A study that came out last month from PR Newswire revealed that multimedia news releases grab 77 percent more views than those that just had text. This really isn’t a shocker. It’s no secret that the evolution of social media and TV has slashed our attention spans down to almost nothing. Heck, I’ll abandon a web page if it doesn’t fully load in under four seconds.
Just text, even combined with SEO, isn’t cutting it and that’s been coming for some time now. Journalists want pictures, personalized landing pages and of course everyone’s favorite: videos. The study got me thinking about the relationship between public relations firms and their clients. It’s more crucial than ever to have them on board when anticipating the need for multimedia to accompany a future release. It cripples PR efforts to distribute a press release and have very little to offer visually to journalists. I think that when any company begins a PR initiative, they should have at least two things in their multimedia arsenal that are consistently updated:
1. Amazing pictures. They should invoke interest and illustrate the specific message/news/product the company wants to achieve.
2. Video. This could be of the CEO delivering the newsworthy message, or a finely edited reel showing creative and powerful visuals. Tailor it. Make members of the media see why they should contact you for more information or even pass along the video to their colleagues. Link the video to YouTube or a specific landing page. Creativity is king.
Look ahead at all major upcoming projects and brainstorm the most visual and newsworthy aspects with your client. Identify the key players who approve production of such multimedia ahead of time. A working relationship with those players assures that it won’t become an afterthought when it’s time to distribute the press release.
Working with a company that understands the value of developing multimedia for press releases is pure gold. As the study shows, doing so ensures more eyes will be on your release and efforts won’t be made in vain.
So is the press release extinct as many would say? Nah, it just evolved into a colorful 300 dpi, linkable, HD butterfly.
– Follow me @SaraAlisia