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The Importance of Multimedia News Releases

November 24, 2010

It’s common practice for press releases to be a simple text distribution of a new product, person or place. How this is still the case when we live in an age where multimedia dominates our lives is baffling.

Why not generate interest in your news releases by adding images or video? It can be the difference between your corporate message getting the attention you think it deserves and disappearing into the ethernet.

It’s well documented that news releases that have accompanying photographs are often far more successful than text based releases alone. This trend is becoming even more evident in the Digital Age with publishers hungry for not only images but video content as well.

If you’re not convinced about the importance of video, consider YouTube. YouTube is the second most visited website in the world, behind Facebook. 29 hours of video is added to YouTube every minute. And this is only one of many sites where users can watch video online.

Ask yourself how many online articles you read that don’t have either an image or video displayed as part of the story.

Traditional print media (newspapers and magazines) now routinely use video and audio content for their online portals, traditional electronic media (television and radio) are required to use images and text on theirs.

Good PR departments understand that media outlets can no longer be pigeon-holed into ‘press’ or ‘electronic’ and are adapting their communications methods to take advantage of the opportunities this new paradigm provides. The importance of the multimedia new release in modern PR practices cannot be ignored.

Distribution services like AAP’s Medianet offer multimedia news releases for their clients that allow clients to add images, video and audio to their text. The multimedia content can be downloaded in reproduction quality and it can be embedded into various social media networks for even greater reach. Clients can even provide corporate branding such as logos and colour schemes.

With a multimedia news release, media outlets are provided with all the elements they need to pick up the story and run with it in press, electronic and online forms.

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