Why silence is not golden in a crisis


When the going gets tough, many of us tend to either say too much, or nothing at all.

Turns out, neither of those tactics work in business. When disaster strikes, staying quiet is a close second to the devastating effects of foot-in-mouth.

In recent years we’ve seen some compelling examples of burying-your-head-in-the-sand gone wrong. These PR catastrophes have shown us that silence is dangerous—and can take many forms.

Taking too long to speak up

In 2009, an employee of a North Carolina Domino’s franchise filmed and uploaded a clip of a co-worker doing unsavoury things to the food before delivery. The video quickly went viral, racking up millions of views and grabbing airtime on the evening news. While Domino’s president did the right thing by issuing an apologetic video message, the 48 hours that passed before doing so was enough to incur major financial and reputational damage.

Silence may have been a strategy in the past, but in today’s 24×7, Google search-dominated world” it speaks volumes, according to the RepMan blog. When crisis strikes, the public expects you to speak up—fast. “You don’t need to have all the answers, but you DO need to get ahead of and own the problem,” says Forbes’ contributor Davia Temin. In the early hours of a disaster, there is an opportunity to direct the narrative:The Institute for Public Relations calls silence “too passive. It lets others control the story and suggests the organization has yet to gain control of the situation.

Trying to silence others

In 2013, a waitress at a St. Louis Applebee’s posted a receipt from a customer on Reddit. The customer was offended by the automatic 18 per cent service charge for parties of more than eight and declined to tip, scribbling “I give God 10% why do you get 18” on the receipt. Applebee’s fired the waitress for “posting customer information”, just two weeks after they had posted a picture of a note from a guest that clearly featured a guest’s name. The internet blew up and in the wake of the storm—which included around 17,000 mostly negative Facebook comments—Applebee’s responded by deleting and blocking users in the middle of the night, arguing with customers and then denying they had deleted posts.

This, of course, only made them look terrible and incensed the commenters. Moral of the story? Try to silence people and they will only get louder.

Leaving customers in the dark

A few years ago, Sony Entertainment was the victim of one of the largest data breaches in history, with over 77 million customers affected. Without a word, Sony shut down its entire system. The outrage was understandable—millions of customers were locked out of the PS Network and nervously waiting for reassurance that their credit card information was safe.

While the public wanted an explanation, customers actually needed one. But Sony waited almost a week to issue a statement confirming that they didn’t actually know if this information was secure.

All of this speaks to the importance of creating a crisis management plan: thinking of the unthinkable, and the assigned actions, roles and responsibilities of your staff so you aren’t left fumbling in radio silence—or, worse, the opposite.

Andrea Lekushoff, President of Broad Reach Communications says, “Crises can—and will—occur during the lifetime of an organization. And if you’re not prepared to handle it, the impact of that crisis can increase tenfold.

Posted in Industry - Food and beverage, Industry – PR and Marketing, Industry – Retail, Public Relations | Tagged , , , , , , , , , , , , | Leave a comment

SeaWorld’s huge PR hurdles: transparency and trolls


SeaWorld has been desperately trying to salvage their reputation and revenues following the 2013 documentary Blackfish. The documentary outlines some of the issues around the orca, Tilikum, who killed multiple trainers while in captivity at SeaWorld. The film targets SeaWorld for forcing the animals to perform and claims that they are not providing the lifestyle the animals need to thrive.

SeaWorld has fallen under criticism from the public for the conditions they keep their animals in, especially their orca program, which has lead to lost revenue and low park attendance. In response, SeaWorld has launched a new campaign focused on transparency and information sharing. The campaign includes TV ads featuring SeaWorld employees, print ads and a social media campaign.

The most interesting of these three is the social media campaign on Twitter that encouraged skeptics to #AskSeaWorld and then SeaWorld will respond on their site ask.seaworldcares.com. In theory it was a great idea. Customers could ask SeaWorld about anything they had heard and SeaWorld would have an opportunity to clear up the misconceptions directly.

If we look only at the standard metrics given by the Public Relations Society of America the campaign was successful. They reached thousands of people, had lots of engagement, impressions were made and the mentions went through the roof. Unfortunately for SeaWorld, looks could be deceiving. The campaign’s “success” was due to the critics and their hijacking of #AskSeaWorld. Those critical of the parks practices came out in full force. Asking questions left and right and quickly making the hashtag trend on Twitter. The questions ranged from curious to downright snarky.

One of the biggest mistakes SeaWorld made was refusing to answer some of the questions. There was actually a whole list of questions shared through Twitter of things that SeaWorld wouldn’t answer. This just provoked the critics to continue to ask them and implied that SeaWorld may have something to hide. While I can understand SeaWorld finding some of the less civil questions to not be worth their time, it doesn’t do much for their image when they refuse to answer some of the difficult questions. These are the questions people really want to know. If they can’t justify their actions then they really don’t have any ground to stand on.

SeaWorld actually ended up blocking some of their biggest critics and started to call them out on Twitter. Saying things like “Jacking hashtags is so 2014. #bewareoftrolls”, “No time for bots and bullies. We want to answer your questions. #AskSeaWorld #notrollzone” and “We are trying to answer your questions but we have a few thousand trolls and bots to weed through.#AskSeaWorld #smh”.

It seems awfully odd that in a campaign to improve the company’s relationship with the public that they would turn to calling people trolls and blaming them for slow responses.  Although the campaign started as a great idea, it turned ugly and did nothing to help their image. Not surprisingly the Twitter campaign has basically been a flop.

SeaWorld should have been prepared for this sort of reaction. After all, there have been plenty of failed examples in the past. In 2012 McDonald’s tried to have customers share their experiences with #McDStories and ended up with a compilation of terrible McDonald’s reviews. In 2013 JPMorgan received backlash with their#AskJPM, which was subjected to an almost identical public reaction to that of #AskSeaWorld. People brought up the ethics of the company and basically turned the hashtag into a joke.

Hopefully SeaWorld thinks deeply about their future social media exploits and maybe does some homework about what makes an online campaign successful. When using an interactive, online platform you open yourself up to criticisms and you have to be prepared to handle them effectively. In this case, ignoring them is probably not the best route. Neither is name calling. Although we have yet to see how the new campaign will influence the parks revenues for this year, I think it’s safe to say that #AskSeaWorld hasn’t helped much. The other aspects of the campaign seem to be faring better. The TV campaigns are airing all over the country and the print ads are featured in The New York Times, L.A. Times, Wall Street Journal and Orlando Sentinel.

Guest contributor Ally Mann is a freelance writer. Follow her on Twitter: @AllyManneray


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Younger viewers replace live TV with Netflix


In a very short time, online TV sources have become more common than not: More than three fourths of TV consumers watch online to some extent, and the average pay TV customer uses two or more online TV sources in addition to their cable subscription. So now that viewers have multiple options to choose from, which sources are emerging as the TV “default”—the first source they turn on when they want to watch TV?

The latest wave of Hub Entertainment Research’s Decoding the Default study reveals important shifts in consumers’ go-to source for TV content. Among those who watch at least some online TV content:

  • Live TV is still the single most common default source: 34% say live TV is the first thing they turn on when they want to watch—higher than any other platform.
  • However, that share is dropping significantly: In 2013, 50% of viewers named live TV as their default—16 points higher than this year.
  • Online sources now account for as much share-of-viewing as live TV and DVR, combined. Across users of all TV platforms, viewers allocate 32% of their total TV viewing to live TV (down from 41% in 2013) and 15% to shows on their DVR (down from 21% in 2013). Online platforms now account for 46% of all viewing time (up from 34% in 2013).
  • Among young viewers, online sources have replaced live shows as the “home base” for TV.
    •  40% of viewers age 16-24 use Netflix as their home base. Only 26% default to live TV.
    • Millennials (age 18-34) are equally likely to default to live TV (33%) and Netflix (31%)

Online platforms have become the default in what some might consider the most valuable viewing scenarios. Among those who watch any online content:

  • Live TV is still the go-to source for channel-surfing scenarios.
    • “When I don’t have anything specific in mind, I just want to watch something”: 40% of viewers say that live TV is their default source, vs. only 27% who say Netflix.
    • “When I want a TV show on in the background while I do other things”: Half (50%) of consumers say live TV is their default, and only 15% say Netflix.
  • But Netflix is now the most common default source for engaged TV viewing
    • “When I have a specific show in mind I want to watch”: 26% say their default source in this scenario is Netflix, vs. just 15% who say live TV.
    • This is a reversal from how consumers answered the same scenario in 2013 (Live TV 29%, and Netflix 18%)
    • “When I want to focus on what I’m watching without any distractions”: More than a quarter (26%) of all viewers say they default to Netflix in this situation, vs. only 20% who say Live TV.
    • Again, just two years ago, highly focused viewing was Live TV’s territory: 26% named it as their default, vs. just 19% who defaulted to Netflix.

“A change in default sources is not the same as completely cutting a pay TV provider,” said John Giegengack, principal at Hub and one of the authors of the study, in a news release. “However we think it’s an important psychological threshold. People love choice—but when it comes to TV, there are more alternative sources than any one person could use. They crave a home base, and the position of ‘first source turned on’ will be an increasingly enviable one as the market evolves.”

“It’s important to note that along with an overall decline as consumers’ go-to viewing source, Live TV is losing ground in what one might argue are the more valuable viewing occasions,” added Peter Fondulas, principal atHub, in the release. “The shows where people are most engaged, vs. the occasions when they’re just looking for something to have on in the background.”
“Decoding the Default” is a tracking study from Hub Research. The 2015 survey included 1,200 US TV viewers with broadband, ages 16 to 74. (Comparisons to 2013 findings are among viewers who watch at least some online content, age 18-54.) The data was released in July 2015.

Source: PRWeb; edited by Richard Carufel

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What makes a good media interview?


In business, when success comes knocking, so do the reporters. Speaking to the media is an art, and even the most seasoned executives have turned simple interviews into corporate nightmares.

The truth is there’s no such thing as a casual interview—but the best interviews are the ones that appear casual. Behind the scenes, there’s research, practice, anticipation, and a little strategy.

Have a date with a reporter? Here are five things to consider first.

  • Journalists do their research…and so should you. You need context. Look at past interviews the reporter has done and get familiar with their style. What is their tone—lighthearted or serious? What is their outlet’s ‘slant’? Who is their audience? Why do they want to interview you?
  • Define your key messages. You need to anticipate what you’re going to be asked so you can have an articulate answer ready. ‘Key talking points’ should be well thought out, consistent, and tied to your company’s core values. Think like a journalist and identify some short and sweet quotes that would make excellent sound bites. Don’t hijack the interview because you’re itching to spit out all your points; really listen to the questions and work in your key messages in a way that appears seamless. Not sure how to do this? ‘Bridging statements’ can help you move the interview back into territory you want to cover.
  • Do an inventory of your weaknesses. What is the worst thing this reporter could ask you and how will you respond? If your company has recently undergone anything close to a crisis (or if there might be trouble ahead), you need to hire a media trainer to help you prepare for interactions with the press so you can get on the right side of the narrative.
  • Practicebut don’t sound rehearsed. Back to that whole art thing. The best interviews read like a really good conversation: give and take, humour when appropriate, and the feeling that you are connecting with an authentic person; your likeability will hinge primarily on the latter. If you don’t have a media coach and you’re new to this, try to find a friend in the business who you can practice with. Rambling, lack of clarity, awkward body language—give them the green light to be ruthless.
  • Think before you speak. Obvious? In theory. When nerves kick in, common sense can go out the window. Don’t comment on deals where the ink hasn’t yet dried, don’t say anything that could negatively impact your brand, and don’t assume sarcasm is going to translate to the page. It is important to note that not all journalists honour “off the record” comments. Play it safe—if you don’t want to read it in print, don’t say it.
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Social media continues to help journalists improve productivity and communication with PR pros

social media

PR pros have certainly embraced social media as a tool for communicating directly with clients’ (and their own) audiences over the years, and social has slowly but surely become a reliable way for PR to perform media outreach and even pitch stories to journalists. If anything, those elusive media scribes have been slow to accept social media as a bona fide PR conduit (and for good reason—lots of social babble is clearly unfounded and, from a reporter’s perspective, often a string of un-credible dead ends), but new research shows that many journalists are not only socially active, but downright dependent on Twitter and its brethren to get their jobs done.

Findings from a newly released media intelligence report underscore journalists’ increased usage of social media, and show a noticeable maturation in their reliance on them medium. The international report analyzes how journalists across six countries—United States, United Kingdom, Germany, Finland, Sweden and Australia—use social media to improve productivity and better communicate with PR professionals.

Key findings from the survey include:

  • More than half (51 percent) of journalists report they would be unable to do their job without social media
  • Fifty-seven percent of journalists agree that social media has improved their productivity
  • Sixty-seven percent of journalists are spending up to two hours a day on social media, up from 38 percent in 2012
  • Twitter and Facebook are the most widely used social platforms among journalists, but their levels of popularity vary among the countries surveyed
  • U.S. and U.K. journalists rely on social media for publishing and promoting their own content, while the other countries cite sourcing as their top reason for usage
  • The majority of journalists, including 58 percent of U.S. journalists, express data security and privacy concerns as a result of increased social media use
  • Journalists in English-speaking countries are more interactive and create more social media content than those in non-English speaking countries

“This data confirms the mission-critical nature of social media and its ever-growing popularity for journalism,” said Valerie Lopez, vice president of media research at Cision, a co-partner of the study with Canterbury Christ Church University, according to a news release. “Whether it’s used to improve research, streamline communication with potential sources, or further develop story ideas, social media has clearly become integral to journalists’ daily work and responsibilities.”

The study also examined the evolving relationship between PR practitioners and journalists, showing a favorable change in communication practices. PR professionals are increasingly communicating with journalists through social media, with 23 percent pitching stories on social platforms, a 28 percent year-over-year increase. This shift matches the changing preferences of reporters. Other key findings include:

  • U.S. journalists list PR contacts as their second most important source for information, the first being expert sources
  • The majority of reporters, including 58 percent of U.S. journalists, are happy with their relationships with PR practitioners
  • U.S. journalists’ top three methods of contact include email (84 percent), social media (33 percent) and telephone (15 percent)

This study was based on more than 3,000 responses from journalists and media professionals. Throughout the survey, the term “journalist” is used to include all media professionals (e.g. reporters, researchers, editors, etc.) who took part.

Source: PRWeb; edited by Richard Carufel

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Amazing Race Canada, Season 3 Ep. 3: Buenos Aires — Home of futbol, the tango, and… Mentos?

amazing race

Spoiler Alert

On this week’s episode of Amazing Race Canada, contestants flew from Santiago, Chile to Buenos Aires, Argentina. The show saw a 10.5-per-cent increase in social media activity compared to last week’s episode.

In last week’s post, we speculated the Amazing Race Canada is facing competition for eyeballs from the Pan Am Games. In that respect, a 10.5 per cent increase is very positive for the show — especially since Canadian sprinter Andre De Grasse was competing for gold in the 100 metres around the same time. The men’s 100 metres is the marquee event of the Pan Am Games.

Canada also played Argentina in men’s basketball the same day of the show’s airing.

That said, compared to last year’s episode three Twitter interaction was down 27.4 per cent. Still, viewer engagement is increasing. Hopefully that trend continues with next week’s episode, as the contestants head back to Canada to race around Halifax, NS. In the past, fans of the show have reacted very positively to Canadian destinations. Most of the improvement for week three was around task or roadblock engagement. The most popular sport in Argentina is soccer — or what the Argentines refer to as futbol — so it makes sense that the blind soccer event was the most popular roadblock with viewers on Twitter (the frustration of some of the teams probably didn’t hurt, either) . The roadblock tasked contestants to maneuver a ball through pylons and score while blindfolded. Many tweets mentioned the creativity of some contestants overcoming the challenge by hopping with the ball between their legs, which was originally initiated by wrestlers and fan favorites Nick Foti and Matt Giunta.  

The roadblock built around Argentina’s national dance, the tango, was the next most popular followed by the Mentos candy task. Candy manufacturer Perfetti Van Melle certainly enjoyed some valuable brand placement (Mentos were also featured in a task in last year’s season, as well).  

When it comes to share of voice for contestants, Nick and Matt are emerging as this year’s consistent fan favourites along with fellow contestants Hamilton Elliott and Michaelia Drever, who are also developing a solid following.

But as in previous years, winning has proven to be the great equalizer, as demonstrated by father-and-daughter team Neil and Kristin Lumsden who won this week’s leg (and finished with the second most Twitter mentions behind Nick and Matt).




MediaMiser actively blogs about the Amazing Race Canada and leverages MediaMiser solutions to compile analysis on the show.

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McDonald’s announces all-day breakfast; Twitter nods in approval

mcdonalds breakfast

McDonald’s isn’t doing so well. The fast-food colossus has been acutely suffering for two years, having posted slumping numbers for six consecutive quarters.

The giant is ailing. It’s sick. It’s casting around wildly for ways to stop the bleeding. And it thinks it may have found the fix: all-day breakfast.

That’s right, all-day breakfast (in the US only, though, for now — sorry Canada, you lose).

McDonald’s announced the plan this week, sending a memo to franchisees to be ready to serve breakfast round-the-clock as early as October. And with the announcement came a deluge of reaction on Twitter. Here’s what the masses are saying.

Plenty of good:

  But, inevitably, some bad:

However, a sample of nearly 1,000 tweets gathered in the past two days tells us more people welcome the news than bemoan it.

We toned a sample of those tweets and found that 31 per cent of tweeters seemed to love the idea, while only four per cent appeared to be opposed. The remaining 65 per cent were neutral and simply spreading the good word… but it could be argued that just by spreading it, they too were voicing their illicit approval — no?

Also telling is the frequency with which a few choice words kept appearing. The universally positive ‘yes’ popped up in over a quarter of all tweets, while nearly as many included the word ‘important’, as in “You’re going to want to hear this – it’s important.”

But no matter how you feel about this newest McDonald’s development, it seems that all-day hashbrowns are definitely on the way. Dress accordingly.

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Newsjacking and the power of the Offer


“Leave it to a public relations agency to make a good PR move.”

That’s what NBC10, the Philadelphia NBC affiliate, wrote in covering some news I recently put out for my agency. I offered free PR services to any retailer selling an absurd handgun-shaped iPhone case, contingent on them halting sales of the product.  The story was picked up by a handful of media outlets, including the Daily ’Dog.

Last year, I wrote here about the power of “newsjacking,” and this is a good example of it. Newsjacking, as a reminder, is speedily jumping on something the media is already talking about to get attention for your client or organization. Often it’s tongue-in-cheek, and pop-culture related. In this case, the news release and social media posts went out the afternoon that this product went ballistic, online and off, after a New Jersey prosecutor strongly urged the public to avoid it.

But this case illustrates another technique I like to use, and which PR professionals might like to keep in their hip pocket: call it The Power of the Offer. Ideally, it goes hand-in-hand with newsjacking, but that doesn’t necessarily have to be the case. A form of corporate social responsibility, it invariably offers much upside, with little downside in the way of investment.

Here’s an example: In 2014, Fox29 in Philadelphia reported on a hearing-impaired boy who set up a lemonade stand so his family could buy him hearing aids. Representing a hearing aid franchise at the time, I tweeted to the reporter that my client wanted to donate a pair of aids. Cash donations flowed in as a result of the initial publicity, and the station ran an updated story including my client’s good gesture. In the end, because the boy had some underlying ear issues that couldn’t be resolved simply by a new pair of aids, the parents opted to pursue a course of treatment they’d begun with a local children’s hospital, so never took us up on the offer. Nonetheless, for what would have been an investment of about $750, my client appeared to be a concerned corporate citizen.

Or consider the case of Coatings for Industry (CFI), a client that makes decorative, non-slip and anti-graffiti coatings for commercial floors and other surfaces. After Hurricane Sandy wreaked havoc up and down the Mid-Atlantic, CFI wanted to donate coatings for rebuilding efforts, particularly for flooded institutions like museums, libraries, town halls, or even boardwalks. We issued a press release and offered the coatings through social media, and my company reached out directly to hard-hit municipalities. Maybe because they were overwhelmed at the time, or besieged with similar offers, we never got so much as a return call, let alone a request for product. That fact itself became fodder for a second press release, which was picked up by several coatings industry media.

Again, good intentions resulted in good press, despite no actual investment.

Sometimes, the offer might be more complex, and require greater commitment and hence, more thought. In 2010, a dementia-afflicted woman was found wandering the streets of Philadelphia with no identification and no obvious hints as to the whereabouts of family. The local media widely reported it, in the hope someone would come forward to claim her. I told my client, a small health and rehabilitation chain with a dementia unit, I had a “wild” idea. Why not publicly offer to take her in and care for her until a relative could be found? I thought it would make a good second-day story, and the additional publicity would hasten her identification.

Sadly, the managing director rejected the idea, citing the extreme cost of providing indefinite care for the woman. I even began questioning the wisdom of suggesting it. Two days later, a relative recognized the woman from news reports, and brought her home. I felt vindicated; had my client jumped on this, it would have received widespread press and the patient would have barely been settled in by the time she was claimed. There were no guarantees, of course, but I suspected that would be the case.

I’m not saying you should jump on opportunities and wring your hands hoping no one bites. At all times, these initiatives should spring from your heart or social consciousness; any resulting publicity should be considered a pleasant result, not the primary goal. And you need to always be prepared to back up your promise with action. In other words, don’t bite off more than you can chew. But more often than not, due to human nature, inertia or corporate ennui, offers like these are met with crickets.

The gun-grip phone case has no useful purpose. It will likely get someone killed, most likely by police. I do hope Swordfish has the opportunity to help retailers save face and generate good press by doing the right thing and pulling it from their shelves. So far, a few weeks after my offer made the news, exactly zero have contacted me.

Guest contributor Gary Frisch is founder and president of Swordfish Communications, a full-service public relations agency in Laurel Springs, N.J. Visit Swordfish online atwww.swordfishcomm.com.

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The evolution of news on social media


Facebook is a phenomenon that started on the campuses of elite universities. As it grew, from dorm to dorm, city to city, and eventually country to country, an evolution took place. The social media platform was no longer a trend but an accepted tool for communication. From the roots of university life, the original users of Facebook have since grown into young adults—working, starting families, balancing checkbooks and wading through a sea of student debt. Although their pcresence on social media remains, their use of this tool has undergone a similar transformation. The trivial topics of relationship status, upcoming weekend parties, and general banter are being replaced by links to and commentary on breaking or market moving news.

As the users of social media mature, so do the topics of interest they share with their connections. What does this mean for the media industry and today’s communication professionals? It means that social media is not just an alternative news source, but a leading resource for audiences to learn about your brand.


Source: http://www.journalism.org/2015/07/14/the-evolving-role-of-news-on-twitter-and-facebook/

These musings would make for an interesting theory, but there’s no need to theorize. Recently released data show that it is already a reality. A new study, conducted by Pew Research Center in association with the John S. and James L. Knight Foundation, paints a clear portrait of how Facebook and Twitter are being used today. When asked about the use of Facebook and Twitter as a leading news source outside the realm of friends and family, a majority of users claimed this to be accurate. Both 63% of Facebook users and Twitter users consider the social media sites as a source of news, up from 47% and 52% in 2013, respectively. One big reason for this is Facebook users are getting older, and their interests are changing.


Source: http://www.journalism.org/2015/07/14/the-evolving-role-of-news-on-twitter-and-facebook/

The use of social media as a news source is not passive. Users are actively logging on and using these networks to stay connected with what’s going on in the world. Users are chasing breaking news on social media, especially Twitter (59% of users), almost twice those of Facebook (31% of users) and sharing and commenting on leading news stories. Although Facebook users are not as actively using the platform to unearth breaking news, they are more likely to post and comment on a news piece with 32% of users saying they post about politics and government while 28% claim to comment on these types of posts.


Source: http://www.journalism.org/2015/07/14/the-evolving-role-of-news-on-twitter-and-facebook/

41% of US adults get their news on Facebook

For media professionals this presents an ideal opportunity to increase the visibility of business news. Knowing where people are actively looking for news is like knowing what team is going to win the Super Bowl. Repurposing news on social media channels supplies an audience with something that, according to the data, they are demanding. Approximately 42% of Facebook users and 55% of Twitter followers claim to regularly see business news on their respective social media platforms. This is a huge number of readers! For communication pros this is a highway to visibility. Having your news content seen and remembered is a big part of the process to convert potential clients or customers.


Source: http://www.journalism.org/2015/07/14/the-evolving-role-of-news-on-twitter-and-facebook/

Social media outlets such as Facebook and Twitter are now powerhouses of industry communication. As for the users of social media, they post for their followers and friends, people whose attention they want to grab and whose opinion they want to influence. They are aspirational and share the news that makes them look clever and smart. This is a complement and a testament to the growing user base of what started as an experiment in social interaction. As people mature, the uses for their tools mature. The media needs to take advantage and bring their news to where people are ready to see it.

Here are a few tips to increase the visibility and usage of your news across social channels:

  • Share your news across your social channels!  In order for your news to be seen, it first has to be shared.  Don’t forget to share your coverage as well, not only are you making sure it is discoverable, you are helping reporters meet their own news metrics.
  • Add calls to action into your content:  This triggers content consumers to share the information they have already engaged with across their social channels.
  • Utilize multimedia to increase shares and visibility:  Both Twitter and Facebook note that the inclusion of interesting photos, gif files and videos increases the reach of content across their platform
  • Consider supporting major news announcements with social advertising. Both platforms offer ways to share your news with highly targeted audiences.  Ads on these channels can easily be shared out by interested viewers.
  • Use Business Wire to distribute your news.  Every news release distributed by Business Wire is automatically shared across Twitter to ensure quick access to breaking news.

Business Wire understands the importance of social media and recently launched features aimed to amplify your news to where people are most likely to see it. Global-Mobile-Social-Measurable is a series of tools that are offered with every English-language news release. In addition to your news release being optimized for social sharing, it is also distributed to a wide variety of websites, targeted to individual behavior via the Dlvr.it Promoted Stories Platform. Learn more about how your news can reach the world with Global-Mobile-Social-Measurable. 

Guest contributor Vilan Trub is a copywriter for Business Wire focusing on printed collateral, web content, sales presentation, digital ad creative, white papers and more. He has written for media outlets such as the GlobalNewsNetwork.us, RealGM.com, Manhattan Review and AccessGroup Holdings, where he was a pivotal member of their launch. Vilan is a graduate of Queens College with a degree in History and began his career as a writer developing concepts and scripts for projects ranging from digital media to feature films culminating in a position as post-production supervisor for 50 Cent on his directorial debut Before I Self Destruct.


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I “SPY” a great movie: Twitter love is no secret, matches other intelligence


Every summer is chock full of blockbuster movies, and perhaps the best one this year is flying a bit under a public radar dominated by action hits like Jurassic World and Ant-Man.

But since its release last month, the comedy SPY has been cleaning up on Twitter based on our quick analysis using MediaMiser. With an all-star cast featuring Melissa McCarthy, Jude Law and Jason Statham (playing a caricature of his own past characters), this movie is blowing away both comedy and spy movie lovers.

In our sample of tweets mentioning #Spymovie from the past few weeks, 84 per cent were positive or very positive toward the film with several tweets exclaiming that it was the “best movie of the year.”

The remaining 16 per cent of tweets were neutral and mostly consisted of retweets of Melissa McCarthy’s status updates or news-related items.

Rotten Tomatoes agrees with 95% positive reviews from reviewers, with an 83 per cent audience score. IMBD currently rates SPY at 7.4/10, so Twitter sentiment is right on target.

Personally I couldn’t agree more, after watching it last week in theatre I couldn’t stop laughing.  I thought the writing and casting were rare genius, with phenomenal chemistry between McCarthy and Law.

You may want to check it out before this movie self-destructs. Or maybe wait until it comes out on DVD, and save your cinema cash for when SPY 2 no doubt comes out.


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