When it comes to creating engaging press releases, the secret to getting a bigger response is simple.
The more multimedia content you include in your press release, the more views and shares it will receive. This has been proven again and again by public relations agencies and it really speaks to human nature. We are attracted to multimedia because it stimulates our senses in a number of different ways.
Reading some text is not as interesting as looking at text and a photo. Add a video and we become even more engaged. If you add even more rich and visually-enticing media, such as graphs, charts and audio, people will become even more interested. Multimedia in press releases can be used to illustrate a point, expand on a topic, provide a demonstration and so much more.
It comes as no surprise that press releases which include integrated multimedia elements will generate more views. Text-only press releases are quickly becoming a thing of the past as customers are becoming more used to the exciting bright lights, moving pictures and flashing graphics of the internet world. If you are still sending out press releases which only consist of text, it’s time to ask yourself how you can improve them with multimedia to further explain your product and services.
Not only will these media-rich press releases be more intriguing for readers, they are also more likely to be broadly distributed and shared on social networks, which is exactly what PR agencies strive for.
Why is Multimedia Content More Broadly Distributed?
An advantage to using a lot of different types of media in your press release is that it will increase its distribution. This is because each element within a multimedia press release, such as the video or the photo, can be distributed separately onto its own appropriate channel and attracts its own audience.
For example, videos can be distributed on their own to websites such as YouTube and other video-specific portals. They will generate views from within these networks and will also be found via search engines.
There are many more traffic sources for multimedia content than there are for text-based press releases. Traffic from multimedia networks to your media-rich press release will be much higher than if you were solely relying on search engine results to your text press release.
Why will Multimedia Content be Shared More Often?
Another benefit when public relations agencies create a press release, which is infused with multimedia, is that the press release is much more likely to be shared on social networks. Why is this? It is because the multimedia elements of a press release are much easier to share on social networks than the text itself. The viewer can quickly and easily share the multimedia elements of the press release with their online social network with the click of a button.
According to a sample by PRNewsWire.com, multimedia releases were shared 3.53 times more often than text releases.
Multimedia Content Lasts Longer
Another added perk of using multimedia content in your press releases is that it holds the attention of your audience longer. Press releases with multimedia content have been found to hold the attention of views for more than twice as long as press releases which are only text. They will last longer not only because they are more interesting and engaging, but also because the high amount of sharing will extend their life and increase their range.
These days, multimedia is not just an added bonus when creating a press release, it is a necessity. If you want your press release to have what it takes to capture the attention of your audience and encourage them to share it with their friends, you will need to entertain and amaze them with some great multimedia content. So in your next press release, make sure that you include some engaging and relevant multimedia elements, as they will ensure that your press release receives more attention, traffic and social media shares than ever before.
Carlo Pandian is a community writer based in London. He blogs about employment and public relations in the healthcare, technology and public sectors.