Category Archives: Tools & Tactics

The PR Pitch: A Skill that Matters More than Ever

keepcalmAn article Ragan’s PR Daily ran last week titled “Is the Traditional PR Pitch Dead?” flirted with the notion that it’s possible to practice PR without pitching media and bloggers. The author, Rachel Farrell, concluded (and I agree)that social media is a path to news, not a replacement for it, and that pitching thought leaders and who shape opinion is still a good idea. The art of the pitch still matters.

I’ll go a step further and say that the pitch has never been more important to PR than it is today.

The pitch is the art of describing the very core of a story, and it drives right to heart of why the story would be of interest or importance to the audience.

Just as a pitch – whether delivered via email or phone — is designed to attract the attention of a journalist, that same pitch can also be used to attract your brand’s publics.

In fact, we need to think about leaving multiple pictures into messages, in order to attract the reader keep the audiences’ attention and guide them along the path that we’ve created, all the way to the outcome we intend.

Even if pitching traditional media and connected bloggers isn’t part of the remit of the particular project, ultimately the success of the message hinges on the pitch, and here’s why:

The pitch will win attention: When appealing to online audiences, it’s crucial that you surface that essential why in the story as quickly as possible. Think about starting your press release, for example, with a pitch.

Keep pitching to hold attention: But don’t stop pitching for attention with the headline.  Once you have the attention of the reader (or in the case of a video, the viewer,) you have to keep it.  Keep pitching throughout the message to keep the audience engaged.  How do you do this? Keep surfacing those crucial nuggets that describe why the story matters, and lead your audience through the message, laying a trail with these compelling ideas.

Close the deal with a pitch: What’s the outcome you want the audience to take? If you’ve kept the audience’s attention throughout the whole message, you’ve managed to generate a lot of interest.  Well done!  But now is not the time to take your foot off the gas.  Encourage the reader to take the next step, and use a pitch to do it.

Abandoning the power of the s the last thing I would do. As the availability of information multiplies and attention spans correspondingly decrease, honing the ability to craft messages designed to garner, keep and guide audience interest is important, and the pitch is a tactic that translates especially well to today’s attention market.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of the e-book “Unlocking Social Media for PR.”  Follow her on Twitter at @sarahskerik .

 

 

Grammar Hammer: I Think I May, I Think I Might

“I might go to the movies this weekend.” “I may go to the movies this weekend.” Is there a difference between these two sentences?

Both “may” and “might” have the same overall meaning – they are both ways of expressing possibility. They are also modals (along with could, should, would), which are helping verbs that tell you more about the mood or attitude of the action verb.

I was brought up to ask for things using the word “may.” “May I have another glass of milk, please?” “May I watch cartoons on Saturday morning, please?” I think this is what trips us up when looking at “may” and trying to decide if you should use “may” vs. “might.” The difference between these two words is subtle, but important.

General use of “might” – use might when the outcome is uncertain or unlikely. Things I might do? I might win the lottery. I might hike the entire Appalachian Trail. Unlikely, but it could happen.

General use of “may” – use may when the outcome is more likely to happen. Things I may do? I may go to outdoor yoga tomorrow, provided it finally quits raining. I may get some yard work done.

Now, as always, there are exceptions to this. The first one comes with “might” as the past tense of “may.” So, when referencing the past, mood doesn’t matter and you should use “might.”

Example: “She might have gone to see her friend yesterday.”

The second one falls in a nice murky area where one’s intent needs to be made clear. Using “may” can be interpreted as needing permission to do something. If I’m not sure whether or not I’m going to go to outdoor yoga in the morning, I should just say “might,” which would remove any insinuation that I needed someone’s permission to go to outdoor yoga in the morning.

Have a grammar rule you’d like me to explore? Drop me a line at catherine.spicer@prnewswire.com.

Author Catherine Spicer is a manager of customer content services at PR Newswire.

Is Translating Global Press Releases Really Necessary?

“Why is translating a press release so important?”

That is one of the most common questions I get from clients.   My answer is usually “Вы хотите, чтобы кто-то читал?”

If you didn’t understand that, then it perfectly illustrates my point.  If you did, then you know that it’s not just important to write good copy, but you need someone to be able to read it.

Ask yourself this question – how often do you open emails from people you don’t know, in a language you don’t understand very well?  The answer is usually “not often”.  If you’re a communications professional writing a traditional news release, the goal of that release is to get a journalist to read, understand, and write about your product or service.   Which release do you think would be opened – the one in English, or the one in the native language of the recipient?   Right – it’s the one in native language.

Newsroom realities require translation

Journalists are notoriously short on time.  Living on a deadline is difficult work, and with only a fraction of an hour able to spend on each article, having a news release in a format where copy, paste and edit can be easily done is a real timesaver.  It also increases the chance that the release will actually be used in that story.   It takes a long time to read a release in a language not your own – even if you have some fluency – understand the nuances present, and mentally translate in your head how to best convey the message in your article. Face it – most journalists don’t have that kind of time, and the finger hits <<delete>>.

Reaching audiences directly, in-language

There’s another important reason why translation is important if you’re distributing your press release ia PR Newswire – because we syndicate press releases online, all over the world,  audiences have direct access to the news.   However, most of the web sites syndicating our global content require translations – because they publish in the language of their audience – and you’ll need to do the same.   Search engines also sort content by language, so in order for your message to be found by searchers across the globe, you’ll need to ensure translated versions of your press release area available.

Translation services vs. DIY tools

So, you’ve decided to translate your news release and any related documentation, and you start looking at options.  Translation service?  That can be pricey and time-consuming, and where do you find a good one?  DIY translation tool?  Oh boy…

Let’s start with the translation service.  There are a lot of services out there to choose from, and finding the one that is just right for you can be a time consuming business.  Testing, sampling, and giving constructive feedback can take weeks or months.  There are also a lot of substandard translators and translation services out there.  My best advice is to get recommendations from someone you trust, and arrange to run some tests.  Have your local offices review the translations and provide a report back to you.  Beware of the low-cost services – those usually cut corners by hiring substandard translators and not editing.  Good translators are not cheap, but they are an investment in your company, time and message clarity.

Some companies, looking to trim some $$ from their communication budget, embrace the peril to be avoided at all cost – the machine translation.  You’ve all seen the funny photos with the mis-translations.  Those were done by one of many translation tools that are available on the Internet.   Imagine what your news release or marketing documentation just became after you run it through one of these services.  Worse than that, imagine what those who received it are doing as they read it.  You just gave them their laugh for the day.  The worst case scenario is a real PR nightmare – the accidental publication of offensive or vulgar content under your brand’s banner.

There are a number of fee-based tools creating translations based on complex algorithms, but in our experience, they just can’t replace a human when it comes to choosing words or phrases that best match the source document.  Even if you run the copy through a translation tool and then have a human edit it, in the end, you really don’t save either time or money.  Editing fees can be higher than per-word translation charges because they’re usually time-based.  It can take as long to do a translation from scratch as it takes to fix a severely flawed machine translation.

Because of the high translation volume and budget of PR Newswire, we’re solicited by just about everyone in the translation industry for our business.  Our number one requirement is NO software based translations!   We haven’t seen a program yet that will pass our high translation quality testing, and we’re not willing to risk our clients’ news on something that is not a high-quality product.

Are you willing to take that risk yourself?  We hope not!

PR Newswire offers advice and resources to help you get your global PR program off the ground, including free white papers like this one, about understanding the media landscape in Brazil.   You can also browse more information or contact us for more details.

Author Colleen Pizarev is PR Newswire’s VP of strategic communication, and has years of global public relations and media experience.

Grammar Hammer: And the Winner Is (dot-dot-dot)…

I’ve received a couple of questions on the proper use of ellipses. I thought I’d take a quick look at a few guidelines on using ellipses… correctly (yes, my dear grammarians, I know that’s wrong, but that’s the point).

First, let’s cover the basics.  An ellipsis is a trio of periods (…) that serves as a placeholder for text. An ellipsis is three dots, except when it’s four. When using ellipses at the end of a sentence, yes, you need the fourth dot. It’s important to punctuate correctly. With other types of punctuation, just treat the ellipsis like any other word in the sentence.

Now that we know what it is, when do you use an ellipsis?  The most common usage in formal writing is to show omission. This is especially true for journalists who are trying to save valuable real estate without losing the meaning of the quote. I like the example that Grammar Girl uses to illustrate this, using a quote by Charles Dickens: “I cannot help it; reason has nothing to do with it; I love her against reason.” If I’m on a tight deadline, I’m going to dot-dot-dot that to “I cannot help it … I love her against reason.” The middle phrase there, “reason has nothing to do with it,” is redundant to the sentence and I just saved seven words that I can use somewhere else.

In researching the rules surrounding the ellipsis, I found proper style references for comic book writers (which I loved, by the way, because I love comics that are well-written), so it seems there are rules for everyone when it comes to the ellipsis.  The other most common usage of the ellipsis is to show hesitation or a trailing off of a thought. This is used more in informal writing and is one of those things that can be overused if you’re not careful. Think of it this way, dear writers, you have the uncanny ability to string together lots of gorgeous prose, so consider carefully whether or not you need to muddy the water with an ellipsis. To quote The Write Practice, “If you have a mental space cadet for a main character, you might want to tone down your desire to use those dots.”

For another look at a style manual on the ellipsis, I refer to my handy-dandy AP Style Guide to offer you this final tip: “Be especially careful to avoid deletions that would distort the meaning.”

Have a grammar rule you’d like me to explore? Drop me a line at catherine.spicer@prnewswire.com.

Author Catherine Spicer is a manager of customer content services at PR Newswire.

3 Tips for Formatting Press Releases for Maximum Online Readership

Summary:  There are 3 important lessons for public relations professionals  in crafting effective press releases and other digital messages to be gleaned from the Financial Times’ launch this week of FastFT, a short-format news service. 

A news summary on the PaidContent.org site grabs attention and creates a perfect tweet.

A news summary on the PaidContent.org site grabs attention and creates a perfect tweet.

The Financial Times this week launched FastFT, a nimble and ultra-short-form news service publishing extremely short (<250 word) stories.  The reasoning behind the new service?  While the 140 character limit on Twitter is a bit too confining, nonetheless, it’s clear that readers prefer short snippets rather than long-form.  The FT is adding the short-format service to their mix, in order to, according to an interview with FastFT’s chief correspondent Megan Murphy that was published by PaidContent, “Create more portals and routes for readers to consume the publication’s content.”

The idea of using alternative content formats to create portals leading readers to other related content is an excellent idea.

From the KPCB 2013 Internet Trends deck

Global PC & tablet shipping data, from the KPCB 2013 Internet Trends deck

  • For one thing, short stories are mobile-device friendly.  And in case you missed it, as of the fourth quarter of 2012, more tablets shipped than PCs and desktops combined – just three years after the launch of the first tablet.  FastFT is, by its very nature, designed to render well across devices and platforms.

 

  • The short format also caters to online reading behaviors, which differ significantly from how people interact with print content.   Online readers browse content quickly, scanning pages and following links to rapidly hone in on what is interesting to them at that moment. 

Fast FT is going to be a winner for the FT, and there are important lessons here that PR pros need to pay attention to when crafting press releases and other messages.

Focus your message on the reader’s interests, not the company’s agenda.

Let’s be brutally honest.  Your audience doesn’t care about the fact that your company is unveiling a new product or announcing a new venture.   They care about how these announcements will impact them.    Does the new product solve a problem or enable users to capture a new opportunity?  If it does, lead with that angle, and reflect it in your headline and lead.

But don’t stop with just the headline and lead.  Allowing the story to wander off course will cause your readers to exit the page.  Keep the pedal to the metal on the key story, and ruthlessly edit out all those attempts by others to hitch a ride on your message.    This is not the time to try to appeal to every potential vertical market.  You’ve undoubtedly heard the old adage “Jack of all trades, master of none.”  Don’t let you press releases turn into a confused pile of messages that lack a central focus.  Every paragraph and every quote need to support the core message.  If they don’t, chop them.

Consider employing a news summary.

Many news sites and blogs are now providing readers a short summary of articles and posts, highlighting the key points of interest and offering a bit more detail than the headline, subhead and lead traditionally do.   While purists might balk at summaries and complain about how they interrupt the flow of a story, in reality, summaries provide great functionality for the reader, and provide one more element that can hook the reader.

Summaries must be short.   If your summary requires more than a single sentence or a few short bullet points, the content itself may need a bit more focus, because there may be too many stories or angles packed into the content lead the readers to the course of action you’ll prescribe.

Pro tip: To ensure correct rendering of your content, if you do employ a news summary and plan on sending the press release over a newswire, place the summary in the text of the release, after the dateline.  Do not attempt to replace your subhead with a bulleted summary – doing so could play havoc with how the story appears on the thousands of web sites that syndicate PR Newswire content.

Move the call to action to the top of the page

Last week we spoke to a client that was disappointed that their press release hadn’t generated the hoped-for boost in web site traffic.  Upon inspection, the underlying reason became clear – the release was almost 1,000 words long, and was bereft of any links for readers to follow.  The only URL to be found in the press release was at the very end, in the boilerplate.

How do people read on the web?  According to Jakob Nielsen, a leading expert on web usability and a principle of the Nielsen Norman Group, they don’t.

Nielsen’s research on how people read on the web is 16 years old, but its findings are as true today as they were when originally published.  Our reading behaviors are different when consuming digital content, and this means that many readers won’t make it to the mid-point of your press release, much less the bitter end.   To get the best results for your message, it’s crucial that you channel the reader’s action, and you do that by placing calls to action (“CTA”) strategically in your message.

To create the outcomes desired, the calls to action need to be placed near the top of the press release.  The CTA can be subtle, offered in the form of an anchor text link from a descriptive phrase within the first paragraph.  Or, when the CTA is an event registration or access to a free download or trial, the CTA can much more overt, in the form of an actual link placed directly below the first paragraph, and accompanied by a clear invitation to the reader – something like “Download the free white paper” or “For a free 30-day trial.”

Employing these tips will result in a press release that looks a bit different, but our bet is that it will perform differently as well, attracting more readers, keeping their attention longer and ultimately driving more of the desired actions and outcomes the organization hoped to achieve with the message.

Related reading: 

The press release as a tool to drive discovery

How content distribution drives message discovery & results  

sarah avatar

Author Sarah Skerik is PR Newswire’s vice president of content marketing,  and is the author of the e-book “Unlocking Social Media for PR.”  Follow her on Twitter at@sarahskerik .

Grammar Hammer: Who’s On First? Whose Line Is It Anyway?

Who? Whom? Whose? Who is? Who has? Huh?! Trying to figure out whether to use “who’s” or “whose” usually ends up with me rewriting my sentence so I don’t have to figure that out. Thanks to a reader suggestion, I am now ready to conquer my fear of who’s vs. whose. While these words sound identical, they serve very different purposes.

Who’s = a contraction of who + is or has. Here’s the easy part – there’s no other use here. This is it.

Examples:

  • Who’s coming to dinner?
  • Who’s got the remote?
  • I’m meeting the appliance guy at 4 who’s going to try to fix my broken freezer.

Whose = possessive form of who, means “belonging to whom.” Whose usually sits before a noun.

Examples:

  • “Conscience is a mother-in-law whose visit never ends.” – H. L. Mencken

In this example, “whose” sits in front of the noun “visit” and is used as a relative pronoun (relative pronouns link one phrase or clause to another word in the sentence).

  • Whose shoes are these?

In this example, “whose” sits in front of the noun “shoes” and is used as an interrogative pronoun (interrogative pronouns are used to ask questions.)

Think of it this way, whose is most often used with inanimate objects and non-person entities.

  • Who’s been pilfering irises from my front yard? (Who’s – Who has?)
  • Whose newspaper ended up on my porch this morning? (Whose – The newspaper belonging to whom ended up on my porch this morning.)

Still confused? Quick tip – try replacing the word with “who is” or “who has.” If you know, categorically, that it’s 100% wrong, you need to use whose.

(Click here for a review on who vs. whom.)

Have a grammar rule you’d like me to explore? Drop me a line at catherine.spicer@prnewswire.com.

Author Catherine Spicer is a manager of customer content service at PR Newswire.

Grammar Hammer: Stop! Graduation Time!

Spring has finally sprung, and with that, a flurry of flowers (and weeds) adorns my yard, and a pile of graduation announcements arrive in my mailbox (of both the virtual and actual variety).

When someone says, “My son just graduated college,” does your core grammatical nerve start to twitch? Dust off your cap and gown and let’s take a quick look and the correct way to discuss the graduates and what they actually did when they crossed the stage at commencement.

Grammatically speaking, the correct usage is to say, “My son just graduated from college.” Why? Because the verb “to graduate” is acting as an intransitive verb. Remember, intransitive verbs do not take objects. Transitive verbs take objects (either direct or indirect).

Transitive verb “to break” – He broke the glass.

Intransitive verb “to break” – When I see those commercials on TV with all the sad puppies and kitties who need homes, my heart breaks.

Consider this – by saying “He just graduated college,” it’s the same as saying “I slept my bed.” You need a prepositional phrase there to clarify exactly what you were doing. “I slept in my bed.”

Now, once again, we’re in the grammatical minefield of common usage starting to rub out the rules of grammar. “My son just graduated college,” is pretty firmly in today’s vernacular. No one is going to say, “The college my son attended has just graduated him.” That sounds archaic, but is grammatically correct. That’s also what’s actually happening when Junior parades across the stage, shakes the dean’s hand, picks up his degree, turns, smiles and waves at his proud parents, who are cheering and taking pictures, and then saunters off the stage to join his classmates and throw his cap in the air.

So remember, the school is the one doing the graduating. Students are graduated from a school.

Congratulations to the class of 2013!

Have a grammar rule you’d like me to explore? Drop me a line at catherine.spicer@prnewswire.com.

Author Catherine Spicer is a manager of customer content services at PR Newswire.

Grammar Hammer: Shall We Dance?

Trying to decide when to use “shall” or “will” in a sentence really comes down to whether or not you’re a stickler for old grammar rules or you’re a grammarian of the people, by the people and for the people. Both words indicate the future tense.

The stickler version: use “shall” to indicate the future when using the first person (I/we) in a sentence.  Example: I shall go to the garden center tomorrow to take advantage of their BOGO deal on hanging baskets. Use “will” when using the second or third person (you/ he/she/they). Example: You will finish raking the yard before you go to the baseball game.

Here’s another way to look at it: “shall” indicates determination or intention; it implies that the action is mandatory.

In American English, “shall” has been replaced by “will” in most scenarios, although it is still found in legal documents. In a legal sense, “shall” indicates an explicit obligation. Go back to any lease you signed for an apartment and there’s probably a sentence that starts with “The terms of this lease shall commence…”

Great orators and speakers will use “shall” to deliver uplifting prose. Everyone had to memorize the Gettysburg Address in school, right? Say it with me, “…that we here highly resolve that these dead shall not have died in vain – that this nation, under God, shall have a new birth of freedom – and that government  of the people, by the people and for the people, shall not perish from the earth.”

“Shall” is also used in polite conversation, especially when offering an invitation.  “Shall we dance?” for example.

Still confused?  Here’s a joke for you:

A foreign tourist was swimming in an English lake. Taken by cramps, he began to sink. He called out for help:

“Attention! Attention! I will drown and no one shall save me!”

Many people were within earshot, but, being well-brought up Englishmen and women, they honored his wishes and permitted him to drown.

This week’s topic was suggested by a reader from New Zealand (yes, it’s official, Grammar Hammer has a global audience), and I thank you profusely for reading.

Have a grammar rule you’d like me to explore? Drop me a line at catherine.spicer@prnewswire.com

Author Catherine Spicer is a manager of customer content services at PR Newswire.

Content We Love: Backbone of Storytelling

ContentWeLove“Content We Love” is a weekly feature written by a team of our content specialists. We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of time with the press releases and other content our customers create, proof reading and formatting it, suggesting targeted distribution strategy and offering SEO advice. In Content We Love, we’re going to shine the spotlight on the press releases and other messages that stood out to us, and we’ll tell you why. We hope you find the releases enjoyable and the insights gained from discussing them enlightening.

mnr lead

The headline and the lead dive straight into the story.

#Storytelling

Growing up, the phrase “There are two sides to every story” echoed all around.
Being a writer and a content specialist, finding the story is the primordial base where magic exists.

To my delight, the impactful message about a state-of-the-art surgery from Rady Children’s Hospital-San Diego leapt from the page because of how it was written, the visual elements, and the social media components.

Instead of being laden with corporate jargon and a “who/what/when/where/how” approach, the release made waves with great storytelling and more than just the kids took notice.

mnr photo galleryRight off the bat, the story leaps off the pages with video and images of the families. Paired with the technical (and readable) words of describing Early-Onset Scoliosis and how the magnetic rods operate, are videos and images that bring the experience to life.

  • On one side is the incredible feat of the surgery itself, clearly defined within the release. The words are compelling and easy to understand (acronyms explained, processes defined, etc). Yet on the other side is the human element of the doctors’ scope on their young patients and the family scope of their loved ones.

The images give a face to the message. This is not just an ordinary surgery; this is a surgery for Tommy and Anthony.

Images increase visibility on releases because humans are inherently intrigued by visuals. Including an image on your release is placing a bull’s eye target, which instantly attracts the line of vision.

Stop your audience in their tracks with powerful imagery.

And much like the magnetic rods, this release continues to grow.

The tale also took to social channels to spread the news.

Tweet: .@radychildrens performs groundbreaking growing rod surgeries for early-onset #scoliosis http://prn.to/10afja8

  • With search engines showing social results higher and higher, it is 100% in a company’s best interest to involve social sharing of news.

Much align to a story, there are two sides to social media: the share and the conversation. Social Media sites are buzzing with shared information (thoughts, ideas, articles, etc) to a collective group and these same sites are abuzz with conversations about the information.

In one swoop, the story transcends from viewership on news’ sites to the online social feeds. Not only is the message shared to a bigger audience, the conversation has started with just one tweet. From a tweet can come a retweet, a conversation, and a connection. Cool!

When penning a press release, reflect on the story it is telling. Add those great images and share the great news via social media. Share your story to the world!

Big thanks to Rady Children’s Hospital-San Diego, San Diego Center for Spinal Disorders, and Ellipse Technologies for showcasing the backbone to storytelling!

http://www.multivu.com/mnr/61604-rady-children-s-hospital-san-diego-ellipse-magec-early-onset-scoliosis-eos

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

PR in China: Does Your Brand Translate?

Click to access our free white paper on media in China.

Click to access our free white paper on the media environment in China.

It’s surprising that so many companies use English when communicating within China, even though the official spoken language of China is Mandarin, and the official written language is Simplified Chinese.  It’s not hard to imagine the negative effect this language disconnect has on campaign results,  and the reason is simple – most Chinese journalists and consumers use internet search as their primary research tool, and they are searching in their own language, even if they speak English.  Any communication not in local language will not be seen.  Think of it this way – if you are searching for a computer do you type in “Lenovo” in Google or Bing, or do you type in 联想?  The same logic applies to users and consumers within China.

Don’t forget the SEO angle

Another point to consider is your target audience will most likely be using search terms that have to do either with a problem or a solution.  To be included in results, your keywords will need to address at least one.   If you have key words or phrases in your release or documents in English instead of Simplified Chinese, your communication will not show up in organic search results.

Just as your keywords are carefully thought out and researched, the translations should be researched just as thoroughly.  In most Asian languages, the keyword itself differs from the rest of the world.  Your product names and technical terminology should be in widely used characters – creating your own “Chinglish” term may be catchy, but unless you’re a name brand with a large advertising budget you will not get the results you wish.

Branding in Chinese

Lenovo's Chinese homepage displays the brand in both Chinese and English.

Lenovo’s Chinese homepage displays the brand in both Chinese and English.

Even your company name should be in Chinese.  Decide upon the proper characters you will use during your branding process.   If you have a local PR, branding agency, or local marketing support, put this into their hands, and listen carefully to their suggestions.  Once you decide upon the characters for your company name, stick to them going forward.  If you change them for any reason, it will require a full re-branding.  Lenovo’s Chinese home page is a very good example.  The English brand is there, along with the characters they chose for local branding.

Where to get help!

There are several agencies and consulting services outside of China that will do all the research and character creation for you.  These services can be pricey, but if you are serious about successful communication in China, they are an excellent investment, and will give you the best ROI.

If you do not have the resources for a branding consultant or agency, find a good translation service that you can trust to accurately translate your company terms.  The best ones will give you several suggestions for you to choose from, and perhaps even do some research for you.  If you do not know of any services, PR Newswire will be happy to give you some recommendations.  Next, you’ll need to check trends on each of the suggestions and pick the one that matches your needs best.   There is a free keyword index on index.baidu.com that you can use to check trends on specific keywords, but the Baidu paid keyword tool is the one I prefer.   I find the results to be more accurate due to the wider search results.

Once you have your product, technology and company names in Chinese characters, then you can start working on your marketing and communication materials.   That doesn’t mean you can’t still use your English brand names and technology terms – it is acceptable to use both the English and the Chinese characters for company name and keywords on your website and your printed and online marketing material.   For press releases that will be posted on third party news sites, as well as paid advertorials, use Chinese only for best ROI results.

Following these steps will help you increase your visibility and return on your brand’s investment in the important Chinese market.   Whether your audience is B2B or communicating in-language will dramatically increase your online visibility.

学一门语言,就是多一个观察世界的窗户。To learn a language is to have one more window from which to look at the world.

Author Colleen Pizarev is PR Newswire’s vice president of communication strategies and works with our clients on crafting global communications campaigns.