[New Post] Influencer Insights: Media Moves and Intel for the Week of March 14

 

Blogs

Influencer Insights: Media Moves and Intel for the Week of March 14 Nida Asheer To keep up with today's media landscape, public relations professionals need to know not only who is going where, but also how to communicate more effectively with those journalists, bloggers, and influencers making moves. This week's highlights include a new executive creative producer at Buzzfeed, a new editor-in-chief at Re/Code, and a look at the state of social media in Canada by our friends at Beyond the Wire. Want even more media moves? Check out the latest issue of PR Newswire Media Moves on our Knowledge Center and follow @PRNMedia for daily updates. 1. Town & Country: Stellene Volandes (@therealstellene) has been named editor-in-chief @tandcmag. Volandes formerly served as style director at the magazine since 2014 and held the same role at Departures magazine from 2007-2011. She first joined Town & Country in 2011 as jewelry and accessories director. The magazine will celebrate its 170th anniversary later this year. 2. Re/Code: Dan Frommer (@fromedome) takes the lead @recode as editor-in-chief. He was previously a technology editor at Quartz and has been reporting on technology for over a decade with jobs at Forbes.com and Business Insider. He aided in the creation of Silicon Valley Insider that later became known as Business Insider, and is also the founder & editor of news site, SplatF, as well as online travel/tourism website, City Notes. 3. Buzzfeed: Summer Anne Burton (@summeranne) has been named the first executive creative producer @buzzfeed. She has been with Buzzfeed for about four years and was most recently the editorial director for the BuzzFeed BFF team. Prior to that, she was the managing editorial director and weekend editor/senior editor. In her new role, Burton will be focusing predominantly on cross-collaboration efforts between the creative and editorial departments. 4. GQ: Noah Johnson (@noahvjohnson) has joined the new men's fashion magazine launching in May, GQ Style, as senior editor. He most recently covered men's fashion at The New York Times, T Magazine, The Wall Street Journal and The Cut. He has also held a variety of editorial positions during his career including fashion features editor at Details, deputy editor at Style.com as well as Complex Media. 5. The Washington Examiner: Former Al Jazeera America scribe Jamie McIntyre (@jamiejmcintyre) joins @dcexaminer as the senior defense and national security writer. McIntyre's career spans over forty years with time spent at WTOP Radio as an editor/reporter, CNN as a senior pentagon correspondent for sixteen years, and NPR as a newscaster for their program "All Things Considered." He has also been an adjunct professor for multimedia storytelling in journalism at the University of Maryland for over seven years. Influencer Intel of the Week: For brands looking to reach all of North America, understanding Canada's digital landscape is essential. Get the lowdown on the state of social media in Canada with this article from CNW's Beyond the Wire blog. When reaching out to journalists and other influencers, your content must be created with their needs in mind. Read our white paper 5 Keys to Crafting Press Releases that Drive Earned Media for tips on writing press releases that work. Author Nida Asheer is a member of PR Newswire's audience research team, which makes thousands of updates weekly to the media database underpinning our Agility workflow platform. In her audience researcher role, she keeps an eye on the latest media moves and news throughout the Southwest region.

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[New Post] 5 Ways to Use Press Release Reporting to Create Newsworthy Content

Blogs

5 Ways to Use Press Release Reporting to Create Newsworthy Content Danielle Capriato It is the goal of every press release writer to see their release succeed. We dream of getting picked up by major mainstream media, landing interviews in renowned industry publications, and having influencers click and share our news on social media. While some press releases are going to garner instant media attention and social buzz, learning what makes a press release stand out takes elbow grease. From identifying a newsworthy story and determining the time of day that secures the most views to crafting a tweetable headline and choosing attention-grabbing multimedia, a lot goes into writing and distributing successful press releases. In Redefining Newsworthiness, New Opportunities to Earn Media & Attention for Your Brand, we explore how the social and influencer media revolution has led to different – but valuable – types of opportunities for third-party coverage. One way to identify these opportunities is by tapping into the successes and failures of previous press releases. Your press release metrics can inform your future content strategy by providing insight into what your audience considers newsworthy. The key is in understanding how to interpret your data. Here are 5 common press release metrics, along with tips for turning them into actionable insights. 1. Release Views The first mental "hooray" you feel as a press release writer is usually tied to this number. We love seeing that lots of people have looked at our release! When you begin digging into this metric, compare your releases with higher views to those with fewer hits, and see if you can isolate the differences between them. Consider every aspect — down to the time of day your high- and low-performing releases were distributed. For instance, sending a press release right at market open could cause your release to be buried in financial news, or you might see trends in days of week and times of day that impact your press release visibility for better or worse. 2. Engagement While release views are the most immediate metric to inform success, it's not enough to get eyes on your release. If your content is truly newsworthy, your readers will want to share it. Engagement can be a tricky stat to measure, as it can encompass a large number of actions. Social sharing, as an example, can indicate that audiences thought your story was newsworthy and were compelled to help spread the news. Clickthroughs from the links in your release are another great way to gauge interest in your brand or story. Being able to track clicks and trace traffic on your owned channels back to your press release will be invaluable in measuring impact. 3. Audience Demographics Isolating which demographics have interacted with your content can offer a lot of insight into whether or not your message is resonating with your target audience, as well as why or why not. Take note of the specific individuals sharing your press releases. Look at the handles of users who retweeted or liked your release when you shared it on your brand's social channels, or see who shared it on their own. Furthermore, if you're promoting a piece of content that is linked to marketing automation software, you can use trackable links and lead generation forms to gather richer intelligence about the potential buyers downloading your content. If a reader provides their job title or company when they download your content, this information can offer insight into the types of professionals interested in your news. Media monitoring can also be helpful. If you are tracking the types of media organizations or publications who have picked up your release, you can get a feel for the demographics your news appeals to. Seeing which media groups and brands are interested in your news can be a great indicator of your story's newsworthiness. 4. Multimedia Impact We all know that multimedia increases engagement, and while it's great to see how many people clicked your photo or video, gleaning useful intel from this metric requires a deeper dive. When it comes to photos, keep an eye on downloads as well as clicks. This shows that some readers chose to keep your photo, possibly to publish in something that will become valuable earned media. For this reason, it's important to offer a way for readers to access and download high-resolution images. Video views on their own can also paint an incomplete picture of success. If possible, note where viewer drop-off occurs: How many seconds or minutes into your video did audiences stay? Can you see the percentage of viewers that made it through to the end? Not only will this give you understanding into how newsworthy your viewers found your story, you can use the knowledge to craft more compelling videos or reposition your call-to-action earlier in your video to ensure it's seen by the largest number of people. 5. Traffic Sources Knowing how readers discovered or accessed your release can say a lot about your press release's performance. The search terms used to find your release will show you what audiences were looking for when they discovered your content. Similarly, referral sites can help you track potential earned media, and statistics around which social media sites led readers to your content can indicate how far your story is traveling and the level of interest it has with audiences on each channel. Your press release reporting is vital to understanding exactly what your target audiences want. Content that once may not have been considered "newsworthy" enough for a pitch to top-tier media may be of incredible interest to today's other core audiences. Download Redefining Newsworthiness: New Opportunities to Earn Media & Attention for Your Brand to learn how to map out a multichannel content plan that ensures your message is seen. Author Danielle Capriato is the manager of strategic communications at PR Newswire, where she writes, edits and manages distribution of press releases to promote the PR Newswire brand and content. Follow her on Twitter @dcapriato.

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