So much information, so many audiences. The problem with sending out mass emails, is not only that untargeted information is ignored, or even worse disliked, by its audience, but also that many emails end up languishing in spam folders. So the most beautifully crafted press release, sent with captivating attachments, is never seen, let alone appreciated by the audience it was aimed at.
Thomas Becktold, SVP marketing at Business Wire, explains that the key benefit of using a newswire service is that it neatly meets both the needs of the professional communicator and their audience, whether this be journalists, bloggers or social media users. He describes newswires as being, “a central meeting place between content providers and those consuming content”. Companies such as Business Wire have media relations teams who can ensure that releases are relevant and specific to each audience they are aimed at. Experts can ensure that the body copy is compelling, plus there are tools that help PROs to create content that is picked up by search engines.
Becktold says: “We provide tools that link directly into Google search terms, so that we can suggest more popular terms that the writer can use. We can also suggest exactly how often the terms should be used. We also optimise information so that it comes up in organic searches, helping people on social network sites such as Twitter to share it.”
Although Becktold believes that email has its place, for example when communicating with a personal journalist contact, using email is not ideal for mass communications. And even when journalists want to send one targeted email, this should be text only, as once any attachments are included, the mail is more likely to be filtered. Becktold explains why newswires are so successful at reaching key media: “When audiences use a newswire, they know they will receive information tailored to their needs. We have Smart News Releases that allow PROs to include photographs, videos, charts, and other material that helps them to illustrate their stories. Also, these are available to the audience in the format that best suits them, for example a newspaper needs a high-resolution image, whereas a blogger wants something more immediate and prefers a lower definition photo”
Another advantage of a newswire service is that PROs can easily measure the effectiveness of each release. They can see who has read it, what they are looking at, and what search terms they may have used to access it. Plus the newswire will reach key audiences around the globe. Becktold says: “We make sure releases are delivered and posted in multiple outlets, including thousands of websites, from financial sites to trade magazines. The goal is to reach consumers of the news, whether they are a professional journalist, a blogger, a consumer, or a researcher. We have partnership agreements with every news organisation in the world, from the Press Association to Reuters, so that we deliver press releases directly to newsrooms in the local language, the correct format and at the key time they need it.” Timing is a key issue, particularly for publicly trading companies, who need to issue material news announcements, such as an earnings release, at exactly the right time.
To illustrate how a newswire service benefits small businesses as well as large, Becktold gives the example of one happy client, a small organisation in Nebraska that specialises in weights and measurements. This company gave out a press release explaining how people have to be careful when buying seafood, because often the food is weighed with ice attached, putting up the price considerably. This story became an item on ABC News, a result the company could never have expected to achieve by sending out a standard release. Becktold says that Business Wire offers cost-effective solutions for small companies, as price points are flexible to suit all budgets.