Let’s Talk About Your Multimedia PR Flair

18 Aug Let’s Talk About Your Multimedia PR Flair

In our visual society, bling is most definitely king. That applies to press releases, too.

According to PR Newswire, press releases that included images have 1.4 times the views of those that are purely text-driven, while ones that included videos enjoyed 2.8 more views than their word-only counterparts. This explains the growing trend of multimedia usage in press releases; the same research indicated that average multimedia PR usage grew to 42 percent of all releases in 2015, up from 14 percent in 2013.

We live in a fast-paced, overworked society. Reporters are part of that society. Like everyone else, it’s easier for them to consume information through visuals, which is why they, like many others, are showing a preference for multimedia content. That’s why things like infographics are so popular. A picture can, in fact, say a thousand words in a way that’s easier for people to understand in a short amount of time.

In addition to capturing a reporter’s attention, images and videos in press releases can help companies:

Convey messages in an understandable way – Today’s press releases generally try to cram a lot of information into a single document. That information itself can be complicated, especially when it comes to technology PR.

Visuals offer a means of providing that information in a more simplified manner that audiences find appealing. They allow companies to get their messages across in a way that’s often more clear than words on a screen could ever achieve. In turn, audiences can better understand those messages.

Expand that message to a wider audience – Many PR distribution services have multimedia-only distribution points. PR Newswire is one example. Their photo archives and video sharing sites link back to full press releases, but exist primarily to house multimedia content. BusinessWire offers an EON: Enhanced Online News network and smart news releases for distribution to the AP’s photo network and other agencies.

Multimedia press releases also tend to get more shares and likes on social media sites. According to this post, “articles with an image once every 75 – 100 words got double the amount of shares of articles with fewer images.” Another post claims that infographics are liked three times more than any other visual materials. Yet another blog states “visual content is now 40X more likely to be shared on social media networks.

You get the picture. People – including reporters! – love visuals. They help tell complex stories in fun and easily consumable ways.

So, the next time you’re working on a press release, ask yourself:

Does this news lend itself to any type of graphics? For example, if your press release is promoting a survey, consider highlighting the results in an infographic rather than text.

Is there a way I can express the messages within my press release in a visual manner? If your release is about a customer success story, perhaps a video interview with the customer could add some background that’s not included in the text.

How can I use multimedia to make this announcement more compelling? If it’s a new product announcement, consider adding some screen shots. If you’re announcing a new executive hire, include a headshot of the individual. Find different ways to make your announcement stand out from a crowded field.

And always remember: a little flair can go a long way.


Pete Larmey
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