How to Use the Three T's
With the "Three T's" of international distribution — Targeting, Timing and Translations — you'll reach audiences around the world more efficiently.
Business Wire's news wire circuits let you target news to select audiences based on industry and market needs. In fact, our network is composed of dozens of news agencies, financial information providers, and web-based news services worldwide. Please consult with your local account executive to find the distribution that suits your needs.
- General Media circuits: Our regional circuits reach the broadest possible spectrum of media outlets in a given region. Major newspapers, radio/TV stations and networks, online outlets, magazines and news wires are all included.
- Financial Media circuits: Similar to General Media, but with a financial emphasis. Analysts and the financial community are included in each region in addition to general media.
- Trade Publications: For specialized news that needs to reach an industry audience, Business Wire offers a wide variety of trade media options in virtually every region of the world. And if we don't currently offer what you need, our international media relations team will build it for you. Trade distribution in any region can be ordered free of charge (except Technology and, in Europe, Health) for relevant release content when ordering a corresponding regional media circuit.
- Disclosure: Global companies often have global disclosure requirements. Business Wire currently offers disclosure networks in Canada and in many European markets, which include our Transparency Obligations Directive (TOD) network.
Knowing when to send your news is especially important when sending internationally. Holidays, time zones and the local work schedule of your destination should all be given attention to help optimize pickup of your news. Here are some tips and resources:
- Most Visible Time: Just as in the US, the optimal time to distribute a news release overseas is in the morning, either at the opening of the local exchange or shortly afterwards (generally 8:00 - 10:00 AM local time). This is when the most people are viewing news, and keeps your news visible for the entire business day.
- Avoid Weekend Distribution: Business virtually comes to a halt on weekends in many foreign markets. Pickup on your news is likely to be extremely low if released over the weekend.
- Know Your Time Zones: Time differences play a big part in choosing when to release your news for distribution abroad. Consult time zone websites such as timeanddate.com or timezoneconverter.com for help.
- Holidays: Be aware of holidays in your target markets. There is a holiday virtually every day somewhere in the world; know if the people you're trying to reach are celebrating rather than working.
When you send news internationally, there's a good chance translations will be involved. Media, for the most part, respond positively to news sent in their local languages. However, translations don't happen instantly. It's important to give our translators plenty of time — the biggest factor when producing quality translations. Most translations can be returned in 24 to 48 hours or less, but many things can slow the process down:
- Length of Release: A release with a large word count will take proportionally more time to translate.
- Language Selection: A core group of languages (Spanish, French, German, Italian, etc.) that are used more frequently are generally returned more quickly than other, less frequently used languages. Please remember this if sending your news in less frequently used languages.
- Language and Jargon: Many companies have unique products and services, and this can often be reflected in the language of their news. A company producing computer chips will use technical language and jargon unfamiliar to the layperson. While most translation companies will have translators who specialize in particular industries, it's a good idea to provide a glossary of terms unique to your industry. Doing so can only streamline the process.
- Rush Translations: Rushing a translation is rarely a good idea. Certain quality control steps are inevitably skipped to allow quicker turnaround, compromising the usefulness of the translation.
- Reviewing: If your company has multilingual speakers on staff or in overseas offices, it's helpful to have them review and approve translations prior to distribution. This adds a little time to the process, but is the best way to ensure the translated news release is conveying exactly the message you intend.
In general, the earlier you can submit your release prior to its intended distribution date, the better the process will go.