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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

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.

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.