There’s been a lot of buzz in the communications industry around the idea of using paid placements (also referred to as “strategic placements), yet misconceptions persist about what this term actually means and when they are appropriate to use. In a nutshell, a strategic placement is a 30 or 60 second stand- alone video in a newsbreak format that is used to provide news content during breaks in scheduled programming for TV or radio. Video produced from B-roll and Satellite Media Tours (SMTs) as well as Radio Media Tours (RMTs) can also be repurposed into scripted packages for strategic placement on national or local TV and radio.
When to use a paid placement?
To increase the audience for a broadcast campaign: Impressions are often king in the broadcast world, but in some cases, satellite or radio media tours (“SMTs” and “RMTs” respectively) may not garner the number of impressions that clients often like to see. To increase the return on the investment in broadcast production, we always advise employing a multi-faceted approach so that content can be seen and heard on a variety of mediums. Paid placements can often help get air time on cable and network affiliates that are often unattainable otherwise, and can be a great way to increase your audience ‘footprint.’ For example, CNBC, CNN, Fox News Channel, Headline News, and The Daily Buzz are just a handful of typically coveted networks where content can be easily placed with the paid approach.
To Target Local Markets or Demographics: Some initiatives have a local focus, with coverage wanted regionally, for example a bank that has only east coast branches. By utilizing paid placement, content can be placed in specific cities, states and/or on major national networks – adding a niche targeting approach. Add a statewide radio distribution and impressions skyrocket.
Targeting a specific demographic? A cluster of cable outlets can be selected to further refine goals. For example, content geared toward women can be placed on ABC Family and Lifetime, video devoted to entertainment can be placed on Comedy Central and Discovery, and Lifestyle related content can be placed on networks such as Food Network and HGTV.
THE BOTTOM LINE?
Broadcast paid placements can be a great addition to add to any multi-tiered broadcast approach. In addition to helping to boost impressions, paid placements can be used to target specific cities, states and regions and deliver the message to the right demographic.
Want to explore new ways to tell your brand’s story and to reach new audiences? We’d be happy to chat with you about creating a video or a designing multimedia distribution strategy that will increase discovery of your brand’s messages. We’d love to hear your ideas, and help turn them into reality. Contact us for more information.
Author Risa Chuang is Director of Media Relations for MultiVu, a PR Newswire company.
“Content We Love” is a weekly feature written by a team of our content
specialists. We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of
time with the press releases and other content our customers create, proof
reading and formatting it, suggesting targeted distribution strategy and
offering SEO advice. In Content We Love, we’re going to shine the spotlight on
the press releases and other messages that stood out to us, and we’ll tell you
why. We hope you find the releases enjoyable and the insights gained from
discussing them enlightening.
A snapshot of the multimedia press release issued by the United States Potato Board. It seamlessly integrates multimedia with their own web site content, creating a widely-distributed portal back to the organization’s web site. Click the image to see the full MNR.
Everyone loves food.
Cookbooks woo us with the colorful images of decadent cuisine. We salivate over each picture and build confidence that it would be easy to re-create the recipe. The moment of truth is finding yourself in the kitchen with smoke billowing from the oven and the realization you’re not Julia Child. Or maybe that is just me.
Visuals engage the reader.
Press releases, at their core, are to provide information. For the United States Potato Board, their Multimedia News Release* is geared towards not only sharing information and recipes, but dynamically engaging the reader with rich multimedia –in short, the visuals.
There are many ways to showcase a message and tell a story with press releases. The captivating Multimedia News Release provides assets (photos, videos, PDFs, etc) to your release and therefore can increase your engagement with the reader.
Instantly the images of delicious meals fill the view but it doesn’t stop there. In tandem with the release are videos of different potato types, recipes, nutritional content, images, a connection to Facebook, and a logo combining the message with the assets, “Goodness Unearthed.”
We know imagery increases visibility, so what about engagement?
When crafting your story, having your audience take the next step and share/interact with your message is engagement.
Engagement is action.
Why is it important for a press release? To act, one must not only remember the content, but be inspired to act upon it. For this release, the information takes a step further into a kitchen by way of recipes. The nutritional information, the pictures, and the videos all tie together with the message to create a truly engaging release.
Multimedia increases engagement. For your releases, remember the goodness of USPB and showcase your message using multimedia and social channels.
A seamless pathway for readers
The glossiest, most engaging multimedia doesn’t mean a thing if there’s no mechanism for capturing the interest your message has created. In this example, the USPB integrated their own web site content into the MNR. This tactic does two important things:
It offers readers seamless experience, creating clear path for them to follow, taking straight to web pages the USPB controls; and
Because the MNR is widely distributed, the USPB has effectively created and broadly circulated a portal leading directly to their web site across the web.
Big thanks to the United States Potato Board for a release full of goodness!
Want to explore new ways to tell your brand’s story? We’d be happy to chat with you about creating a video or a designing multimedia distribution strategy that will increase discovery of your brand’s messages. We’d love to hear your ideas, and help turn them into reality. Contact us for more information.
Earlier this month, we announced the winners of our 2nd earned media awards program, The Earnies. The caliber of work was impressive and is testament to the fact that PR professionals and marketers are truly pushing creative boundaries and thinking outside the box to successfully connect with their audiences and drive business results. And with thousands of votes cast by our community, this year’s winners can walk away knowing their work was admired not just by us, but by their peers.
A snapshot of the Multimedia News Release used to promote the FWD>> campaign. Click on the image to see the actual MNR.
In an effort to raise national awareness about the famine, war and drought in the Horn of Africa, The Ad Council joined forces with the U.S. Agency for International Development (USAID) and created the FWD (Famine, War, Drought) campaign, encouraging Americans to FWD the facts about the crisis and support relief operations. By leveraging a variety of social media channel and the influence of their partners, allies and agencies to spread the message, the Ad Council achieved astounding results – reaching millions of people, igniting incredible audience interaction and generating an impressive amount of content surrounding the campaign.
Best Use of Video in Social Media: LatentView Analytics
In order to showcase their workplace culture, LatentView Analytics tested their filmmaking skills and also put their own in front of the camera. “Confessions of a Serial Analysts” was filmed in their India office and the result was a fun, short film that resulted in thousands of video views and Facebook likes – and gave viewers insight into the world of LatentView Analytics.
Best Connection to Twitter, LinkedIn or Facebook Audience: New Media Strategies
Diageo Chateau & Estates needed help establishing a social presence for their Lifestyle Wines and attracting a younger demographic of wine drinkers. After conducting thorough research of the audience, their behaviors, likes and wants, as well as of the competition, New Media Strategies strategically created an editorial calendar which focused on easily digestible and visual content and launched a new Facebook page to reach this audience. The Wine Bar Facebook page quickly became an online wine community that boasts a fan base of 31,000+ with extremely high interaction outpacing the competition
We Can’t Believe That Worked!:New Media Strategies
ACCCE, American Coalition for Clean Coal Electricity, wanted rally online advocates to take offline action, increase the level of activism and increase online visibility in search and social. In order to do so, New Media Strategies, needed to identify a way to do so quickly and easily, and motivate “an army of grassroots supporters into a quantifiable result.” Using a two-fold approach, educate and activate, NMS developed a first-of-its-kind, a click-to-call campaign using Twitter, owned email lists and Facebook to connect local supporters directly to their state senators. With 3,300 calls and 41 hours of constituent-to-congressional-office talk time and promoted tweets, ACCCE saw a ~153 percent increase in followers. Furthermore, Twitter and Google used this campaign to create platform case studies, highlighting the success of this campaign as a first-of-its-kind in the advocacy space.
Best Use of Social Listening for Campaign Planning: General Electric
Campaign: HealthyShare: Surprise & Delight
Looking to strengthen the public’s association of health and health-related subjects with the General Electric brand, GE developed a campaign that would allow them to have meaningful conversations about health, engage audiences that were interested in such subjects and grow brand enthusiasm. By using a refined list of Twitter search terms and carefully listening to conversations taking place on Twitter, GE was able to identify a strong audience base to target, establish trust and share healthy gifts that helped generated earned media and new brand advocates.
Best Visual Campaign through Pinterest or Instagram: Fathom
It’s no surprise that the use of visual content is a necessity for ConsumerCrafts, an online craft store that sells affordable arts & craft supplies for jewelry making, scrapbooking, kid’s crafts and more. So in order to increase Pinterest followers and pins, Fathom and ConsumerCrafts developed a contest that invited users to submit photos of creative kid’s craft projects using back-to-school items. The winning entry was simply determined by the highest number of repins. ConsumerCrafts saw a significant increase of blog and website referral traffic, engagement from bloggers promoting the contest, hundreds of repins and was able to identify new followers, as well.
Armed with the understanding that there are more devices tapping into the Internet than people on Earth to use them, Cisco set out to bring awareness that connections to the Internet go way beyond the obvious – computers, tablets and phones – and explain the impact this has on business. Furthermore, Cisco sought to drive positive conversation around their brand and its role in bringing the network into its current, impressive state. By creating an infographic and thoughtful messaging to support it, and then promoting it through multiple channels, Cisco’s campaign, “The Internet of Things,” was a huge success. In fact, Cisco noticed a 30% increase in quantity of conversation and a 7% increase in sentiment; 100MM+ impressions, impressive media pick up and significant social conversation and tweets by thousands, including industry influencers.
Best Global Communications Campaign: Tourico Holidays, Inc
In an effort to increase revenue during a one-month global promotion and also raise $40,000 for Give Kids the World Village, Tourico Holidays had to get creative. By engaging contracted hotels and creating a system that encourages small donations, a match program, along with promotion of the campaign through email, social media, at events and on their website, Tourico was able to increase the number of bookings by 93% and increase revenue by an impressive $685,000. Before all of the check-ins even occurred, they were able to donate the $40,000 to Give the Kids the World Village and hope to triple that once all hotel check-ins are made.
Best Integrated Campaign on a Shoestring Budget: Gutterglove
Gutterglove wanted to bring awareness to the fact that bringing manufacturing back to the U.S. would improve the American economy and began to create the content to do so. With just $3,000 to spend, Gutterglove was forced to think outside the box. One of their employees, John Quincy Adams IV, was the descendant of our former presidents and leveraged this fact and incorporated it into messaging to spark additional interest in their story. That, along with a website dedicated to promoting the cause, helped Gutterglove see huge earned media success across broadcast, print and social media.
With a new, major Leading Edge Forum (LEF) report, “Connected Consumer and the Future of Financial Services” in hand, CSC wanted to put this piece of content to work to stimulate conversation among the media, analysts and clients, enhance their reputation, promote themselves as thought leaders and generate leads. By executing a thorough, targeted, multi-channel campaign that considered internal and external stakeholders and influencers, CSC’s campaign was able to do so. By implementing a number of tactics – including live-tweeting of a panel discussion, relevant, third-party blog posts, town halls, dedicated sales tools and more, CSC secured coverage in major financial services outlets, received enthusiastic feedback from analysts, garnered more than 40,000 Twitter impressions in just over a week and generated hundreds of leads through downloading of the report.
We were inspired (and a bit awed) by these winning entries, and the runners up. Our congratulations to the winning entrants, and our hearty thanks to our judges:
One of the best things about SxSW is hearing the people behind the products and services,we use today detail their journeys, providing a behind-the-scenes view of the thinking and processes that went into product design. A session I attended featured two of Android’s leading ladies in UX and design, and they revealed the principles they used to focus their design on people
Speakers Helena Roeber and Rachel Garb are two of the driving forces behind Google’s Android platform. Rober spearheaded Android’s user experience for the last five years, and Garb, who leads leads interaction design for Android apps at Google, summarized their people-oriented design vision simply: Enchant Me. Simplify My Life. Make Me Amazing.
Roeber and Garb found that design affects emotion and we now have an opportunity/responsibility as developers to tap into the emotions of our users in a positive way. When they created the vision, they intentionally created this in the first person so that it reflected the vision of their users, not of themselves. “We wanted to speak more to people’s hearts [with our designs]“, Roeber said.
I found this to be very interesting as this was a new concept for me. As a product manager we often get caught up in the nuts and bolts of our product that we sometimes forget what the main goal should be: how are users feel when they interact with it. Garb pointed out that for every interaction that triggers a negative emotion, 3 positive ones must be offered to lift your user back up. People tend to blame themselves when things go wrong with technology. So what Garb and Roeber did was look at the negative emotions through a year-long study of observations called the “Android Baseline Study” and asked themselves how they could turn these into positive principles and to use these principles to create beautiful, usable and innovative design. They realized that little annoyances had the power to destroy all the magic you’ve created.
Example: Feedback: Users tend to be overwhelmed by too many options and limitless flexibility.
Turned into the principle: Only show what I need, when I need it.
They went on to contextually explain each principle and how they came to be and it was quite interesting, but in the end, it made sense! Why wouldn’t positive emotions reflect a better user experience? It even opened up my eyes to how things are phrased and worded in the user interface. Android refuses to use the phrase “Are you sure?” in their UI because it invokes a negative emotion by placing doubt or uncertainty on the user.
What I also liked was that it wasn’t just about stimulating positive emotions, but individual emotions based solely on the things that are important to me. In a world full of so much information being thrown at you from so many different directions, connecting to your user on an individual level is more important than ever!
Google Now, the newest technology launching from the Android team that was announced at SXSW was created using these principles. It goes beyond any traditional method and applies the “Delight Me in Surprising Ways” principle on a whole new level by automatically pulling information that is important to you only by learning who you are. What’s the weather like where you are? What’s the traffic situation for your commute to work? What’s your favorite coffee shop, here’s a coupon. No preferences need to be made, it gets to know you and learns your habits. This allows it to adjust to you and only shows you what’s important to you. The cool thing is that it reconfigures each time so it won’t remember old habits if things have changed in your life!
So what does this mean? As a product person, this definitely gives me some guidelines in how to approach the decisions we make on how to make our products better. So the next time we are looking at what next new innovative feature should be applied to our product or what next NEW product we should develop, we’ll pose this question as our clients — Are you enchanting us? Are you simplifying our lives? Are you making us amazing? And remember the emotion involved when it comes to our users!
There is something special about traveling. New places. New food. Once-in-a-lifetime opportunities that impact you. For me, the beauty is having a camera strapped and ready in my hand. Vacations require photos!
When I saw Travelocity’s new campaign, I was instantly wanting to book a vacation. On the release, Travelocity takes its iconic Roaming Gnome to great heights by having an adventure and capturing it! Laid before my eyes were beautiful images of foreign lands to go hand-in-hand with the message.
#GoSmellTheRoses
n his latest ad campaign the Travelocity Roaming Gnome is dropped into a scene from the world famous running of the bulls in Pamplona, Spain. (PRNewsFoto/Travelocity)
Within this release, the different adventures, travels, and trips are not only outlined with an enthused tone throughout, but showcase the travel options with unique photos and a video.
Would you buy a house without first seeing it?
Would you book a vacation without first scoping out the area?
Images are important!
So what does this mean for press releases?
When telling your story (via a press release), it is imperative to show your audience the full story so they can understand. And given the point that “pictures are worth 1,000 words,” adding images and video will instantly attract viewers. We are visual people in a visual world.
The icing of the touring cake is the hashtag #GoSmellTheRoses which transports the campaign to social media channels. Not only can you view the video on the release, but you can also see the YouTube channel which hosts a video of the Roaming Gnome in each destination mentioned!
Including your content on multiple channels (and connecting them) presents your message on a wider platform. This introduces your message to an ever bigger audience. It is like learning a greeting in a new language.
Guten Tag, Social Media!
Thank you to Travelocity for taking us places with your multimedia adventures!
Newsflash – brand videos don’t go viral. According to the #ComedyTech panel yesterday at South by Southwest Interactive, viruses go viral; videos spread. To simply describe that spread as “viral” implies an organic, infective power that simply doesn’t exist — and worse, it overlooks the mechanics of creating a video that successfully develops a life of its own online.
Whether or not a video spreads on the web and in social networks is largely predicated upon three things:
1) Whether or not the video is funny (seriously, when’s the last time you shared an inspirational video? Or a boring one?)
2) The video’s originality.
3) The PR push behind it.
According to the panel, the real driver behind the spread of videos online is getting “a big voice” behind the content. That big voice can be a celebrity, or it can be generated by media coverage. Enter the PR department. Deliberate media research and engagement can deliver the credible media exposure that gives a video message the best shot at internet immortality.
Coloring was my favorite activity as a kid. In the lines, outside the lines, I loved for my world to POP with a panoply of hues. When I read Michaels’ Announcement of Top 2013 DIY Wedding Ideas, the color leapt from the page and I could not contain my glee!
Photos! Video! Bullets!
Pure joy to my technicolor world!
Michaels Stores’ press release made robust use of multimedia, but the text of the release was formatted to capture reader attention, as well.
Telling your story can call for the assistance of multimedia. In Michaels Stores’ case, showcasing the 2013 DIY wedding ideas (complete with color schemes) included a visually compelling press release that incorporated images, a movie, and bullets.
Whether it’s a company logo, an individual, an event, an infographic, or photos of great wedding ideas, images increase the visibility of a press release. We are drawn to pictures!
And if pictures are worth 1,000 words…
what does that mean for a video?!
A press release will paint a picture. The words leap from the page, the visuals showcase the news, but a video? A movie is the mini-story, the bonus features, the blooper reel we are instantly drawn to and captivated by.
*Including a video in your release takes your message to another level. You’re making your content come alive for each reader and allowing your message to cross the threshold to more platforms.
Michaels Stores colored outside the lines with including bullet points within the press release.
Amending the text-block approach, Michaels broke up the message into bite sized pieces. Having bullet points are the pauses in public speaking. They are the breaks in text to allow easier readability of your news.
In short, the inclusion of bullet points within your release aids for each reader to fully grasp your message.
When crafting your release, don’t forget to add the multimedia elements to make your story pop! Break up your message using bullet points for readability. Best part? You can join in the DIY fun!
Thank you Michaels Stores for the great release with party favors.
In the first day of the general sessions for the online marketing summit in San Diego, “content” was a constant theme across many sessions. The first two I attended were specifically relating to the “royalty” of content: “Content is Gold” and “TV Advertising is King, but the Kingdom is About to Change”.
Both of these titles are not only true, but the messages couldn’t be clearer. TV advertising has always been predominant (it still is), but online video and specifically targeted video, is catching up… and fast! And in that ever-important 18-34 audience, TV advertising can easily become wasted dollars. (See the excellent infographic by Koeppel Direct illustrating this trend at the bottom of this post.)
One only has to consider the larger idea of TV advertising to realize this change is occurring: Everything has to be part of social media. Without asking “How does it conform to social media” is to miss the entire point of today’s advertising mindset, and more importantly… the mindset of the audiences.
Ask anyone who has grown up with the internet “What does TV mean to you?” and they’ll point to their laptop or tablet or smartphone. It’s ANY screen. Video content has become the glue to engage audiences across any device. TV does not own this space anymore (outside of the Super Bowl I suppose!).
Static imagery still remains relevant. But the terminology may be changing more slowly. We still think of a “Kodak moment”. When that is replaced by “Instagram moment” in all of our minds, we’ll know the changing of the guard has occurred.
In addition, to today’s youth market that is growing up with online, TV Networks mean nothing. Their devices house their content. Hulu, Youtube, and their brethren are the new “TV networks”.
Maybe most importantly, people don’t want to be told what they want by an ad anymore. They want to be told by a friend what’s important or interesting… and act on that! Social media has become a major force in how people not only engage, but purchase. Video needs to address this, particularly on TV, or it will continue to lose relevance to the growing hyper-connected audiences.
TV commercials must change to make it more specific to the online audience. A simple 30 second commercial spot may not address the specific target audience, or engage with them enough through social, interactivity, or relevance. It is reminiscent of the first TV commercials for the new television audience in the 1950’s. One of the very first TV ads was for Bulova Watches:
Not understanding how this new medium worked, the TV ads simply became a video of a magazine ad: Showing a ticking watch, with the announcer reading the magazine text. Hardly the stuff that TV audiences expected from this amazing new technology in their living rooms. But now, those commercials appearing directly on our devices are no more relevant than the Bulova Watch ad… unless the the creators take into account targeting, interactivity, and conforming to social media best practices.
The companies that do this well, will succeed in achieving their goal. That is the new Kingdom, and it’s changing before our eyes!
Author Kevin Wilk is a divisional vice president with MultiVu.
“Content We Love” is a weekly feature written by a team of our content specialists. We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of time with the press releases and other content our customers create, proof reading and formatting it, suggesting targeted distribution strategy and offering SEO advice. In Content We Love, we’re going to shine the spotlight on the press releases and other messages that stood out to us, and we’ll tell you why. We hope you find the releases enjoyable and the insights gained from discussing them enlightening.
And the 2013 Academy Award Nominees are…
Oscar season. To me, it is a reason to celebrate. Every year the scenario is the same, my ballot sheet is printed and come the last Sunday in February, I stand in anticipation to learn who are the winners.
The motion picture industry shapes our lives. Dinner and movies shape “date night” and when we peruse the news, video and images seek our attention.
How fitting it is to have key images
and the movie trailer on the actual release!
The goal of issuing content is to:
have people read it
have people act on it
have people remember it
Chances are, if you’re sending a release, you have a message, a story to share. The hopes are that people will not only see it, but read it, act on it (share, print, comment, etc), and also remember it. And what is memorable? Multimedia!
*Including multimedia components increases the visibility of your message.
Why?
People are drawn to images and videos!
5 BROKEN CAMERAS Nominated for Oscar®, a release about a documentary, scored well in my book for compiling not just an image or two, but including the movie trailer.
The release combines the information of being Oscar-nominated and the story of Emad Burnat– and gives every single reader the opportunity to share in the experience, by way of the 2 minute trailer!
As you know, we live in an instant-gratification type of world. The likelihood of someone searching for a video versus pressing play on the same page as the release definitely favors the latter. If you have available video, available images, infographics, etc– add them! No more expecting people to search for your information… deliver it directly!
If pictures are worth a thousand words, keep the conversation going on your release with multimedia components!
Big thanks to Kino Lorber for letting us share in the story and the release and congratulations on the Oscar nomination!
What’s the difference between a social media press release and the more traditional version? This is one of the most common questions we receive here at PR Newswire, and the answer is simpler than you may think.
At the outset, the social media news release (SMNR) — originally conceived by Todd Defren of Shift Communications — looked pretty complex, incorporating a host of multimedia assets as well as links to related information, such as other press releases from the company and quotes from experts. The emphasis on the format intimidated many, and frankly, continues to do so today.
The difference between the two release types, in our mind, is pretty clear. A social media release at its most basic is easy for readers to scan, includes elements (text, multimedia, etc.) that are easy to share, and offers readers ready access to a collection of associated, relevant information. A more traditional message lacks these features.
Easy, social-friendly formatting:
When asked about social media press releases, we like to emphasize key features that are easy for almost any PR pro to incorporate, rather than focusing on a specific format. It’s important to do the best you can with what you have, and let’s face it, you may not have a cool video or sleek graphic for each message. Social- and traditional media friendly features all releases should all include:
Sharing: Make it easy for readers to share your content. Embed buttons for social sharing, blogging and other interactions within your news release pages, and be sure the vendors you use have social sharing buttons embedded in the versions of the press releases they host on their web sites for you.
“Scannability”: As you write your release, you’ll want to be sure the text is easy for readers to scan. Using bold subheads and bulleted lists enables readers to quickly scan the document and readily ascertain the key points. This tactic improves reader engagement. As a bonus, key pieces of text like headlines, subheads and key bullet points are often relayed on social networks. Use bold text on your subheads, and don’t forget anchor text links, which draw the eye to key terms.
Links: Embedded anchor text links, as well as links to more information, are welcomed by readers if they deliver on the promise of providing more information or an answer to a question. The content to which you link has to be specific. It’s of little use to your reader, for example, to link from a product name in a press release to your company’s home page. Don’t make your reader navigate their way to the information. Serve it up on a platter.
Contact information: This piece of advice comes from the team that builds and maintains our MediaRoom products (we host media and IR sites for clients.) Contact information needs to be at the top of the page, in a prominent position, and it needs to include a means to reach company contacts directly. Journalists and bloggers work in tight timeframes. They appreciate having ready access to your organization’s media contacts. This is not the place for a generic “email us” form.
Visuals
Now, on to the fun stuff. Visuals are important, for a number of reasons. In addition to attracting attention and ultimately delivering better results than plain text copy, visuals encourage social sharing, thus amplifying your message and increasing your audience.
Distribute & Share: If you have a image or video, don’t just host the video on your web site. Upload it to your company’s Facebook page, YouTube channel and other sharing sites like Vimeo, SlideShare and Flickr (yes, the last two accept video as well as images.) And don’t forget Twitter. They just debuted Vine, a new video sharing app, today.
Describe: On all the sites and pages on which your multimedia content is hosted, do be sure to surround the video with descriptive information. When uploading it to a sharing site, be sure to give it a descriptive title, use a variety of tags, categorize it correctly and include a full description –with a link back to a related page on your web site. Doing so will ensure the video comes up in relevant searches and is indexed correctly on the web site.
Professional help:
At a certain point, there’s only so much a brand can do to distribute and promote content, and when you reach that point, if your message needs more oomph, it’s time to seek professional help. Here at PR Newswire, our MultiVu team routinely produces and distributes a range of multimedia press releases as well as more the sophisticated digital content format we call the ARC. Marrying sophisticated video distribution to dozens of web sites with a host of interactive multimedia options, these message platforms can illustrate, animate and amplify your messages is ways you’ve probably never considered. Learn more about how we’re helping organizations everywhere engage audiences with multimedia.
Author Sarah Skerik is PR Newswire’s vice president of social media.
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