HuffingtonPost): Kate Palmer (@KatePalms) has been promoted to Managing Editor.

Money Magazine Money Magazine (New York, NY): Laura Goldstein joins @Money as Digital Deputy Editor.

Capital Business Capital Business (Washington, DC): Washington Post Business Reporter Amrita Jayakumar (@ajbombay) switches to The Washington Post Business publication (@CapitalBiz).

Fortune Magazine Fortune Magazine (New York, NY): Ben Geier (@ben_geier) has joined the team as an Online Breaking News Reporter. Also joining @FortuneMagazine as a Breaking News Reporter is Laura Lorenzetti (@lauralorenzetti).

Business Insider Business Insider (New York, NY): Colin Campbell (@BKColin) joins @BusinessInsider as a Politics Reporter.

Chicago Tribune Chicago Tribune (Chicago, IL): The daily (@chicagotribune) has announced several changes. Mike Kellams (@MikeKellams) has been named Associate Managing Editor/Business from serving in the Sports department. Joe Knowles (@jknowles31) will assume Kellams’ position as Associate Managing Editor/Sports. Associate Managing Editor/Business Michael Lev (@MichaelLev) has joined the Trib’s editorial board.

The New York Times The New York Times (New York, NY): Media Industry Reporter Emily Steel (@emilysteel) is set to join the paper June 16. She comes from the Financial Times where she served as a U.S. Media and Marketing Correspondent.

The New York Times – Atlanta Bureau (Atlanta, GA): Southern Bureau Chief Kim Severson has switched roles to Food Correspondent.

REDBOOK Redbook (New York, NY): Executive Editor Meredith Rollins has been named Interim Editor-in-Chief @redbookmag. Rollins will hold the position until a new EIC is found. She replaces Jill Herzig who now becomes Editor-in-Chief of Dr. Oz’s The Good Life Magazine.

ELLE Magazine (US) Elle Magazine (New York, NY): Rebecca Traister (@rtraister) of The New Republic joins @ElleMagazine as a Contributing Editor. She will remain @TNR as well. In addition, Amanda Fortini (@amandafortini) will also come aboard the publication as a Contributing Editor.

T Magazine T: The New York Times Style Magazine (New York, NY): Minju Pak has been tapped as the new Assistant Managing Editor @tmagazine.

Fusion Fusion (Doral, FL): Margarita Noriega (@margafret), has been named Director of Social Media @ThisisFusion.

Morning Consult Morning Consult (Internet): Tim Homan (@timothyrhoman) is the new Financial News Editor @MorningConsult.

The Upshot The Upshot (Washington, DC): Margot Sanger-Katz (@sangerkatz) is the new Healthcare Correspondent at this New York Times political policy website (@UpshotNYT).

Seattle Met Magazine Seattle Met (Seattle, WA): Senior Editor James Ross Gardner (@jamesrgardner) has been named the next Editor-in-Chief for the magazine (@SeattleMet).

SAVEUR Saveur (New York, NY): Mari Uyehara (@MariUyehara) is now a Senior Editor.

Mashable Mashable (@Mashable): Louise Roug will be the Global News Editor at the outlet. Sandra Gonzalez (@TheSandraG) is joining as a Senior Television Writer.

PHX Business Journal Phoenix Business Journal (Phoennix, AZ): Ray Schey has joined (@phxbizjournal) as Publisher from the Milwaukee Business Journal (@BizJournalMKE) where he served as Director of Advertising.

New Haven Register New Haven Register (New Haven, CT): Former intern Kristin Stoller (@KristinStoller) has joined the Breaking News team at the paper as a Reporter

OPERA NEWS Opera News (New York, NY): Diane Silberstein (@DSilbersteinNYC) is the new Publisher @OPERANEWS.

Tampa Bay Times Tampa Bay Times (St. Petersburg, FL): Sports scribe Joe Smith (@TBTimes_JSmith) has been promoted to Tampa Bay Lightning Hockey Reporter. And Matt Baker (@MBakerTBTimes) has joined the Times (@tb_times) sports team as a Reporter.

The Washington Times The Washington Times (Washington, DC): Marc Lancaster (@MarcLancaster) takes the reins as Sports Editor.

knoxnews The Knoxville News-Sentinel (Knoxville, TN): Steve Trosky (@strosky) is the new Assistant Sports Editor of the @knoxnews.

Rita Cosby WABC-AM (New York, NY): Rita Cosby (@RitaCosby) is now Host of the 5:00-6:00 p.m. “The Ride Home Show” alongside Host Pat Kiernan at (77WABCradiO).

Petoskey News-Review The Petoskey News-Review (Petoskey, MI): Rachel Brougham (@RachelBrougham) is the new Assistant Editor at Petoskey News-Review (@PetoskeyNews).

MEDIAware’s full weekly version can be found at:

PR Newswire’s Audience Research Department provides daily updates on Twitter (

Detailed outlet and contact information is available at

10 Tips for Developing Your Organization’s Visual Strategy

A look at the data around use of visuals by public relations professionals tells a few different stories.  On the one hand, use of visuals in press releases has increased steadily over the last few years, and the majority of communicators (76%, to be exact) surveyed about multimedia use in PR indicated they plan to increase usage.  That said, the great majority of press releases issued by PRNewswire are text-only, with no visual elements.

MediaStudio-Visual-Storytelling At the same time, data around the effectiveness of visuals is incontrovertible. Press releases with more visual elements garner more views. Search engines and social networks reward visual content, which is one reason why messages that contain a visual element get more views.  But there’s more to the story than just more eyeballs.

Content with visuals also generates better engagement among the audience, arresting their attention and keeping them on the page longer – especially in the case of video. This helps brands build affinity, and encourage important following actions by the audience is engaged with the messages. An additional benefit – when audiences spend more time on your web site, and interact with the content there, it sends a powerful and positive signal to search engines, indicating that the your web site content is valuable.  This contributes positively to search rank.

The case for using visuals in press releases, content marketing and other digital communications is clear, but for many organizations, doing this is easier said than done.  According to the PR and marketing pros responding to our survey, budget isn’t the primary constraint when it comes to producing multimedia messaging.  The principal challenges are time and resources.

The demand for content across the board puts high demands on an organization’s resources.  In-house designers have high workloads and external designers carry high-prices.  Developing compelling visual content also takes time, which can be problematic when a fast-moving team is developing a campaign.

  1. Getting organizedSo how can your organization get ahead of the curve when it comes to employing visuals in your messaging?  A great way to get started is to simply organize your brand’s visual assets, and centralize their storage.  If you’re a PR Newswire customer, you have free access to Media Studio, where you can upload, store and organize images and videos in a secure environment for future use.
  2. Gathering content – getting it out of hard drives, off the intranet and  downloaded from social channels – and consolidating it for easy use by all of your communications teams will help your brand immediately improve communications effectiveness.  Additionally, your organization will realize more value from the content it has produced and teams will save time.
  3. Developing galleries of go-to visuals, such as logos and executive head shots that are ready to go for breaking news and crisis situations as well as for ongoing, regularly scheduled communications.   Pro tip: while you’re collecting those head shots, update the bios too, adding links to published articles, active social presences, slide presentations, etc.
  4. If your company does webinars, check with your webinar provider. You may be able to easily extract elements of a recorded webinar and turn them into the video.
  5. Mine the presentations your employees create for sales meetings and external presentations, for new story lines and fresh content.
  6. Be sure to have screenshots of any web-based services or customer portals created and stored.  Bonus points will be awarded for video demos or walk-throughs.
  7. Infographics do not have to be complex, lengthy affairs. A single data point turned into a colorful graph can be just as compelling as a longer form graphic.
  8. Conversely, if you do produce a long form infographic, be sure to have your designer create stand-alone images of key points.  Large infographics don’t render well on every platform.  A single, highly visual point can also drive attention to your message.
  9. Don’t despair if you don’t have a bevy of great research data with which to build an infographics. Processes, decision trees, and building blocks type learning scenarios also make great fodder for infographics.
  10. Mine white papers and research reports, as well as market research done by product teams, for trends and data that can be turned into simple graphics.  Don’t forget to look into interviewing customers quoted in papers, researchers and others associated with the content – videos add new perspective and can humanize a data-rich story.

So if you’re among the majority of communicators who want to utilize more visuals in campaigns, but are challenged by constraints on your time and resources, start by organizing – and then utilizing – the visuals you have.  Be sure to tally your results and benchmark progress – that data will help you make the case to secure more budget for content development in the future.

And if you’re a PR Newswire client that uses the Online Member Center, learn more about Media Studio here.  This great tool provides you a place to upload, store and organize your visual assets. It’s  available to you now … and it’s free! 

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

MEDIA News: Media Moves at Sacramento Bee, The New York Times, The Washington Post and More… 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 Sacramento BeeSacramento Bee (Sacramento, CA): Claudia Buck was promoted from Assistant Business Editor to Business Editor here (@sacbee_news) after Jerry Eagan retired.

The New York Times The New York Times (New York, NY): Executive Editor Jill Abramson has unexpectedly left the paper (@nytimes). She will be replaced by Managing Editor Dean Baquet (@deanbaquet).

Washington Post The Washington Post (Washington, DC): David Malitz (@malitzd) and Mitch Rubin ( are the new Deputy Features Editors @washingtonpost.

Cosmopolitan Cosmopolitan (New York, NY): Leslie Yazel (@lyazel) will become Executive Editor of @Cosmopolitan later this month.

Fortune Magazine Fortune (New York, NY): Tom Huddleston (@TJHuddle) has joined @FortuneMagazine as a Breaking News Reporter.

Janet Hundley WTMJ-TV (Milwaukee, WI): Janet Hundley (@JanetHundley) has been named News Director @TMJ4 from Assistant News Director @ABC7Chicago.

Esquire Magazine Esquire (New York, NY): Jennings Brown (@tjenningsbrown) joins @Esquiremag as Associate Editor. TIME Magazine (New York, NY): Mackenzie Yang has been promoted to Editorial Technology Coordinator @Time. Also joining, Arlene Chang (@changarlene) is set to become International Homepage Editor at And Siobhan O’Connor (@SiobhanNYC) is the new Editorial Director of Health.

People StyleWatch People StyleWatch (New York, NY): Leah Ginsberg, who was brought on in November 2013 as Managing Editor, has been promoted to Executive Editor @StyleWatchMag. In addition, Kristen Maxwell (@kristenmax) was promoted from Senior Editor to Deputy Editor.

VANITY FAIR Vanity Fair (New York, NY): Katherine Goldstein (@KGeee) joins @VanityFair as Online Editor.  She is to begin at the magazine on June 9..

Dr. Oz THE GOOD LIFE Dr. Oz The Good Life (New York, NY): Jill Herzig is joining the outlet as the new Editor-in-Chief.

refinery29 Refinery29 (@Refinery29): Kelley Carter (@IAmKelleyCarter) is now the Lifestyle Editor @Refinery29.

E! NewsE! News (Los Angeles, CA): Jennifer Lavin has been promoted to Executive Producer and Melanie Bromley to Chief News Correspondent @Enews.

Mother Jones Mother Jones (San Francisco, CA): Shane Bauer (@shane_bauer) joins the staff of @MotherJones as a Reporter covering human rights. ( The online team of @Variety welcomes Laura Prudom (@/LauInLA) as a News Editor.

Hollywood Reporter The Hollywood Reporter (Los Angeles, CA): Jeanie Pyun has been promoted from Features Director to Deputy Editor. Alison Brower will be returning to @THR next month as Deputy Editorial Director.

Indianapolis Star The Indianapolis Star (Indianapolis, IN): Ronnie Ramos (@RonnieRamos) has been promoted to Managing Director, Digital & Sports @indystar. He will manage sports and digital operations, including photos, videos and graphics.

Chicago Sun-Times Chicago (Chicago, IL): Zach Finken has joined the Tribune Content Agency as an Associate Editor after serving as an Assistant Managing Editor and Copy Editor (@SunTimes).

HLN HLN (Head Line News) (Atlanta, GA): Rashan Ali is a new Sports Correspondent for “Weekend Express on HLN (@hlntv).”

FOX Sports 1 Fox Sports 1 (Charlotte, NC): Kaitlyn Vincie (@kaitlynvincie) has re-signed @FOXSports1 as a Motorsports Reporter. Meanwhile, Lindsey Thiry (@LindseyThiry) is a new Sports Reporter who will be based in Los Angeles.

Quartz Quartz (New York, NY): Annalisa Merelli (@missanabeem) is a new Reporter. Dan Frommer (@fromedome) signs on as the Technology Editor. And Matt Phillips (@MatthewPhillips) was promoted to Markets & Finance Editor.

National Journal National Journal (Washington, DC): Michelle Cottle (@mcottle) joins the team as a Senior Writer and Nora Caplan-Bricker (@NCaplanBricker) signs on as a new Correpondent

Maxim Magazine Maxim (New York, NY): Former Men’s Health Associate Editor Matt Berical (@MattBerical) is the new Senior Editor @MaximMag.

The Reading Eagle Reading Eagle (Reading, PA): Business Editor Karen Miller has retired.

Azteca Azteca (New York,NY): Azteca America has decided to change its name and is now known as Azteca (@tvaztecaoficia)

Telemundo Telemundo Network (Hialeah,FL): Luis Silberwasser has been named President of Telemundo Network (@Telemundo). He will take over operations in August 2014.

MEDIAware’s full weekly version can be found at:

PR Newswire’s Audience Research Department provides daily updates on Twitter (

Detailed outlet and contact information is available at

Content We Love: A Lesson in Education Reform and Press Release Writing


Click here to view the entire press release

Click here to view the entire press release

As public relations evolves from a segmented business practice into an integral tactic of marketing and sales strategies, press releases have advanced as a tool to support these new relationships. In a recent announcement titled, “BBVA Compass economists say U.S. should adopt national curriculum in education overhaul,” economic research company BBVA Compass aptly demonstrates what a modern day press release that gets results should look like; one that is written and formatted in a way that creates several opportunities for the audience to engage and interact with their content in order to drive ongoing visibility for their message and establish trust with the organization.

A hard hitting headline and lead instantly presents the story angle and demands attention. Education reform continues to be a hotly debated topic in the United States, and BBVA seizes the opportunity to share their expertise. They have immediately provided a strong story angle for journalists to cover and earn media attention for their cause.

Visuals explain a complex issue in an understandable and emotionally engaging way. In the embedded YouTube video, BBVA Compass economist, Kim Fraser, exercises her thought-leadership on the issue while bringing sincerity and humanity to the message.  Its hi-res quality makes it readily available for broadcast media pick up, while allowing the message to extend to all social media channels where audiences are engaging mostly with visual content.

A call to action in first paragraph quickly leads to reader towards the intended goal of the message, which is to showcase the findings of a study that sheds light on the current challenges of the public education system while establishing BBVA as a trusted source of economic research.

Finally, the release provides an additional opportunity for engagement by inviting interested audiences to a web conference and Q&A session, further driving the discoverability of BBVA Compass in search results and credibility of the organization among the public.

BBVA Compass showcases the dynamic capabilities of a press release to spread awareness of a message in all relevant spaces, fostering a direct and emotional connection to the audience, and building trust with the public. Congratulations to BBVA Compass on an excellent release!

ShannonAuthor Shannon Ramlochan is PR Newswire’s Content Marketing Coordinator. Follow her on Twitter @sramloch. 

8 Tips for PR Pros Who Want to Avoid Being Muted on Twitter

With Twitter’s announcement this week of the ‘mute’ feature, which will allow people to hide from their feeds tweets by Twitter accounts they follow, PR pros have to think even harder about their Twitter strategy.

You may think that because your brand has thousands of followers that you are reaching thousands of people. No. It wasn’t so before (people aren’t watching their Twitter feeds 24/7) and it may be even less so with the new mute feature.

According to Twitter, users can expect the following results when muting another Twitter account:

  • Muted users can follow you and interact with your content.
  • You can follow a user you’ve muted. Muting a user will not cause you to unfollow them.
  • @ replies and @ mentions from muted users you follow will still appear in your Notifications tab.
  • Muted users you follow can still send you a direct message.
  • When you mute a user, their previous Tweets will still be displayed; only Tweets from the point you muted them will be hidden.

From the receiving end of managing brand Twitter accounts, this feature could be useful. You can silence someone tweeting in a manner you don’t like while still leave the communication lines open. They can still message you (unlike blocking) and they can still send you a direct message (unlike unfollow).

But the situation is not so appealing from the other side of the coin. People can mute your brand and simply forget about you. You’ll think you have a lot of followers listening, but you might be wasting resources better spent elsewhere.

So how can you prevent your brand from being muted, or even unfollowed by your followers?

As I started to write my thoughts on this subject it occurred to me that I should ask the PR Newswire audience what would drive them to hit mute, so I posted the following question on Twitter and Facebook:

Tweet ie mute button May 13 2014

And here are the responses I got most often:

  1. High frequency: Don’t tweet excessively. Too many tweets, too often, or in a short span of time is very annoying to people.
  2. Too promotional: Mind your manners. All brands need to find their balance in content that is simply useful to their audience and what is simply self-promotional.
  3. No engagement: Talk to people. If all you’re doing is broadcasting your messages and not engaging your audience you are missing the point of social media, and your Twitter account won’t be very interesting to follow. Of course there are exceptions. Newsfeeds like @AP, for example.
  4. Non-relevant tweets: If you are a fashion brand and frequently post about football or politics, you will probably lose audience. And that goes the other way around too.
  5. Too personal: This is business. Having some human/personal touch to a brand Twitter account can be very useful to connecting with people, but you have to know your boundaries.
  6. Too many @’s and #’s:  Overused, they can make reading a chore. There are times when you are going have a lot of mentions and hashtags, like during a Twitter chat, but it shouldn’t be a daily thing.
  7. Boring! I don’t think this needs any explanation. You don’t have to be entertaining, but you do have to hold people’s attention.
  8. Too much automation: some automated tweets mixed with human curation and engagement can work fine. But again, we have to mind the frequency.

These responses are a clear reminder to all of us about what people expect and what people will tolerate.  In general, people appreciate useful content and don’t mind the occasional promotional message, but we have to strike the right balance. We have to know and understand our audience.

Of course, one concern with the new mute feature is that people may hit mute during a Twitter chat when you are posting a lot, intending to un-mute you later, of course. But what if they forget?

In that case, you better be unforgettable. As PR pros we all need to make sure that people would miss us if we were silenced.

At least one respondent on Twitter stated she wouldn’t bother with the mute. She would just unfollow:

Diversify distribution of your brand’s content with SocialPost from PR Newswire.  We’ve created dozens of topic-specific channels, curated by real humans, to deliver your messages to broader online audiences. 


Victoria HarresVictoria Harres is VP, Audience Development & Social Media at PR Newswire and is the original voice behind @PRNewswire. She leads the media relations team that provides customer service to the members of PR Newswire  for Journalists, and in her spare time, she Instagrams the world around her.