Tag Archives: multimedia

The key to press release success: multiple visual elements [Study + infographic]

Press releases with multiple visual assets generate more views, a study by PR Newswire found.

Press releases with multiple visual assets generate more views, a study by PR Newswire found.

How can you get better results with your press releases?  The data is in, and the answer is clear.  Visual illustration of your message is a key driver of success.

PR Newswire’s analytics team recently updated – and significantly expanded – our analysis of press release types, and the results each produces in terms of online views.  For the most recent iteration of this ongoing analysis, we looked at every press release viewed on PRNewswire.com last year, regardless of when it was issued.  Well over one million press releases were measured. 

For the analysis, we broke the release types into the following buckets:

  • Text Only
  • Text + one visual asset, such as a single image or video
  • Text + multiple visuals
  • Fully loaded multimedia press releases and campaign microsites

The results are clear – visuals drive more content views, and adding multiple media assets to your content (press releases, and anything else you publish online, for that matter) generates even better results.

Why visuals improve results:  

One visual is good, more are better.   There are a few reasons why this is the case.

  • Each visual is distributed in its own right, and has its own potential for garnering attention.  In addition to the distribution of visual content the brand either pays for or executes on its own, each visual also has the potential to trigger social sharing, further expanding the audience for the message.
  • Visuals surface story elements that may be overlooked by readers, giving your messages second (and third) chances at connecting with readers.  It’s easy to overlook a theme that’s presented in the middle of the fourth paragraph. However, calling attention to that theme with a visual – a video snippet or image – can help connect that message with readers who care, and who might have glanced over the message initially.
  • Journalists and bloggers are also hunting for visuals to illustrate the digital media they create. While they may not use the visuals your brand provides in their original form,  they will often edit video to fit their stories or derive new works from infographics.  Additionally, including visuals communicates that the story is one that can (and should be) illustrated visually, which will increase the story’s appeal for many digital content creators.

Many communicators note they don’t have ready access to related images when asked why they don’t use more multimedia in their press releases.  Our new Media Studio tool – free for clients using the Online Member Center to upload content for distribution, enables you to store, organize, size, caption and tag images for use in digital content.

If you’d like to speak to someone on our team about adding visuals to your press releases, please contact us here: http://promotions.prnewswire.com/standout2014.html

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

Keys to Video Success: A Look at 6 PR Daily Video Award Finalists

PR Daily Video AwardsThe growing demand for visuals in B2B marketing is self-explanatory; videos shed light on the humanity, heart, and sincerity of a business in a way that text alone cannot.  These factors are what make visual content favorable among audiences and a vital part of any marketing strategy. PR Daily’s 2013 Video Awards is recognizing the organizations that have showcased an outstanding use of videography to share their messages, and our award-winning production team, MultiVu, is a finalist in 6 different categories.

To help you uncover your organization’s hidden stories, MultiVu’s Senior Producer, Evan Horisk, gives us the inside scoop behind each of the nominated videos and the results they achieved from using visuals to engage their audiences.

Curate existing assets into fresh content

“Otis hired us to put out a multimedia news release celebrating their 160th anniversary. Working with limited resources, they supplied us with content they already had including a press release, still photographs and a long b-roll package they produced in-house. We took the existing assets and spun them into a creative and interesting news story. With a thirty dollar stock music purchase and a day’s worth of editing we were able maximize production values, stretch a small budget and craft a compelling story that engaged audiences. The results far exceeded anyone’s expectations. Analytics show that the video on the MNR continues to be viewed, shared and downloaded by Otis’ audience and employees on a daily basis.”

This video is a finalist in the News Story Video category.

Highlight your CSR initiatives

“Cantor Fitzgerald lost 658 employees in the 9/11 World Trade Center attacks. To commemorate the lives that were lost, Cantor Fitzgerald and BGC Partners host an annual charity day with 100% of proceeds going to The Cantor Fitzgerald Relief Fund to assist the families of those employees who perished on 9/11 and has expanded in the years since to provide aid to victims of terrorism, natural disaster, and emergencies. Video of the day’s events showcases the collaboration of BGC and Cantor Fitzgerald staff with their celebrity guests, as they worked together to raise approximately $12 million dollars. BGC and Cantor Fitzgerald featured 3 videos in their MNR produced by the MultiVu team, which resulted in over 40,000 online views and over 6.8 million total TV viewer impressions.”

This video is a finalist in the Use of a Celebrity Personality category.

Ignite social change in your community

“Stonewall Community Foundation is a New York-based non-profit which serves the evolving needs of the Gay, Lesbian, Bisexual, Transgender and Queer community. The organization hosts an annual event, VISION, for their major benefactors, donors and supporters who have gone above and beyond in service to the LGBTQ community. For the 2013 Stonewall Honors event, MultiVu produced a short intro video encapsulating who they are and what they do. The video was played at the start of the event and culminated in a text-to-pledge call to action, which achieved $20,000 in immediate cash donations—the evening’s most successful single fundraising effort, exceeding overall ticket sales and event sponsorships. While designed for the VISION event, specifically, We Engage Our Community Donors contains enough general messaging that it would be a fit for any later and additional Stonewall promotional efforts and campaigns.”

This video is a finalist in the Low-Budget Video category.

Entice potential business prospects

“With such a multifaceted business, clients are often unaware of the full breadth and variety of services MultiVu offers—everything from creative and production to broadcast and distribution. The team at MultiVu decided to produce 3 explainer videos that showcase what we do, and how we do it. The series kicked off with a comprehensive look at the company, which, as the title suggests,has the goal of showing What We Do in a fun and concise way. “What we do” videos, also known as “explainer” videos, are a great way to share a simplified message with your target audience, and demystify services and product offerings. Instead of “telling” our audience how and why to make one, we here at MultiVu decided to create our own “explainer” to illustrate how it works.”

This video is a finalist in both the Animated Video and Company Overview Explainer Video Series categories.

Keep your employees motivated

“Hack-a-thons are a unique part of in the Silicon Valley landscape, but many are sponsored events open to the public. At Turn, the focus is on the internal culture of innovation and entrepreneurship. The company offers its engineering force the opportunity to stretch their creative chops during its annual Hack@Turn competition. Participants are split into teams and for a 24-hour period are challenged to deliver a fully-developed technology or product and then present them to a board of judges. As the video shows, the lighthearted atmosphere produces real results. Ultimately, Hack@Turn fosters camaraderie, creative thinking, efficiency, and competitive spirit—the event amplifies the entrepreneurial mindset amongst employees that pushes them to continue their efforts and innovative thinking year round, which can be seen in Turn’s continued success.”

This video is a finalist in the Event Video category.

Look to these videos as a source of inspiration for the stories your organization hasn’t told yet. They are an important opportunity for you to communicate your business’ core values in a way that emotionally connects with your audience.

Are you interested in learning more about MultiVu’s creative services? Visit http://www.prnewswire.com/multivu/ to learn more.

The Secret to Real-Time Storytelling Revealed at #SXSW

What’s the secret sauce for real-time storytelling? Telling a story as it unfolds requires significant planning.  At SXSW today, I got a look behind the scenes at the making of the Melbourne Remote Control Tourist campaign, an extraordinary piece of work masterfully produced by Clemenger BBDO Melbourne, Tool and Exit Films for Tourism Victoria. Our guides were:

Dustin Callif, managing partner of digital, Tool North America

Jason Nickel, interactive director & technologist, Tool North America

Jason Zada, director, Tool North America

Together, the three told the story of creating the Remote Control Tourist (“RCT”) an example of what they call real-time storytelling, which they describe as the merging of social media and live action, and having the audience impact what’s happening with a narrative.

The project started with the task of “curating the city,” which involved finding the best and most interesting things in Melbourne, but doing so with an eye toward the logistics of filming.

“You have to start from the standpoint that this will be something good that people will want to watch,” noted Zada. “The second you started being boring, people start leaving. When you are doing  a show like this, every single second needs to be as interesting as it can be.”

The user interface also required an extraordinary amount of work. There were a lot of moving parts, starting with an interactive map, into which the team built a lot of functionality including realtime updates on the RTC’s status as well as background  information and context for each location.  All of this was framed around the live video, and overlayed with near real-time social interactions.

The campaign exposed the fun and positive messages about Melbourne to more than 100MM people worldwide, and resulted in the world’s first crowd-sourced city guide.    Thousands of people made requests of the tourists during the live window, and the wide-ranging RTCs garnered some surprising celebrity cameos, too.  Despite the visibility generated, at the end of the session, Callif noted the value of high quality owned media and recognized that even more could have been done.

“There’s a PR hook in this stuff that needs to be capitalized on,” he said, noting that in the next project, he’d want to more emphasis on  leveraging the content to earn more attention.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

PR Pros’ Resolutions Map to Top PR Trends [Infographic]

pulse pr resolutions

Using more video in communications and incorporating content marketing or “slow PR” tactics into the mix top the resolutions of the public relations pros who responded to our informal survey last week.     Two perennial challenges – improving PR measurement and better utilization of social channels – are also high on PR’s list of things to do this year.

However, another trend evidenced itself in the write-in responses to the survey.  Numerous respondents noted that they plan on taking a more proactive approach to PR this year, with decided emphasis on ferreting out opportunities for their brands and emphasizing positive stories.

pulse pr resolutions writeins

One respondent managed to encompass numerous tactics in their write-answer, resolving “To reinvigorate pitches, processes, messaging, imagery, cross-platform opportunities, and otherwise bring more fun and new life to clients and projects.”

Not surprisingly, the resolutions map neatly to emerging PR trends – especially broad general agreement among prognosticators about how PR teams are going to be doing less media relations, and more media creation.  Christopher Penn of Shift Communciations summed up this trend in a post about PR trends to watch published last fall:

“As traditional media either evolves or dies, the traditional media relations-only model of PR will evolve or die with it. Public relations work will transform more into earned, owned, and paid media generation, and PR professionals will find themselves increasingly doing work that transcends the traditionally rigid boundaries of earned, owned, or paid media.”

The PR resolutions about video also correlate with a survey PR News and  PR Newswire conducted last year about the use of multimedia in public relations, in which respondents overwhelmingly agreed that in particular that PR doesn’t use enough video (and that they planned to use more video in 2014.)

These survey results and the underlying trends suggest (to me at least) that 2014 will truly be a year of transformation for public relations, offering opportunity for dialed-in communicators to create potent connections with audiences, fueled by excellent content and social interactions.   Do you agree?  What’s at the top of your PR to-do list for 2014?

Need some ideas and inspiration for generating great PR content? I’m hosting a free webinar tomorrow, January 23 on this very topic. Register for Newsworthiness: New Context & Opportunities for PR.
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of the e-book  New School Press Release Tactics.  Follow her on Twitter at @sarahskerik.

Multi-channel distribution of multimedia content drives results

sodexo caseThe lines between marketing and PR are blurring, as social media and content marketing continue grow in importance. The reasons for these changes are many, including the evolution of the media environment, changes in how people find and consume information, how search engines index and serve up results and the swift adoption of mobile devices and tablets by both consumers and business decision makers.

“Shift your mindset from news-making to conversation-joining.” lil tweet

audinece at the centerCommunications tactics have evolved, and a great example of a blended approach that reaches audiences in new ways – and achieves new outcomes for the brand – is Sodexo’s use of PR Newswire’s ARC engagement platform to reposition the brand as a quality of life provider, reflecting the company’s expansive portfolio of services.

To capitalize upon the publication of the company’s annual “Workplace Trends Report,” the Sodexo team worked with PR Newswire’s MultiVu division to create and host a variety of content elements within an ARC.

 

sodexo case mnr

The ARC is essentially a custom microsite, albeit with an important twist.  Dynamic, multi-channel distribution of the content housed in the ARC is built into the platform.  The result?  The Sodexo ARC provided an in-bound microsite, designed specifically for the brand’s target audience.  But with content distribution built into the platform, the ARC also provided strong outbound traffic to Sodexo web properties.

“The ARC functioned much differently in this respect than our corporate web site,” noted Stacey Bowman-Hade, director of public relations for Sodexo. “I think the ARC is a great tool for combining your marketing and public relations efforts. If you have similar goals in marketing and public relations for pushing out different pieces of content, the ARC is a very good tool for the collaboration of those departments in achieving the same goals.”

And in an interesting twist, the company’s sales team found another application for the ARC, using it as a ‘mobile app’ enabling them to engage customers with highly visual thought-leadership content.

The ARC delivered a variety of results for the company, including increased awareness of the company’s new positioning, and even more importantly, engagement and conversation around those efforts, in addition to significant media visibility.

“To date, we’ve seen 56 million impressions that the ARC has given us just in content, and that is across many media outlets,” said Kevin Rettle, director of marketing at Sodexo. “I think more importantly, when you look at traditional strategies, the quality of the content that we’ve delivered is much higher; for us, it is so much more about the ability to stay top of mind with a client with research and true thought leadership rather than just flat and static advertising.”

Read the full case study, along with interviews of the Sodexo team and view Sodexo’s ARC here:  Using a Campaign Microsite Presence to Establish Industry Thought Leadership

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebooks  New School Press Release Tactics and Driving Content Discovery. Follow her on Twitter at @sarahskerik.

Content We Love: Just in time for the weekend — flying bratwurst!

A virus is typically something to be avoided. Unless you’re mapping out a marketing campaign that includes a video element shared on the World Wide Web. In that scenario, a virus is sought after; one that spreads rapidly by word of mouth and social media.

The viral video is difficult to plan, and even more difficult to contain. But, in order to catch on, it must be seen or it will never be heard. The announcement of a recently launched contest by bratwurst specialist Johnsonville Sausage had our office abuzz. “Have you seen the flying brats?” was no longer an odd question to ask.

It all begins with a few words. In this case the release serves as a call to action for readers to take part and create their own bratwurst-themed content.

 Wondering where to begin?

Let the company’s original music video serve as inspiration. Johnsonville’s Brattender gave an awe-inspiring performance encouraging us to aim for grilling perfection.

If you haven’t heard it enough, multimedia drives engagement. The written word comes first, but adding a visual element (or several) brings it to the next level.

Make it social

When I initially read it I was intrigued by the contest: create a video about upholding the integrity of an unpierced bratwurst and you could win. But where does one start? I’m not a lyricist!

Thankfully the lyrics are written out and shared via Johnsonville’s Facebook page, which they guide the reader to with hyperlinks. Ding, ding!

Thank you to Johnsonville Sausage, LLC for whetting both our taste buds and our ear buds with a content-rich, engagement-packed and buzz-worthy release!

http://www.prnewswire.com/news-releases/bratwurst-anthem-inspires-avid-grillers-and-wannabe-rockstars-alike-215764361.html

Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her adventures on http://www.ghanaseewhaticansee.wordpress.com or on twitter at @alyselamp.

mlm ebookHow does your organization incorporate multimedia content into its communications strategy? Respond to the survey PR News and PR Newswire are fielding by July 29, and we’ll send you a free copy of PR Newswire’s new ebook, Unlocking the Power of Multimedia Content for Communication, Conversion and Engagement. Survey link: http://www.prnewsonline.com/multimedia-survey/