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China, a record-holding country: They constructed the longest bridge in the world and they also hold the record for having the most citizens living in one country with the same surname.  Chinese journalists use mobile websites for their research and social media as a form of communication with the PR-Pros more than any other country. TREIBSTOFF (blog site of news aktuell, a subsidiary of German Press Agency to distribute press releases) a spoke with Lynn Liu, Director of Audience Development and Distribution Services at PR Newswire Asia. He explains which changes need…

Journalists get frustrated with PR Professionals. You see it in blog posts and on social media — journalists frustrated with generic, relevant pages and irrelevant material. Pew Research published an analysis of the gap between PR and journalist income, and the relative number of PR professionals to journalists (there are a lot more of the former). With the advent of digital journalism, it is journalists who find their objectivity scrutinized more often than before. It’s not a surprise that many journalists harbor some misgivings for the PR industry. But how can…

Generating and distributing your brand’s vital news is an important part of how you stay relevant in the minds of the media and your wider customer base. But a press release can do so much more than simply tell someone about your company. In this article, we will discuss the 4 key elements to writing high-quality press release content: The news announcement Multimedia attachments High-quality links And social media 1. Identify a Clear and Interesting News Announcement The purpose of your press release is to remind the media, your clients,…

It’s not every day that a release about a dinosaur skull lands in your inbox, and it made me sit up (and make bad dinosaur puns, apologies for the title). The release is about the auction of a 65-million-year-old fossilized Triceratops skull named Lung Wong (or “The Dragon King”), the first of its kind to be sold in Asia. Granted, not every release can feature the magnificence of The Dragon King, but there are successful elements within the release that are applicable to any piece of content: 1.       Hook them…

Remember that scene in Jerry Maguire where Tom Cruise utters one of his famous lines, “help me, help you”? Well, to successfully pitch to the media, you need to essentially channel Jerry Maguire. Help them first: be the solution to the obstacles they’re facing, and they’ll help you. Firstly, what are the issues that are plaguing reporters? Recent surveys have shown that despite the technological advances and fancy workflow programs, 68% of reporters are more unhappy and overworked now than five years ago. Why is this? Workplace satisfaction is dropping,…