Press Releases With Multimedia Get More Views

best press release format tips multimedia news release

Press releases that offer readers a variety of multimedia options (e.g. video, images, downloads) generate almost 10 times more views than plain-text messages.

A couple years ago, we looked at big chunk of press release data, and learned a lot about what drives results.  We’ve discussed press release writing tips and tactics – such as headline structure, release timing and embedding links – that contribute meaningfully to generating more readership and engagement for press releases.

But nothing – NOTHING – does a better job of driving press release reads than adding some sort of visual.   Today, we’re releasing the results of another survey of press releases,  and the benefits of adding visuals are clear – press releases with an array of visual offerings get almost 10 times the views logged by their plain-text counterparts.


I think we can all agree that competition for audience attention is fierce these days.    In addition to competing for attention in the newsroom,  our messaging also needs to compel social media denizens to share, like and tweet the content.   Search engines also pick up signals from readers of your content that ultimately determine where the content lands in the search engine results page (SERP) that users see when they use Google or Bing to find something online.    Suffice it to say,  the press releases and other content we publish are now wearing just as many hats as we do.  And when planning a campaign, it’s important to think about that.  The press release you write to communicate with key media will also be seen by bloggers, analysts, employees and customers – both current and prospective.   Including multimedia content that captures and focuses attention on your message will give your content real competitive advantage in today’s crowded information marketplace.

Need some help getting started with planning visuals for upcoming campaigns?  Take a look at our collection of blog posts about Visual PR.  We’ve collected all sorts of advice from best practices for brands on Pinterest to scripting video yourself to creating infographics.

Author Sarah Skerik is PR Newswire’s vice president of social media.

20 responses to “Press Releases With Multimedia Get More Views

  1. Thank you for sharing the results of your survey. It makes a very compelling argument for including visuals in a press release.

  2. Pingback: Online Video: Integral to PR & Content Marketing | Beyond PR

  3. Pingback: Content We Love: Johnnie Walker’s Social Camera | Beyond PR

  4. Pingback: Content We Love: Johnnie Walker's Social Camera

  5. Pingback: Los comunicados de prensa con multimedia consiguen más visitas « PR Newswire Latin América

  6. Pingback: Laten we multimedia in persberichten niet overschatten | LEWISPR NL

  7. Pingback: Multimedia cruciaal voor visibiliteit persberichten | E-reading & tablet Event Vlaanderen

  8. Pingback: Multimedia cruciaal voor visibiliteit persberichten « Jakajima Nederlandstalig

  9. Pingback: Multimedia cruciaal voor visibiliteit persberichten | E-reading & Tablet Event

  10. Pingback: PORTAL » Godina kreativnih komunikacija

  11. Thank you for this! Your post reminds me why I do the work I do with Digital Storytelling. I can only hope that more people dig deeper and utilize authentic and engaging visual content. In this age of “media snackers” and an over stimulated digital landscape, organizations need to fight for a few seconds of attention.

  12. Fascinating; love data! Thanks!

  13. Pingback: How to Turn ON a Journalist with Digital PR » Delightful Communications

  14. Pingback: Effective Press Release | Writer's Resource Blog

  15. Pingback: I Wanna See! Visuals are the Holy Grail of Storytelling | Beyond PR

  16. Pingback: Content We Love: Buzz Worthy Content | Beyond PR

  17. Pingback: Buzz Worthy Content -

  18. Pingback: LCI's Blog: Backtalk » Blog Archive » LCI Blog: Digital PR – Five tips for better coverage

  19. Pingback: 6 Last Minute Tips for PR Success at the American International Toy Fair 2014 | Beyond PR

  20. Pingback: You can leave your (sales/social/expert/research) hat on | LEWISPR NL

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s