Cover Engaging the Media

When it comes to media relations, who better to learn from than journalists themselves? Here are few things worth considering before you pick up the phone or send that pitch email.

AVCart-Artwork

In a recent post, noted communications strategist Martin Waxman recollects those old, grey audio-visual carts that grade school teachers would wheel into their classrooms. The welcome arrival of the AV Cart signified that students were about to enjoy a filmstrip or a video, rather than a run-of-the-mill lecture. He invites his readers to reimagine the AV Cart as a tool that modern communicators can...

Five_Things_After_Release_Crosses_Wire

Your content has been written, proofread, and approved; the seconds are ticking down to your desired distribution time, and all of a sudden, the moment is upon you. Your release crosses the wire, in accordance with your distribution strategy, and the deed is done. Time to call it a day? Hardly! Here are 5 things you can and should do following the transmission of every release. These suggestions will...

Digital_eggs_EN

The practice of public relations has evolved more in the past ten years than it has in the preceding 50. Practitioners have to contend with a playing field that is more nuanced and harder-to-master than ever before. There is a marked lack of elbow room when getting in front of a reporter. They don't have the time or the inclination to care deeply about who you are or what you represent, so it’s...

choosing_distro_networks_banner

With hundreds of network options leading to thousands of possible combinations, selecting the right network for your news release distribution can be overwhelming. Then why not just blast your release everywhere? Not so fast – targeting your release the right way can increase your pick-up potential and help you meet your goals and objectives.

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PR professionals are a busy lot, and with heavy workloads and limited resources it can be tempting to fall into the habit of just getting a single news release out before moving on to the next project. What many people don’t realize, however, is that there a few instances when issuing multiple news releases or multimedia assets can dramatically increase results. Here are three times when doing...

TD CANADA TRUST - TD employees simultaneously thank over 30,000

There was a time when a bank might entice a new customer by offering a shiny new toaster. Last month TD Bank scored a huge marketing win by bringing the gift-giving policy back in spirit. In the bank’s latest campaign, all customers were eligible, not just new ones, and instead of toasters, gifts ranged from vacations to baseball gear to cold hard cash. And did I mention that these gifts were...

LCBO - Trending Now At LCBO: Summer Is 'cooler' With Reinvented

For many Ontarians, summer inevitably means a trip to the local LCBO – the provincial government enterprise that serves as the one-stop retail source of beverage alcohol – for a bottle or two of wine, beer or spirits. To get consumers thinking about trying something new, the LCBO launched a campaign to highlight summer product trends. The backbone of the campaign was a series of four news...

WESTJET - Ronald McDonald Charities and WestJet celebrate dads

Hot on the heels of their successful Real Time Giving video, WestJet recently launched a new campaign in support of Ronald McDonald House Charities. The campaign uses a similar winning strategy as the holiday hit, this time bringing families together to celebrate Father’s Day. Five days after WestJet launched Father’s Day Surprise, the video had been viewed more than 480,000 times on YouTube...

Tim Hortons celebrated its 50th birthday by staging a public replica of their first restaurant in Toronto’s Yonge-Dundas Square. The event was promoted in part by a news release and subsequent media advisories on CNW.

Borrowing from our friends over at PR Newswire’s Beyond PR blog, CNW Group will be expanding their popular “Content We Love” blog feature to our own blog, here at Beyond the Wire. Our version showcases Canadian, CNW-issued news release and multimedia content that we believe demonstrates best practices for success in a digital world. This inaugural post was written by David Nelson.