This document provides instructions for distributing content using News Capsules and Picture Capsules across owned, earned, shared, and paid channels. The capsules can be embedded on websites, blogs, Facebook tabs, and other online locations using embed codes. They also allow sharing of content to social media sites. Paid distribution options include display ads and integrating capsules with media buying plans.

1. DISTRIBUTION GUIDE

2. Congratulations, you’ve decided to use a Capsule to enhance your
press release. This document will show you how to take advantage of
the vast distribution benefits Capsules offer.
The News Capsule and Picture Capsule are channel-agnostic. They are
highly interactive and sharable units that carry an entire multimedia
message across earned, owned, shared and paid channels. This
means you can embed your News Capsule or Picture Capsule almost
anywhere–websites, blogs, Facebook tabs, publishers’ sites, news sites
and even paid media.
Step-by-step guide to distribution

3. The News Capsule–and all of its content–can be embedded in its entirety
by copying and pasting a simple embed code into all company-owned
or controlled websites, including product websites, corporate intranets,
corporate blogs and channel partner websites.
How do you implement?
The News Capsule offers an embed feature that works just like the embed feature on YouTube videos.
It provides both the <div> tag for simple embedding into a Web page and the meta and og tags for SEO
and social sharing optimization. Pass these along to whoever handles your website(s), and they can
easily embed the News Capsule, or if you have a content management system, you can copy and paste
it into your page editor.
Facebook Tab
The News Capsule can be embedded into a Facebook tab and serve as a
social destination for your brands. Contact us for instructions for embedding
your News Capsule into your Facebook Page.
Video Distribution
Business Wire can further distribute just your video assets on the following online video networks,
using your accounts or ours: YouTube, DailyMotion, Veoh, Vimeo Pro and others.
NEWS CAPSULE
OWNED MEDIA

4. Just like your owned channels, the News Capsule can be embedded in its
entirety via proactive earned media outreach and organically via the embed
feature of the News Capsule. This includes: partner websites, affinity group
websites, influencer blogs and news websites.
The News Capsule embeds on earned channels just like owned channels, via a simple copy-and-paste of
an embed code, but now you need to have channel owners embed the codes for you.
Here are a few tips for helping enhance earned channel distribution
When reaching out to media and partners, explain that the News
Capsule is a new form of news delivery that provides audiences
with a fully visual and interactive news experience that increases
overall content engagement.
Include directions on how to embed the News Capsule, including
copying and pasting your News Capsule’s embed code and meta tags
into your communications.
Offer your partners an incentive for embedding your News Capsule
on their channels.
When selecting or creating content for your News Capsule, try to
include content that your audience will truly find valuable. The
more informative and less promotional your message, the more
likely your News Capsule is to be embedded on partners’ sites.
NEWS CAPSULE
EARNED MEDIA
DIRECTIONS
VALUABLE
INCENTIVES
CUSTOMIZE

5. The News Capsule–and all of its content–can be shared to common social
sharing sites, such as Twitter, Facebook, LinkedIn, and Google+, via the
social sharing buttons at the bottom of the News Capsule. Along with the
entire News Capsule being shareable, individual content assets within the
News Capsule can also be shared.
How do you implement?
Simply click any of the social sharing icons at the bottom of the News Capsule to share to that service.
The pre-populated text is determined by you.
Standard social sharing icons
are located at the bottom of
every News Capsule.
NEWS CAPSULE
SHARED MEDIA

6. Do you already have a paid media campaign planned?
The News Capsule can also be used as the expanded state of a display
banner, thereby bringing your entire News Capsule experience directly
to your audience as soon as they roll over your banner. The Capsule can
expand out of any size banner or image, but we’ll need to talk with your
media buyers or the online publishers to explain our technology and
discuss their individual requirements.
Don’t have a media buy planned but looking to amplify your News Capsule?
We have a number of different media buying options available, such as:
• Display advertisement across worldwide publishing sites
• Display advertisement across local television news sites
• Semantic, native and display advertisement across targeted publishing sites
How to implement?
Our partners at NextWorks provide paid media consulting services that can help you integrate the capsule
into your media plans. Contact us and we will arrange for a consultation.
Looking to amplify your videos only?
Business Wire can also offer paid video distribution via Tube Mogul and Share Through.
NEWS CAPSULE
PAID MEDIA

7. The Picture Capsule can be embedded in its entirety by copying and pasting a simple
embed code into all company-owned or controlled websites, including product websites,
corporate intranet, corporate blog and channel partner websites.
How to implement?
The Picture Capsule offers an embed code by clicking on the sharing icon at the top of the image. It
works similarly to the embed feature on YouTube. It provides the embed code for simple embedding
into a Web page. Pass this embed code along to whoever handles your website(s), and they can easily
embed the Picture Capsule into your website, or if you have a content management system, you can
copy and paste it into your page editor.
Facebook tab
Picture Capsules can be embedded into a Facebook tab and serve as a social destination for your brands.
Contact us for instructions for embedding your Picture Capsule into your Facebook Page.
PICTURE CAPSULE
OWNED MEDIA

8. Just like your owned channels, the Picture Capsule can be embedded in its entirety
via proactive earned media outreach and organically via the embed feature of the
Picture Capsule. This includes: partner websites, affinity group websites, influencer
blogs and news websites.
The Picture Capsule embeds on earned channels just like owned channels, via a simple copy-and-paste of
an embed code, but now you need to have channel owners embed the codes for you.
Here are a few tips for helping enhance earned channel distribution
When reaching out to media and partners, explain that the Picture Capsule is a new form of news
photo/image delivery that provides audiences with a fully visual and interactive experience that
increases overall content engagement.
Include directions on how to embed the Picture Capsule, including copying and pasting your
Picture Capsule’s embed code into your communications.
Offer your partners an incentive for embedding your Picture Capsule on their channels.
When selecting or creating content for your Picture Capsule, try to include content that your audience
will truly find valuable. The less promotional your message, the more likely your Picture Capsule is
to be embedded on partners’ sites.
PICTURE CAPSULE
EARNED MEDIA
The Picture Capsule can be shared to common social sharing sites, such as Twitter,
Facebook and Google+, via the sharing button at the top of the Picture Capsule.
How to implement?
Simply click any of the social sharing icons within the sharing tool of the Picture Capsule to
share to that service.
PICTURE CAPSULE–SHARED MEDIA

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