Bospar selects CNBC’s Eric Chemi to head its broadcast strategies department.
Bospar is the industry’s most celebrated tech PR agency. Learn why we were chosen as Inc. and Forbes’ Best PR Agencies for 2021, PRovoke SABRE: 2021 Innovator of the Year, and Business Insider’s Top 50 in Tech PR – twice!
There’s no hiding that we score impressive results for our clients. It takes clever, on-strategy ideas, media relationships, and our way of being politely pushy to get our stories told. And our clients notice.
Our clients are innovating the future of how we live and work. From AI to cloud, data storage to security, and SaaS to software/app development, we go over and above to help our clients stand out.
Bospar is an international and award-winning tech PR firm known for being innovative, responsive, and results-driven.
The Bospar team is connected through a passion for the art and science of PR and our common politely pushy approach to getting the job done.
At Bospar we invent new and imaginative ways to win top-tier media coverage and increase your brand visibility.
Your success is driven by our values, being politely pushy, and focus on inclusiveness, diversity and equality for all.
The Bospar Human Rights Grant for Educators for public or independent school teachers or administrators in Florida.
We leverage our own good news – such as growth, new clients, award-winning campaigns, and insightful research. Learn more about us and our successes.
We work hard to get the same extraordinary coverage for Bospar that we get for our clients. See who’s writing about Bospar and why.
Tech guru and former CNBC and Bloomberg journalist Eric Chemi takes on modern business and gets assertive on Bospar’s podcast, “Politely Pushy.”
Commentary on all things PR with a “what’s in it for me” message. Informed opinions. Interesting tech perspectives.Follow us now.
We love speaking to the media about our clients, our processes and our approach to success. Watch some of our best videos here.
There are great opportunities to join our growing Bospar family — a diverse team of smart, action-oriented self-starters committed to our clients and one another. Tell us why you’d be a fantastic fit.
We’re proud to be Bospartans. Genuinely nice people all pulling our oars in the same direction. It’s like no other agency in the business. And, 100% virtual from the start, well before it was cool.
Part of what makes Bospar so special are the perks that reflect our priorities. No kidding: we value family, community, physical and mental health, connectivity, and camaraderie with fellow Bospartans.
Curtis Sparrer
July 20, 2022
Tags:
In the PR business, we often have to remind clients that “PR doesn’t stand for press release.” This is, of course, because what we do is so much more, and a modern approach to outbound communications integrates PESO – paid, earned, shared, and owned media – not just news releases and any coverage they might generate.
That said, the humble press release is still a pretty big deal. Time-tested, the news release is among our most reliable PR tools because it helps us deliver news at scale.
The first news release was created by PR pioneer Ivy Ledbetter Lee for the Pennsylvania Railroad, in response to a 1906 accident that took over 50 lives. His approach – which also included what are now accepted crisis communications tactics – included developing a press release that covered the accident in factual terms and offering the media a site visit. Lee’s news announcement was printed in the New York Times word for word.
Well-crafted releases are central to the efforts of PR practitioners, and their ability to message to multiple audiences is critical. However, printed press releases, sent via the mail or hand-delivered in press kits – or even sent by fax – are pretty much a thing of the past.
Today, email is the way most releases get out, and newswire services remain useful for mass distribution. Wire services push releases to newsrooms and select reporters instantaneously. And while social channels and company websites are a good place to push news, press release content from trusted sources like newswires is often used by editors.
Newswires also help reach a wide audience. News going over the wire can reach many more journalists than a PR person or firm could singlehandedly. What’s more, wire releases help achieve search engine optimization (SEO) benefits through nearly instant publication on various news websites that can aid in organic search results via backlinks.
While some journalists may ignore wire releases, many leverage the daily delivery of releases to monitor companies and markets on their beat and to organize and prioritize the companies they’re planning to cover. Automated delivery of tailored news saves reporters research time, and a regular cadence of releases also builds awareness.
Experienced practitioners also know that news releases should also be accompanied by a tailored pitch. A good pitch frames the story and demonstrates an understanding of the media outlet being targeted.
Press releases can also be used to help secure TV coverage by providing relevant news that can be put in a newsroom’s “daybook,” which is a daily list of story opportunities for camera crews. Releases can be offered in advance (typically under embargo) to provide background and support forward story planning and are ideally provided with visuals like b-roll.
In the end, PR practitioners should create press releases that are as eloquent as the coverage they seek. A compelling narrative, combined with careful writing and editing, will help tell your story most effectively. In an ideal scenario, releases generate not only news, but they also help to seed lasting brand awareness with key influencers. For a humble communications vehicle that’s more than a hundred years old, the press release still delivers incredible value.
Share this post:
About the author
Curtis Sparrer is a principal of Bospar PR. He has represented brands like PayPal, Tetris and the alien hunters of the SETI Institute. He is a member of the Forbes Communications Council and has written for Adweek, Forbes, the Dallas Morning News, and PRWeek. He is an active member of the National Lesbian Gay Journalist Association. Business Insider has twice listed him as one of the Top Fifty in Tech PR.