How to Inspire Conversation that Captures the Audience's Attention
-PR Newswire's Media Coffee event was held in Kuala Lumpur, Singapore and Hong Kong last month with the topic of: "Blurred Lines: Finding Clarity with Your Audience in Fight for Time & Attention". HONG KONG, June 5, 2015 /PRNewswire/ -- In the last two weeks, PR Newswire held a series of Media Coffee events in its key markets in the Asia-Pacific, namely Kuala Lumpur (on 19 May), Singapore (on 22 May) and Hong Kong (on 28 May). Together with our keynote speaker Michael Pranikoff and local guest speakers, the events looked into the challenges that marketers encounter today in an omni-channel world with the blurring lines of media continuing to cause confusion for marketers to identify the right channels to capture the audience's attention. While marketers strive to create engaging and valuable content, it is a complete waste of time if it is not discoverable through building distribution tactics into the content marketing plan to drive the audience's discovery of key messages. This is essentially the epitome of achieving relevance and credibility with the target audience in order to gain maximum brand visibility. The archived video of the events in Malaysia, Singapore and Hong Kong are available for viewing upon registration. Good Storytelling today requires making your story easy for someone else to tell Michael Pranikoff, who is the Global Director of Emerging Market at PR Newswire, had repeatedly emphasised the need to make storytelling not only interesting but also making it easy for someone else to tell. Michael, who was the keynote speaker for all three media coffee events, pointed out that as the media landscape evolved and different devices are now permeating our life, marketers and publishers must adapt to the changing consumer in where, when and how they consume content. "We got to create story that grabs attention and is visual in nature because it's easier for someone to re-tell and use that story, which in turn generate more interest and traffic by media talking about it, which then generate better search visibility for your story," explained Michael. Some of the interesting highlights include: While there has been ongoing discussion of the convergence of earned, owned and paid media, in reality, paid media outweighs earned and owned media in terms of how companies are communicating their stories to their audience. The reason being companies are not finding great success in social media. Organic reach of content on social media continues to drop because content published and shared by brands is basically advertisements. Only five percent of the traffic to B2B and B2C websites is driven by social, while 51 percent is driven by organic search. On the other end, social media is driving more traffic to publisher and media than search. To create good search and rankings online, brands have to first create good content that create conversation. Adding multimedia to content not only adds context to it but also drives discovery. We have 30 seconds to get the audience's attention and besides having a powerful headline, a good visual is critical as people make visual decisions in only three seconds. Create content that is easy to use so that your story is easy for someone else to tell as in the case of IBM's Millennial Study. If you cannot grab the audience's attention with headlines, you're done Bernhard Schutte is the Chairman of the Board of Directors for EBM Sdn Bhd, a venture capital company. "Our group of companies have discovered doing press release is definitely the best way to get your story out there," said Bernhard. According to him, the press release is one of the best ways to get your messages across to your audience and a good press release is not only valuable, but can also change the company's direction. Some of his key points include: Press releases are cheaper and much more effective than advertising Your release has to have news value The headline is the most important Good content is in great demand as the cost is becoming expensive for the media Customise the press release to focus on region, culture, industry, groups and audiences. Be what people are interested in and stop interrupting what they are interested in "Nobody reads ads. People read what interests them, and sometimes, it's an ad," said Riccardo Ottolenghi who is the head of advisory services at CTRL/SHIFT. He underpinned the importance of producing content that is of interest to your audience through examples such as Ikea and highlighted the fact that technology today has enabled brands to communicate in ways that are more focused, personal and fit for the situation. Brands can finally sell what their target audience needs, when they need it. He also pointed out that while 79 percent of marketers expected to face a high level of complexity over five years' time, only 48 percent felt prepared. Speakers (Second from the left to Right: Riccardo Ottolenghi, Bernhard Schutte and Michael Pranikoff) and PR Newswire local staff in Kuala Lumpur You are defined by the way you distribute. You are how you distribute "Content is King, but Distribution is Queen" was the central idea of the presentation delivered by Alan Soon who is the CEO and Founder of The Splice Newsroom, and was the guest speaker for the media coffee event inSingapore. "The future of journalism is about how you create content and how you distribute," said Alan. He also shared a few case studies including the New York Times' Nails Salon and Spotify which illustrated how media, especially the traditional media is exploring alternative distribution outside the usual norms so as to reach a wider and more social savvy audience. Left to Right: Royce Shih, VP of Sales & Marketing of PR Newswire in Asia-Pacific, Michael Pranikoff and guest speaker of Singapore event, Alan Soon The marketer's job is to help journalists tell interesting stories Angie Lau, an anchor at Bloomberg Television based in Hong Kong, was the guest speaker at the Hong Kong event which is also the last stop of the Media Coffee series. A global journalist with more than 16 years' experience, Angie highlighted that journalists and marketers are essentially talking to the same audience although each has a different agenda. When asked about how to get buy in from management to create content as measurement is difficult, Angie said "I will say to your boss, what came first? The chicken or the egg? You can't get ROI unless you get the story out there but you can't get the story out there unless you have ROI? This is the universal problem and at the end of the day, this media industry is moving so quickly it is almost impossible to have ROI." The job of marketers if they want to engage the media is to get journalists' attention and tell them why their stories are interesting by observing some of the do's and don'ts: Don't be boring and ignorant of your audience Don't forget the 5Ws: Who, Why, When, What, Where (and How) Do use videos and images Do expect to rise to the demands and challenges from media/journalists Left to Right: Michael Pranikoff and guest speaker of Hong Kong event, Angie Lau To receive alerts of the next series of Media Coffee event, register or follow us on LinkedIn,Twitter@PRNAsia or Facebook. About PR Newswire Media Coffee The goal of Media Coffee is to enable communications professionals to hear from leading media organizations on how their respective companies work, providing insight into their specialist areas, giving advice on achieving coverage and informing them on effective targeting of journalists within their sector and how to build a mutually beneficial relationship. About PR Newswire PR Newswire (www.prnasia.com) is the premier global provider of news release distribution and multimedia platforms that enable marketers, corporate communicators, public relations officers and investor relations professionals to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry in 1954, PR Newswire today provides end-to-end solutions to produce, distribute, target and measure text and multimedia content across traditional, digital, mobile and social channels. Combining the world's largest multi-channel content distribution and optimization network with comprehensive workflow tools and platforms, we enable the world's enterprises to tell their stories to the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, the Middle East, Africa and the Asia-Pacific region, and is a UBM plc company. Media contacts Asia Marketing Team +852 2572-8228 asia.marketing@prnasia.com Photo - http://photos.prnasia.com/prnh/20150605/8521503686-a Photo - http://photos.prnasia.com/prnh/20150605/8521503686-b Photo - http://photos.prnasia.com/prnh/20150605/8521503686-c Source: PR Newswire
World's Largest Digital Display To Showcase Videos from MultiVu
Display of video on the Reuters Sign in Times Square will reach millions of viewers daily NEW YORK, Feb. 14 /Xinhua-PRNewswire/ -- MultiVu, PR Newswire's multimedia and broadcast public relations company, is now offering its customers a unique opportunity to reach millions of consumers each day with video messages displayed on the 23-story high Reuters digital billboard located in New York's Times Square, the largest of its kind in the world, the company announced today. The placement of MultiVu's customers' video on the Reuters Sign marks a natural extension of an extremely successful partnership entered into in March 2007 between PR Newswire and Times Square2, a division of Reuters and manager of the Reuters Sign. The initial agreement, which was the first of its kind, placed PR Newswire's customers' photos on the 7,400-square-foot billboard, which is seen by an estimated 1.5 million people who pass through Times Square daily. "In this day and age the most successful communications programs are the ones that embrace new technologies that connect organizations directly with consumers," said Dave Armon, chief operating officer, PR Newswire. "It is our role at PR Newswire to leverage these new technologies and create new mediums for our customers to deliver their messages. Blogs and social networks -- especially those centered around video -- have become a mainstay of our distribution, targeting and measurement services, and now with the introduction of Times Square Video, we are giving our customers a new and unique way to reach their customers, investors or other interested parties directly." "Video that will render well in this new medium must be concise, extremely visually appealing and eye-catching, and of course able to tell a story or convey a message without audio," said Bev Yehuda, vice president of Products, MultiVu. "MultiVu's industry-leading production staff will work closely with our clients to counsel them on editing existing video or will create new, custom video from scratch." Through MultiVu, organizations can create customized video segments to be displayed on the Reuters billboard. The video segments will be accompanied by a headline of up to 100 characters, and a company logo. According to a study by eMarketer, a leading market research firm, companies spent $775 million in online video ads in 2007, and are projected to spend $4.3 billion by 2011. MultiVu is expecting to attract non-traditional customers, such as those putting resources towards online video advertising, with this new video offering, according to Yehuda. Universal Music Enterprises (Ume) used MultiVu's Times Square Video Service in conjunction with the promotion of the 2008 GRAMMY Nominees CD. "In addition to Universal Music Enterprises, early users of MultiVu's Times Square Video Service include other leading consumer brands such as PepsiCo, Smart Balance and Neiman Marcus," said Yehuda. "These are the types of companies that have traditionally invested their marketing and branding dollars into television, online and print advertisements; Times Square Video offers them yet another avenue to target buyers, in an extremely cost-effective and meaningful way." About PR Newswire PR Newswire Association LLC ( http://www.prnewswire.com ) provides electronic distribution, targeting, measurement and broadcast services on behalf of tens of thousands of corporate, government, association, labor, non-profit, and other customers worldwide. Using PR Newswire, these organizations reach a variety of critical audiences including the news media, the investment community, government decision-makers, and the general public with their up-to-the-minute, full-text news developments. Established in 1954, PR Newswire has offices in 14 countries and routinely sends its customers' news to outlets in 135 countries and in more than 40 languages. Utilizing the latest in communications technology, PR Newswire content is considered a mainstay among news reporters, investors and individuals who seek breaking news from the source. PR Newswire's leading services include ProfNet(SM), eWatch(TM), MEDIAtlas(TM), Search Engine Optimization, MediaRoom, MediaSense(TM), MultiVu(TM), U.S. Newswire, the preeminent policy newswire in the industry, and Vintage Filings, the fastest growing Edgar filing company. PR Newswire is a subsidiary of United Business Media plc of London. SOURCE PR Newswire
Xinhua PR Newswire Helps Chinese Corporations Debut in 2008 CES
BEIJING, Nov. 11 /Xinhua PR Newswire/-- Xinhua PR Newswire (XPRN), China’s leading corporate news distribution provider, today announced that it will provide corporate press-release distribution services for Chinese participants of the 2008 Consumer Electronics Show (CES). This service includes not only a series of news distribution measures tailored to various Chinese markets but also a wide selection of discounted packages. The overall package is expected to meet the needs of exhibitors’ product publicity demands and build brand awareness before, during and after the exhibition. CES is a renowned annual event covering consumer electronics products and techniques. This influential exhibition, the largest of its kind in China, attracts attendees from all over the world. A variety of instrumental, cutting-edge techniques and products will be showcased at the exhibition. CES has continued to grow in stature over recent years, and more and more Chinese corporations have chosen to promote their products and brands through CES. As a result, Chinese corporations have started to compete on the global stage, and the attraction of “made in China” has now been realized. Today, in the face of the rapid development of the consumer electronics industry, and the intense competition from international companies, Chinese consumer electronics corporations have become aware of the consequences of building brand reputation and enhancing product publicity. As a branch of the world’s largest corporate news distribution service, PR Newswire, Xinhua PR Newswire has committed itself to providing efficient corporate news distribution services for Chinese corporations. Through dissemination of news releases, images and multimedia productions, XPRN has assisted thousands of Chinese corporations in delivering their company news worldwide. XPRN has already provided more than 200 Chinese participants of 2008 CES with corporate news distribution services that include: § News Release Distribution: Utilizing PR Newswire's global news distribution network, Xinhua PR Newswire can send clients' press releases to over 24,000 media points in 135 countries, including major high-tech and financial media in North America and Europe. PR Newswire’s electronic delivery network instantly connects XPRN’s clients with the global media. § Image Distribution: Adopting PR Newswire's image distribution service, Chinese exhibition participants can deliver their product images, on-the-spot exhibition photos and other relevant material to 175 websites, including the ability to see photos displayed on the Reuter’s digital billboard in Times Square, which reaches more than 1.5 million people each day. Furthermore, according to client specifications, the images can be immediately transmitted via the Associated Press’ PhotoExpress(TM) service directly to the desktops of photo editors at newspapers, television stations and magazines, as well as being archived on the NewsCom and AP photo archives for access by 20,000 news outlets worldwide. § Multimedia News Release: Multimedia, such as image and video, capture audience attention and make those exhibits more vivid and impressive. The Multimedia News Release service efficiently delivers client news in a multimedia format, combining video, audio, text, logos, photos and related material to over 4,400 media points and more than 3,600 websites. In addition, upon request, the video/audio materials may be distributed to major TV stations across North America. “In light of PR Newswire’s 50-plus years of service experience and its global corporate news release network, Xinhua PR Newswire has already built an effective method of communication for Chinese corporations with consumers and overseas media, which helps clients sell products, enhance brand awareness as well as promote their influence,” said Chen Yujie, Director of Xinhua PR Newswire China. “Therefore, we are fully convinced that during 2008 CES, our service will continue to assist consumer electronics companies, especially SMEs, in exploring the international markets, building their brand awareness and achieving global influence.” For details, please refer to: /upload/front_attachment/200710894518.pdf Or contact: Vivienne Li Tel: +86 10 58645308 Fax: +86 10 58797150 Email: vivienne.li@xprn.com About Xinhua PR Newswire Xinhua PR Newswire (XPRN), an alliance created between Xinhua Finance and PR Newswire, assists companies and organizations in delivering their news releases to the media, individual and institutional investors, and the general public worldwide, with clipping, monitoring, measurement and media intelligence services. Utilizing PR Newswire’s global news distribution network, Xinhua PR Newswire can send clients’ press releases to 135 countries in 40 languages.
PR Newswire Launches Internet Photo Distribution Service
New Service Distributes Customers' Photos to More Than 175 Consumer and Business Web Sites, Creating the Largest Online Distribution Network for Photos in the Industry Today NEW YORK, March 12 /PRNewswire/ -- PR Newswire, which has been delivering publication-quality photos to media for decades, today announced a new photo distribution service that places customers' photos on more than 175 Web sites, extending the reach of these images directly to consumers. (Photo: http://www.newscom.com/cgi-bin/prnh/20070312/NYM011 ) (Logo: http://www.newscom.com/cgi-bin/prnh/20000306/PRNLOGO ) As part of this new service, through a partnership with Times Square2 (http://www.timessquare2.com), customers will also benefit from having their photos rendered, in fifteen-second increments, on the Reuters digital billboard in Times Square, which reaches the more than 1.5 million people each day. Among the 175-plus Web sites that will render PR Newswire's customer photos as part of PR Newswire's new Internet Photo Distribution service are the Los Angeles Times, ABC Television affiliates, MarketWatch and Yahoo!. "Visual elements provide more depth to any story, and oftentimes adding a photo to a news release means the difference between the media writing a story about the news or passing on it altogether," said Dan Hennes, director of Photo Services, PR Newswire. "It's no different for consumers reading information online -- an interesting photo grabs readers' attention and draws them into a story in a way that simple text may not. We have been offering photo rendering to select consumer news sites for a number of years, and the launch of our new Internet Photo Distribution service will vastly increase their visibility by posting them on a robust network of more than 175 Web sites." PR Newswire's Internet Photo Distribution service can be added to any news release. PR Newswire also offers other photo services including national Associated Press PhotoExpress distribution, delivering customers' photos to the desktops of photo editors at newspapers, television stations and magazines nationwide through AP's premier photo delivery system, Total Photo Archive, which archives photos in NewsCom and AP digital photo archives for access by 20,000 news outlets worldwide, and Assignment Photography services that locates photographers around the world for customer photo shoots. About PR Newswie PR Newswire Association LLC (http://www.prnewswire.com) provides electronic distribution, targeting, measurement and broadcast services on behalf of tens of thousands of corporate, government, association, labor, non-profit, and other customers worldwide. Using PR Newswire, these organizations reach a variety of critical audiences including the news media, the investment community, government decision-makers, and the general public with their up-to-the-minute, full-text news developments. Established in 1954, PR Newswire has offices in 11 countries and routinely sends its customers' news to outlets in 135 countries and in more than 40 languages. Utilizing the latest in communications technology, PR Newswire content is considered a mainstay among news reporters, investors and individuals who seek breaking news from the source. PR Newswire's leading services include ProfNet Experts(SM), eWatch(TM), MEDIAtlas(TM), Search Engine Optimization, MediaRoom, MediaSense(TM), MultiVu(TM) and U.S. Newswire, the preeminent policy newswire in the industry. PR Newswire is a subsidiary of United Business Media plc of London.
