Content We Love: No News Is Good News

We live in a 24/7 news cycle where non-events are covered in detail (it's snowing in Denver!) coupled with massive consumption by readers and viewers. Something deemed newsworthy or interesting can still get lost in a crowded media landscape if the right communications strategy is missing.

Marcomms pros are tasked with keeping their brand relevant, even when there's a lull between new products, no award wins, and no ad campaigns to launch. Today we're featuring companies that used Multichannel News Releases to stay in the conversation without any “breaking news” to share – a strategy we love!

Rally the Troops

• Certified Angus Beef ® brand Launches #RestaurantChallenge
• Boat Trader Launches #CleanWake to Challenge Boaters to ‘Talk Trash' and Reduce Debris

Why it works: Think of a big issue that your company has a stake in, then come up with a way for your audience to take action. Attract additional audiences to your message via Cision's curated, industry-specific Twitter feeds.

The Certified Angus Beef brand saw the next few months are critical for restaurants trying to survive the pandemic, so they came up with incentives to inspire support from social media users. Boat Trader wanted to urge boaters beyond their online followers to keep our waterways clean, so they used an MNR to raise awareness and bring the importance of picking up trash to the forefront. @PRNfood garnered 1,432 impressions for the hashtag #RestaurantChallenge, and @PRNenv got #CleanWake in front of a Twitter audience of 1,346 followers.

Celebrate Yourself

• BHLDN Celebrates 10th Anniversary with Limited Edition Gown Collection & Wedding Giveaway
• Bee Rental Program Brings Together Gardeners and Farmers to Make More Food & Help Bee Populations

Why it works: Every company has an anniversary, an employee day of service, or an interesting new ERG. Turn those small events into an opportunity to talk about what makes you unique.

BHLDN is celebrating their 10th anniversary by launching a capsule collection and giving away a wedding prize package. And it doesn't get more unique than Rent Mason Bees – a company on a mission to mail a box of bees to everyone who wants to pollinate their yard and help the bee population. Both MNRs showcase videos that maximize reach on top video portals and graphics that increase engagement, allowing your celebration to reach new audiences and gain earned media attention. MultiVu's guaranteed pageviews will catch the attention of new audiences, and each page is SEO-optimized to promote longer post-distribution engagement.

Promote Your Expertise

• Research Shows Real Milk Supports Immune Health, Bones & Muscles
• Exclusive New Study From Sytheon On 9 Commercial Cosmetic Products To Assess The Level Of Bakuchiol, The Natural Alternative To Retinol

Why it works: Sharing research to a wider audience than your corporate thought leadership blog positions your company as an expert in the eyes of the media. Every MNR includes direct distribution into newsrooms, online syndication, and PR Newswire for Journalists, an exclusive members-only community of more than 41,000 influential journalists.

The California Milk Advisory Board already has an entire section of their website devoted to nutrition facts, but they took this research from the UC Davis Food for Health Institute and crafted a message to be relevant to more than current cow's milk fans. Sytheon turned the blog post - Where to Find Real Bakuchiol in Commercial Cosmetic Products? - into a more focused news release headline and showcased themselves as a reliable source of information.

No press release? No problem! We can build a landing page, push it live, and still give you the engagement data you need. No matter your news (or no news!), our experts at MultiVu can help you stay relevant between the big announcements.

ABOUT THE EXPERT: Erica Crist

Erica Crist is a Senior Customer Content Specialist with PR Newswire, Marketing Intern with MultiVu, and an expert on press release distribution. She graduated with a B.A. in Journalism and Mass Communication from Kent State University and has been with Cision ever since. She lives in Cleveland and has never tried a cheese she didn't like.