Learn what you can be doing to increase your news release engagement and how you can use commercial newswires to your benefit with Serena Ehrlich, director of product marketing at Business Wire. She is responsible for Business Wire’s go-to-market marketing strategy, including initiating consumer discovery, supervising product releases, developing market-oriented content, and creating thought leadership initiatives.

Five things you’ll learn from this episode:
1. How to use commercial newswires to your benefit
2. How to improve your news releases
3. What the most important word in your news release headline is
4. If you should put more than one call-to-action in your news release
5. The importance of bundling imagery in your news releases

Quotables:
“You don’t want to use wire services or commercial wire service for something that’s not news.” — @Serena
“When you write a news release, your headline is the number one factor in the open rate of your news release.” — @Serena
“People in real estate say location, location, location. And I say in PR and marketing, it’s repetition, repetition, repetition.” — @jasonmudd9
“Before you ever pitch somebody in the media, you should already have a relationship with them in one way or another.” — @Serena
“Coverage is still the most trusted piece of content a brand can generate.” — @Serena
“A Newswire isn’t going to be your media relations program. It’s an amplification of your media relations program.” — @Serena

About Serena Ehrlich
Serena Ehrlich is the current director of product marketing at Business Wire. She has worked over the last 20 years to provide guidance on trends in investor relations, public relations, and general consumer behavior relations. When she began her advertising career, she gained a branding understanding from a large-scale perspective. Ehrlich designed and implemented successful local, national, and international social, mobile, and traditional marketing campaigns for brands like Kraft, Kohls, Avon, Mattel, and more prior to joining Business Wire in 2013.

Serena’s contact info and resources:
Serena Ehrlich on Twitter: https://twitter.com/Serena
Serena Ehrlich on LinkedIn: https://www.linkedin.com/in/serenaehrlich/
Company website: https://www.businesswire.com/portal/site/home/

Additional Resources:
Google Keyword Planner: https://ads.google.com/home/tools/keyword-planner/
Click to Tweet: https://clicktotweet.com/
Business Wire business resource center: https://services.businesswire.com/resources-education?hsCtaTracking=889f69e5-afde-4d41-b0dd-bc3091b33cc1%7C2cdeac92-d00c-4da0-b443-5286b17546c7

Sponsored by:
On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies for 2021. Axia is an expert PR firm for national brands. http://www.axiapr.com/
On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews. https://www.reviewmaxer.com/pages/on-top-of-pr

About your host Jason Mudd:
On Top of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for some of America’s most admired brands and fastest-growing companies. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia in 2002.