Colleen PizarevVice President, Communication

Strategies

Thriving in a Mobile Driven World

Walking the “fine line”

• Maximum reach, maximum results. Minimum budget.• Multiple messaging in one communication.• Multiple quotes.• Many links.• No translations.• ROI required.

Source: Google The New Multiscreen World – August 2012

Which is easier to read,

understand and act upon.

This?

Or this?

When it needs to be seen…

• Headline no more than 110 characters– Most important keyword in first 65 characters– Use subheads for additional important data and keywords

• Think ‘key phrase’ not key word. 3-5 words most used in search.• Use bold type for important key phrases and executive names• Bullet points with keyword next to bullet – and bolded.• No more than 3 anchor-text hyperlinks

– Be aware outside US, hyperlinks can be stripped. Best to use full URL to be safe.

• NEWS HOOK. Write a headline that begs to be opened.

OK, the release is opened. Now give the reader a reason to keep reading. (don’t waste the real estate!)

February 11, 2014/Any town/ -- XYZ Corporation, a leading global provider of world-class, end-to-end cross-platform scalable enterprise cloud solutions designed to deliver comprehensive process-improvement outcomes for customers in various vertical sectors including manufacturing, mining and procurement today announced …

Employ multimedia elements. • Visuals have their

own distribution networks

• Visuals draw eyeballs• Algorithms value

visuals• People like pictures. • Better results accrue• Infographics tell a

story

This is what a journalist sees. Which releases drew YOUR eyes?

An infographic draws the eye –

makes the reader want to click on it

to see what’s there.

Video is not just for B2C

anymore. Any of your clients

can benefit from the

enhanced messaging

You’re going to be competing with visual 3rd party

content on websites all over the world.

Use visuals or you’ll be invisible.

What release?• When is your audience looking for news?• Simultaneous worldwide NEVER works, unless it’s an

entertainment event. Stagger announcements to coincide with viewer interest.

• Don’t issue releases on the hour or half hour. Be a rebel. Send a release at 9:17 am.

• Global holidays. Every other country has more than we do…. Knowing when they are is key.

• Remember – embargoes are not commonly honored worldwide.

此页有误吗？What’s wrong with this slide?

• 这里您能否看懂？• Can you read this?• 如您是记者，能否先将此内容译成英文，然后参考此内容撰稿，以上均需按时交付。• If you were a journalist would you take the information here,

mentally translate it into English, and then write a story on it, all while making Deadline?

• 如您无法做到，能否了解您为何考虑在中国发布中文通讯稿。• If not, why would you send an English release to China?

This goes for all other countries too…

Communicate Effectively

• It’s not only journalists that need releases in language.• If your client insists on sending in English to countries where it’s not

an official language, their results may not be what they anticipated. Be sure to set expectations.

• Customers and bloggers/influencers rely on search for information. – And they’re not searching in English unless it’s their native

language.• Make sure your key phrases are approved in all languages by the

client BEFORE you start working on the release. Saves time in the approval process.

• Take advantage of free sites for key phrase research. I like Google Trends.

Content marketing doesn’t stop at the US border • Good content is needed and used worldwide. • While working on content for your client in English, see if you can

get them to consider other target markets. – Focus on major languages if that’s all the client will approve.

• Blog posts are only one part of a global content strategy. – eNewsletters work well in the developed world. Showcases multimedia assets

and they’re relatively easy to update once the templates are done.– Don’t focus on features and benefits. Focus on the MEANING of the technology

or service. If you are good at telling the client story, they will stay with you longer. This strategy works worldwide.

– Article placement works beautifully in Russia, Asia and Latin America. Be sure to research the publication first – there are a lot of scams out there.

– Visual images and video aimed at the consumer market must have local faces to be truly effective.

• If China is important, remember they have different social media and video sharing sites, and visiting .com sites can time out or be blocked for most users.

Thank you.

Got questions?

email me.colleen.pizarev@prnewswire.com