In Blog, lessons

Twitter Pairs Up With Bloomberg To Get Into the 24/7 Streaming News Game.

This headline appeared in Forbes after Twitter and Bloomberg issued a press release announcing their partnership. The statement also generated articles from Fortune, the Wall Street Journal, MarketWatch and other business media.

While it’s clear that these two media giants can generate their own buzz with relative ease, we can see from dissecting their joint press release that they did a lot of things to improve the chance that the media would pick up their announcement.

What Works: 
  • Strong News Hook: The press release’s lead described the partnership as the “first-ever 24/7 breaking news network that will be global, live, social and streaming.” Journalists love powerful superlatives that announce the first, last, biggest or best, especially in their home turf — the media sector.
  • Integrated Mix of Media. The release was smartly connected to a conference where many journalists attended, making it easy for them to write about the alliance. The integrated mix of a press release, live presentation from the two CEOs, as well as social media distribution of the news and the ready-to-use photos worked well.
  • Names Make News: The release mentioned media moguls Michael Bloomberg and Jack Dorsey, both of whom were at the live announcement and always attract attention. The companies also distributed pictures of the two media moguls talking and posing at the event, which many media used to illustrate their stories.
What Doesn’t Work: 
  • Too Many Cooks. The release included quotes from two Bloomberg executives, who roughly said the same thing.  It’s interesting to see that the press release didn’t have any quotes from the two big-name CEOs.
  • Lacking in Details and Substance. Readers looking to dig deeper into the workings of this venture were left wanting more. The release lacked details of how this service and partnership will work.
  • Too Many Boilerplates. The press release had two boiler plate paragraphs describing Bloomberg, which could have been combined into one paragraph.
What We’ve Learned: How the Pros Do It

The companies demonstrated that even in this modern ever-changing media landscape, a proven technique still speaks to journalists – the press release. Their statement was the backbone of the launch of a new and groundbreaking media partnership.

The release employed a key superlative that highlighted a “new” way of curating and delivering news. The companies tied the press release to an event where the media had easy access to the famous CEOs, photos and videos. It showed how a press release can work when integrated with a live presentation and social distribution. Bloomberg and Twitter employed a tried and true method — the press release — with new and snappy techniques to grab the media’s attention. And it worked.

Michael Bloomberg tweeted about the news, Jack Dorsey retweeted it and another 500+ people also retweeted it.

Check out Bloomberg and Twitter’s press release here and let me know in the comments section below why you think it was so effective and what lessons you will likely apply in your next press release.

Alex Armitage is co-founder and CEO of Publiqly, whose Workflows help small and mid-sized companies write press releases that journalists and bloggers can’t ignore. Were you forwarded this post? Sign up to receive our weekly press release lessons directly in your inbox.

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