January 2020 PR Calendar Cheat Sheet

The first month of 2020 heralds new beginnings, a fresh crop of opportunities and resolutions to make. Injecting some buzz this month is Lunar New Year, which is celebrated across Asia-Pacific, where people will usher in the Year of the Rat with food, clothes and greetings - all bearing auspicious symbolism. Here’s a list of major events and festivals to help you plan your PR campaigns and activities this month. Key Dates  7 - 10 January: Consumer Electronics Show (CES) 2020 11 - 19 January: Singapore Art Week 13 January: Coming of Age Day (Japan) 16 January: Teacher’s Day (Thailand) 17 - 19 January: Taipei Dangdei (Global Art Fair) 21 January:  World Economic Forum 24 January:  International Day of Education 24 January:  Lunar New Year Eve 25 January – Lunar New Year 26 January - 62nd GRAMMY Awards Highlights of January 2020 1. New Year’s Day (1 January) [caption id="" align="alignnone" width="400"] Source: Fourdesire[/caption]   Taiwanese digital design studio Fourdesire has launched a campaign to help users make their New Year’s resolutions in a fun and fuss-free way. Through its three gamified mobile apps, "Fortune City", "Plant Nanny²" and "Walkr", users can cultivate better wellness and financial habits such as spending wisely, drinking more water and walking more.   2. Consumer Electronics Show 2020 (7 to 10 January)  A flurry of new products and partnerships were announced at the CES 2020, the world’s biggest consumer technology show, which was held in Las Vegas from 7 to 10 January. Formally known as the Consumer Electronics Show, CES has set the stage for upcoming technology innovations to be introduced to the marketplace by leading companies around the world. With over 4,400 exhibiting companies across 36 product categories, competition is keen to secure media coverage. According to Mike Butcher, editor-at-large at TechCrunch, he gets over 500 emails per day and is focused on those that contain news, not self-promotion filled with buzzwords designed to please the client. Amidst the hive of activity at this industry event, time-pressed journalists appreciate multimedia press releases as it is a one-stop resource page to gather information and multimedia assets to enrich their reports. [caption id="" align="alignnone" width="1806"] Source: MultiVu Screenshot[/caption]   South Korean company Hyundai Motors distributed a multimedia news release on its smart mobility solutions, comprising Urban Air Mobility, Purpose Built Vehicle and Hub, a place for mobility transfer and community activities, that were unveiled at CES 2020. This news release, which is also available in Indonesian and Simplified Chinese, comes with photos of the three innovations, and a video on Hyundai’s human-centred future mobility vision. Relevant news and technology media outlets carried the news and created infographics from the press images, emphasizing the importance of providing journalists easy access to multimedia assets. Relevant news and technology media outlets carried the news and created infographics from the press images, emphasizing the importance of providing journalists easy access to multimedia assets. In a separate press release, Hyundai also announced its partnership with American ride-sharing company Uber on developing Uber Air Taxis, an aerial ride-sharing network and also launched its new full-scale aircraft concept. This piece of partnership news, which featured quotes from senior management, was picked up by major news outlets such as The Financial Times, CNN and Nikkei Asian Review. [caption id="" align="alignnone" width="400"] Source: Taiwan Tech Arena[/caption]   CES is also a great platform for businesses to showcase products with novel technology and uses. Take Taiwanese start-up LuluPet for example. It has introduced the world’s first cat litter box with in-built artificial intelligence that tracks the health of cats through their excretory behaviour, weight changes and stool images.   3. Lunar New Year Eve (24 January)     Lunar New Year (25 January)  [caption id="" align="alignnone" width="600"] Source: Shanghai Disney Resort[/caption]   Many theme parks and brick-and-mortar establishments such as shopping malls strive to create a memorable experience during this holiday period. Shanghai Disney Resort is hosting a Spring Festival event - a fitting tribute given that the brand’s most famous cartoon character is the Mickey Mouse. From 13 January to 9 February, mascots of Disney’s most iconic characters such as Mickey, Minnie, Donald and Daisy are donning new Spring Festival outfits. Guests can enjoy performances, games and food stalls in a colourful and flamboyant street market. They can also access new Disney-themed photo filters and create Spring Festival greeting videos on smartphones. [caption id="" align="alignnone" width="557"] Source: Adidas[/caption]   The festival season is also an opportune time to spruce up one’s wardrobe. In China, Sportswear brand Adidas has introduced a series of sportswear, adidasTERREX CNY, in conjunction with the Lunar New Year festivities. Not surprisingly, the line’s jackets, sweaters and windbreakers come in bright red - an auspicious colour in Chinese culture. The sportswear line is designed for city-dwellers who are planning to exercise during the festive break. This set of apparel is also designed for everyday wear, far beyond Lunar New Year. Travelling during the Lunar New Year break is getting more popular, since mainland China, Hong Kong, Taiwan, Singapore, Malaysia, Indonesia, South Korea and Vietnam have public holidays to celebrate this festival. The occasion is known as Seollal in South Korea, and Tet in Vietnam. To spark some holiday ideas, global online travel agency Agoda has compiled a list of Top 10 Destinations for Asia-Pacific travellers over the Lunar New Year period, based on booking data in 2019. Bangkok, Tokyo and Taipei have emerged tops in the list as these cities are gourmet and shopping spots. Agoda also released Top 10 Destination Lists and festive travel trends for seven markets in this region. Hong Kong-based online travel agency, Klook also came up with a Top 10 list of travel experiences, from its repository of 100,000 activities across 350 destinations. These lists were picked up by travel websites and featured in search engine results, providing a nifty source of inspiration for travellers who may then use Agoda or Klook’s services.   Plan your upcoming campaigns and news releases around festivals, exhibitions and conferences in Asia-Pacific. Click here to view PR Newswire’s Public Relations Calendar 2020.

2020-01-14 15:00

PR Newswire Asia’s Top 10 Highlights of 2019

2020 looks set to be an exciting year for the ever-evolving public relations industry, as it adapts to trends such as the resurgence in the popularity of earned media and the rise of podcasting and artificial intelligence.  Before we charge ahead into a new year, we look back at the key highlights of PR Newswire Asia in 2019.  More Acquisitions by Cision  Last year, PR Newswire’s parent company, Cision acquired Falcon.io, a leading social media marketing platform. Prior to this, Falcon.io completed its acquisition of Unmetric, a social media analytics software. These acquisitions boosted Cision’s earned media management capabilities, empowering public relations professionals with enhanced social media capabilities to execute well-rounded campaigns Cision also acquired Trendkite, a digital PR software company, which provides comprehensive media monitoring and analysis capabilities. These functions have been integrated into the Cision Communications Cloud, a one-stop platform for earned media management. New Websites in English, Japanese And Vietnamese We revamped our English website for the Asia-Pacific region. To strengthen our presence in the region, we have also launched a Japanese website and a Vietnamese website. The websites, which are PC and mobile-friendly, and enhanced with visual elements, provide an optimum browsing experience for users. The Next Generation Of Cision Communications Cloud® The Cision Impact was added to the latest upgrade of the Cision Communications Cloud. The new function, which includes Cision Audiences and Cision Activation, enables brands to capture and re-target earned media audiences at the peak of their content consumption and measure the true impact of earned media coverage. These new features cement the platform’s status as the best-in-class earned media management tool. Cision Launches MultiVu, A Digital Marketing Suite To meet the growing demands of digital marketing, MultiVu unveiled its Digital Marketing Suite, which has tools to create multimedia assets including Social Videos, Multichannel News Releases, Catalyst Interactive Web Experiences and Premium Publisher Advertising.    5. Growing Our Press Release Distribution Network   In 2019, PR Newswire distributed close to 30,000 press release in APAC, including 300 video releases. We added close to 1,800 clients this year and continue to provide excellent service for 3,600 clients, including government agencies, local companies and multinational companies such as Ogilvy and Huawei. On the media relations front, we have added more than 9,600 partner journalists and cultivated over 260 new website partners in APAC, such as Asiaone, Warta Ekonomi and The Iskandarian.    6. Bigger Team, Better Service  We expanded our teams in Australia, Malaysia and Taiwan to better serve local clients in light of the growing demand for global press release distribution and media monitoring services in the region.     7. PR Newswire’s Communications Forum 2019 The annual marquee event was successfully held on December 18 in Shenzhen, China. The forum attracted close to 1,000 communications professionals, who listened to insights from more than 30 industry experts, including Yujie Chen, Asia-Pacific President of PR Newswire (above) and Alyssa McDonald, Managing Editor for Digital, Bloomberg Asia-Pacific. Read the highlights here. 8. Media Coffee We held seven Media Coffee events in Taiwan, Hong Kong, Singapore, Indonesia, Vietnam and Malaysia. These sessions continued to be a valuable networking platform for communications professionals to connect with leading media organizations. 9. Insightful White Papers                                                                           2019 Asia-Pacific Media Survey - Redefining the Value of Content Our Audience Development team surveyed nearly 1,000 journalists and media professionals across nine key markets – Australia, mainland China, Taiwan, Hong Kong, Indonesia, Malaysia, Singapore, South Korea, and Vietnam. This survey enables international businesses to better understand the diverse APAC media landscape. Cision's 2019 Global State of the Media Report The 10th State of the Media Report, which surveyed close to 2,000 journalists around the world,  is Cision’s most extensive report. The annual report broadly covers challenges that journalists face and tips on pitching to media and content production. Cision and PRWeek: 2019 Global Comms Report For the third consecutive year, Cision partnered with PRWeek to survey more than 500 senior PR and marketing professionals in seven countries to uncover recent trends and advancements in the communications field. The 2019 Global Comms Report unveils the biggest challenges that PR professionals face and how they can be overcome with data and technology. 10. Our Accolades  Malaysia Global Business Forum (MGBF) Golden Quill Media Awards: Most Innovative News Distribution Award PR Newswire clinched the Most Innovative News Distribution Award at the Malaysia Global Business Forum (MGBF) Golden Quill Media Awards held in Kuala Lumpur, Malaysia in May. The 2nd ASEAN PR Excellence Awards 2019: Diamond Award for Best Online Media Companies Supporting PR and Communications Industry The Diamond Award (the highest tier among four award categories, including Gold, Silver and Bronze) recognizes PR Newswire's role in supporting outstanding online public relations activities in the communications industry in South-east Asia. As we enter into a new year, we look forward to working closely with you in 2020 to reach and engage your target audiences through cultivated media relationships, exclusive partnerships and technology. For more information, visit here or email us at asia.marketing@prnasia.com.

2020-01-08 11:34

Interview with an Online Beauty Editor: How to Engage Young, Female and Digital-first Audiences

  Meet Briana Ng, Beauty Editor at Presslogic GirlStyle, a new online beauty platform based in Hong Kong targeting young girls. And yes, her job description is all you would imagine and more! She is constantly invited to many events organized by brands to collect information to write posts based on her first-hand experiences and accumulated know-how for Presslogic GirlStyle’s over 6,000,000 readers.   Despite the perceived glamour of this industry, Briana puts in a lot of hard work to write posts about skincare and makeup while getting involved with simple video shooting as well as editing. She is appreciative of PR professionals who take the initiative to introduce their products and answer questions rather than provide information based on a script while “forcing” journalists to write content. Briana also shares tips and techniques that are useful for media professionals especially those who are seeking to engage young, female and digital-first audiences who are less likely to be influenced by traditional media.    [caption id="" align="aligncenter" width="947"] Briana shares beauty and fashion information in Presslogic GirlStyle.[/caption]   Hongkongers are spending more time on digital media rather than traditional media – a whopping 63% of the total daily media time[1]. In addition, mobile devices are now capturing over 50% of the time spent on digital media.   Pitching and What Female Audiences Want     Q: Please share your good and bad experiences when a PR professional reaches out to you. Is there anything that they should be aware of?    We are always invited to different events. I think good PR professionals should avoid “forcing” reporters to write posts. Instead, they should take the initiative to introduce the product and give us the chance to ask questions, so we can understand the product better.   Moreover, a good press release should include the details of the product, like the product ingredients and research findings. The more information a press release provides, the easier for me to pick out the key points and write posts. This way, what I share with my readers can be more objective.   Regarding pitch emails, I prefer a more casual style. The tone should not be too formal, and I suggest PRs insert keywords in the subject to make it more interesting. Creative word combinations help to attract additional readers – so this effort can benefit both parties.   Q: Many people say that the media has been transformed as it moves from offline to online. How has the media been changed?      In terms of advertisements, brands tend to invite celebrities or models as their only representatives in the past. Now, they will spread their resources and collaborate with Key Opinion Leaders (KOLs) or YouTubers, as people believe that KOLs are more “down-to-earth” relative to those big-name celebrities. [caption id="" align="aligncenter" width="572"] Briana (right) attends a PR event and writes a review for the product.[/caption]   Q: How do you attract a larger audience?   We have several social media platforms, such as Instagram, Facebook, and YouTube. Different platforms may have different target audiences. For example, most of the Instagram users are young girls, they are scroll through social media content quickly, so I must catch their attention by using different techniques. For instance, videos I posted on Instagram are limited to one minute.   Besides, we also refer to data from Instagram and Facebook. We noticed that Instagram contains a younger age group compared with Facebook and the audience on Facebook tends to watch longer videos than that on Instagram. We have adapted our content to our readers and optimize their experience.   While writing the review for a certain product, I don’t rely on the press release alone. I will add my personal feelings and reviews from KOLs or celebrities to make my content more persuasive and reliable.   Briana’s video editing and photo-taking tips  Choose light and pastel colors for photos (see Briana’s Instagram feed below for an illustration of “Why”) Select high-resolution photos and videos of products Music Matters! Lively music at the beginning of videos help to engage viewers Bring out the subject and theme within the first 5 seconds Restrict yourself to 1- 2 minutes for a video story, a maximum of 3 mins for a long story   [caption id="" align="aligncenter" width="724"] Briana manages an Instagram account to interact with her audience and follow different beauty and fashion trends.[/caption]     Will you use online or social media material as a source of your published stories?   Using both Instagram and Facebook to keep up with different beauty trends is crucial. Most of our readers are relatively young and they are constantly consuming online media, so I must publish up-to-date information. I will also look for trending keywords and search with hashtags to share with my readers.   I use keywords in my title to attract readers to my posts and click for additional details. My favorite keywords are “Sakura girl” (櫻花女孩), “hot pick from editors” (編輯精選), “age rewind” (抗衰老) and celebrities’ names.     Do you have any tips that can share with someone who wants to be an editor or a part of this industry?   Persistence: A beauty editor needs to dress up to build your image and build your audience group consistently. They all take time. Dressing up every day is not easy for every girl.   Passion: As a beauty editor, you cannot lose your passion for finding out new products and looking into details. You need to have an interest in searching for and investigating makeup and skincare products.   Confidence: My job requires me to be in front of the camera to shoot pictures and videos. You cannot be camera-shy, and need to be talkative and sociable to connect with viewers.   Building your own unique image: In the beauty industry, uniqueness is necessary because it makes you become who you are. The audience loves freshness, they would come back to you when they find your style special. Press releases help with my content. We observe that consumers now pay more attention to the product details. Press releases include professional information like research reports to help my content become more convincing. About the Writers: Katie Ng (Audience Development Intern) - Graduated from the University of Sussex in the United Kingdom, majoring in Media and Culture studies. Iris Yuen (Audience Development Intern) - A student from the University of Queensland in Australia, majoring in Journalism. [1] GlobalWebIndex

2019-12-10 16:21

Singapore Media Landscape Highlights 2019: Prioritizing Audience Engagement and Multimedia Content

Despite Singapore's relatively small population of around 5.8 million, it is a multilingual global city that hosts the regional headquarters of Reuters, CNBC Asia and the Dow Jones Group. Singapore media is also being disrupted digitally with the average daily circulation of print publications in English, Chinese, Malay and Tamil (the four official languages of Singapore) falling a stunning 52.9 percent from 2011 to 2018. [caption id="" align="aligncenter" width="635"] Source: Statista[/caption]   Digital news readership [1] grew 3.1 percent year-on-year (YoY), but not all of these newsreaders visit the digital pages of the government-linked media conglomerates, Singapore Press Holdings (SPH) and Mediacorp. Instead, as our media interviewees will highlight later, readers may opt for digital media outlets that specialize in a more distinctive brand of news, often driven by detailed insights about reader demographics and preferences. One such example is AsiaOne, a PR Newswire content partner and content aggregation portal jointly owned by mm2 Asia and SPH. Since 2018, AsiaOne pivoted to original lifestyle and entertainment content through video-based formats, posting a rise in average monthly unique visitors of 108 percent or 1.2 million from June 2018 to June 2019. According to Comscore, AsiaOne is now the fourth-most read website in Singapore. Marco Sparmberg, the director of digital media at AsiaOne, shares how AsiaOne stands out, “Our coverage of (the newly-opened) Jewel Changi Airport demonstrates this approach as we developed a story under the #Joeyjios series – an original series where readers follow the adventures of our reporter, Joey Lee,” explains Sparmberg. “Not only does this help to sustain readership following, but an original series also allows us to curate consistent streams of content across multiple channels.”  Leveraging multimedia content to engage audiences Businesses, like the media, are prioritizing multi-channel audience engagement in their campaigns. Apart from following up with multimedia content after an event, brands can leverage similar campaigns to engage and attract target audiences before the event. For example, Manulife Singapore launched “The Manulife Vault Game” on 4 October 2019 with a top prize of $250,000, targeting young people by inviting them to play a game involving unlocking a vault and accumulation of virtual currency. On 9 November, the top 32 players from this month-long game will be invited to compete in the playoffs at Jewel Changi Airport. To appeal to young people, Manulife adopted a multimedia-rich communications strategy, starting with a multimedia news release that features a short video, screenshots of the gameplay and images featuring game-specific hashtags, e.g. #dreamretirement. This short “optimized for engagement” video shows the unlocking of a vault to unveil the top prize on offer. And the results speak for themselves, with over 100,000 views on YouTube within twenty days and industry media, such as Insurance Business Asia, covering this news. [caption id="" align="aligncenter" width="394"] Screenshot from Manulife Singapore’s video[/caption]   In our opinion, this campaign engages, entertains and educates its target audience through “snackable”, easy-to-consume multimedia content distributed through multiple channels.   Voices from the Singapore Media To provide additional viewpoints for PR professionals to consider, we invited two Singaporean journalists (Shawn Lim and Zed B.W, a journalist from The Drum and editor/founder from JustSaying.Asia) to discuss their views on how PR practitioners can navigate the media landscape in Singapore. Please briefly introduce yourself and your publication. Shawn: I am a reporter for The Drum where I cover the Asia Pacific region, based in Singapore. The Drum is a global organization that provides insights on all things digital, creative, advertising and media-related via its website and magazine. We provide award shows, live events, complete content marketing solutions, video production, research, peer-to-peer learning networks, and supplier finder services. We have offices in Glasgow, London, New York, and Singapore.   Zed: I am the editor and founder of JustSaying.Asia. JustSaying.Asia was initially launched as JustSaying.SG in 2013. It was meant as a platform to introduce and educate passionate individuals about the media industry. In 2014, we rebranded to JustSaying.Asia, as we realized that we were getting consistent traffic from Indonesia, Philippines, Thailand and even Australia and the U.S. Working in the Corporate Communications and PR industry for more than a decade, it was clear that the way we (as PR Professionals) engage with the media needed to change and evolve - especially with the rise of blogging, social media and influencers. I knew that there were many people out there that might not have the 'paper qualifications' but had a keen interest in writing and were very passionate about their hobbies. These passionate individuals subsequently made the JustSaying.Asia editorial team. Everyone covers an aspect of the beat that they are incredibly passionate about as a consumer first, and a writer second. For example, food and restaurant reviews are divided into subcategories by types of cuisine (Italian, French, Vietnamese, Thai, etc). Gaming is broken down into categories such as FPS, MOBA, Strategy, Sports, Simulation, RPG, etc.   How are digital competitors to traditional incumbent media (such as SPH and Mediacorp) positioning themselves to deliver a more relevant or better user experience? Shawn: Rice Media The publication has emerged in recent times as one of the most interesting sites for stories. Their long-form pieces on heartland topics with ridiculous titles like “The Most Ridiculous Designs We Found In Our Heartland Clothing Shops”, or my favourite “Diary Of A Man Forced By His Boss To Visit The New Funan Mall” have given readers an alternative to local current affairs news on SPH and Mediacorp. It is trying out podcasting with Storytel, where it puts articles on the platform as audiobooks, allowing users to listen to its stories instead. Mothership There has not been a proper tabloid rival to The New Paper since it became a free-sheet, but Mothership has since filled that gap. While other alternative news outlets tend to have a critical approach to government policies, Mothership has taken a different approach with its tabloid-ish approach on news and current affairs. Its video series like “Mothership Hits the Streets” appeal to the man on the street, and its government-friendly approach means it has attracted brands, and even the government to produce branded content, via editorials and videos.   Zed: Digital media has the ability to provide data-driven insights for advertising campaigns that other forms of media might not have access to. Through the data that we have, we are able to curate our content to fit our readership's specific demographics - age, location, interests. Over the last six years, the data that we've collected has helped to influence the design and structure of the site, while highlighting our value proposition to clients. By understanding how our readers moved across the site, we went from 1.2 page views per unique individual to 3.6 on average over the last year. It has also drastically helped us with our bounce rates - at about 9% per month, this is far lower than industry standards.   In the past 12 months, the shift to video is a common trend across worldwide media audiences. Could you please share how your team is adjusting to this trend? Shawn: We built our video production capabilities eight years ago and have been producing videos editorially and commercially ever since. As part of our branded content strategy, we produce videos for our clients at our own and global events like Cannes Lions, Advertising Week, DMEXCO and CES as part of their sponsorship package for the events we hold during these events. For editorial videos, we are continually producing documentaries and series on eSports, creativity and advertising. More recently, we started doing a live show call “The Drum Show” where we invite guests on the show to chat about the latest news in the industry and trending topics. We also host live shows on LinkedIn and Twitter.     What should PR professionals take note of when pitching to your publication to cover an event? Zed: We receive tons of invites to pressers and are totally swamped. Clear and less "mysterious" subject lines are likely to get our attention faster. The quicker we can get essential information from your invite (what, why, time and place) the better.   What kind of content in a press release is most beneficial to your content, and which do you like the most?   Zed: (I look for) Real information about the product/ project/ initiative you're pitching. How is it unique or compare to others that have come before? However, avoid taking it up with superfluous adjectives about how amazing, fantastic, tremendous the product is. Some are fine, but some press releases we get just go way overboard. Tell me why, back it up with data/facts and let us decide how amazing it is.     Keen to leverage video content as part of your communications strategy? Get in touch with us to learn more about PR Newswire’s Video News Release product. [1] Nielsen’s Singapore Media Index Report 2018

2019-10-31 11:21

How to Create Compelling Videos to Enhance Business Growth

From left to right: Jonathan Vit (Head of Video from VICE Asia), Byron Perry, moderator (Founder and CEO of Coconuts Media), Tessa Wong (Video Journalist from BBC News Online), Chung Lyn-Yi (Supervising Editor from CNA), Joyce Hau (Head of News Partnerships from YouTube Asia Pacific) Video content is a powerful tool for marketers and producers to tell complex stories that engages their viewers. According to Cisco’s Visual Networking Index, video traffic will account for 82% of the global web traffic by 2022. With video consumption on an upward trend, it is no surprise that YouTube is the second most visited website in the world. To keep up, media publications and businesses are generating more video content to attract and engage their audiences. As an Associate Member of The Society of Publishers in Asia (SOPA), PR Newswire was invited to attend the SOPA Singapore Media Insider event held on 30 Aug 2019 in Singapore. I attended to learn from media professionals about the latest video production trends and how businesses may produce compelling corporate news videos. There was a panel discussion and the speakers touched on topics such as strategies for creating high-quality news videos and the latest video production trends. The panel discussion comprised the following speakers: Joyce Hau, Head of News Partnerships from YouTube Asia Pacific Jonathan Vit, Head of Video from VICE Asia Chung Lyn-Yi, Supervising Editor from CNA Tessa Wong, Video Journalist from BBC News Online Byron Perry, Founder and CEO of Coconuts Media (Moderator) Here are my takeaways from this event: The level of video engagement Engagement levels are critical metrics. Upon video upload, the speakers shared they would monitor to see if it’s doing well in terms of the following metrics: number of views number of likes number of comments view time (total amount of time viewers spent viewing the video) average view duration (the average time spent viewing the video) average completion rate (the average percentage of the video viewed)   Sequencing makes or breaks video content The speakers shared that most audiences stop watching if it doesn’t catch their attention within the first 10 seconds on social media platforms and YouTube. For longer videos like documentaries, the digital teams will analyze the engagement levels and pinpoint the specific timestamp where most viewers stop watching. By analyzing the timestamp, it may reveal tiny details such as when the documentary shows the back of the speaker’s head, viewers are more likely to feel disengaged and stop watching. Video producers may then optimize accordingly when they are shooting their next video. When shooting videos, take as many shots as you can, wide medium and close-up, of the action. When editing, you will have additional choices to put together the most exciting sequence. Creating video content for different platforms There are many different platforms to share videos such as YouTube, Vimeo, Dailymotion, Twitch, Facebook, Instagram, Snapchat, TikTok. Each platform will have its unique positioning and attract different audiences. YouTube, Vimeo and Dailymotion would most likely have the widest variety as they have a general target audience. For social media platforms such as Facebook, Instagram, Snapchat and TikTok, the content is often bite-sized, fun and exciting to promote the likelihood of shares. Some media publications seek to target the younger generation; hence they are placing more emphasis on multimedia news stories with lighter content such as lifestyle news. Ultimately, they need to study video consumption behaviors and tailor their video content style to attract targeted audiences. When producing a video, businesses should plan how a single piece of video content can be re-purposed and used across multiple platforms. How YouTube combats fake news Fake news remains to be one of the biggest issues for some readers as most of the articles that are published on platforms such as Facebook, Instagram and YouTube do not state the source of the information. Most panelists (BBC, CNA, VICE Asia and Coconuts Media) are media representatives except for YouTube. YouTube is an open video platform and that there isn’t an editorial team that vets and fact-checks content before publication. Joyce Hau, Head of News Partnerships from YouTube Asia Pacific, said that the platform was continuously trying to improve themselves to become a more trusted news source for viewers: Promotion of news content from established news media publications Introduction of a “Breaking News” shelf – This only appears when there is a significant news event Monitor for spikes in the number of views for videos and then proceed to validate the source of the video - the aim is to make credible news more accessible and improve the news experience   Subtitles are a must - Most social media videos are watched without audio This was an interesting fact that one of the speakers shared – 85% of Facebook videos are watched without sound according to Digiday.  This is also the way I consume video content whilst on my daily commute to and from work. Therefore, it is critical to add some form of text or subtitles within videos to help provide context to the audiences that are watching these ‘silent’ videos. After the panel discussion ended, I asked Ron Leung, Multimedia Producer at PR Newswire about his professional opinion as he helps our clients create multimedia press releases – comprising interactive, visually appealing content – that attract journalists and is easy to share on social media. He added, “With the growing trend of mobile devices usage, audiences are most likely consuming video content on smaller screen sizes. To stand out from millions of videos, using fonts and styles that look good on small screens is critical.” He provided an example comparing two different subtitle fonts below:   [caption id="" align="aligncenter" width="600"] Across these screens, which set of subtitles – Times New Roman or Open Sans - is easier to read?[/caption]   Open Sans (did you guess correctly?) and Helvetica are good examples of san-serif typefaces that work well as subtitles even on smaller screens.   Keen to leverage video content as part of your communications strategy? Get in touch with us to learn more about PR Newswire’s Video News Release product. This blog post is contributed by Stephanie Lau, Senior Audience Development Executive at PR Newswire. Stephanie leads PR Newswire’s audience development team in Singapore. She oversees media partnerships, media database and organizes media events and interviews. Prior to joining PR Newswire, she had three years of experience working in PR agencies.

2019-10-22 17:00

Indonesia Media Landscape Highlights 2019: How to reach out to both Digital and Traditional Media

Indonesia’s media landscape has become increasingly digital and mobile but traditional media still plays an important role. The Nielsen Consumer & Media View survey 2018 indicates that Indonesians who read news daily on print media stand at 42 percent of this segment. As fake news proliferates, readers are shifting to print media as trusted news sources. Print media focusing on business news, such as Kontan and Bisnis Indonesia, have reported a growth in their subscriber base. Therefore, it is important for communications campaigns to cater to both digital and traditional media.   To provide various perspectives for PR professionals to consider, PR Newswire’s Indonesian Audience Development team has distilled key numbers from industry reports, drawn from our recent experiences and interviewed two senior business journalists from media (Warta Ekonomi and Marketing.co.id) that are ranked within the top ten business publications in this market as reported in PR Newswire’s recent APAC Media Survey 2019.  Indonesia’s population of 270 million ranks fourth in the world while the number of mobile internet users ranks fifth with 106 million. Indonesia also leads key Southeast Asia markets in terms of the size and growth rate in online media with a gross merchandise value (GMV) of $9 billion and a projected compound annual growth rate (CAGR) of 31% from 2015-2025. This is mostly led by online advertising, online gaming and online music & video. This means that as businesses formulate PR strategies to build brand awareness and win trust, generating engaging digital and multimedia content is vital. [caption id="" align="aligncenter" width="1224"] Source: Temasek, Google and Bain & Co - e-Conomy Southeast Asia 2019[/caption]   So, what’s are the characteristics of audiences consuming digital and traditional media? The Nielsen Consumer & Media View survey in 2018 indicates that digital media and traditional media complement each other. It's just that media consumption varies across different age groups. For example, 97 percent of Generation Z (10–19 years) watch television, 50 percent access the internet and 33 percent listen to the radio. For Generation X (35-49 years), a similar proportion watches television (97 percent) and listens to the radio (37 percent) but a lower percentage accesses the internet (33 percent).   Outside Java (around 45% of the population lives beyond this island), Indonesians also prefer reading local news in print rather than in digital format. For example, 80 percent of readers in Makassar, a large city in South Sulawesi, prefer reading news in print newspapers, almost double the national average of 42 percent.   This Nielsen survey also indicates print media in Indonesia are consumed by readers from the age range of 20-49 years (74%) and the higher-income groups (54%). As Vicky Fadil from Warta Ekonomi states in his interview later, print media reporting seeks greater depth and analysis to cater to these readers. Therefore, print media plays an important role particularly for B2B marketing, products and services that prioritize trust (such as financial services) and thought leadership.       Moonton - Communicating through digital and traditional media   In July this year, the PR Newswire team invited journalists to a Jakarta press conference organized by Moonton, launching ASEAN’s first e-sports professional league, “Mobile Legends: Bang Bang Professional League”. Mobile Legends is a game developed by Moonton.   Over a hundred journalists from digital and traditional media attended this press conference to cater to the millions of Indonesians who are avid mobile gamers. Following a detailed presentation of the upcoming league’s plans and engaging journalists at this event, Moonton sent a multilingual press release.   This press release also included a link to a media kit which facilitated reporting in both English and Bahasa Indonesia from digital (e.g. e-sport) and traditional media (e.g. newspapers and television).   [caption id="" align="alignnone" width="1195"] Google News Screenshot indicating both Bahasa Indonesia and English reports of Moonton’s press conference[/caption]   In our opinion, this is an excellent example of enriching a product launch with different news perspectives for digital and traditional media to report on such as holding an event (press conference where Moonton management answered specific media queries), industry insights (highlight the lack of standardized contracts between e-sports teams and players) and a commitment to the industry (invest $8 million in e-sports).   Voices from the Indonesian media   Our team invited two senior Indonesian journalists (Vicky Fadil, Vice Editor, Warta Ekonomi, a leading business media and Tony Burhanudin, Managing Editor, Marketing.co.id, a portal targeted at Indonesian marketers) to discuss their views on how PR practitioners can navigate the Indonesian media landscape. Both Warta Ekonomi and Marketing.co.id operate digital and print media. Please briefly introduce yourself and your publication   Vicky Fadil:   Since 2015, I worked for Warta Ekonomi for both print (magazine) and online (wartaekonomi.co.id). As for now, I cover corporate activities, SME business, macroeconomics issues and political updates. Warta Ekonomi Magazine is the first economic magazine in Indonesia established since 1989, published bi-weekly, which offers a fresh perspective on business & economics to decision-makers in government and top business institutions.   Tony Burhanudin:   I have been with Marketing.co.id since 2016. I write about topics in marketing, digital marketing and advertising while interviewing senior representatives from both large enterprises and SMEs (small and medium enterprises). Marketing.co.id was founded in July 2011 and seeks to facilitate learning, discussion, and sharing about the world of marketing. We also operate Majalah Marketing, a print magazine.   In the next 12 months, what do you think will be the biggest changes in terms of the way content is produced and distributed in Indonesia?   Vicky Fadil:   For the next year, I don't see many changes in the way news is produced. Relative to online articles, for print media we need greater depth and analysis. Regardless, for both media, we go back to basics in terms of accurate supporting data and high-quality photos. On distribution context, I do think there's a change that we in Warta Ekonomi must address. It's obvious that posting our print or online content on social media can amplify our reach. But I think we must customize each posting for different social media platforms, not just “copy-paste” from the original content.   Tony Burhanudin:   I see news (especially live events or launch events) being reported using a vlog style, or other short-video reporting format. Other than that, I see data-driven journalism, where data is narrated in an easy-to-digest multimedia format, gaining more readers’ attention. Tell us a bit about the stories that your readers love and what new product launch stories gained good traction on your publication recently?   Vicky Fadil:   In 2019, all our print cover stories so far are related to digital business or IoT economy. Titles such as “Big Data Big Opportunity”, “Mobile Payment is Big Business” reflects our readers’ preferences. For online media, it's much more dynamic. For product launch stories, I think articles related to mobile gadgets, consumer electronics, consumer apps, e-commerce promotions still get lots of views, such as the launching of iPhone 11, Samsung S10, e-commerce festivals, etc.   Tony Burhanudin:   We are known for our coverage of the latest marketing concepts or phenomena and annual awards, such as Marketing Awards and Venture Capital, etc.   What should PR professionals take note of when pitching to your publication to cover an event?   Vicky Fadil: As business media, data is of paramount importance. Businesses can provide figures related to sales, growth percentage, market share, or your press conference talking points. Please let us know whether other news-makers are attending your events. If you can give us a one-on-one interview session, it will be even better.   Tony Burhanudin:   For new product launches, make sure you include the talking points about how your product is positioned within the industry, what are the differentiation points relative to others, the potential impact of your product, and don't forget to give the supporting figures. Most of the time, we only quote these figures from your release.   What kind of content in a press release do you prefer as it is beneficial to your content?   Vicky Fadil: I like press releases that are packed with data and interesting news angles. It makes my job easier to incorporate such information into an article. Tony Burhanudin:   I prefer a press release that uses an inverted pyramid structure, that places the most important content in the first paragraph. A press release should also contain figures, relevant quotes and high-resolution images that we can download.   This blog post is contributed by Afif Maulana, Audience Development Executive at PR Newswire. Before joining PR Newswire Indonesia, Afif had 8 years of experience as a business journalist on some of the biggest business magazines in Indonesia; SWA, Bloomberg Business Week and Fortune. His expertise and network on helps the Indonesia team expanding reach on local and national media. He also played a part as a mediator for client and media, when working on some issues and activities.

2019-10-09 15:13

Malaysia Media Landscape Highlights 2019: Shifting towards Multilingual & Digital Content

To help businesses optimize their Malaysian communications campaigns, PR Newswire’s Malaysian Audience Development (AD) team discusses two important media trends: (1) Multilingual publications becoming more common and (2) an ongoing shift from print to digital and social media. In the second part of this article, we share additional interview insights from two senior Malaysian digital media professionals. Going multilingual to gain readership Malaysia is a multi-ethnic, multicultural, and multilingual melting pot of over 31 million people. Traditionally, media in Malaysia was segmented into various languages such as English, Chinese and Malay to cater to these various communities. As stated in PR Newswire’s recently published APAC Media Survey 2019 report, content quality and readership (number of views) are the top two priorities for journalists. We have noticed that Malaysian media are targeting more specific and valuable readership metrics, such as increasing views from an audience of working adults and more engaged readers who spend a longer average time on each article. To achieve this objective, apart from content quality, Malaysia digital media, e.g. Malaysiakini, The Malaysian Insight, are launching content in different languages. As seen in the chart below, around 20% of Malaysian users prefer Malay and/or Chinese over English. Launching a trilingual news website will significantly expand a media’s potential audience reach. Working adults are most likely to read the news. By combining the launch of a multilingual news website with more mobile-friendly content, Malaysian media seek to enhance the specific readership metrics mentioned earlier. For PR professionals, they may tap on the above insights by complementing their English press releases with Malay and Chinese versions. PR Newswire has been actively adding multilingual news media partners to our distribution network such as: Money Compass focusing on business & finance news; Newswav, a news aggregator; Borneo News, a general news media; and Niaga Times, a business news media. Print to digital and social media In terms of news consumption behavior, digital (+3% year-on-year or YoY) and social media (+5% YoY) are gaining popularity[1] as a news source at the expense of print media (-4% YoY). With 54% of respondents using WhatsApp for news, Malaysia leads the 34 countries in this Reuters survey. Readers seek more private and less confrontational spaces to read as well as express their views on news stories within trusted online communities. At the same time, trust remains an important issue, with only 30% of Malaysian respondents have trust in news overall. Although many get their news via social media, there is greater skepticism about the news that is found there (21%). One of the key findings from the APAC Media Survey 2019 report is that high-resolution photographs (29%) are the most preferred multimedia element in news coverage by journalists from most APAC markets, with 25% preferring video, followed by infographics (21%). As news is increasingly shared in Malaysia on private social networks such as WhatsApp, the PR Newswire team recommends businesses craft corporate content with fresh news angles accompanied by multimedia elements. Voices from Malaysian digital media  Our team invited two Malaysian digital journalists (Clara Chooi, Managing Editor, Hybrid, an education-focused media and Aaron Kwan, co-founder, PRIMAL, a digital magazine focusing on telling stories that matter to youths and young adults) to discuss their views on how the media and PR practitioners are navigating the dynamic Malaysian media landscape. Commentary on Malaysian media Clara Chooi: Digital media is like everything else in our tech-driven world: fast-paced and always evolving. Like product cycles, the news cycle has sped up. Unlike the days of print where we wrote for tomorrow’s edition, in the digital world, people want to know within minutes or seconds of things happening. And depending on the nature of the development, some even want to watch these developments as they occur, with live and continuous analysis helping them make sense of it all. And that means journalists have to deliver the news immediately. This makes it much tougher for survival for three key reasons: Journalists need to think on their feet. As the world progresses and education levels rise, consumers of media have become smarter, more discerning and naturally more demanding. Vapid, he-said-she-said reporting no longer works–digital journalists need to spot trends, be able to analyze them quickly and present them most engagingly to readers. News articles cannot merely be reporting what just happened–social media takes care of that–they have to provide context, ask the hard questions and offer the best possible answers. Digital media outlets are operating in a highly-saturated space. And shortening attention spans make the competition for eyeballs even more cutthroat. Not only are media outlets competing with social media platforms for reader attention, we’re also fighting with virtually every website there is out there. Data analytics may help us understand reader trends and appetites better than in the days of print but changing algorithms and innovations mean we need to unlearn and relearn new things every day. There’s a perennial tug-of-war between chasing readership metrics and fulfilling the civic mission of good journalism. In such an environment, what constitutes “value” is determined by the number of clicks an article gets, which essentially means a quiz about what type of potato you are (this is a real quiz, by the way) becomes more commercially valuable to a publisher than an investigative article about political corruption that took the journalist three months to put together. Where do you draw the line, then? For publications to survive without taking the clickbait route, they need to diversify and look for different revenue streams, which is easier said than done when the marketplace is as saturated as it’s now become. How do you craft a story that connects with your audience? Aaron Kwan: We put our best foot forward for every content or story. One which we particularly enjoy doing was standing with WWF as they endeavor to bring awareness to animals facing extinction. In conjunction with Earth Hour, a group of talented local artists re-painted the Pillars of Sabah with images of threatened animals to remind the community about their significance as well as the importance of protecting them. To us, both the quality of visuals and content are as important when it comes to crafting a story. We believe that when everything is perfect and works well together, magic will happen. How can brands work with Malaysian media? Clara Chooi: I cannot emphasize enough how important it is for PR campaigns to be specific and targeted in their outreach. Like us, PR practitioners are operating in a fast-paced digital world, where fortune favors the focused. The best analogy I can think of is how Google’s search algorithms work–if you want your content to rank highly on Google, you can’t afford to tease or beat around the bush with your message. You need to be clear and specific, using realistic keywords and providing the right answers to the questions you want readers to ask to arrive at your page(s). Likewise, with PR campaigns, if a campaign can articulate its message most effectively to its target audiences, it increases its chances of getting the right kind of attention from the right people. How can brands pitch to your media? Clara Chooi: My best advice is this (and it’s the same as what our team presented at PR Newswire’s Media Coffee event in Jun 2019): do what we do as journalists–step into the shoes of your audience when you’re putting a pitch together. Before crafting your message or sending your pitch across to us, research our publications to understand what works with our audiences and what will stick. Remember that we operate in niche focus areas. Our content is specific, tailored to reach high-value audiences operating within these niche areas and it works because we apply precision-targeting to optimize our content. This simply means that every piece of content we publish is optimized digitally to reach the right persons holding the right job functions in the right industry/ies and the right geography/ies. Therefore, if you want your brand or message to reach the same audiences that we write for, the stories you pitch to us will need to check all the necessary boxes. Aaron Kwan: Stand for or champion a cause. Working for your own good is fine and all but working for the good of others, that is where fulfillment lies. About Clara Clara Chooi is a Managing Editor at Hybrid, overseeing its education web portfolio and a global team of journalists from its Kuala Lumpur editorial headquarters. She started her journalism career in print media in 2005, writing for Malaysia’s leading English newspaper The Star, before making the jump to digital media in 2009. She worked the politics, economics and current affairs beat for over 7 years at The Malaysian Insider and The Malay Mail, splitting her time between fieldwork and extensive travel with training young journalists, as well as serving as editor at both sites before joining Hybrid in 2016. As a journalist, editor and editorial team leader, she’s always believed that if wielded responsibly and effectively, journalism, like technology, can be a tool for positive change in a world often torn apart by racial misunderstanding and social and economic inequities. About Aaron Aaron Kwan currently leads a content marketing agency known as AK47™ and a digital magazine known as Primal™. As the Director at AK47™, he is responsible for AK47™’s business development and expansion across China, Hong Kong SAR, Singapore and Indonesia as well as Primal™'s recognition as a reputable media outlet in our region. As a doctoral candidate in business, he has great interests in consumer behavior, social media management and customer retention. He has 15 years of in-depth marketing experience and working collaborations with renowned companies such as FELDA Global Venture (FGV), Greenland Malaysia - Fortune 500 Company, CapitaMalls Malaysia Trust, The Ministry of Tourism and Culture, Kuala Lumpur City Centre (KLCC), Sunway Group Malaysia and OCBC Bank.   This blog post is contributed by Christine Pereira, Senior Audience Development Executive at PR Newswire. Christine joined PR Newswire four years ago and is the country lead, establishing media partnerships, organizing offline media events and interviews. She holds a Bachelor’s degree in Corporate Communications from Infrastructure University Kuala Lumpur. [1] Source: Reuters Digital News Report 2018 – Malaysia

2019-09-24 12:19

Hear from the Experts on IFA 2019 Communication Strategies

The IFA is Europe's biggest consumer electronics show and plays host to hundreds of new product launches. To help businesses finalizing their IFA preparations, our team did extensive research and interviewed European technology media to provide unique perspectives from the IFA organizer, exhibitors and the media.   Established in 1924, the Internationale Funkausstellung (IFA) Berlin or the Berlin Radio Show, has grown into one of the best-known exhibitions in Germany and the biggest consumer electronics show in Europe. In 2018, 244,055 attendees from 129 countries and 1,814 exhibitors from 49 countries were present during the IFA’s six-day run. Over 100,000 of these attendees are trade visitors who come to the show to learn and potentially purchase new product lines. This year’s exhibition will take place from 06-11 September 2019. To help innovative businesses who are finalizing their IFA preparations, our team has researched trade publications and interviewed European journalists to provide perspectives from the exhibition organizer, exhibitors and the media. Why is it important to hear from this group of stakeholders? Messe Berlin organizes three consumer electronics retail exhibitions - IFA, Berlin (06-11 September), CE Week, New York (12-13 June), and CE China, Guangzhou (19-21 September). From these global exhibitions, Messe Berlin collects a great deal of exclusive data, such as trade visitors’ surveys, what topics speakers are most interested in and feedback from their press events. In particular, CE Week’s panel topics are likely to be replicated at IFA. Exhibitors may choose to launch products that are aligned with panel topics to boost their chances of attracting additional trade visitors and journalists. IFA exhibitors need to stand out from the crowd - it is essential to showcase their companies’ unique capabilities to the media to build up trust and reach an audience beyond the exhibition halls. We have shortlisted a few well-crafted IFA media elevator pitches (read in 30 seconds or less) from leading exhibitors such as Bosch as this offers useful reference points for others seeking to differentiate their own IFA positioning and communications strategy. Over 6,000 journalists attended the IFA last year. But most of these journalists are laser-focused on visiting a list of exhibitors to write the stories that win the highest number of reads and influence for their publications. So, it is essential to reach out to the relevant media before this exhibition to share why your story angles fit in well with their readers’ interests. PR Newswire has interviewed European technology media covering the IFA to help exhibitors enhance their press releases and media pitches. Messe Berlin, IFA Organizer What’s Hot – The 2019 IFA panel topics are not available yet. But the panel topics for CE Week offer a useful reference point as it was also organized by Messe Berlin in June this year: 5G Technology – How 5G Will Alter the Retail Landscape 5G Networks – The Keys to Smart City Growth 8K is Coming – What it Means and How to Sell It Designing for Tech – The Power of Partnerships (in a separate IFA Global Press Conference in April, IFA management stressed the focus on “co-innovation” as additional expertise from collaborators enrich ideas to deliver a superior customer experience). [caption id="" align="alignleft" width="249"] Jens Heithecker, Executive Director IFA[/caption] Awards at the IFA – Similar to the CES show, the IFA recognizes design excellence. The UX Design Awards 2019 recognizes the most innovative user-centric services, products and concepts. All nominated solutions will be displayed at a designated exhibition area and honored at a festive awards ceremony during the IFA show. User-centricity is a recurring theme at the IFA. According to Jens Heithecker, Executive Director IFA, “It is typical of the IFA that we not only talk about the latest technologies. Above all, we show what they bring to the consumer and how they are used from the consumer's point of view.”     [caption id="" align="alignleft" width="250"] Dirk Koslowski, Director of IFA Berlin[/caption] Apart from technology, what else matters, Dirk Koslowski, Director of IFA Berlin – “In the field of technology, trust means solving problems for consumers and fulfilling their expectations, not just for a short period but from a long-term perspective.” PR Tip: Showcasing innovative technological solutions by itself is insufficient to win trust from new consumers. If exhibitors have local partners to help service these new consumers, highlight these partnerships in your communications materials.       IFA Exhibitors Source: IFA Innovation Media Briefing Bosch Harald Friedrich, Managing Director Bosch has devoted particular attention to the topic of quiet household appliances. The results are the quietest washing machine in the world, the quietest dryer in the world, and the quietest dishwasher in the world. They are embedded in the Bosch Silence Edition.     Samsung Electronics Dr. Thorsten Böker, Director of Product Management With Smart Things, Samsung is rethinking the Smart Home. The focus is on the user: the entire system is tailored to his needs. We want an open partner network. To this end, we work together with a large number of partners. Almost 5,000 device models from over 80 partner companies can be integrated into our modular concept. Many things can also be controlled via Bixby with voice commands.   Jura Horst Nikolaus, Managing Director As a specialist for fully automatic coffee machines, Jura presents the further developed ena 8 with 2.8-inch color touch screen and artificial intelligence. An algorithm recognizes the personal preferences and automatically adjusts the start screen with the hot beverage selection. Also new is J.O.E. - Jura Operating Experience, which brings all the functions of Jura fully automatic machine operation to the smartphone, including voice control.   Despite the brevity of these pitches (less than 70 words for each), they are well-crafted and generally adhere to the classic 5W1H (Who, What, When, Where, Why and How) in terms of composition. For example, Jura’s pitch contains: Who – Horst Nikolaus, Managing Director of Jura, who is making this pitch and can be quoted accordingly. What – He is pitching the ena 8 fully automatic coffee machine. When – Since this pitch was sent to journalists as part of IFA Innovation Media Briefing newsletter, it is implied that this coffee machine model will be featured at the IFA. Where – One area where Jura could have done better by stating whether this model is meant for home or commercial use. The smartphone functionality does hint it is probably used at home. Why – AI personalization and a “smarter” experience with machine operation through a smartphone. How – Delivering AI personalization and smartphone experience through a touchscreen and the new J.O.E operating system. The J.O.E acronym is a nice touch, as many coffee-lovers refer to coffee as a “cup of joe”. PR Tip: These media elevator pitches (read in 30 seconds or less) showcases a range of different styles. You may have noticed that the reading journalists may think of a headline easily, e.g. “Bosch launches the quietest household appliances in the world at the IFA” and select various story angles such as how Jura’s coffee machine delivers a more personalized cup of coffee through various features.  The 5W1H guide works for other communications materials too! Keep this in mind as you craft communications materials such as press releases, brochures and videos. IFA Technology Media   Source: PR Newswire Interviews Basic Tutorials, Languages: German and English Simon Lüthje, Editor-in-chief We are an official IFA Global Media Partner based in Germany. We specialize in news and tutorials from hardware, consumer electronics and games. Our readers seek deeper insights into the current state of the market as well as future technologies. We seek to prepare these insights in an interesting and understandable manner. Home Entertainment & VR, IT Hardware and Smart Home will be our focus at the upcoming IFA.   Play3R, Language: English Craig Bartlett, Editor-in-chief We are based in the UK, reporting news and providing in-depth product reviews on PC technology such as peripherals and notebooks. Our news reviews are supplemented by our YouTube channel and live Twitch content. We appreciate relevant press releases as it means our audience won’t miss out on the latest news and product innovations.   Virtual Perceptions, Language: English Tom Ffiske, Editor We are a leading UK-based website highlighting the exciting trends and companies in Immersive Reality (VR, AR, MR). We cover related topics, from what headset manufacturers are making, to the software that runs training simulations. Immersive technologies are impacting many industries, from medicine to the military, as well as creating new ways to play games. Readers seek to know about what is happening, and read long-form features on trends.   Wareable Media Group, Language: English Paul Lamkin, Director We created Wareable in 2014 and are based in both the UK and the US. We are dedicated to wearable technology, with three consumer-facing websites, including Wareable, The Ambient and the newly-launched Get Sweat Go. Wareable helps people to get more from the things they love doing with wearables such as smartwatches and fitness trackers. We’re excited to see how the smart home revolution evolves and what new wearables will be on show.   As you can see, the media tends to position themselves precisely, e.g. immersive technology, wearables. Therefore, exhibitors need to be targeted in their media outreach, while explaining how their products are part of these ongoing trends to establish their credentials as journalists are keen to cover the latest trends and insights on future technology. PR Tip: Before the IFA, we recommend that exhibitors shortlist the relevant media in their target markets and reach out to these media through targeted, related and multi-lingual press releases with clearly-stated news hooks focusing on the “latest news and innovations” that are likely to deliver readership numbers. At the same time, you may tap on a media database such as Cision Communications Cloud to pitch to the relevant local media with the most significant interest in IFA coverage based on their attendance at the official news conference. Industry observers have noted that the IFA is all about making business deals (official estimates indicate over $5 billion in sales contracts are signed at every edition of the IFA), not buzz about prototypes that never ship. Media coverage is critical to building buzz and trust in businesses during this crucial period. Therefore, it is vital to plan a communications strategy that differentiates your brand while reaching out to journalists in a targeted manner. To learn more on how to leverage press releases and Cision Communications Cloud as part of your communications strategy, please get in touch with us at hkcs@prnasia.com!  

2019-08-08 10:15

A Quick Look at International Copyright Laws and How they Apply to your Press Releases

Is it possible that your press release could be criminal? If it ignores copyright laws, it is. Copyright law applies across international borders and we share how it can affect press releases and PR to avoid falling prey to the trap of stealing when all you might want to do is to borrow. Copyright is the protection of intellectual property. If someone or business holds the copyright of any intellectual property, others who use that intellectual property in certain capacities must get permission to do so. Some countries’ copyright laws are rather strict. Others are rather loose. Regardless, it’s important to know which areas all countries focus on. (Photo by Cytonn Photography on Unsplash) Those most pertinent to the PR industry include: The right to translate The right to communicate the performance of a work in public The right to broadcast The right to make reproductions The right to use the work as a basis of an audiovisual work (Photo by Adil Ansari on Unsplash) What this means is that if your press release involves the ignoring of any of the above rights, your press release may be held liable for copyright infringement. So, what can you and your PR team do to avoid any problems? Get authorization. If the information in your release is borrowed from another source, you must receive authorization from the creator. Some key types of information that would require authorization: information from other media used in your release translations of information from another company or source data from another party’s research quotes from named individuals not affiliated with your company any other detail your company did not come by first-hand. Authorization is preemptive protection against copyright complaints, so be sure you have it. Create your audio-visual elements. The easiest way to avoid copyright infringement problems with audio-visual material in your release is to create it yourself. That way, you can guarantee you have the copyright. If, however, you use someone else’s photo, video, chart, screenshot, or any other image that you do not own the copyright to, you must have the authorization to use it in your release, just like other borrowed details. Take this chart for example: (PRNewsfoto/Cision) As it was created by PR Newswire, we would not need anyone else’s authorization to include it in our press release. However, if we wanted to include this chart in a press release: (From KPMG LLP release on prnewswire.com) We would need to get authorization from the original creator (KPMG LLP) to distribute it in our release because it does not belong to PR Newswire. If we distributed it in a press release without authorization from the creator, it could land us in legal trouble. Steer clear of these red flags of possible copyright infringement: quoting someone from another press release or another media including data, facts, or information from another source without properly citing the source using a photo you found on the internet screenshot image from a website or television program using charts from another party’s rankings, surveys, or studies Any of these actions could place you in the category of intellectual theft. (Photo by kat wilcox from Pexels) In short, copyright compliance across borders can be simple if you’re conscious of the laws. To borrow without stealing, you first must get authorization from the creator, then give credit to them in the release. It is a small yet effective way to maintain your company’s reputation. If you forget or purposely ignore copyright protections, you’re stealing, and theft of this type can lead to both legal and financial consequences, not to mention the massive damage to your company’s reputation. Just be aware of what you can and can’t do and be knowledgeable about how and why to give credit to those whose work you may include in your PR so that your release is copyright safe! To practice what we preach, here are our sources of information for this post: https://www.rightsdirect.com/international-copyright-basics/ https://www.wipo.int/portal/en/index.html   PS: The photos included in this blog are all from the Fair Use photo sites Pexels and Unsplash   Photo 1: https://unsplash.com/photos/GJao3ZTX9gU Photo 2: https://unsplash.com/photos/2vzy1ZvfV8A Photo 3: https://www.prnewswire.com/news-releases/cision-2019-state-of-the-media-report-reveals-a-decline-in-distrust-of-the-media-and-growing-concerns-about-staffing-and-resources-300835924.html Photo 4: https://www.prnewswire.com/news-releases/kpmg-2019-cco-survey-identifies-ethics-and-compliance-areas-for-enhancement-300836550.html Photo 5: https://www.pexels.com/photo/crime-scene-do-not-cross-signage-923681/

2019-08-06 16:54

Content PR for Hotels: How to Craft and Distribute Stories that Resonate

Since the middle of this year, Google has been launching several new ad types that occupy more space on screens. This means less space for organic (non-paid) results to appear and makes appearing on the top of search results more vital. Search engine optimization (SEO) helps achieve this by helping marketers format content so that it moves toward the top of the search engine results page (SERP).   As competition heats up in terms of paid ads and SERP, we believe that content PR – a mixture of content marketing and PR – will play an increasingly important role. PR complements hotels’ content marketing which traditionally seeks to drive thought leadership, nurture customer trust and distributed on owned media.   Content marketing is also about distribution  Content marketing is not just about creating content which entertains, inspires and educates, it’s also about distribution. If a hotel has created a signature dining experience that features an ocean view from Bali's longest oceanfront infinity swimming pool, it is a good idea to distribute such content through press releases so that the relevant travel publications write about it (earned media) to reach a wider audience.  Ocean-view dining experience. Source: The Mulia, Mulia Resort & Villas - Nusa Dua, Bali  Another technique that marketers use to get ahead of the competition is to create content which attracts travel industry media coverage which increases traffic to hotel websites in several ways.  For example, it associates content on the hotel website with established publications. For example, if a hotel posts an article on its site about a visiting celebrity chef and a link to the article appears on a popular travel blog, a direct link to the article on the hotel site is likely to move toward the top of the SERP.  Finally, hotel content included in articles on popular travel industry sites has a greater potential to be shared on social media. Content shared on social media provides the hotel with additional distribution channels that also serve as social endorsements.  How do hotels get started with content PR    So, how can hotel marketers produce content which attracts media interest?  1) Assemble the relevant keywords  First off, hotel marketers need to know and use travel industry keywords on their hotel website and content to improve SERP ranking and earn more organic traffic. Keywords are the words and phrases which consumers use to research their interests and future purchases via search engines.  While keywords are commonly used words, they are often different from the words used by industry professionals. For example, a hotel chain in Malaysia might consider themselves a 'budget hotel', but when searching, people use the term 'cheap hotel' instead. Content optimized for SEO would then use the keyword 'cheap' instead of 'budget' when describing the hotel so that the words in the headline and body copy match the words used by the searcher. This helps searchers find the content they are looking for and can improve the SERP rank of the article's link.  To find relevant industry keywords, marketers can start by searching on words related to their brand's positioning in Google and tap on specialized keyword research to build and organize keyword lists.  2) Create a content calendar  Next, marketers should make sure that they are following a content calendar (see the PR Newswire version for reference). Marketers may use content calendars to plan the topics they will cover over the next month or two so that the brand website will always have a wide variety of content for site visitors, encouraging them to return. Content calendars also ensure that key, upcoming regional events and holidays are covered in advance, making it more likely that links to the hotel site appear when people search for information about them.  Overall, content calendars help marketers create content which is consistently fresh and relevant - two qualities which make it more interesting to journalists.  3) Conduct media research  Marketers should also review other industry sites and publications to discover trending topics in the travel industry. These might include information about tourist sites or local food and beverage trends.  As part of this process, marketers will also become more familiar with topics favored by journalists who write for travel industry publications.  4) Build and showcase owned media assets  After producing content based on previous keyword and media research, it is time to showcase it in an owned media section on the hotel's website.  This section should include media assets like an image library, themed slideshows, newspaper clippings, and social media widgets which make it easy for people to find and share your content on Facebook, Instagram and other popular platforms.  Additionally, once the hotel has media coverage, marketers can create a 'hotel newsroom' which highlights press coverage and encourages social media sharing. The newsroom should also include press releases which syndicate the latest brand news to reach global and regional audiences.  The Newsroom section of Design Hotels’ website is a great example of how a hospitality brand may organize its owned media to make it easier for journalists to write about this brand. There, this boutique hotel specialist has assembled a library of owned and earned media assets, including image libraries and themed slideshows, some of which has been included in articles and shared on social media by leading industry publications like Condé Nast Traveler and Sleeper Magazine.  Design Hotels’ Newsroom 5) Engage with industry journalists Developing content for search engines and creating a central repository for owned media is a good start, but it is typically not enough to generate media interest on its own. Marketers should also get to know the journalists who focus on the travel industry and plan how they will get their attention. Tools such as the Cision Communication Cloud helps marketers search for journalists who cover the travel industry, including the print media. “The traveling or hospitality experience is a lot about being exposed to fantastic images, and to be honest, I think for really brilliant images, you can only really see them when they’re in print media,” says Kai Simon, Design Hotels Director of Public Relations. “We also pitch stories that consider larger issues, like why sustainability has become so important in Tanzania and how one of our hotel properties supports that initiative.” This helps to create a 'VIP list' of journalists who write for targeted publications and to understand how each journalist uses brand media in their work. Armed with this information, marketers will then be prepared to tailor personalized pitches and be more successful when seeking to schedule one-on-one meetings with journalists to build rapport. As building relationships with relevant journalists is an integral component of any content PR strategy, you may download the following Media Pitching Manual for additional tips based on insights derived from Cision's 2019 State of the Media Report. About the Writer Jeff Rajeck is a researcher, writer, trainer, and consultant for Econsultancy and Click Academy in Asia-Pacific, based in Singapore.  With a background in finance and analytics, Jeff is a regular contributor to the Econsultancy blog and frequently provides consulting services for Asia’s largest brands on marketing trends, best practices, and analytics.

2019-08-01 18:04

A 360 View on the Malaysian Property Market - Interview with Christopher Prasad

[caption id="" align="alignleft" width="191"] Christopher Prasad[/caption]               Christopher Prasad is the Managing Editor of a Property News Portal. He shares, “The trick (for PR professionals) is to not see yourself as a ‘PR agency’, but a ‘news source’.” 1. Tell us about your news website. How & when did you decide to start Property360Online? Poperty360online was established by a team of ex-newspaper journalists who began to see the limitations of the print medium as a platform for sharing property news. While the print medium has sufficient coverage about new launches and recent transactional activity, this only served those who were already well-versed in the property market and alienated many who were in various stages of professional and income growth that required information that was education-centric, whilst also referencing current market conditions. They need information that’s instant and can specifically be searched for. On the flip side, most existing websites at the time were commercially focused on listings with limited news on property tips, laws or socio-economic factors that impact the market. About two years ago, we decided to help bridge this gap with a property news site that focused on issues, tips and financial information so that consumers would be empowered with knowledge, be aware of their rights and make informed decisions. 2. What sparked your interest in the property sector? My personal journey towards property journalism wasn’t a direct one. I began as a travel journalist for various lifestyle magazine before deciding to move into mainstream news with a national newspaper. Given my educational background in commerce, I was reluctantly corralled towards business-related news, joining the PropertyTimes team which was headed by (the now legendary) Andrew Wong. It was in this period of journalistic development that I began to appreciate that property was an interesting mixture of “head” and “heart”. While the decision to buy a property is largely governed by financial consideration, the actual choice of a property is undeniably an emotional one that involves personality, psychology and individual aspiration. 3. You were previously serving at New Straits Times, one of the top newspapers in Malaysia, for 16 years. From your media experiences, what are some of the best journalist practices you have come across? Anything PR professionals should avoid doing? Most of my time was spent at the property desk at NST, where I began as a senior writer and eventually became the associate editor. I also had a three-year spell as news editor for the Cars, Bikes, Trucks section of Sunday Times (which was inevitably very exciting for anyone with male chromosomes). In both cases, I was very fortunate to benefit from the influence of veteran journalists who consistently reminded us, through their actions, that it was the truth that mattered first – no matter how inconvenient it may be to the reader (or indeed the publication). Our job was to inform, despite our personal opinions, and that was how we served the public best (even at the expense of our popularity). I think there was a real sense of public duty with that generation of journalists, which I must say is sadly becoming endangered in this “trending” and “viral” age. The truth is, news that is important to you may not always be news you want to hear… but you nevertheless must. Is there anything PR professionals should avoid doing? I actually think there has been a marked improvement in the relationship between PR agencies and news publishers in recent years. This probably comes from a better understanding of spatial constraints that publishers face, and it is no longer a question of doing each other “favors” or building a “rapport” when it comes to running a piece. The importance of newsworthiness has become a key priority, and PR companies understand this now more than ever because we live in a highly competitive environment of instant news. So long as PR professionals understand that our selection of news items to run will always gravitate towards subjects that matter to the most -- to the most number of people -- at any given time (remember, our game is readership), and if they continue to innovate their angles to serve this purpose, then there is a high likelihood that news outlets will be keen to develop a healthy long-term relationship with them. The trick is to not see yourself as a “PR agency”, but a “news source”. 4. How would you describe a reader of Property360Online? What kind of information can readers expect to obtain from your news website? First and foremost, we cover breaking news of economic, legal and social significance to the property market and consumers. Beyond that, we look at opinions regarding policy and market direction. We are selective about featuring newly launched properties, choosing to highlight those that address an overlooked market, or those that are breaking new barriers in terms of design or ideology, or provide an investment opportunity that people should really be looking at. We try to be people-centric with our reporting, with a focus on “how this impacts you” always in mind, but we also try to keep them abreast with the latest property and lifestyle trends, design innovations and environmentally conscious perspectives that might define the future. We don’t like to think of our readers as people who are keen on property, but rather people who are keen on improving their quality of life through their choice of property. 5. What should PR professionals take note of when pitching to Property360Online? That we prefer to approach the subject with the human element in mind – how does this product/innovation/legislation/point of view contribute and/or impact individuals, lifestyle aspirants or society as a whole? 6. What kind of challenges do you foresee in the digital media environment within the Property sector? To be honest, the main challenge I see is the quality of information that is out there. Some of the property information that is being shared needs to be questioned by virtue of its source. The “property gurus” can be informative, but many have a stake in the properties they are singing praises about, property listings sites have a sales quota to meet, and even property social media forums (while genuinely reflecting the views of buyers) can sometimes be overrun by disgruntled consumers with a “Scorched Earth” policy. It’s important to fall back on third-party objective information, but with so many alternative sources of information out there it is becoming harder for the average online reader to decide which is which. The challenge for a genuine digital media outlet these days is to always stand out as “the adult in the room”. Why is that hard? Because the alternative, while sometimes inaccurate, is almost always more entertaining. 7. What other types of Property-related programs/projects have you participated in? I tend to shy away from public talks, if that’s what you mean. I do not believe it is a journalist’s role to preach property, because then our reporting becomes less objective and more opinionated (plus, I’m ironically media-shy). However, I have conducted inhouse media workshops with property developers to help promote more effective engagement between the two entities, and recently, I have been working on content for two documentaries that focus on the history of the Malaysian building landscape. While it is too early to go into detail about this, I can say that one of these documentaries is produced by a major online news portal in Malaysia and will probably be out by mid next year. I have also consulted on a few property-related books in the last few years. One interesting upcoming book that I helped work on is authored by a former head of the Fire & Rescue Services, Datuk Dr Soh Chai Hok. I’m excited to see this hit the shelves before the end of the year. It will provide a vivid account of the fire department’s history, walking you through some of the worst urban disasters we’ve faced and the heroism of our firemen and firewomen. As you can tell, I’m a big fan of history. 8. What kind of changes can we expect to see in the Property landscape in Asia in the years to come? That’s a million-dollar question. Unfortunately, there are many geopolitical factors in play here that has already taken some of the investment luster away from Asian property markets. However, Asians will likely look inwards to bolster cross-border investments, and property could be a likely beneficiary of big-ticket infrastructure projects. Time will tell. In terms of innovation, however, I foresee seismic progress in the near future. Strangely, the impact of a turbulent regional economy is driving more effective and cost-efficient building concepts. Asia is also witnessing some of the largest urban migrations in the world, and given that it is the most populated continent, we will likely soon be home to the largest megacities on the planet in the next 20 years – which is precisely why innovation will determine the quality of our future. The good news is town and city planners across the region have been anticipating this, and urban farming, vertical forests, subterranean living facilities are all quickly becoming a reality. These next few years will be very interesting in terms of new building concepts and new living philosophies, and that will be thoroughly riveting to write about. As a point of pride, however, Asians are also beginning to lead the way with green building innovations. This consideration is going hand-in-hand with the futuristic urban visions that are coming to the fore. 9. How has the content partnership that you’ve established with PR Newswire benefited your website? It has added a wonderful new dimension to the news that can be accessed via our site, with a broadened perspective on market movement beyond our borders, which ultimately impacts the entire region. We also find that many professionals within the property industry that frequent our site appreciate insights into what other regional players are doing, probably gleaning some very valuable ideas to apply to their own business and products. I’m a big fan myself, because it gives me a comparative view of how our market is doing against others. This blog post is contributed by Christine Pereira, Senior Audience Development Executive at PR Newswire. Christine is in charge of partnerships, expanding our media network, organizing our bi-annual Media Coffee events, conducting media interviews, and other company-wide projects for the Malaysian market. You can contact her at christine.pereira@prnasia.com or connect with her on LinkedIn.

2019-08-01 17:55

PR Newswire Vietnam Marks First Anniversary – An Inside Look at Vietnam’s Economy, Media Landscape and PR Tips

In conjunction with PR Newswire Vietnam’s first anniversary of its establishment on June 14, 2019, our local team offers an inside look at Vietnam’s dynamic economy, its media landscape, and PR tips. To mark PR Newswire Vietnam’s first anniversary, two of its team members, Mai Anh Le, Country Manager, and Vũ Thái Dũng (Vincent), Media Relations Manager, joins me to share their views on Vietnam’s dynamic economy and its media landscape. For background information, PR Newswire Vietnam was established on June 14, 2018, and grown to a close-knit five-member team based in Ho Chi Minh City focusing on business development and developing our local news release distribution network. Vietnam’s Economy According to a DBS Bank research report published in May 2019, Vietnam occupies an important place in the regional supply chain and enjoys an extensive network of free trade agreements. With strong foreign direct investment (FDI) from China and Hong Kong in the first four months of 2019, it is estimated that Vietnam has the potential to grow by about 6-6.5% in the medium term. Vietnam recorded remarkable GDP growth of 7.1% in 2018. This makes it the second fastest amongst Asian economies. This economic growth is fueled by FDI especially in electronics manufacturing where Vietnam has captured market share from its regional rivals as seen below. With an estimated population of about 97 million in 2019, Vietnam is the 15th most populous country in the world. The 15-to-64 age bracket accounts for 70% of the population and is a key demographic for B2C brands. As many young people are moving to big cities where more jobs are available, Vietnam’s urban population is expected to grow by 2.6% annually from 2015 to 2020, the highest rate among its regional peers. “Vietnam is a vibrant country with a bright economic future. We have witnessed a remarkable improvement in consumer consciousness with greater awareness of innovation and quality. This provides an opening for new innovative products as well as high-quality services”, Mai Anh Le said. Vietnam’s Media Landscape Vincent Vu pointed to the Kantar Worldpanel chart published in 2018 as a start for international brands to understand Vietnamese audiences: As population density and economic development levels vary between regions, the optimal media channels mix will be different. Therefore, companies should always plan their media mix based on their audience segmentation. In urban areas, the time spent on TV is higher than online – the second largest channel. In rural areas, although smartphone penetration is increasing, the coverage of online channels is still less than half that of TV – 95% for TV vs 45% for the Internet in rural areas. In Vietnam’s four biggest cities (Ho Chi Minh City, Hanoi, Danang and Can Tho), Newspaper (33 percent coverage) and Magazine (16 percent coverage) are still effective means of communication for brands to reach their objectives. In terms of PR tips for companies new to Vietnam, the PR Newswire Vietnam team shared a few points: (1) In Vietnam, 95 percent of internet users watch video on mobile. Video content is often consumed and shared socially on both private and public networks. It is vital for companies to communicate vivid multimedia messages that differentiate their brand while attracting attention and shares. (2) For company-related information, local journalists tend to be meticulous fact-checkers to avoid errors that may affect the reputation of their newsroom or companies. Therefore, it is a good strategy to update company websites and share company news through press releases to facilitate such fact-checking and win additional media exposure opportunities. There are over a thousand press outlets covering many industries in Vietnam and this number continues to grow. Business news is the most closely monitored type of news for the local press. The PR Newswire Vietnam team shared a list of some of the leading business media in Vietnam: The PR Newswire Advantage PR Newswire Vietnam has seen a significant increase in demand for news dissemination channels from global customers sending corporate news to the Vietnam market, as well as from Vietnamese companies sending news globally. In the past year, the team has also been very passionate about helping Vietnamese companies learn more about telling a global brand story. These activities include a Media Coffee session (offering attendees a chance to hear from invited journalists), a content planning workshop, training days to share global communications tips and agency sharing sessions. Mai Anh Le shared that, “Our PR Newswire product range is well-suited to the needs of a globalizing company, from multimedia news releases to media monitoring services and media database to help them tell a compelling story in target markets across the world. In Dec 2018, our team was thrilled to facilitate the first Vietnamese companies, comprising leading homegrown jewelry and hospitality brands, unveil their videos on the Times Square screen in New York. In addition, a wide range of local companies, from world-class food manufacturers to Vietnam’s largest telecom company to innovative tech start-ups, have chosen to tap on our product range to speed up their globalization journey.” “In terms of the number of Vietnamese journalists and media, our team has extended our distribution network across various industry verticals and media types. Well-known publications such as The Saigon Times, VN Express and VN Ngay Nay are our partners. In addition, the number of partnering media has increased by almost 100 percent on a year-to-year basis. This means that we can offer international companies better local language coverage to optimize their audience reach”, said Vincent Vu. To learn more about telling your company’s story to a Vietnamese or global audience, please get in touch with our team at asia.marketing@prnasia.com.

2019-06-18 19:00

June 2019 PR Calendar Cheat Sheet - Father's Day, World Environment Day, World Ocean Day and International Yoga Day

June is an important milestone in a year where many of us will take stock of our year so far. It is also a good time for PR professionals to review their communications campaigns and make the appropriate adjustments. Without further ado, let us take a look at June’s PR Calendar. To recap, this monthly calendar feature seeks to help businesses plan ahead to launch the right campaigns at the right time when the media is looking out for certain types of stories. June’s Key Festivals and Exhibitions 1:International Children’s Day 5:Hari Raya Aidilfitri, World Environment Day 6:World Ocean Day, Memorial Day (South Korea) 7:Dragon Boat Festival 14:World Blood Donor Day 16:Father’s Day 21:International Yoga Day 23:Olympic Day 26:International Day Against Drug Abuse and Illicit Trafficking 30:World Festival of Youth and Students Recommended (ranked in order of relevancy) Father’s Day(16th June)(⭐⭐⭐⭐⭐⭐) Father’s Day is a day to celebrate fatherhood, paternal bonds, and the role of fathers in society. Many countries celebrate it on the third Sunday of June. To mark this occasion, there is major spending that goes on. Therefore, it is worth the effort to market and position your brand or product as a unique Father’s Day gift. Our team looked at the insights our Cision Communications Cloud offered about “Father’s Day” global media coverage within the past 90 days (28th Feb - 29th May 2019). It turns out that since the middle of May, there was a sharp spike in media coverage for this keyword, particularly from online consumer and consumer blog sites. Such a seasonal spike was often seen in previous years as well. With strong online interest, there is no surprise that many media outlets offer content that involves lists of gifts to get for dad. But if we step back and think a little bit deeper, brands that take the extra step to promote their product that create a stronger emotional bond between consumers are more likely to be remembered. Here are a few of our favorite Father’s Day campaigns: (1) Organize a contest to curate memorable user-generated content (UGC): Haggar Clothing Company, a U.S-based apparel brand, tapped on a press release in March 2019 to kickstart its “Hall of Fame” dad contest, and promoted it on social media channels for over a month to call on wives and children to nominate the great dads and father figures in their lives by sharing their stories, videos and photos. UGC is a great choice for brands as when consumers see brand fans featured in the content, they’re 28% more likely to engage with that content. In addition, Haggar was able to curate the best UGC (see Facebook post below) and shared it with their brand fans after the contest ended at the end of April. The combination of authentic images and heart-warming stories, e.g. a father who spent 40 straight days in a hospital as his son fought multiple life-threatening lung complications, also won earned media coverage as these were great human-interest features. This is a fantastic example of how earned and social media can work in tandem for optimal effect over the course of a longer campaign. Source: Haggar Clothing Co Facebook (2) Limited-offer giveaways that promote time with dad: Jim Beam Black Bourbon launched The Bonding Over Bourbon Experience campaign through a press release to offer fans of legal drinking age to treat their fathers to a weekend away in the birthplace of bourbon, Kentucky. Though such offers are limited in number, Jim Beam successfully linked its product to bonding with fathers and subtly positioned its product as a gift idea. Source: Jim Beam press release World Environment Day and World Ocean Day(5th & 6th June respectively)(⭐⭐⭐⭐⭐) World Environment Day aims to inspire people to act to prevent the growing strain on planet Earth’s natural ecosystems from reaching a breaking point. World Ocean Day seeks to educate more people about the oceans and realize the importance of ocean conservation. Both occasions are good opportunities for CSR. In our earlier article on Winning Partnerships: Positioning Your Company Behind the Right CSR Causes, we shared that brands that have succeeded in CSR, tend to invest long-term in focus areas based on their own product characteristics and community needs. If you have missed this article earlier, you may wish to read it to learn how companies such as Dilmah, Honeywell and GAC have successfully leveraged on the right CSR causes to burnish their brands. International Yoga Day(21th June)(⭐⭐⭐) The first International Day of Yoga was observed around the world on 21st June 2015, the longest day of the year in the Northern Hemisphere, after Mr. Narendra Modi, the current Prime Minister of India, made this proposal to the U.N during a 2014 speech. As International Yoga Day is relatively young, this occasion is now observed in many Asian countries such as China, South Korea, Indonesia, Thailand and Vietnam. For many hospitality businesses, it is an opportune time to unveil rejuvenating yoga packages. In South Korea, yoga fans prefer to participate at home with the help of various videos, and the sales of yoga mats have boomed. At PR Newswire, we have also observed that many hospitality destinations’ press releases are promoting yoga classes as part of their list of guest experiences as they seek to appeal to a health-conscious and discerning segment. There are more than 200 festivals and important exhibitions in 2019. If you want to find out additional details, please click on the picture to view our public relations calendar for 2019.

2019-06-06 14:32

China's Advertising Law isn't a Paper Tiger! How to Stay Creative and in Compliance

Since its introduction in 2015, China’s Advertising Law has been gaining greater “bite” with the most recent revision in 2018 expanding the coverage and potential penalties of the relevant statutes for false and misleading advertisements. Against this backdrop, companies need to pay greater attention to their advertising copy to avoid incurring sky-high penalties and the associated negative brand impact. On November 15, 2018, Beijing Bureau of Industry and Commerce (Haidian branch) penalized “Guazi”, a digital marketplace specializing in second-hand cars, for making a false advertising claim, "One year after establishment, our transaction volume is leading the market" and imposed a fine of 12.5 million yuan. In another update, the General Administration of Market Supervision and Administration issued a public announcement on January 17, 2019. In response to the public response to potential violations of the "CCTV National Brand Plan", this announcement states that it is a violation of Advertising Law for companies to use terms that invoke China’s national image to promote their products. According to the official statistics, the top five violations of Advertising Law involve false advertisements, absolute terms, investment assurances, medical efficacy assurances, and misleading consumers. When enterprises falsely promote their products or services, apart from violation of Advertising Law, they may also be in violation of the Fair Competition Protection Law, the Consumer Rights Protection Law, the Copyright Law, the Anti-monopoly Law and the General Principles of Civil Law. Advertising Law regulates advertisers, publishers, spokespersons, digital information service providers, demand-side platforms, media platforms, and advertising information exchange platforms. With so many stakeholders involved, it is clear that the complexity of staying in compliance with the relevant regulations is an urgent priority and companies need to enhance their procedures if they haven’t done so yet. Avoiding false advertisements Let’s discuss a few of the top violations of Advertising Law. So what’s a “false advertisement”? False advertisements are flagged by relevant authorities when they assess "whether there is an intention to mislead consumers or cause a substantial impact on rational consumers". In an actual example, a company states in its product range documentation that its washing powder products are not suitable for washing silk and down clothing, but in the promotion of a new washing powder product, the label indicates this product "meets all the daily needs of laundry". The relevant authorities indicated that this is a false claim in relation to the product performance and usage which is likely to mislead consumers and levied a fine of 150,000 yuan on this company. Absolute terms are legal minefields Advertising Law stipulates that advertisement copy shall not use terms such as "National level", "Highest level", "Best" when describing a company’s product. To stay in compliance, marketers should seek to avoid using such absolute language. If it is unavoidable, the description of the subject matter should be specific, and marketers must be prepared to defend such claims. For example, when a company says that it is the "largest" company in the industry, the relevant authorities may question whether "the largest" refers to "the largest volume of business" or "the largest number of customers". Questions may also be asked what data is used when making such a claim and whether this data is recognized as being authoritative and objective. If a company cannot defend such claims, it is deemed to have used absolute terms in violation of Advertising Law and will face a fine of over 200,000 yuan. Some companies handle the usage of absolute terms more skilfully by adding "possibly" before the use of "best" terms. When Carlsberg Beer initially launched its slogan "Probably the best beer in the world" and subsequently changed to "Spending 170 years to create better beer". The low-key and precise wording highlights the long heritage of Carlsberg’s brand while underlining its commitment to a superior product. In our opinion, this is a fine example of carefully thought-out and effective advertising copy. Absolute investment assurances are a big no-no Article 25 of the Advertising Law stipulates that advertisements for investment products with non-guaranteed returns must include reasonable warnings about possible risks, and must not contain guarantees on future returns, nor shall they make references or recommendations in relation to academic institutions, trade associations, and investment professionals. For example, the financial institutions that describe their product as providing a "yield of more than 10%", or real estate companies whose brochures indicate "good annualized return rate of more than 6%", have made specific promises on investment returns. This is a violation of Advertising Law and companies should describe their products objectively and carefully when doing such promotion to stay in compliance with the relevant regulations. Medical efficacy assurances invite unnecessary regulatory scrutiny In an actual example, a local medical organization carried the following text on its website: "The success rate of this treatment is 95%, requiring a one-time dosage of our natural and safe prescription. Our patients face no recurrence, no drug resistance, and few side effects". It was ordered to stop publishing such text and fined over 200,000 yuan for violating many provisions of the Advertising Law. Pharmaceutical and health products companies should not exaggerate their promotions. Marketers in these companies should review their own content - If there are any guarantees of efficacy and safety in articles, describing the success rate or efficiency, comparing the efficacy and safety of drugs, or using spokespersons, patients, research institutions, to make product recommendations, then you should be making immediate rectifications! Press releases are a common way for companies to publish and publicize news about themselves. The essence of a press release is "news", sticking to the classic 5W1H (Who, What, When, Where, Why and How) to impart news elements and timeliness. In our opinion, it should not be written like an advertisement, with an obvious promotional intent or worse, incorporating absolute terms. If a press release incorporates absolute terms, it will be subject to the Advertising Law, which may lead to large fines and negatively impact brand reputation, and even implicate a company’s press release service providers. We suggest that companies make data or research-based product claims, review the appropriateness of their content, the accuracy of expression, and whether product claims can withstand the scrutiny of the relevant authorities to avoid unintentionally violating the Advertising Law. To ensure that your press release is in compliance with the Advertising Law, the Editorial Department of PR Newswire has compiled a checklist for easy reference: Does your release invoke the national image to promote your company, such as the national flag, national anthem, and international organizations? Does your release contain absolute terms, such as "national level", "highest level", "best"? Does your release contain too many superlatives to describe your products? Does your release contain content that may be detrimental to the public interest, social stability, and social norms? Does your release contain content that may violate personal property rights or privacy? Does your release contain content that may involve pornography, superstition, terror, and violence? Does your release describe situations that involve discrimination? Does your release describe situations that are harmful to the environment? Does your release describe situations that are prohibited by China’s laws and regulations? Taking a step back, China’s Advertising Law is not unique as other nations such as the U.S also seek to protect consumers from fraud and deception in the marketplace. Compliance with this law provides a legal framework for companies in China to promote themselves and facilitate fair competition. With a combination of creativity, careful verification, and objective wording, companies may tell their stories in a personalized, sincere and appealing manner.

2019-05-21 17:14

Seeking to Stand Out from the Crowd? Why a Tailored PR Calendar is a must-have for Content Marketing & SEO Success

As a marketer, are you frustrated by your team producing great blog content but not being able to drive views and engagement? You are not alone – a research study tracks a million articles and results show that 50 percent receive 8 social media shares or fewer and 75 percent achieved zero referring domain links. So how do marketers boost their blog traffic without paying for the “sugar rush” of paid traffic that is unsustainable over the longer-run? To boost organic traffic, your content must be more relevant and deliver value to your readers so that these blog posts show up in search engine results when they do a keyword search. This is critical as there are over 5 million blog posts written each day. Our own experience, shared by 52 percent of B2B marketers, is that using a calendar to plan content is an effective way to produce relevant, consistent and valuable material. Content calendars help allocate resources, keep content 'on brand' and generate new ideas while reducing the stress levels of the content marketing team. Content calendars also play a critical role in optimizing press coverage opportunities: A resounding 65 percent of journalists admitted that audience metrics, such as views and engagement, had changed the way they evaluate potential stories. This means that journalists are more likely to republish your carefully crafted content or use it as a source for their stories if it relates to an ongoing festival or big exhibition that attracts views and shares. This boosts your company’s SEO as media and publishing websites have the highest average domain authority, with a study showing that technology companies with more than five media placements per month earn a 29 percent higher share of traffic from search engines. Ranking higher on SERP According to Advanced Web Ranking, the top positions on Google's search engine result pages (SERP) account for more than 50 percent of clicks. So, in addition to following a calendar, marketers also need to deliver content which will appear higher on Google's SERP or they risk wasting their valuable time and effort writing material which few will read. However, ranking high on Google, which services over 90 percent of searches globally, isn't easy. Search Engine Optimization (SEO) has become quite complicated over the years and recent updates by Google mean that many techniques which used to work are no longer effective. To find the most up-to-date SEO techniques which work, marketers should always consult Google itself. The company's Search Engine Optimization (SEO) Starter Guide provides many tips for improving rank, but there is one which stands out for content marketers.  In the Best Practices section, Google tells marketers to avoid 'rehashing' existing content and instead 'create fresh, unique content' to earn a higher rank on Google's SERP. What is a PR calendar? For those who are new to this concept, a public relations (PR) calendar is a collection of important dates for a particular market such as public holidays, memorial days and even industry conferences. Marketers can build their own PR calendar by thoroughly researching a target market, or they can adapt an existing one. One example for marketers in the Asia region is PR Newswire's PR calendar. This calendar contains the dates for a wide range of holidays and events which have been curated for an Asian audience - and it can form the basis for a new, tailored 'PR-powered' content calendar to produce ‘fresh, unique content’ that is in line with Google’s SEO guidelines. Creating a tailored PR calendar Even a quick glance of a PR calendar reveals that there are events happening somewhere in Asia almost every day of the month. Marketers, therefore, shouldn't aim to link their content with every event on a PR calendar. Instead, they should 'tailor' the PR calendar and only use the events which are relevant to their brand and, more importantly, their audience. To start, marketers should first become familiar with the types of events recorded on PR calendars. These include: Public holidays International days, promoted by organizations to draw attention to their causes Memorial days Festivals - both commercial and public Conferences Then, marketers should gauge the potential impact of each event on their customers' searches. When evaluating company-specific content for these events, key reference points may include the volume of searches of targeted keywords and tracking competitor activity for targeted keywords. Public holidays are probably the most likely to be searched, but they will also have the most competition and be difficult to rank for. Festivals, conferences and international days may have lower search volumes but could be popular with a market segment. Finally, marketers should assess which events tie in well with their brand and focus their efforts on them. Many B2C brands are likely to do well with widely known, public holidays especially when people are searching for a seasonal gift. B2B brands, on the other hand, may wish to focus on conferences, festivals and, events which are relevant to their industry. In particular, B2B brands may monitor and shortlist trending topics after a flagship event in their industry. These topics may then be featured in content for upcoming events in these brands’ PR calendar. And international days could be used by any brand as the basis of content to link the brand with a cause its company supports. Combining PR and content at Microsoft Asia In 2014, Microsoft Asia launched the Microsoft Asia News Center and transformed its PR into a newsroom model, integrating its PR outreach, including earned media coverage, with content in its owned media. The regional headquarters now delivers content through several different micro-sites: Microsoft Asia News Center Microsoft Asia Blog Topic-specific sites such as Education Asia  Through these sites, Microsoft leverages a PR calendar and infuses its own content in a variety of tailored events: Type of event Description & Relevance Screenshots and Images Conferences Shares how developers may leverage technologies showcased at Microsoft Build 2019, its annual developer conference, to create intelligent solutions.   International days Highlight on Global Accessibility Awareness Day how Microsoft’s Seeing AI project is assisting people who are blind.   Regional holidays In the spirit of Ramadan, an important local festival, Microsoft Malaysia recently distributed Buka Puasa and Hari Raya goodies to the Kuala Lumpur Traffic Police.     Microsoft Asia adopted a PR/content model where its content production model combines PR with content marketing while amplifying reach with press releases for signature events such as Microsoft Build. This combination has allowed Microsoft to progressively reach and engage a much larger audience. In 2017, three years after launching the newsroom model, WARC reports that Microsoft Asia sites had doubled its 2016 results, with its sites receiving more than 580,000 page views and 440,000 unique visitors. Delivering value to readers A tailored PR calendar will ensure no surprises so that you won’t be scrabbling around at last minute to get content together for a certain festival. You will also be better prepared for big industry events. And you will have the lead-time to optimize your content and its engagement, making your PR and SEO efforts much more effective. Always ensure, though, that the PR calendar-infused content that you create is delivering value for your readers. There is little point in aiming to improve your SEO with fresh content, only to be penalized by Google for delivering poorly-written content. Do get in touch with us at hkcs@prnasia.com if you have any questions or comments about how integrating a PR calendar into your content plan improves SEO and drives more traffic to your site! About the Writer Jeff Rajeck is a researcher, writer, trainer, and consultant for Econsultancy and Click Academy in Asia-Pacific, based in Singapore.  With a background in finance and analytics, Jeff is a regular contributor to the Econsultancy blog and frequently provides consulting services for Asia’s largest brands on marketing trends, best practices, and analytics.

2019-05-21 15:24

May 2019 PR Calendar Cheat Sheet - Mother's Day, Start of Ramadan and Computex

To optimize businesses’ earned media coverage from press releases, it is essential to plan ahead to launch the right campaigns at the right time when the media is looking out for certain types of stories. Let us take stock of May’s PR Calendar and share why May goes beyond Labour Day and Mother’s Day. When we think about the festivals for the month of May, Labour Day and Mother’s Day tend to crop up first in our mind. Let us take stock of May’s PR Calendar and share why May offers far more than these two festivals. To recap, this monthly calendar feature seeks to help businesses plan ahead to launch the right campaigns at the right time when the media is looking out for certain types of stories. May’s Key Festivals and Exhibitions 1:Labour Day 3:World Press Freedom Day 6:Start of Ramadan 7:World Asthma Day 8:World Red Cross Day 12:Mother’s Day, Buddha’s Birthday (Hong Kong) 15: International Day of Families 20:Vesak Day (Singapore and Malaysia) 28:Computex Taipei 2019 31:Non-Smoking Day, 2019 Asia Pacific Stevie Awards Recommended (ranked in order of relevancy) Mother’s Day(12th May)(⭐⭐⭐⭐⭐⭐) The second Sunday of May marks Mother’s Day in many countries around the world. Mother's Day is a time of commemoration and celebration for mothers, a time of breakfast in bed, family gatherings, and scribbled notes written by appreciative children and spouses. Our team took a peek at what insights Google Trends offered about “Mother’s Day” for global searches made within the past 30 days. It turns out that since the middle of April, there was a sharp spike in searches for this keyword. Such a seasonal spike was often seen in previous years as well. With strong online interest, many brands, especially flowers, cosmetics, chocolate, and jewelry brands, often offer special products and promotions during this period. But there’s quite a difference between telling a story that resonates versus a product promotion. Here’s a couple of our favorites from industries that may surprise you: Industry Vertical Activities and Topics Case Studies Mobile Applications Special features to encourage users to put their own spin on Mother’s Day and share on social media. Meitu, the photo enhancement app, has rolled out new AR effects, frames and magic pen features for Mother's Day. Property Development Organize fun activities for families while giving them a chance to interact with diverse groups of people. Over 100 Sino Club and Hong Kong Single Parents Association members gathered for a fun day of children opera performances, green workshops and eco-activities. Healthcare Host a unique charity event to raise awareness of breast cancer. The Kinnet, a wellness center dedicated to active aging, hosted an event for participants to pledge money to walk, jog or run for up to 3.5 km. All proceeds will benefit the Hong Kong Breast Cancer Foundation. Source: Meitu Start of Ramadan(6th May)(⭐⭐⭐⭐⭐) Ramadan takes place between May 06 and June 05, 2019. Ramadan is the ninth month of the Islamic calendar, which is spent by Muslims fasting from dawn to sunset, and marked with additional prayers. Although energy during the day may be low, Ramadan is a festive time in Asia with night bazaars, family gatherings, games, and special treats. At the end of Ramadan, there is a celebration. This celebration is known as Hari Raya Idulfitri or “Day of Celebration” in Singapore, Malaysia and Indonesia. In Indonesia, the month of Ramadan is the most popular time to shop online, with an increase in click-rate by 26 percent when compared to the previous month and increase of transaction value by as much as 16 percent. Therefore, it is an opportune time to launch Ramadan-related e-commerce and digital content campaigns if your company is targeting Asian countries with Muslim populations. Start of Computex Taipei 2019(28th May) Computex Taipei 2019 is a leading ICT trade show that takes place from May 28 – Jun 01, 2019. Main themes comprise AI & IoT, 5G, Blockchain, Innovations & Startups, and Gaming & XR. This show involves 1,685 exhibitors with 5,508 booths and has welcomed over 42,000 visitors in 2018. At trade shows, it is common to see exhibitors launch new products and position themselves as innovative brands. But how can exhibitors successfully position themselves as innovative brands? Let’s take a look at three communication strategies employed by Asian brands at exhibitions: Promotion of First-Mover Advantage, e.g. ASPEED launching the world’s first 360-degree spherical image processor. Promotion of New Technology Use Cases, e.g. how Datavan intelligent kiosk terminals enhance the customer experience in various businesses ranging from hospitality, retail, and healthcare. Announcement of Strategic Cooperation, e.g. TYAN showcasing products that feature Intel Xeon processor There are more than 200 festivals and important exhibitions in 2019. If you want to find out additional details, please click on the picture to view our public relations calendar for 2019.

2019-05-07 12:04

An interview with TODAY, a media platform experimenting with content formats to better focus on millennials

Media 101 with Yasmine Yahya, Supervising Editor from TODAY What are the specific stories that you usually look out for? Stories about ground-up initiatives that are seeking to make an impact on society, young people doing interesting things, stories that seek to explain issues that are relevant and important to our readers, whether that’s climate change, health, education, consumer trends, etc. What should PR professionals take note of when pitching to TODAY? We seek to write stories that are unique to us. Ideally, a pitch should present us with a story idea or opportunity that is relevant to our readers, resonant with the TODAY brand and not something that people would be able to find on any other news platform. What trends & developments are you currently keeping tabs on in the business industry? We’re largely concerned with business trends that ultimately have an impact on the consumer, such as manpower issues in the service industry, innovative uses of technology and interesting business ideas that also seek to benefit society in some way. Obviously, this is far from being an exhaustive list. What’s unique about TODAY and how does it differ from other media? We’re quite targeted in our scope of coverage. We want to make sure that we deliver news and features that are relevant and interesting to our main reader base, who are young Singaporeans, so we are very selective about the news we carry. We also put a lot of thought into the treatment of each story. Not every news article or feature is going to be told in the traditional news format of paragraphs of text. Depending on the topic and the content to be presented, we might deliver the story in the form of a listicle, an explainer, a Q&A, a graphic or, yes, a traditional news story. We’re still experimenting and trying out new ways of delivering the news in ways that are engaging and accessible to our time-starved readers who want to know the most important news of the day without having to wade through walls of text. As TODAY has been experimenting with this shift, could you please share a few tips for brands to create content that is insightful, meaningful while delivered in a more visual style? As in any other newsroom, we’ve found that close collaboration between our editorial and visual content producers is key to creating meaningful multimedia stories. We’re not a big team so to begin with we are very selective about which stories deserve that special visual treatment, such as a video or a graphic. And when we do decide to take that step, the reporter and the visual journalist/graphic artist work closely together to conceptualize the visuals, and they check in on each other throughout the process. In the age of social media and peak content, we’ve also learned not to confine ourselves to formulas and templates. Some stories need simple graphics, some may need a video, some others might best be accompanied by an animated graphic on Instagram. We’re also stretching ourselves to come up with creative ways to present our visuals. For example, nobody wants to watch talking heads for three minutes straight, so our videos try to break the mold with innovative camerawork and editing. Are there any exciting upcoming projects or campaigns from TODAY? We’re relaunching the site in May. We will be focused on executing the strategies I outlined above, but we hope to make clear with our relaunch that we are targeting the millennial audience – readers aged between 25 and 34. That doesn’t mean dumbing down content. In fact, quite the opposite. Our readers can expect us not to simply seize on the latest trending hashtags and fads. We will continue to deliver content that’s insightful, meaningful and gives them the context they need to make sense of the world they live in.

2019-05-07 10:37

Video Interview with Kumparan Founder: How the Indonesian media landscape is quickly evolving

Kumparan is a news platform founded in 2017, aimed at disrupting the online media industry by incorporating technology-based journalism and enabling interaction between users on one platform. Since their establishment, they have expanded to a team of 400 employees and 5,000 content creators, and generated an average of 2,500 content pieces per day, with 30 million monthly active readers. We sat down with Hugo Diba, the founder of Kumparan, to learn about how Kumparan came about, what contributed to its success and some of his tips for media pitches. Prior to setting up Kumparan, Hugo served as Country Sales Director at CtrlShift and Business Director at Detikcom & CNN Indonesia. [embed]http://cdn4.prnasia.com/002071/mediacoffee/20190204/20190204kumparan.mp4[/embed]  

2019-04-22 14:40

Five Steps to Foster New International Media Relationships and Generate Coverage

When companies craft a communications strategy, they are aware that as audiences consume articles, blog posts, and videos, not all sources are created equal. “Imagine the power of having your brand value proposition effectively and consistently described from a variety of sources. But conversely, imagine the lost opportunity or damage it causes if your messages are random or even conflicting,” says Cheryl Conner, author of Beyond PR: Communicate Like a Champ in the Digital Age.  In terms of the "variety of sources" that Conner refers to, audiences tend to trust people who are not in the employ of a brand. It is not surprising that 81 percent of senior marketers believe earned media has more of a positive impact than paid media. For many Asian companies seeking a global audience, they face a few issues in relation to fostering international media relationships and facilitating earned media coverage. From our observation, many Asian companies may not spend too much time to monitor what their potential media channels are writing about or to nurture media relationships over time. They tend to reach out to international media when they launch new products and attend international exhibitions. As such, there may not be a match in terms of the international media channels’ content preferences and editorial calendar. So how can Asian companies adopt a more targeted media outreach approach to stay a step ahead of their competition? After answering this question, you must also convince journalists that your company has a unique story or viewpoint to share – which may be equally challenging. It is vital to remember that media channels anywhere in the world are keen to curate the most valuable content for their readers and an effective outreach strategy must be aligned to their core mission. Let’s review the following five tried-and-tested steps when reaching out to the international media: Step 1: Establish Digital Credentials Just like a potential client, journalists will research online to determine whether companies are a legitimate expert in the field. Therefore, before approaching the international media, it is important for companies to create an English language web page that includes an “about” page that highlights background, areas of expertise, and previous media coverage. It is also a great idea to create a media kit that contains relevant information regarding services and products in one location. This way, busy journalists may access such information more quickly. Step 2: Access a Comprehensive Media Intelligence Tool Journalists receive lots of irrelevant emails so reaching out with relevant pitches is vital to avoid irritating them and generate coverage – as Jane Wells, Special Correspondent at CNBC, puts it, “Apparently some in the PR industry must get paid by the number of emails they send, because that’s the only explanation for the couple hundred irrelevant and ridiculous messages I receive every day.” To avoid inadvertently annoying journalists, and spend time nurturing media relationships instead, my team suggests setting up keywords of their vertical and competitors on a media intelligence tool such as Cision Communication Cloud, companies may analyze related trending topics on indicators of media and social media mentions. This will offer a data-based approach to identify the sweet spot between companies’ unique expertise and journalists’ interest. You may also tap on Cision Communication Cloud to zoom into specific profiles of journalists and bloggers to look at their recent articles as well as Twitter postings to maximize the chances of a win-win fit with your company's products. After shortlisting the most relevant journalists and bloggers, you may then refer to their contact details to speed up your media outreach process. A search for media contacts and bloggers using keywords. Source: Cision Communication Cloud Step 3: Craft a Winning Pitch “If you have a good story to pitch in two minutes or less, great. One minute is even better,” says Frank Washkuch, News Director at PRWeek. Therefore, a strong email pitch should be clear, concise, and customized. Why email? Over 90% of journalists reported that email is their preferred method of pitching. Our team recommends checking off a few boxes when making an email pitch:  Share your proposed headline, describe why the topic will be unique and interesting to the media channel’s readers.  Briefly introduce your company’s expertise and explain how you are best placed to tell this unique story.  Provide supporting links to back up your pitch, including relevant articles published by this media channel.  Use bullet points as appropriate to make your pitch easy to read.  Double-check to avoid spelling and grammar mistakes. At the risk of stating the obvious, a pitch should also be written without spelling and grammar mistakes. To appear professional and minimize the chances of such an “own goal”, you may wish to tap on a more advanced language-checking tool such as Grammarly. Step 4: Winning the News Cycle The news cycle rewards companies that connect the dots between earned, owned and paid media to optimize exposure to your target audiences. It is a good idea to ask journalists when they are planning to publish your company’s content and to plan either social media or paid amplification of earned media content. In terms of social media amplification, it is good manners (and PR) to thank a media channel and journalist for featuring yourself and your company. This way, your company’s existing social network will learn about the latest media coverage. An example of social media amplification of earned media Paid amplification on social media may also be considered as these platforms typically allow companies to target precisely, e.g. location, job title, to get content to your target audiences’ eye level. News cycle planning also refers to planning a regular flow of news about your company to build mindshare with journalists over time. Obviously, if a journalist is familiar with your company prior to a big, important event, e.g. an international exhibition, you are more likely to succeed with your pitch. Therefore, you should plan ahead and think beyond getting reported by media - Companies may also tap on press releases to share curated content such as new products, infographics, white papers, and any valuable and therefore newsworthy information.  By launching a regular stream of high-quality stories, your media contacts are more likely to approach you for fresh content especially when your company needs it most. Step 5: Be Persistent (but Polite) If you’ve done everything else right, you could stand to be a bit more persistent. Journalists get dozens, perhaps even hundreds, of emails daily, and sometimes they are going to lose track of their emails. If you don’t hear back within a week, follow up with a second email or reach out via social media private messages. If you don’t hear back then, you may then assume that there’s no interest and move on. Getting journalists’ and bloggers’ attention will always be challenging. In one way or another, we’re all storytellers and willing consumers of stories, so journalists will always appreciate creative, authentic content from companies that helps them craft more unique stories. Supporting the media’s mission of creating valuable content for their readers and demonstrating your professionalism with these five steps is going to be immensely helpful to companies seeking to foster new international media relationships.

2019-04-22 11:48

April 2019 PR Calendar Cheat Sheet – A Guide to the Right Stories at the Right Time

The fourth month of the year, April is a sign that spring has definitively arrived. It starts on a light note, with April Fool’s Day and includes occasions for celebration and reflection such as Easter Sunday and Earth Day respectively. To optimize brands’ earned media coverage from press releases, it is essential to plan ahead to launch the right campaigns at the right time when the media is looking out for certain types of stories. To help you get into the swing of April, PR Newswire takes stock of this month’s PR Calendar. April’s Key Festivals and Exhibitions 1:April Fool’s Day 2:World Autism Day 5:Chingming Festival 7:World Health Day 15:125th Canton Fair 19: Good Friday 21:Easter Sunday 22:Earth Day 25:Anzac Day, World Malaria Day 26: World Intellectual Property Day 28:World Day for Safety and Health at Work May 1:Labor Day Recommended (ranked in order of relevancy) Earth Day(22nd April) Earth Day seeks to educate and raise awareness to protect the world's environment. At the same time, this is also an occasion to mobilize and participate in environmental protection campaigns to improve the overall environment of our planet through a green and low-carbon lifestyle. With people being directly impacted by their environmental conditions, this is no longer a topic that can be ignored. Environmental protection is now seen as the common responsibility of society - individuals and businesses alike. As individuals adopt actions such as active recycling and saving more water, it is not surprising that they expect enterprises to share similar values. Through Earth Day, businesses can further demonstrate their commitment to corporate social responsibility communication (CSR). For more information on CSR dissemination, click on our article here. For impactful CSR campaigns, we have observed that businesses tend to choose topics which are in line with their corporate values and product characteristics and follow through over the long-run. We have listed a selection of Earth Day press releases issued for your easy reference: Intel’s Earth Day press release in 2018 caught our attention by sharing that “every day is Earth Day”. This is backed by an impressive info-graphic showcasing various data from their various initiatives, covering water saving, reducing waste emissions, investing in energy-saving projects, and purchasing green energy. Easter Sunday(21st April) Similar to Christmas, Easter is celebrated by Christians and non-Christians alike. When you think of the Easter, Easter egg hunts, filling baskets with candy and small gifts, and the Easter bunny comes to mind. Travel and Hospitality businesses may consider marking this occasion with Easter celebrations for children. World Intellectual Protection Day(26th April) World Intellectual Property Day is a great opportunity to showcase your brand’s innovation and commitment to intellectual property (IP). As a business, you may wish to use the #worldipday hashtag (recommended by the World Intellectual Property Organization or WIPO) in your social media posts. For example, Alibaba announced the establishment of a research institute on this day in 2018 to set rules in IP protection. In addition, Huawei has chosen to mark this occasion by highlighting its number of patents while pledging to respect IP rights in 2018: International Jazz Day(30th April) Any attempt to arrive at a precise definition of jazz is futile because of its improvisational nature and constant evolution. It isn’t limited to the U.S as well with St Petersburg, Russia, earning plaudits through its annual All-Star Global Concert involving performers from across the world. With thousands of jazz performances taking place worldwide during this period, hospitality businesses may wish to inject vibrancy at their premises by partnering jazz talents to stage a performance. There are more than 200 festivals and important exhibitions in 2019. If you want to find out additional details, please click on the picture to view our public relations calendar for 2019.

2019-04-05 11:16
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