Monthly Archives: August 2014

Part Two: What does our visual culture have to with your company?

Recently I explained why multimedia is important for companies to leverage coverage in important traditional and social media… In this blog, I’ll explain how to use photos/videos to get the best results with the media and your audience.

Start at home with the company website:

The 2014 Business Wire Media Survey shows nearly 80 percent of reporters and editors turn to a company’s online newsroom when researching an organization.  I can’t stress enough how important it is to keep your online space constantly updated and relevant… Have a blog section? Keep it updated with lots of photos showcasing your work and expertise.  Have an online news section?  Make sure you are providing video links with photos of new product and events.   It isn’t a bad idea to dedicate a space to all multimedia. Collect it, organize it.  Either way you choose to do it, consider your own site a deep well of information- the starting point of all that you do online.

In your press release

Another interesting statistic from the BusinessWire survey is that 90 percent of responding journalists used a press release just within the last week.  That means that while journalists are seeing your content – that’s not a guarantee they will publish it.  Here’s how to increase the chances that they will:

When distributing a release on:

·       A groundbreaking: include a photo/video link showing the ground breaking/new facility

·       A product release: include photo/video link demonstrating product

·       An event: include plenty of action shots/key people

I advocate using photos/videos for good reason – reporters are more likely to see and use your news if there are accompanying visuals. This touches back on the fact that we’ve become a highly visual society.  Pictures are like shiny objects, they catch our attention and encourage us to click and explore.

On social media

At Daum Weigle, our experiences adding photos in social media – particularly Twitter – have been very positive. When we use more photos on our @dwpr and @Security_Update accounts, our analytics reflect more interest from our followers.  A good general rule of thumb: try to include/feature at least one photo in the Facebook/Twitter daily rotation. And don’t forget LinkedIn and Pinterest if they apply to your client’s business.  The photos will get more attention, which is what you are after, right?

Part One: What does our visual culture have to with your company?

 

It’s no secret that with the rise of social media, a highly visual culture has emerged. High quality, sharable images reign supreme online. One of the biggest mistakes a company can make when posting or distributing a press release/product/general announcement is to do so without an image.  It’s like throwing a needle in a haystack. There are several reasons why.picstitch

Picture-focused social sites like Instagram, Pinterest and Facebook show how valuable photos are because of the “sharable” factor. Posting images can help increase engagement.  For example, photo posts account for 93 percent of the most engaging posts on Facebook. They average 53 percent more likes, 104 percent more comments and 84 percent more click-throughs on links than text-only posts. Check out how American Express uses strong visuals to “capture” and engage its audience. The page is interesting and makes you want to stay and explore.

Social media isn’t the only online space to consider when it comes to photos.  According to PR Newswire, a study analyzing more than 10,000 press releases showed the more multimedia you include in a press release distribution, the more views it receives.   In my experience, pitching releases is easier when you have accompanying photos. Editors know they increase readership and will be more likely to run your news.

Also, images are proven to affect local searches. Consumers are more likely to contact a business if there are accompanying images attached to any news/company blog site because it simply grabs their attention.

Aside from distribution and social media, maintaining a visually pleasing company blog and website are equally important.  Most companies have a specific goal in mind when it comes to their home page: to drive website traffic to it.   The most successful websites use photos in a way that makes cross posting on social media a breeze. You don’t want to make your social media sites look great only to drive traffic back to a stark website with nothing to see.

In my next post, I’ll discuss how to use photos in each capacity – for media distribution, social media and your company website.