Setting the Record Straight: Press Releases that Stand Out in the Digital Age
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WEBINAR Follow PR Newswire: Follow CNW: @PRNEWSWIRE @CNWGROUP #DIGITALAGE
Transcript of Setting the Record Straight: Press Releases that Stand Out in the Digital Age
WEBINAR
Follow PR Newswire: Follow CNW: @PRNEWSWIRE @CNWGROUP
#DIGITALAGE
#DIGITALAGE
Michele Putman (moderator)Director of Customer Engagement PR Newswire
Presenters
Rebecca Mosley Co-Founder
Duo Public Relations@rlhm
@duopr
Daniel WatsonManager
Partnerships and Advocacy MarketingPR Newswire
@danielchwatson
#DIGITALAGE
• Based in Seattle• Founded in 2004• Four key focus areas:
• Consumer Tech• Travel & Hospitality• Food & Beverage• Fashion & Beauty
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How do you help a client break into a Crowded Market?The Pivotal Living Band Launch
• Pivotal Living believes personal technology can make life not only better, but specifically, healthier
• The brand decided to launch its software and family of products with a device that was familiar and accessible—a fitness tracker
• Pivotal Living Band = $12• For new companies and new brands,
early PR/marketing that clearly communicate your brand promise is key
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CURRENT MEASUREMENT PRACTICES
SELECTING A COMMUNICATIONS PARTNERBe realistic about what you need:
• Brains or brawn (or both)• Chemistry • Complementary skills
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CURRENT MEASUREMENT PRACTICES
PLAN YOUR LAUNCH CAMPAIGN
• Know your audience (no, you are not for “everyone”)• Know the life cycle of your audience influencers• Timing will make or break your launch• Coverage is never the end game (it’s sales)• When it comes to assets, more is always more• It will cost more than you think it will
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ENGAGE MEDIA & CONSUMERS WITH COMPELLING VISUALS
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In communications, content is king…
LAY THE GROUNDWORK: PRE-LAUNCH MEDIA OUTREACH
• Targeted 1:1 media previews prior to official announce
• Previewed product at NYC media event
• Conducted 1:1 media outreach at anounce
• Seeded product to 150 press prior to product availability
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CURRENT MEASUREMENT PRACTICES
WHY CHOOSE THE TOOLS YOU DID?
• Multimedia assets
• National press release
• Catchy, attractive headline
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Choosing the right vehicle for your release
• Hero MNR• ARC
• Wire + Asset
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WHY A MULTIMEDIA PRESS RELEASE FOR THIS LAUNCH?
Press Hub
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HOW DID YOU MEASURE YOUR SUCCESS?
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COMPREHENSIVE CAMPAIGN RESULTS
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FOR MORE INFORMATION: US: (888) 776-0942
CANADA: (877) 269-7890
