Tag Archives: Visual PR

Content We Love: Backbone of Storytelling

Posted on May 10, 2013 by | Leave a comment

ContentWeLove“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.

mnr lead

The headline and the lead dive straight into the story.

#Storytelling

Growing up, the phrase “There are two sides to every story” echoed all around.
Being a writer and a content specialist, finding the story is the primordial base where magic exists.

To my delight, the impactful message about a state-of-the-art surgery from Rady Children’s Hospital-San Diego leapt from the page because of how it was written, the visual elements, and the social media components.

Instead of being laden with corporate jargon and a “who/what/when/where/how” approach, the release made waves with great storytelling and more than just the kids took notice.

mnr photo galleryRight off the bat, the story leaps off the pages with video and images of the families. Paired with the technical (and readable) words of describing Early-Onset Scoliosis and how the magnetic rods operate, are videos and images that bring the experience to life.

  • On one side is the incredible feat of the surgery itself, clearly defined within the release. The words are compelling and easy to understand (acronyms explained, processes defined, etc). Yet on the other side is the human element of the doctors’ scope on their young patients and the family scope of their loved ones.

The images give a face to the message. This is not just an ordinary surgery; this is a surgery for Tommy and Anthony.

Images increase visibility on releases because humans are inherently intrigued by visuals. Including an image on your release is placing a bull’s eye target, which instantly attracts the line of vision.

Stop your audience in their tracks with powerful imagery.

And much like the magnetic rods, this release continues to grow.

The tale also took to social channels to spread the news.

Tweet: .@radychildrens performs groundbreaking growing rod surgeries for early-onset #scoliosis http://prn.to/10afja8

  • With search engines showing social results higher and higher, it is 100% in a company’s best interest to involve social sharing of news.

Much align to a story, there are two sides to social media: the share and the conversation. Social Media sites are buzzing with shared information (thoughts, ideas, articles, etc) to a collective group and these same sites are abuzz with conversations about the information.

In one swoop, the story transcends from viewership on news’ sites to the online social feeds. Not only is the message shared to a bigger audience, the conversation has started with just one tweet. From a tweet can come a retweet, a conversation, and a connection. Cool!

When penning a press release, reflect on the story it is telling. Add those great images and share the great news via social media. Share your story to the world!

Big thanks to Rady Children’s Hospital-San Diego, San Diego Center for Spinal Disorders, and Ellipse Technologies for showcasing the backbone to storytelling!

http://www.multivu.com/mnr/61604-rady-children-s-hospital-san-diego-ellipse-magec-early-onset-scoliosis-eos

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

→ Leave a comment

Posted in Content PR & Marketing, Tools & Tactics

Tagged , , ,

Content We Love: 2013 January-March in Review

Posted on May 3, 2013 by | 2 Comments

ContentWeLove“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.

News. Content. Engagement.

The many reasons for sending press releases mirror the many types of releases we see here at PR Newswire. From January through March, we have seen a variety of compelling messages that captured our attention.

Social media campaigns, captivating headlines, riveting infographics, and compelling videos took center stage throughout the beginning of the year and the world took notice. These are some of the releases from January, February, and March of 2013 that we absolutely love.

 01. Pop Culture Pets: Veterinary Pet Insurance released the top names for our furry friends and the tale (or tail) leads to Twilight for inspiration.

 02. Riveting Headline: American DG Energy Inc. passed “go” in our books with this captivating headline. The energy agreement started its 15-year sentence at a county jail and served a conversation on social media channels to discuss it.

 03. Big Nominations: Kino Lorber’s release wins an award in our book for showcasing a video and pictures to accompany the big news of an Oscar nomination. From a beautiful film to a beautiful release, we applaud you!

04. Digital Love: Social media reigns supreme in recent survey from Match.com highlighting the technological advances to dating past and present. Will #tweetups and a digital date be next?

05. DIY Wedding: Michaels Stores released a budding romance for 2013 with the top DIY wedding ideas. While we were fawning over the ideas (and pinning the pictures), the video perfectly complimented the message. DIY puts the merry in merriment.

06. #GoAndSmellTheRoses: Around the world in minutes, Travelocity’s roaming gnome urges all to take the vacation of a lifetime. The new campaign features great visuals and an official hashtag. Inspired for travel, we all want to #GoAndSmellTheRoses

07. Free Food Madness: Shooting hoops isn’t the only thing on the menu for Outback Steakhouse. To celebrate March Madness, their bracket-tournament was for a free juicy appetizer.

Kudos — and thanks — to the organizations listed  for the pleasure of reading your phenomenal releases and allowing us to spotlight your stories.

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

→ 2 Comments

Posted in Digital Content

Tagged , ,

Content We Love: Using Visuals to Create a Seamless Path for Readers

Posted on April 26, 2013 by | Leave a comment

CWL Banner

“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.

taters

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.

Ring in Spring by Using Unique Potato Types to Create Colorful, Nutrition Packed Dishes

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.

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow
her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

→ Leave a comment

Posted in Content PR & Marketing

Tagged , , , ,

What the Pulitzers Tell Us about Successful Storytelling Strategies

Posted on April 16, 2013 by | Leave a comment

The Pulitzer Prizes for journalism were announced this week, and the winning stories represent a variety of different angles, techniques and tools that provide good ideas – and more than a little inspiration – for public relations and marketing communicators.

Breaking news:

The big winner in breaking news was the Denver Post, for their use of “journalistic tools, from Twitter and Facebook to video and written reports, both to capture a breaking story and provide context,” in their reporting of the movie theater shootings in Aurora CO.

The lesson:

A review of the Post’s response to the tragic event reveals a comprehensive approach that did a variety of things well – it delivered information quickly, created a hashtag around which people could coalesce, told the across platforms, and did a great job managing the extremely fast-moving story.

So what’s the lesson here for brands?  I’m going to step away from the obvious (but relevant) crisis communications parallel, because the real lesson here, in my mind, is how effective communications can be when an organization makes full and specific use of the myriad channels available to us today.   The Post blended channel-specific content and interaction with a heavy dose of the human touch.

Investigative & explanatory reporting:

The New York Times garnered awards in the investigative and explanatory reporting for long-form pieces on Wal-Mart’s use of bribes in Mexico and the business practices of Apple and other IT companies in Asia, respectively.

pp nyt infograf

This infographic is a small component of one of the rich elements the Times used to illustrate this story. Click on the picture to access the full presentation of assets.

The lesson:

It’s no secret that we’re living in an age of radical transparency. News travels fast and sways opinion immediately.  However, there is still plenty of interest in the deep dive.   Even though we may spend a lot of time whipping together blog posts, case studies and social status updates, there is still interest in the nitty-gritty – and from a brand standpoint, those are the details that can influence a potential customer.   Brands shouldn’t shy away from developing longer-form, meatier content.

Feature writing:

The New York Times racked up another win in this category, for a reporter John Branch’s “… evocative narrative about skiers killed in an avalanche and the science that explains such disasters, a project enhanced by its deft integration of multimedia elements.”

A snippet from the NYT story "Snow Fall." Click the image to access the entire experience.

A snippet from the NYT story “Snow Fall.” Click the image to access the entire experience.

The lesson:

The winning story the Times published looks nothing at all like a traditional newspaper story.  “Visually compelling” doesn’t even begin to describe it.   The presentation is immersive, and encourages the reader to delve deeper into the story by embedding an array of interesting multimedia components that do more than illustrate the story.   The take away for brands is the sheer effectiveness and stickiness a variety of good multimedia elements can create.   Utilizing a variety of multimedia elements has another benefit too – in addition to presenting the set of content holistically, chances are good the content elements can stand alone and create their own gravitational pull and traction in and of themselves.

Here’s the complete list of Pulitzer Prize winners.  Clicking on each winner’s name will enable you to access the winning story and related materials, where you’ll undoubtedly find even more ideas and inspiration.

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.

 Author Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the e-book “Unlocking Social Media for PR.”  Follow her on Twitter at @sarahskerik .

→ Leave a comment

Posted in Content PR & Marketing

Tagged , , , , ,

Content We Love: Elmer’s Glue Sticks to Visibility

Posted on April 12, 2013 by | Leave a comment

ContentWeLove“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.

Visibility and Press Releases.

In a world driven by SEO and multimedia, crafting a story to stand out can seem daunting.  In music, many songs rely on a “hook.” This is what captivates the audience in a reasonable and simple way to maintain attention.

When I saw Elmer’s release introducing a new glue made from natural ingredients, I found the hook. It was pure music to my eyes.

Between the crafty headline and the multiple images, this release provided multiple elements we’re positively stuck on.

elmers

Elmer’s® Introduces First School Glue Made from Natural Ingredients

Headline: With many search engines indexing only the first 65 characters and other sites displaying the headline alone, it is imperative to stick up for your story and stand out.

Not only is the headline within the guidelines, it fulfills the three-prong search rule.

Three-prong search rule?

  • Have three key words/phrases to summarize the entire release. This will make it searchable and thus increase your visibility.
  • These key words/phrases will appear throughout the release and in the headline.

(*fun hunt: perform a search on your own releases by finding the words you think are most important to tell/summarize your story. Can you find your news?)

Images: We live in a world of images. Visuals aid in sharing the news and giving a tangible context to the words.

Including images on your release not only make the story “pop” but also showcase the story through a different platform. Our visual world demands visuals and with Elmer’s introduction of a new product, the imagery sticks with you.

How does adding images increase your visibility?

Our eyes are glued to pictures.

The target audience will automatically check out the images if images are available. PR Newswire’s analytics found that adding just one image increases the visibility 1.8X.

Press releases take your news on an adventure. It travels across search engines, consumers, the media, and more. Remember to add a headline with a hook and imagery to captivate attention.

Thanks to Elmer’s(R) Products, Inc. for providing a release we’re glued to.

http://www.prnewswire.com/news-releases/elmers-introduces-first-school-glue-made-from-natural-ingredients-200905731.html

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

→ Leave a comment

Posted in Digital Content

Tagged , ,

I Wanna See! Visuals are the Holy Grail of Storytelling

Posted on April 4, 2013 by | 4 Comments

A 2 year old girl is being recorded on video by her father, and just as he’s almost done recording, she grabs for the camera.  Dad didn’t have time to stop recording, and a two year olds’ hands grasp the camera, you hear her immediate need for gratification, “I wanna see”.

This was the story being told and shown by Jim Lin, VP of Digital Strategy at Ketchum Public Relations in San Francisco and author of the BusyDadBlog, as he finished his workshop at the Visual Storytelling Workshop that was held last week in San Francisco.

The audience gathered to learn from Lou Hoffman – CEO and Founder of The Hoffman Agency; Jim Lin – VP & Digital Strategist at Ketchum PR; Brian Solis (via Skype) – Author and Principle Analyst at The Altimeter Group; and Lee Sherman – Co-Founder and Chief Content Officer at Visual.ly.

Lou Hoffman started the day talking about the importance of telling a good story and how visuals serve as the shortcut to the emotional touch points of the story.  In fact, he spoke about a study that The Hoffman Agency did on articles in the economist and how 17% of the stories over a 3 month period included anecdotes in them, yet less than 5% of press releases do so.   A good story has visuals to connect, and as an example, he offered this video from Caterpillar:

Storytelling today has a new process.  Online, good stories can take on a life of their own.   Lou showed his theory of the new Communicator’s Story Spike:

Jim Lin then spoke up about how visual storytelling can be the cure for the “common meh”.  Good visuals can bring the true emotion to the story.  Piggybacking on those emotional touch points, Jim spoke about how people don’t always remember the stories (facts and figures), but remember how they felt in that moment….yet too many brands leave passion on the table to settle for just the facts and text.   The importance that multimedia can bring to the table…good snackable content…and related the contents of a multimedia story to that of a good lunchable – short text, nice video, good visual all in one box ready to be lunch.  This is truly the way to make your story an experience for the consumer of that story.  At PR Newswire, we know this is true based on our own studies that have shown that visual stories get more views and generate more engagement.

Brian Solis then joined the crowd gather via Skype to bring his passion on the subject front forward.  In just launching his new book, WTF Business – What’s The Future of Business – Brian spoke about creating a business book that was more meant to be a visual experience.  (I know it’s the first business book that I’ve seen that is in a coffee table book format. )  His desire to present his content in this way was developed with his passion to try new things and break the rules of common convention.

When it comes to breaking common conventions today, Brian passionately spoke about this being the best time for PR & Marketing professionals to recreate all the rules.  The trends of content marketing are about “stitching together moments of truth” for the passionate consumer.   Brian explores this “ultimate moments of truth” in his new book, and finds that connecting visuals and stories lead people down the path to purchase because we are now connecting facts & figure to emotional connection.

Finally, Lee Sherman joined us from Visual.ly, one of the most visually exciting companies out there today.   Lee is passionate about connecting data to that visual story.   People are starting to suffer from I.F. – Infographic Fatigue.   So, now we need to be able to tell a better and more cohesive story, and visuals can help do that.  Just check out this video created by Visual.ly:

Visual Storytelling doesn’t have to be complex, but it does have to be emotional.   PR Newswire will be hosting another workshop on Visual Storytelling in Atlanta on April 24th.

→ 4 Comments

Posted in Content PR & Marketing

Tagged , ,

Content We Love: Outback Steakhouse Scores with an Infographic

Posted on March 29, 2013 by | Leave a comment

ContentWeLoveIt seems like everyone has a bracket these days.  March Madness is in full-swing, and team loyalty is running rampant.  You can’t turn the corner without seeing team colors and heated debates among friends.  Even I donned my red and silver University of New Mexico sweatshirt, showing support for my alma mater before a sadly fruitless struggle last night.  C’est la vie.

Basketball is on everyone’s mind, and the infectious excitement of the tournament is drawing everyone out for the fun.  When I saw Outback Steakhouse present an opportunity for friends to root for the teams they love, I was entranced.  With a new promotion and a new product, Outback introduced their new “TourneyTizers” to bring out the crowds on gameday.

OUTBACK STEAKHOUSE TOURNEYTIZERS

Outback Steakhouse® Joins The Madness This March With TourneyTizer Tuesdays

The content showcased a few perfectly balanced aspects which have the power to organically create buzz.  The restaurant chain introduced a new tournament among its products, allowing the competition to flow from the games into the kitchen.

If you’re keen on watching games, you can understand the “visual” element. Press releases are no different! Outback Steakhouse’s inclusion of an infographic gave you the home-court advantage by telling the story with a image.

The release taught a very important lesson – new products and promotions do NOT need to be boiled down to the bare facts or chunks of text.

  • Visual components make a release stand out from the crowd.

The infographic, playful and simple, showed off the exciting new dishes and related the information back to March Madness.

We have a bracket for our teams…
why not for our favorite dishes?

If your company is creating a new promotion, remember the power of imagery.  Outback’s release showed off a new infographic and played off the madness this month brings.  While the NCAA may not have a champion yet, it’s clear that this season Outback is a champion with their TourneyTizers.

http://www.prnewswire.com/news-releases/outback-steakhouse-joins-the-madness-this-march-with-tourneytizer-tuesdays-198966231.html

Author Robbie Thomsen is a Customer Content Specialist for PR Newswire. Off duty, he often can be found in the kitchen, experimenting with myriad foods and techniques. You can follow his tests and trials in front of the stove at www.acrisisaverted.wordpress.com.

→ Leave a comment

Posted in Content PR & Marketing

Tagged , ,

How Content Distribution Drives Message Discovery (and Results!)

Posted on March 26, 2013 by | 2 Comments

Like any business, sometimes our own story needs telling.  Earlier this year, we decided that we needed to do some PR for our MultiVu business, which focuses on the production and distribution of multimedia content.   It’s cutting edge stuff, with some truly unique aspects, and it sits right between PR and marketing, and we needed to offer some explanation and raise awareness of these services.

So what did we do?  We did the same thing any of you, our customers, would do.   First, our team brainstormed the messaging.  They outlined the key points we needed to convey from a brand standpoint, and then approached the messaging from the opposite context – the questions our audience often asks has about producing video and other multimedia content, and the various struggles that can complicate these projects.

“The hardest thing to do is to distill what you do into a short-form, engaging video,” noted Bev Yehuda, vice president of web engagement products for MultiVu.  “We had to apply what we tell our clients all the  time regarding developing a video: if you don’t take the time out during the process to determine what your elevator pitch is, you run the risk of creating irrelevant content.”

With the messaging drafted, it was time to determine the medium.   Since this was about MultiVu, we knew we needed to use multimedia messaging.   We wanted to show our expertise (and our personality!) in a fun and friendly way, so we went with an animated approach.

Upping exposure with distribution

Once our animated video was done, we packaged it into a multimedia news release (“MNR”,) which combines a variety of distribution strategies and channels.

mv mnr explainer

Here’s a snapshot of the MNR we created to promote the MultiVu video. Click on the image to see the whole thing.

 

Of course, we could have simply shared the video socially – and we did post it directly to a number of social sharing sites – but the distribution component that is built into an MNR is crucial, for a number of different reasons:

  • Distribution drives discovery, delivering content to relevant audiences across the web – on channels, via news web sites and in industry niches.
  • Discovery seeds social conversation, amplifying your message, and increasing exposure to relevant groups.
  • Social conversations deliver third party credibility that can spur people to take action.
  • Distribution increases the number of digital touch points for your brand, and if your audience values the content, it will gain visibility in search results.  Search engines are informed by user activity and interactions around a piece of content.

How Content Distribution Drives Social Interaction

Prior to the release of the MNR, we shared the video itself on PR Newswire’s Facebook and LinkedIn pages. More than 1,400 of our Facebook fans saw the video, and it was liked by 6 and shared by 3.   It fared better on LinkedIn, where it was seen by 1,983 people, generated 30 click-throughs and 8 shares.  Decent exposure for the two minutes (if that) required to share the video with PR Newswire followers.

mv distribution effect on social

However, if you need proof of how distribution drives social interaction with content, you needn’t look any further than the sharing numbers the MNR generated.  Readers of the MNR shared it with their Facebook friends 196 times (as of this writing.)

Distributed content reaches qualified, interested audiences.  And social shares have a strong viral effect, triggering more shares.

Overall Multimedia News Release Results

The social sharing was just one aspect of the visibility the MNR generated for MultiVu.  Over all, adding distribution paid off for this project, tallying thousands of reads of the press release — and tens of thousands of video views.

mv explainer Multimedia News Release Results

It’s very satisfying for us to put on a “customer” hat and use our own services to promote our messages, and witness first-hand how our networks deliver lasting results and visibility.  And based upon the results of this campaign, you can look for more from these animated characters created by MultiVu – several more videos are in the works!

Want to explore creating your own “explainer” video or learning about how multimedia distribution can 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.

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the e-book “Unlocking Social Media for PR.”  Follow her on Twitter at @sarahskerik .

→ 2 Comments

Posted in Content PR & Marketing

Tagged , , ,

Content We Love: Travelocity’s Photo Adventure

Posted on March 15, 2013 by | Leave a comment

ContentWeLove

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!

Travelocity’s New Brand Campaign Urges Consumers To ‘Go & Smell the Roses’

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

cwl gnome

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!

http://www.prnewswire.com/news-releases/travelocitys-new-brand-campaign-urges-consumers-to-go–smell-the-roses-196688271.html

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

→ Leave a comment

Posted in Digital Content

Tagged , , , ,