Digital PR Tips for Earned Media: Use Multimedia to Tell the Story – CommPRO.biz.
Since more views is the goal of content, it’s truly amazing to me that only 55% of the PR folk polled by PRESSfeed about their online newsroom content, say they are using multimedia with news content. Seriously? Look at the graph again, please. 9.7x more views. And a study of company newsrooms shows that in actuality the number is far less. The vast majority are text only. The 2013 Inc.500 newsroom report that will be released this week shows that less than one quarter of these fast growing companies use visuals with their releases.
Visuals are very important to the media. Every media outlet has a website today. They all use images. 85% of them use video. And they know this data well. Every editor I’ve spoken to tells me that they insist on visuals with a news story precisely because it drives views and increases engagement. Yet we’re still sending them text-only press releases and lamenting the fact that our earned media mentions are not what we’d like to see.