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MEDIA News: Media Moves at The Washington Post, Inc., Dr. Oz The Good Life 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.

Washington Post The Washington Post (Washington, DC): Catherine Rampell (@crampell) has left The New York Times (@nytimes) to write her opinions at the Post (@washingtonpost). And former Business Insider Adam Taylor (@mradamtaylor) has joined to the Post as a Foriegn Affairs Reporter/Blogger he’ll be contributing to the “WorldViews” blog (http://www.washingtonpost.com/blogs/worldviews/).

Dr. Oz THE GOOD LIFE Dr. Oz The Good Life (New York, NY): This healthy lifestyle magazine (@DrOzTheGoodLife) debuted on February 4th. Alison Brower (@abrower) is the Editor.

Inc. Inc. (New York. NY): Former Thomson Reuters Op-Ed Editor James Ledbetter (@jledbetter) is now the Editor @Inc. Articles Editor Bobbie Gossage (@BobbieGossage) has been promoted to Executive Editor.

The Boston Globe The Boston Globe (Boston, MA): Douglas Most (@GlobeDougMost) has been promoted from Deputy Managing Editor/Features to Deputy Managing Editor/Special Sections & New Initiatives. Film Editor Janice Page has been promoted to Deputy Managing Editor/ Features. Both work for The Globe (@BostonGlobe)

The Late Late Show The Late Late Show with Craig Ferguson (Los Angeles, CA): Former “Tonight Show with Jay Leno” Producer, Mike Alexander joins this show (@LateLateShowCBS).

CNN Latino CNN Latino (Miami, FL): After less than a year on the air, CNN (@CNN) is cancelling its CNN Latino (@cnnlatino) programming at the end of this month.

GuardianUS The Guardian America – New York Bureau (Washington, DC): Ex-New York Times Opinion Writer Matthew Sullivan (@sullduggery) is the new Opinion Editor at The Guardian’s U.S. operation (@GuardianUS).

Wall Street Journal The Wall Street Journal (New York, NY): Daniel Keeler (@dankeeler) has joined @WSJ as Frontier Markets Editor. He also curates the @FrontierMarkets Twitter handle. In addition, Reporter Jonathan Shieber (@jshieber) is no longer at the paper.

InvestmentNews InvestmentNews (New York, NY): Mason Brawell (@MasonBraswell),  former On Wall Street Editor, joins InvestmentNews (@newsfromIN) as a Reporter.

The New York Times The New York Times (New York, NY): Chief Fashion Critic and Editor Cathy Horyn has resigned. Prior to joining @NYTFashion in 1999, Cathy was a Contributing Editor @VanityFair.

Popular Mechanics Popular Mechanics (New York, NY): Former Associate Editor Andrew Del-Colle (@andrewdelcolle) has been promoted to Senior Editor. He has been an Editor @popmech since 2011.

HLN News and Views HLN Network (New York, NY): “Showbiz Tonight”, (@shobiztonight) hosted by A.J. Hammer (@ajhammer), aired its final show on February 6. Hammer will continue to report on Entertainment for HLN.

Azteca America Azteca America (New York, NY): Alfonso De Pansa (@ponchodeanda) will be back on the air with his new show “Venga la Alegría”, on TV Azteca (@tvaztecaoficial) (@Azteca_America) beginning February 10th, 2014.

Re/code Re/code (New York, NY): Another former @WSJ Technology Reporter joins @recode. Amy Schatz (@Amy_Schatz) will cover the FCC and Technology Policy and Regulation.

Time Out New York Time Out New York (New York, NY): Senior Film Writer Joshua Rothkopf (@joshrothkopf) has been promoted to Film Editor. Rothkopf began @TimeOutNewYork as a Film Staff Writer in 2004.

Businessweek Bloomberg Businessweek (New York, NY): Former Associated Press Writer Francesca Levy (@FrancescaToday) has joined @BW as Business Schools Editor.

VANITY FAIR Vanity Fair (New York, NY): The Fair (@VanityFair) welcomes Priya Rao (@Prao11) as their new Style Editor.

Betabeat BetaBeat (@Betabeat): Ryan Holiday (@RyanHoliday) has joined the New York Observer (@NewYorkObserver) as the Editor-at-Large for their technology blog BetaBeat.

Columbus Dispatch The Columbus Dispatch (Columbus, OH): Reporter Jeannie Nuss (@JeannieNuss) has joined the daily (@DispatchAlerts) as Features Reporter. Nuss previously served as a Reporter for the Associated Press covering Little Rock, Arkansas.

Gawker Gawker (@Gawker): Cord Jefferson (@CordJefferson) is no longer an editor at this outlet. Meanwhile, Jay Hathaway (@Strutting) has been hired as a Senior Writer.

Tasting Table Tasting Table (@TastingTable): Lizzie Amunro (@LizzieAMunro) has been hired by Tasting Table as the new Associate Editor. Restaurant Critic Tajal Rao (@TejalRao) has also joined the outlet as a Staff Writer.

CommDigiNews Communities Digital News (Washington, DC): This former entity of the Washington Times has gone independent with their own world news site (http://www.commdiginews.com) that covers everything in the world and Jacquie Kubin (@Jacquie_Kubin) is in charge.

WGN TV News WGN-TV (Chicago, IL): Tribune’s nightly newscast (@WGNNews) has been dropped from WGN America’s (@wgnamerica) schedule. The hour-long 9:00 p.m. newscast, Anchored by Mark Suppelsa (@MarkSuppelsa) (msuppelsa@tribune.com) and Micah Materre (@mmaterre) will continue to air locally but will no longer be carried on the cable channel nationwide.

Macworld MacWorld (San Francisco, CA): Executive Editor Jonathan Seff has left @macworld.

The Week The Week Magazine (New York, NY): Former Washington Monthly Web Editor Ryan Cooper (@ryanlcooper) is the new National Correspondent at The Week.

USA TODAY USA Today (McLean, VA): Izzy Gould (@IzzyGould) is tackling the role of NFL Editor at America’s newspaper.

Digiday Digiday (@Digiday) (saya@digiday.com): Ricardo Bilton (@RBilton) has entered the digital lair as a Digital Publishing Reporter.

The Information The Information (@TheInformation): Jonathan Weber (@WeberWest) is the new Managing Editor.

Quartz Quartz (New York, NY): Max Nisen (@MaxNisen) tackles the Management News Reporter role @qz.

SEJournal Search Engine Journal (@sejournal): Kelsey Jones (@wonderwall7) is the new Managing Editor.

HouBizJournal Houston Business Journal (Houston, TX): Former Wall Street Journal Reporter Mark Yost (@HBJmoney) signs onto the Journal (@HOUBizJournal) as a Money Reporter.

ABQ Business First Albuquerque Business First (Albuquerque, NM): Rachel Sams has been promoted from Managing Editor to Editor-in-Chief at the weekly business paper (@ABQBizFirst). She takes over for the departing Joe Renaud.

O.C. Register Orange County Register (Santa Ana, CA): Columnist Frank Mickadeit has parted ways @OCRegister.

Zócalo Public Square Zócalo Public Square (@thepublicsquare): Former Los Angeles Times Reporter Jia-Rui Cook (@jahree) joins Zócalo Public Square as National and Science Editor.

Austin Way Magazine Austin Way Magazine (Austin, TX):  This magazine (@AustinWayMag)  (http://www.austinway.com) is a new lifestyle publication by Niche Media and is set to launch September 2014. The magazine will cover topics related to local community and culture. Lou DeLone is the Publisher.

U.S. News U.S. News & World Report (@USNews): Rachel Pomerance (@RachelPomerance) will no longer be a Health & Wellness Reporter for the site.

NOLA.com NOLA.com (New Orleans, LA): Christopher Dabe (@cmdabe), Sports Editor at Gannett Central Wisconsin Media, was named Managing Sports Producer.

SF Chronicle The San Francisco Chronicle (San Francisco, CA): Thomas Lee (@bytomlee) joins the San Francisco Chronicle (@sfchronicle) as Business Editor. Lee was previously with the Star Tribune.

Financial Times Financial Times – Los Angeles (Los Angeles, CA): Matthew Garrahan (@MattGarrahan) promoted to Global Media Editor of Financial Times (@FinancialTimes). Matthew will move from LA to NY this summer.

The Weekly Standard This Week – ABC Television Network (New York, NY): The Weekly Standard’s (@weeklystandard) Editor/Publisher Bill Kristol has joined ABC’s “This Week” (@ThisWeekABC) as a Contributor.

Columbus C.E.O. Columbus CEO (Columbus, OH): Journalist Mary Yost (@maryyost) has been named Editor of the trade magazine (@columbusceomag).

Coloradoan The Coloradoan (Fort Collins, CO): Lauren Gustus (@laurengustus) is the new Executive Editor of the Fort Collins daily paper (@coloradoan), replacing Josh Awtry. She was most recently with the Reno Gazette-Journal as an Editor.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

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

Webinar Recap: Measuring the Effectiveness of Sponsorship and Event Initiatives

Measuring the Success of Sponsorship and Event Initiatives

During major televised events, audiences are not only anticipating the main spectacle but also the marketing efforts surrounding it. Access to millions of viewers and a highly engaged social audience means the stakes are higher than ever for advertisers to execute a successful campaign. PR Newswire and Commpro.biz co-hosted the webinar “Measuring the Effectiveness of Sponsorship and Event Initiatives” which discussed some of the emerging trends in advertising that were seen throughout Sunday’s big game. While some brands chose to invest millions into television advertising, others attempted to capitalize on real-time marketing through social media. The webinar’s expert panelists weighed in on which of these efforts were the most successful as well as future strategies for creating content that will achieve a desirable return on investment.

Pre-event marketing

Brands that did not invest in game day advertising saw an opportunity to capitalize on its newsworthiness before the big event. Newcastle Brown Ale received tremendous exposure when their “No Bollocks” ad featuring Anna Kendrick became a viral hit. Jack Neff, editor-at-large for Advertising Age, has seen an increasing number of brands relying on this tactic and believes that the strategy’s effectiveness is due to a heightened awareness among consumers of the marketing efforts leading up to the game.

Ads acknowledging consumer awareness of brand messaging

Newcastle Brown Ale earned additional publicity from their decision to turn traditional marketing on its head and take a blatant, more honest approach to advertising. According to Consumer Products Executive, Zara Ingilizian, this type of advertising is a new way of building authenticity for the brand because it shows respect for the consumer’s knowledge of marketing tactics.

Telling a story across multiple ads

Brands like Bud Light and Wonderful Pistachio went against the typical short-form commercial by showcasing ads that filled multiple spots during the broadcast. According to Neff, while these types of ads cost substantially more money, they are successful in attracting a desirable ROI because they build audience suspense and benefit from a longer exposure time.

Producing videos in real-time

PR Newswire’s Global Director of Emerging Media, Michael Pranikoff, took note of the brands stepping up their content efforts by engaging on social media throughout the game and producing videos in real time. Tide cleverly used six-second Vine videos as a real-time response to the major ads being broadcasted live. Pranikoff believes that Tide benefitted from Vine’s ability to automatically play in the viewer’s newsfeed instead of directing audiences to a separate page. The brand showcased tremendous preparedness and took advantage of a unique opportunity to make an impression on a large audience for a product that might not be at top of mind during a sporting event.

Including hashtags in television ads

According to Ingilizian, hashtags were mentioned in about 60% of the total game day ads this year, a major spike from just 10% in 2013. Ingilizian believes that using this tactic will continue to be favored among consumers and drive real-time discussion on Twitter.

Though audiences look forward to witnessing extravagant marketing efforts on game day, Neff cites a study by research firm Communicus which found that 80% of the ads do not produce a change in purchase intent. To guarantee a desirable ROI, the panelists offered some advice on producing content with maximum rewards:

-          Determine the purpose of your brand and whether your target audience will be present in the conversation. Sometimes it may not even make sense for your brand to participate in every flagship event.

-          Build anticipation and the branding aspect beforehand to gain additional impressions. While there is a lot of attention and engagement during the big event, it is harder to stand out amongst a clutter of high-tech ads competing for the same attention.

-          Stay true to your brand. While being creative is important, sometimes theatrics can overshadow what the brand is actually about

-          Calculate your ROI based on the entire campaign and not just the 30-second ad. Ads should be part of a holistic effort to promote your brand message.

For more on measuring the effectiveness of event sponsorships, follow the link to view the on-demand presentation: https://www.webcaster4.com/Webcast/Page/10/3272

MEDIA News: Media Moves at The Boston Globe, AP, USA Today 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 Boston Globe The Boston Globe (Boston, MA): The 142-year old paper now has its ninth Publisher. Owner John Henry (@John_W_Henry) becomes the Publisher of the historic paper.

Univision Univision Canada (@Univision): Univision has purchased Canada’s Telelatino Network (@TLNenEspanol) (http://tlntv.com) and will be re-branding it as “Univision Canada”.

Poynter Poynter.org (St. Petersburg, FL): The journalism and media institute (@Poynter) has hired Bloomberg News’ DC Managing Editor Tim Franklin (@TimAFranklin) as its Publisher/President.

The Associated Press Associated Press (AP) (New York, NY): Noreen Gillespie (@norgillespie) has moved from Deputy Regional Editor in Chicago to Deputy Sports Editor in the main New York Bureau of the @AssociatedPress.

USA TODAY USA Today (McLean, VA): Jim Lenahan (@jlenahan) takes the reins as Managing Editor at America’s newspaper (@USATODAY).

Salt Lake Tribune Salt Lake City Tribune (Salt Lake City, UT): Kevin Winters Morriss (@KWinMo) is the new Digital News Director at the Tribune (@sltrib).

Marketplace Marketplace (Los Angeles, CA): Former Thomson Reuters social media guru Margarita Noriega (@margafret) joins @MarketplaceAPM as their new Social Media Editor.

Quartz Quartz (New York, NY): Rachel Feltman (@RachelFeltman) has joined this business news site (@qz) on to cover science, health and technology news.

Time.com (@Time) (letters@time.com): Dan Stewart (@ThatDanStewart) is the new Deputy Editor of Breaking News at Time.com (@Time). Sam Lansky (@SamLansky) has joined the outlet as the new Deputy Culture Editor.

Mashable Mashable (@Mashable) (news@mashable.com): Andrew Freedman (@AFreedma) is the first Climate, Weather & Environment Reporter at the site.

Popular Mechanics Popular Mechanics (@PopMech): Andrew Del Colle (@AndrewDelColle) was promoted to Senior Editor.

Breitbart News Breitbart News (@BreitbartNews): Jonathan Strong (@J_Strong) is the new Washington Editor for the Conservative news outlet.

Washington Post The Washington Post (Washington, DC): National Journal (@nationaljournal) Editor Adam Kushner (@AdamBKushner) joins the Post (@washingtonpost) as their new Digital Magazine Editor on Feb. 24th. Jaime Fuller (@J_Fuller) is now a Political Reporter and will be writing for Post’s political blog “The Fix” (@TheFix).

Military Times Military Times News Service (Springfield, VA): Former Stars and Stripes (@starsandstripes) scribe Leo Shane III (@LeoShane) is the new Congressional Editor @MilitaryTimes.

TorontoStar Toronto Star (Toronto, ON): News Reporter Liam Casey (@liamdevlincasey) has left the Star (@TorontoStar).

The New York Times The New York Times – Washington Bureau (Washington, DC): Economic Policy Reporter Jackie Calmes (@calmesnyt) switches beats to cover campaigns and elections at the Times (@nytimes).

U.S. News U.S. News & World Report (Washington, DC): Health & Wellness Editor Rachel Pomerance (@RachelPomerance) has left U.S. News (@usnews).

Access Hollywood Access Hollywood – NBC Television Network (Burbank, CA): Liz Hernandez (@LizHernandez) joins Access Hollywood (@accesshollywood) as a Correspondent from KBIG-FM.

California Sunday The California Sunday Magazine (@CalSunday): This new magazine will launch later this year via app, online and in print. Editor is Douglas McGray (doug@californiasunday.com).

Women's Wear Daily Women’s Wear Daily (New York, NY): Senior Editor David Lipke (@DavidLipke) is no longer with the publication.

Fortune Magazine Fortune Magazine (New York, NY): Former PandoDaily Reporter Erin Griffith (@eringriffith) has joined @FortuneMagazine as a Writer.

The Daily Beast The Daily Beast (New York, NY): Former Executive News Editor Noah Shachtman (@NoahShachtman) has been named Executive Editor at the Beast (@thedailybeast).

Bloomberg News Bloomberg News (New York, NY): Alan Goldstein (@alanmgoldstein) has been promoted to Managing Editor. He will oversee the States and Municipalities beat.

Metro New York Metro New York (New York, NY): After 10 years at the paper, Dorothy Robinson  (@dorothyatmetro) is the new Editor-in-Chief..

Interview Magazine Interview Magazine (New York, NY): Keith Pollock (@MrPollock) has been named Editor-in-Chief. He will begin editing the April issue.

Rolling Stone Rolling Stone (New York, NY): Jason Newman (@jasonrnewman) has been named News Editor.

Woman's Day Woman’s Day (New York, NY): Clinton Kelly (@Clinton_Kelly) has joined the magazine as Contributing Editor. “Clinton Solves It” will debut March 2014.

Los Angeles Times Los Angeles Times (Los Angeles, CA): Former Washington Times Reporter Nathan Fenno (@nathanfenno) moves to L.A. to become their Sports Enterprise Reporter.

Martha Stewart Weddings (New York, NY): Beauty Director Melissa Foss is no longer with the magazine.

tuscaloosanews Tuscaloosa News (Tuscaloosa, AL): Former Meridian Star (@meridianstar) Sports Editor Tony Tsoukalas has joined the @TuscaloosaNews as a Sports Writer.

The Post-Standard The Post-Standard (Syracuse, N.Y.): Julie McMahon (@Julie_McMahon) is the new Crime and Breaking News Reporter.

Napa Valley Register Napa Valley Register (Napa, CA): Editor Michael Donnelly is parting ways with the Register (@NapaRegister) for a position with Lee Enterprises in Madison, Wisconsin.

The Huntsville Item The Huntsville Item (Huntsville, TX): Sports Editor Tom Waddill has been promoted to Editor @HuntsvilleItem. And Assistant Sports Editor Gene Schallenberg is the new Sports Editor.

Hays Daily News The Hays Daily News (Hays, KS): Nick Schwien (@NickSchwien) has been promoted to Managing Editor at the Daily News (@NorthWestKansas).

SpiritofJefferson The Spirit of Jefferson (Charles Town, WV): The new Sports Editor at the Spirit (@SpiritofJeff) is Jeff Brammer.

Telemundo Denver Telemundo – KDEN-TV (Denver, CO): Sonia Gutiérrez has been named Associate Editor of this Telemundo affiliate (@telemundodenver).

Noticias Colorado Univision – KCEC-TV (Denver, CO): The News Director for Noticiero Colorado (@kcectv), Luisa Collins (@LuisaFCollins) has been promoted to Vice President of News and will be based out of the Entravision Colorado office (@evcdenver).

MundoFOX MundoFox (New York, NY): Ibra Morales has taken over the role of President of MundoFox (@MundoFOX) replacing Emilio Saccone who had recently left.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

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

Whitepaper illustrates the simple difference between traditional IPOs and confidential IPOs

Sarah Skerik:

Our colleagues on the IR side of the house issued a new white paper yesterday. If you are involved (or interested) in the IPO process, this paper will shed some light on a the differences between traditional IPOs and confidential IPOs.

Originally posted on Building Shareholder Confidence:

Click the image to download the whitepaper

Click the image to download the whitepaper

When Twitter announced their confidential IPO last year, many pundits took this as a negative move. “Something is up over there…” Bah. As blogged here, the word “cautious” is a better word to describe the motives of the confidential IPO process.

What is a confidential IPO? The JOBS Act allows firms with less than $1 billion in annual revenue (emerging-growth companies or EGCs) to keep their IPO filings confidential up until just three weeks before they roadshow and market their shares. This is in contrast to the typical S-1 file which is openly filed months before the roadshow giving potential investors, media, peers and competitors a longer time window to consider an investment.

So the questions are… what are investors missing? Is there material information they are not seeing? What is held confidential? What is the SEC doing? Are investors going to…

View original 211 more words

Best Wishes for a Bright and Rewarding New Year!

holiday-2013

I would like to extend a sincere thank you for your business, loyalty and support in 2013.

At the end of the year, and as we approach PR Newswire’s 60th anniversary in March, there is a natural inclination to reflect. At PR Newswire, we are just as interested in looking forward to the future for communicators of all kinds – PR, corporate, marketing and shareholder – and their audiences. While technology continues to evolve and new communication channels continue to emerge, everyone at PR Newswire remains focused on helping brands and organizations earn targeted attention from consumers, investors and the media by amplifying our clients’ narratives and making their content more discoverable.

In 2013, this focus helped PR Newswire and our clients achieve a number of milestones and goals, notably:

Powering Customer Results with Our Distribution Network

This past year we built on our market strength in the US and Canada, expanding our global distribution network to include more media outlets, journalists, major news sites, syndication points, social media channels and industry-focused sites, like those covering the solar and alternative energy sectors to name just a few. Our company-wide focus on extending the most powerful distribution network in the industry helped our clients – as validated by a leading professional services firm – achieve superior media pick up vs. competitors, greater visibility on major news and media sites, and consistently higher, above-the-fold search engine results (SERP).

Providing More Visual Storytelling Options & Reporting

Multimedia communications continue to be a valuable way to deepen engagement, and this year PR Newswire delivered more video and photo distribution offerings, while building out rich media delivery. To provide our clients more insight on the reach of their campaigns and communication efforts, PR Newswire added more video, photo and other data points to Visibility Reports. Other clients turned to us for help in telling, broadcasting and webcasting their stories and in delivering multiple award-winning video and social media projects this year.

Engaging Media & Audiences in Multiple Channels

We have long been viewed as a trusted source by the media, and a survey of journalists by a leading professional services firm concluded that PR Newswire rated higher than our competitors as a trustworthy, valuable provider of news and information, and confirmed that services like ours are a frequent and primary resource for story ideas. Our clients turn to PR Newswire for this type of earned attention from the media, and we delivered when they also turned to us for more ways to reach and interact with clients, prospects and shareholders. Our MediaRoom and IR Room offerings now include more social media, interactive and distribution features, we continue to grow our followers on our industry-focused SocialPost, and we have increased our mobile and responsive design options.

Enhancing Media Targeting & Monitoring

To support our clients’ communications efforts, we enhanced our Agility platform, offering media targeting tools for more precise outreach and better collaboration. To give our clients a richer view on corporate reputation and key issues, we added sources and monitoring functionality to our MediaVantage platform.

Reinforcing Investor Confidence & Managing Transparent Compliance

As PR Newswire approaches its 60th anniversary, our Vintage Filings division celebrated its 10th by delivering several initiatives. These included the introduction of our fleXBRL program, giving our public company clients a flexible XBRL workflow that matches how their accounting groups work, as well as products and partnerships that help both newly public and seasoned companies communicate easily and broadly with all shareholders.

Supporting Our Industry & Communities

It was great to connect with and learn from you at local events, webinars and industry conferences, including NIRI, PRSA International and Content Marketing World, and we really appreciate the continued exchange of ideas and best practices on the Beyond PR and Building Shareholder Confidence blogs, in the PR Newswire for Journalists and ProfNet communities, and on social networks, including @PRNewswire. It was especially rewarding to participate with you in community-building events, including Making Strides Against Breast Cancer in New York, volunteering at The Storehouse in Albuquerque, hosting a blood drive with the American Red Cross in Cleveland, and joining the Walk So Kids Can Talk in Canada.lil tweet

These are exciting times for everyone in the industry. As we enter the New Year, the opportunities are plentiful, particularly for corporate, marketing and shareholder communications professionals who are able to adapt and grow with new channels to support and amplify their content and messaging. In 2014, PR Newswire is looking forward to continuing our decades of award-winning innovation and service by investing in distribution, ecommerce, social media, audience engagement and multimedia services, so we can help you reach and connect with your customers, investors and the media more successfully.

Everyone at PR Newswire, Vintage Filings, CNW Group and MultiVu wish you, your colleagues and families, a wonderful holiday season and a bright and rewarding New Year.

Best wishes,

Ninan Chacko
CEO, PR Newswire

A News Release for Media …. And Enthusiasts

ContentWeLoveI grew up driving an old Ford Mustang (a ’64 ½ convertible, to be exact) and simply put, I love those cars.  So any press release from Ford about the pony car is bound to get my attention.  I’m an enthusiast.

As I was scanning the wires this week, I spotted the announcement from Ford about the new designs and other innovations debuting for the Mustang, just in time for the 50th anniversary of this iconic car.

Be still my heart, they’ve  brought back the fastback. 

It. Is. So. Pretty.

It. Is. So. Pretty.

While the pictures in the press release made me swoon a bit (Dear Santa, I want a pony.  I mean, pony car …) the treatment of the press release by Ford got the attention of my practical side.  It is beautifully constructed to convey key messages to journalists, and to feed the interest of bloggers and enthusiasts. lil tweet

Let’s break it down.

The headline, “Ford Mustang Marks 50 Years with All-New Sleek Design, Innovative Technologies and World-Class Performance,” doesn’t beat around the bush – it tells what’s to follow, and stands alone.  No subhead required.

The lead comprises three bullet points, and is built for busy journalist.  It cuts straight to the key messages in the press release, and the bullet point treatment surfaces those messages easily for readers who are quickly scanning the copy.

And then there are the pictures, which had a galvanizing effect on this enthusiast.  These are not staid PR shots.  The stills treat the Mustang like a piece of sculpture, a nice juxtaposition to the picture of the car on the road, in which you can almost hear the growl of the 420-horse V8 (at least I can.)

One message, multiple audiences 

I thought the treatment of the quote and descriptions in the release were particularly deft.  It’s here that the company’s ability to balance delivering information to news media and juicy tidbits to the blogger and enthusiast crowd are on display.

As the reader works their way through the release, the tone changes from stringently factual to more descriptive and relatable.  Journalists working on deadline can easily find the facts and stats they need toward the top of the page.  After that, the company is speaking to the driver.

One question I get a lot is whether it’s a good idea to create multiple versions of a press release for different audiences.  With very, very few exceptions, my answer has always been “No.”   I advise the approach Ford has taken – write the press release with your primary goal in mind, and then cater to any secondary goals later in the message.  This release is about the media first, and the driver second, and it delivers the goods for both.

Distribution is still important to reach media, and your publics

A representative from another US car company told me about some unexpected results they garnered from a couple multimedia press releases they issued via PR Newswire at the beginning of this year, to support two important new models at the North American International Auto Show.   The company had booked dozens of interviews via a satellite media tour, but they also packaged MP4 video of the new models in the multimedia press releases.  Numerous media outlets picked up and ran that video, delivering extra value for the company.

“With the MNR we gained exposure to a rather large audience, and it was a separate audience,” our contact (who asked to remain anonymous) told us.  “Our message reached new people from viral pick up and viewer sharing. We were looking for additional eyeballs, and that’s where we succeeded with the MNR.”

Even as organizations build media relationships and cultivate social followings, distribution of messages beyond those groups is necessary, in order to continually build new audiences and earn media (and attention) for brand messages.

Press releases – and newswire services – are still important tools in the new school covercommunicator’s arsenal.  That said, they both work better when the organizations issuing press releases make a point of developing the sort of interesting, visual and interactive content audiences appreciate today.  I’ve written an ebook detailing new approaches to press releases that are generating results, and it includes real-life examples and tips.  Here’s the link: New School PR Tactics  .

So kudos to the Ford team this week, on creating a message that resonates with professional media as well as Mustang fans.  (And thanks for bringing back the fastback!)

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

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Blogging Basics from Big Time Bloggers

The New York Women in Communications Foundation’s 2013 Student Communications Career Conference (#SCC13) was held earlier this month. The conference consisted of different breakout sessions relating to media and communications. One of the sessions I attended was about blogging. The panel was moderated by Lori Greene, digital content innovator/blogger. The panelists were:

Q: How do you know when your blog has hit and made a difference?

Morris: I knew it hit when it was being supported by the beauty industry. I specifically mean the brands that I write about, the publicists for the brands, and other writers in the industry. I also started getting real traffic to my blog.

Q: How do you get to those big traffic numbers on your blog?

Heitlinger: At some point I learned about Google Analytics and copied that code into my HTML. I spent a few hours every couple days digging in, learning and tracking things. I started seeing what time of day most people were reading; where in the country/world people were reading from; where they would click after coming to the homepage, etc. This information will really tell you a lot about your readers. And Google Analytics has improved a great deal since I started using it.

Dooling: When you’re first starting out, you need to really think about where you want to blog. If you want to have your own domain or be part of someone else’s that has a larger following. Also, you need to figure out who you want to work with.

Q: Elizabeth, how do you go about hiring bloggers? What do you find works? What’s the best way to pitch to be posted on a professional blog like Huffington Post?

Perle: For my section, anyone can blog. There are very few instances where we will say no to a writer (if it’s an offensive post). I actually think that our most effective posts aren’t the kids who are the best writers, but it’s about the strongest narratives. Readers can smell from a mile away if you’re being unauthentic. Also a lot of our best bloggers enjoy drawing infographics — there are many different ways to tell the narrative. Another important thing is being an active member of the blogger community.

Q: How do you make a living from blogging?

Morris: Making money changes by the month and even year. Sometimes I can find consistent work for three or six months at a time. The main way I make money now is through partnerships with brands, such as beauty, health and fitness brands – because that is what I really know. When you start a blog, you want to pick something you want to become an expert in and have a passion for.

Q: How do you keep your credibility to your followers when working with brands?

Morris: As an online blogger, I am always able to say when something is sponsored or when I am being compensated. I have picked everything I do that is sponsored very strategically. The power of no is bigger than the power of yes. I can’t tell you how many things, regardless of how much money it is, that I have turned down because it doesn’t represent me or my brand. The best advice I can give when starting a blog is to always put your audience first. It is not about you but it is about your audience.

Dooling: When I started blogging there were no guidelines about what you could and couldn’t say. Now the FTC does regulate what you do as a blogger. You need to have it listed on your post and About page if something is sponsored, and you need to list out any large partnerships that you have. There are many different ways to make money from a blog. I think freelance writing is probably what most bloggers do, because you’re already writing anyway. You can also do sponsored posts or banner ads for money. You can do this by putting on your About page that you are accepting banner ads. Another thing is to have your own following. There are many communities out there who are doing what you’re doing and you need to follow them.

Heitlinger: What I think is really important is having multiple streams of cash flow. For me, freelance writing did not work out, but being paid to come speak at places or hosting events is a great income. This is in addition to the sponsored content, banner ads, etc., on my blog. And the bigger your audience, the more you can ask for. You have a lot more power to say no to offers when you receive 30 requests a day for sponsored content and you’re only accepting 2-3 a month. You have that flexibility and freedom when you build that audience. However, when you start receiving income as a blogger, you should think about whether that is something you want to do full-time. You have to realize that you are taking your hobby and passion and associating a value with it, because once you start taking money it becomes a job. Knowing that you truly love what you’re doing and who you’re partnering with is much more important than the money at the end of the day.

Perle: If you’re going to blog for free, be strategic about it. Ask questions like, “Do I retain the rights to my own work?” Also, if you volunteer your time for free to write something for a publication, pick one that you want to work for.

Q: How often should you be blogging?

Heitlinger: I think it is a very personal decision, but I think they key is consistency. This doesn’t necessarily mean extremely high frequency, but it may mean that you write a killer blog post every Sunday night that goes up on your blog.

Dooling: Don’t put yourself in a position where you have to write something, because readers can smell that inauthenticity from a mile away. Figuring out when you have the time to put something up, goes very far.

Morris: Don’t make it into a chore, but always keep it as a passion. Your readers are coming to you because you are a source, so you have to be a source of credible information. You never want to post something to post it.

Q: If someone is starting their own blog, how much money should they be spending to start it?

Heitlinger: You should spend $0 starting your blog. Maybe buy the domain for $10, but if it is anything more than that, then find a new domain. The best thing you can do as a blogger is to spend as much time as possible building content, and then you can start to think about whether this is something you want to continue doing long term and if it will go somewhere. After all this, you can think about investing money.

Dooling: The best thing someone ever told me is that blogging is the great equalizer. Your dad doesn’t need to be a marketing executive to become a great blogger.

Q: How do you evolve your blog as something more professional?

Morris: You should crosslink with bigger blogs. You also need to really put yourself out there. So if your blog is fitness-related then a blog like Fitness.com might like something like that. Reach out to them by putting something on their Facebook page or tweeting them. Don’t be scared.

Q: If you want to publish original content and clips of content from another publication on your blog, do you need two separate blogs?

Dooling: I put my older clips on my personal blog. I differentiate them by adding an editor’s note at the top that says, “This was originally posted on [publication name] on [date of publication].” Or sometimes I will embed the image of the logo of where it was featured.

Written by Polina Opelbaum, editor of ProfNet, a service that helps journalists connect with expert sources. To read more from Polina, check out her blog on ProfNet Connect.

The “Slow PR” Trend: Building Traction Over Time

Dear Q&A Team,

I was reading an article that mentioned a movement called “slow PR.” I had not heard of this movement before, so it would be great to get a better understanding of it. What does it mean? How is “slow PR” different or similar to traditional PR? What should companies do to move into the “slow PR” movement?

Need for Speed?

_____________________

Dear Need for Speed,

Most people have heard of the “slow movement,” so it is interesting to learn how this relates and affects PR. Here are six ProfNet experts who explain this movement:

Definition of “Slow PR”

Steve Capoccia, account director at Warner Communications, says, “If you want to move your objective forward in a meaningful way, you want a firm that demonstrates empathy, compassion and knows how to tell a story that builds relationships – this is ‘slow PR.’”

Christopher Penn, vice president of marketing technology at Shift Communications, adds, “Instead of aggressive outbound pitching and mass emails, ‘slow PR’ (inbound PR) is about cultivating relationships with journalists first and foremost, putting the relationship first; asking detailed inquiries of journalists to make sure the pitches that do get sent are 100 percent on target; and creating a ‘house’ audience that you can selectively direct to newsworthy pieces.”

“’Slow PR’ is about building relationships, mutual respect, trust and credibility with reporters and through the product of that, the larger audience,” reiterates Edward Hershey, principal of Edward Hershey & Associates. “This was never about releases, press conferences or staged events.”

There is also a greater use of social media in “slow PR” — particularly Twitter, explains David Johnson, CEO of Strategic Vision. “‘Slow PR’ highlights getting to know a journalist, their interests, and how they write by following them and then pitching them via social media rather than through massive emails and media lists that are often ignored.”

Capoccia warns that “slow PR” must not be confused with “forever and a day PR.” Speed is important. You can have “slow PR” and achieve results quickly if you are using a firm that knows how to deliver meaningful content in an integrated way that is appreciated by the intended audience.

“Slow PR” vs. Traditional PR

Johnson explains, “‘Slow PR’ takes a step back and is less hectic and isn’t about being fast-paced and the number of pitches sent to a reporter.  The more traditional PR is about the number of pitches you sent, how many reporters contacted, how many hits and is more fast-paced.”

Anne Isenhower, principal of Anne Isenhower Communications, agrees with Johnson. She says, “Traditional PR too often employs a scattershot approach to outreach that can reach too wide and thus miss the mark. “Slow PR” ensures that outreach is very carefully planned to generate the best coverage results and the best long-term relationships with influencers.”

Penn provides this explanation: “In traditional PR — which is a lot like outbound sales — you have a product and you shop it around until someone buys. In inbound marketing and ‘slow PR’ (inbound PR), you create and manage the audience, and then fit the product where it belongs.”

However, “slow PR” strategies still strive to preserve traditional PR while also educating, planning, and evaluating without time constraints, says Aliah Davis-McHenry, president and CEO of Aliah Public Relations. “As we see now with social media, PR practitioners have to act and react in the now so those that engage in ‘slow PR’ cannot afford to not take advantage of these timely opportunities. There is a need for churning out our client’s information in a fast pace but there is also a need to build those meaningful relationships and use technology in a slow way as well.”

Penn agrees that you need both traditional PR and “slow PR.” “Slow PR” won’t replace outbound PR, it’ll supplement it.

Transitioning into “Slow PR”

Johnson thinks: “A business should begin by evaluating if their efforts at traditional PR with massive pitching is working or not.  From that evaluation they should then begin adopting practices that fall into the ‘slow PR’ movement and explain to clients if they are an agency how this ultimately benefits them with better quality stories and stronger relationships with reporters. “

In addition, “you must see the relationships with your influencers and media as being a higher priority than that of the stories and pitches, and be willing to invest in the time and people it takes to make those relationships happen,” says Penn. “It also means possibly no longer working with some clients who are pushing you to make short-term pitching choices that can harm the long-term relationships — you have to be willing to walk away from a story or even a client.”

Capoccia’s suggests avoiding “robo-contact” at all costs. This can be accomplished by setting it up as a best practice with an individual or several key employees who are in charge of analyzing how the team/s are approaching journalists to make sure they are offering information that will impact and support the client’s and journalists objectives.

Most importantly, Davis-McHenry believes, “A company can move more into the ‘slow PR’ movement by putting care and consideration into their public relations efforts by not engaging in ‘spray and pray’ via email and social media and developing meaningful relationships with journalists, bloggers, and influencers; companies will see that their PR initiatives will grow and build business.”

Successful Examples of “Slow PR”

Isenhower felt the effectiveness of “slow PR” after spending about four hours preparing a single pitch to a very senior editor at The New York Times. She says that five minutes after she hit send, the editor called her and said, “I get at least a hundred pitches a day about this column alone. Yours was the only one I opened today, and I appreciate the time and thought you’ve obviously put into it.  I’d like to interview your CEO.”

“A good chunk of what we do at SHIFT is ‘slow PR’ (inbound PR), focusing on the relationships first,” says Penn. “For example, we’ll have a lunch and learn with a reporter from a beat and ask them straight out what they need, what stories they’re looking to cover, what especially they do not want, and then we use that guidance to decide which clients and stories are the best fit.”

Penn adds, “You know you’re succeeding when journalists are calling your account staff asking if they have any stories on X topic, because they did such a fantastic job the last time they worked together, and that happens on a fairly regular basis to our staff.”

Capoccia’s company works with an industry analyst firm as a client. Even though they are often in “breaking news” situations, they are also very careful to deliver what they say to the reporter contact and “drip-feed” information to the reporter by way of background to further establish credibility and relationships.

The use of “slow PR” resulted in a blockbuster exposé that made a difference for Hershey’s client. His story: “When a lead emerged about a potentially significant story earlier this year that would accrue to my client’s benefit I contacted the managing editor of a local weekly and sold him on assigning his top reporter (a Pulitzer Prize winner) to pursue the story. The reporter, too, was someone I had worked with before. Over the next two weeks I connected him with sources (who needed buttressing and reassurance as well) and otherwise maintained close contact without crowding him.”

But keep in mind that “slow PR” is in its infancy, warns Johnson. Yet, “one thing is true; reporters appreciate it and are more willing to work with those who take a slow and nuanced approach.”

Written by Polina Opelbaum, editor of ProfNet, a service that helps journalists connect with expert sources. To read more from Polina, check out her blog on ProfNet Connect.

The Q&A Team: A Google Helpout Primer

Dear Q&A Team,

My marketing team wants to learn more about Google Helpouts. We want to get a better understanding of this service as well as how we can use it to promote any of our products and/or services. We also want to know whether we should charge for Helpouts, and if there are any legal issues we should take into consideration.

Help Me Out

_____________________

Dear Help Me Out,

It is always exciting to see whether you can integrate a new service into your marketing efforts. Here are four ProfNet experts who answer all your questions about Helpouts:

Explanation of Helpouts

Andy Abramson, CEO of Comunicano, says, “When someone needs help or assistance with a specific question or situation, they can now turn to Google Helpouts, a free or pay-as-you-go video help line where experts are available, or can be reserved, to assist with questions or needs by providing real-time advisory services face-to-face.”

The experts can provide advice on the following subjects: art/music, computers/electronics, cooking, educations/careers, fashion/beauty, fitness/nutrition, health, home/garden, adds Melanie Trudeau, digital strategist at Jaffe PR.

Sarah Hill, digital storyteller at Veterans United Home Loans, also explains that Helpouts are really Google+ Hangouts plus services plus financial transactions.

Hill says, “Helpouts are a new layer of e-commerce, ‘See-Commerce’ if you will. The difference between Helpouts and traditional Hangouts is there is a Google Wallet integration and customers have the ability now to pay for a service from within that Helpout.”

Marketing Using Helpouts

“Whether a marketing department should use Helpouts depends on the nature of the company’s core business. Marketing departments should ask themselves: What service about my product or business could I offer to the rest of the nation,” suggests Hill.

Trudeau thinks that marketing professionals need to look at Helpouts as another “channel” to reach their target audience. They first need to determine whether Helpouts will reach their intended audience, and then decide how they will “package” and price their offering.

In addition, “Helpouts are searchable, meaning, when you type in a search query in Google, you could see results pointing to Helpout sessions. My guess is that Google’s review ratings will play a strong role in ranking Helpout sessions in search results, i.e., the sessions with better reviews will raise to the top of search results. This is important for marketers,” says Trudeau.

Abramson believes that marketers can use Helpouts for remote pre-sales consultations and walk-throughs that can be conducted with groups where apps and services are shown off. It can bring the actual product owners closer to the potential users to gain real-time feedback and interaction.

He adds, “Helpouts are ideal for new product introductions as they allow prospects to discover more about the product or service in more complete ways. Prospects can ask questions, and the Helpouts can be recorded so others can view it later.”

“In admissions at Colgate, we are planning on using Helpouts to help parents and students understand the application process. Last year we did a Reddit AMA (Ask Me Anything) about the admission’s process. This year, we plan to use Helpouts to help people in the same way,” says Matt Hames, manager of media communications at Colgate University.

To Charge or Not to Charge

Trudeau explains that a marketing department has three basic models to consider, they can: offer their expertise and charge for their services; offer free or paid support for their products; offer free information and advice that highlight their product(s).

If marketing decides to go with the first option, then they need to keep in mind that Google keeps 20 percent of their fees. Trudeau thinks that participants will be willing to pay for one-on-one attention to address their specific questions. But with free content readily available online, time will tell if personalized attention will command fee-based advice online.

If marketing goes with the second option, then people may be more inclined to purchase products knowing that they can get individualized support via Helpouts. Communicating this support option at purchase decision time will be crucial, warns Trudeau.

Last but not least, if marketing goes with the third option, it may give them the opportunity to connect with an audience that may seek out their product(s) and make a purchase after the Helpout.

Hill has another thing for marketers to consider. She says, “Offering your service for free can bombard your inbox with individuals wanting your service, so as a matter of supply and demand, you should seriously consider the consequences of offering a free Helpout as those sessions are indeed demands on your time. However, if your marketing department’s intent is simply to get individuals in the funnel and not as a money making endeavor, then a free Helpout is a great option.”

Abramson thinks, “Marketers should not charge for remote pre-sales consultations and walk-throughs. The idea is to service and support customers or prospective customers by being informational and demonstrative. Of course once it takes off, there can be a value added service offering based upon the same premise for more advanced discussions.”

Hames says, “We will never charge for Helpouts. Reddit, Hangouts and live chats are free, always will be.”

Legal Concerns

“Marketing should always be aware of legal and regulatory concerns as they always should avoid making false claims or misleading statements. The rule of thumb should be to never say or present anything that could come back to hurt you,” says Abramson.

Trudeau adds: “Certain professional services representatives may be excluded from using Helpouts due to state and federal laws. For instance, if lawyers want to charge for online advice, they must first contractually establish an attorney-client relationship, which would be impossible in Helpouts. If attorneys were to offer free advice online, they would need a fairly hefty disclaimer as dictated by the rules of their state bar. From a marketing standpoint, this may create a barrier to entry.”

“You must own the rights to the photos and videos used in the Helpout or the video trailer promoting your Helpout,” cautions Hill. “You have an option to decide whether to let your client record the Helpout. Both you and the client must agree to that recording and both of you get a copy of the video.”

Here are additional Terms of Service for Helpouts: bit.ly/18l0GoV

Have fun exploring Helpouts! Good luck!

Written by Polina Opelbaum, editor of ProfNet, a service that helps journalists connect with expert sources. To read more from Polina, check out her blog on ProfNet Connect.

image via Flickr user emiliarossijewellery

The Future of Collaboration and Internal Communications

Technology has drastically improved the way organizations communicate with internal stakeholders. The ability to transcend geographic boundaries through social channels has made collaboration more convenient and efficient than ever before. Business Development Institute’s upcoming event “The Future of Collaboration and Internal Communications  Summit” will explore how large organizations are incorporating technology to improve workforce productivity. Prior to the event, featured speaker Trevor Loe, VP of compliance and investor services at Vintage Filings, discussed the value of using social technology to strengthen internal communications.

Employees can share, receive, and digest information in a variety of ways

“Social channels allow people to pick the medium that works best for them, which is good because we all consume information in different ways,” says Mr. Loe. Webcasting, blogs, and Chatter are just a few of the channels that organizations are using to engage with internal audiences.

Social technologies are cost effective

Companies save substantially on travel costs by live-streaming presentations over the web. Additionally, the ability to share recorded presentations with employees overseas or out-of-office ensures that sensitive information is delivered in a timely manner.

Companies can customize social tools to meet their needs

Tools such as webcasting can be used for communicating new developments in a crisis, town hall meetings, or even continuing education courses. During his presentation, Mr. Loe will offer specific examples of companies that rely on social tools to communicate different messages.

Due to globalization and a rising number of home-based employees, technology has evolved to accommodate an increasingly virtual workforce. Large organizations can empower their employees by using social channels to improve internal communications. The variety of mediums available can be applied toward meeting specific needs such as real-time response to crises or career development. Sparking engagement amongst employees through social channels not only encourages productivity but also strengthens the employer brand.

Join us: 

To learn more about how social technology is improving internal communications, join PR Newswire and Business Development Institute for “The Future of Collaboration and Internal Communications Summit” on Tuesday, November 12th at the CUNY Graduate Center in New York City. Register here: http://www.cvent.com/events/internal-collaboration-social-communications-summit/event-summary-ca8eb79a547c42b6ac55955d22133e3f.aspx