Integrated Marketing Communication

Press Release 2.0: How Your News Release Should Evolve For Digital Media.

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~ K. Quesenberry ~ Leave a comment

The first press release was written in 1906 to announce something newsworthy. Over the years PR professionals developed a standard format to obtain earned media publication in newspaper, magazine, radio and TV news. Like any industry the rise of digital and social media has changed best practices in this discipline. In this article you will learn the new standards and best practices for digital and social media optimized press releases.

The traditional press release was mailed, faxed or emailed to editors and journalists consisting of:

  1. A Headline to grab attention of journalists and summarize the news.
  2. A Dateline for the release date and originating city.
  3. An Introduction Paragraph that provided quick answers to who, what, when, where and why.
  4. The Body with further explanation, details, background, and statistics.
  5. A Boilerplate with short about copy on the organization or company.
  6. The Close was a symbol that meant the release ended.
  7. Media Contact Information included the name, phone, email and address for the PR or media relations person.

Today’s press releases must include more to be effective. Digital assets, quality links, headlines, and calls to action should all be designed for easy sharing on social networks and be optimized for online search. The main difference in a new digital or social media release is that it doesn’t necessarily mimic a complete news story like previous traditional releases. Instead it provides more components or raw ingredients to put together a story in any format or to be shared on various social networks.

In 2006, Shift Communications developed what they call the Social Media Press Release with the template seen below. It includes a series of bullets with quotes from senior executives and multimedia elements such as logos, photos, PDFs of key materials, links to podcasts, and an annual report or PowerPoint.

This template is still relevant, but Shift suggests some updated features including:

  1. Sharing Buttons for various social channels at the top of the page right under the headline
  2. Multimedia that now emphasizes using short video.
  3. Varying Viewpoints from other perspectives that make it more social.
  4. A Link to an Official Press Release because some prefer the facts in one easy-to-read place for new aggregators to pick up easily.
  5. Twitter Conversations curated to showcase what people are saying about the news on Twitter.

When writing IR Magazine suggests that …  new media press releases should be tailored to various audiences like wire services and social media contacts. Share on X Therefore, communicating with bloggers is not the same as communicating with traditional media. Most bloggers who think you are pushing biased information will turn against you. The first step is to know the blogger you are targeting. Read their blog, get a sense of what they care about and start a conversation. Establish a relationship first and start with an interesting news item that may not directly relate to your company, then ensure the release links back to your organization’s main website as long as your content is good. Don’t let a person excited about your press release be disappointed by your site.

Press releases now need to be optimized for SEO. Write your release around three keywords or phrases that are important to key audiences. Keywords should be included in the headline and subheads at the top and in the body of the release. Sprinkle keywords throughout the release and add hyperlinks to help people find related content and provide support. SEO optimized releases help you get ranked in news search and editors may contact you solely based on your press release being properly optimized and relevant.

Catherine Spicer of PR Newswire focuses on what is not needed. She argues that it is also time to leave behind some conventions of the traditional news release. Writing “For Immediate Release” was intended to tell journalists when the story could be published, but now when a press release goes live online, it’s assumed that it is ready for immediate use. You may also want to stop using “Embargoed until XX:XX.” With so many news sites competing to break the stories first these days, embargoes are not always honored. Closes with a “###” are outdated as well. Readers today will more likely think the pound sign is a hashtag for tweets. The press release dateline now should always include a year. Thanks to website archives and search engines, press releases are now discoverable for an indefinite amount of time.

Victoria Harres also of PR Newswire suggests:

  1. New releases should focus links on relevant metrics that count such as tracking online reads, social shares, and content popularity.
  2. Releases should be used to publicize other organization content. When something interesting is published on your blog, website or YouTube channel use a release to drive brand exposure, social shares, media pickup, and brand discovery.
  3. Improve SEO by answering questions. Search engines try to deliver results that answer searcher questions. So write press release headlines that highlight the questions the release answers.
  4. Use keywords for SEO, but use language that relates with the target or it won’t get read or shared.
  5. Remember that the press release today reaches much more than the press. Press release strategy should strive to reach editors and journalists, but also influencers, investors, employees and consumers.

What new press release standards and features are you practicing for digital and social media?

Big Data Hype: Don’t Forget The Big Idea.

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~ K. Quesenberry ~ Leave a comment

Big data is very valuable, but it can’t do everything. The numbers can only take you so far. Even as big data gets even bigger, don’t forget the value of big ideas based on true human insight and how they can be what really drives social media content and engagement.

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Big Ideas, Big Results.

On Business 2 Community, author Jason Bowden stated that: “Digital marketing professionals declare big data as the next BIG thing in digital marketing … there’s no way of stopping the surge of big data explosion upon the emergence of better online marketing analytic tools, mobile marketing schemes, internet technology and social media platforms.”

I completely agree with this sentiment. A Google search of the term “Big Data” reveals 787 million results. In contrast, the search term “Big Idea” reveals only 335 million results. Is big data really deserving of nearly 50% more of our attention?

Big data is defined as extremely large data sets that may be analyzed, computationally, to reveal patterns, trends, and associations, especially relating to human behavior and interactions. Big data requires new tools to handle the amount and complexity of data, but with investment comes valuable insight. On the other hand, a big idea is the driving, unifying force behind a brand’s marketing efforts. Big ideas are also valuable. In a piece for Entrepreneur, Chris Wirthwein stated that big ideas provide ten valuable qualities: transformation, ownability, simplicity, originality, surprise, magnetism, infectiousness, contagiousness, egocentricity, and likability.

I’m not advocating replacing big data with big ideas. In a recent survey more than three out of five companies (62 percent) have started investing in data marketing solutions. And almost half of brands (47 percent) are already seeing a positive return on data-related investments. What I am advocating is that in all the excitement over computer generated big data do not leave the human generated ideas and creativity behind. Big data cannot generate a big idea and big ideas can generate real feelings, big movements and real big results.

When Big Data Meets Big Creativity.

At the recent Advertising Week gathering of marketing communication professionals some professed this same sentiment. In a panel called “When Big Data Met Big Creativity” advertising agency executives were adamant that creativity goes hand-in-hand with data and should complement each other. Tham Khai Meng, worldwide chief creative officer and chairman of Ogilvy, cited the Dove “Campaign for Real Beauty,” campaign as an example. The campaign won many creative awards and produced amazing business results but grew out of single data point: Only 4% of women considered themselves beautiful. Meng said: “Data is the orchestra, creative is the music. You need both.” John Hegarty, founder of Bartle Bogle Hegarity, said that data provides insights, but warned that: “Human beings are not a collection of algorithms.”

What Does A Big Idea Look Like?

Proctor & Gamble is the global package goods company that has built enormous brands based on enormous amounts of traditional and digital research data. Yet, even they know the value of big ideas. In 2012 they needed a global campaign to help reverse the brand Fabreze’s sales decline. Research pointed them in the right direction, but the big leap came in a big idea based on a globally relevant universal human truth – something big data could not spit out of a data set. The big idea was to “Involve real people in visceral experiences to prove Febreze makes even the filthiest places smell nice, no matter what they look like.“ You can view how the campaign was set up in this behind the scenes YouTube video.

What were the results? It won an Effie award that explains how the effort reversed Febreze’s sales trend, by increasing sales by 10% with 10 weeks of growth resulting in a 36% point turnaround. The Breathe Happy Campaign also received 511MM earned media impressions in high profile media publications and many bloggers developed rich content with their own Febreze experiment videos uploaded to YouTube. 
In addition, Febreze Facebook fans increased from 235k to 600k in 6 months.

In the end computer data and human ideas produced real business results. What’s your view on the value of big data and big ideas?

This blog post originally appeared on Social Media Today here.