The Power of Multimedia Press Releases

A study by PR Newswire found that press releases that include multimedia content drive nearly 10 times more visibility than text. Greenough recently had the opportunity to put these findings to the test. A couple of months ago we put out a multimedia press release for one of our tech clients that exceeded our and our client’s expectations tenfold. The release consisted of several multimedia assets, including a two-minute video and five photos. We researched and weighed the pros and cons of a multimedia press release, ultimately deciding on this option, and the results made our jaws drop.

In one week the press release was viewed 1,618 times and posted by 330 different media outlets. To date, the video has been viewed a whopping 61,275 times and the five images have received a total of 22,113 views and downloads.

PR Newswire
PR Newswire

So why the great success? Data from PR Newswire reveals a number of reasons:

  1. Multimedia content is more broadly distributed. According to PR Newswire, each element of a multimedia release is distributed separately, and can attract its own audience. Adding just one photo to a text release can increase visibility by 1.8 times. Adding a video can increase visibility by 4.3 times and adding a photo and video can increase visibility by 7.4 times.
  2. Multimedia content is shared far more on social networks. Across a one-month sample of content on, multimedia releases were shared 3.53 times more often than text-only releases.
  3. Multimedia content holds an audience’s attention for more than twice as long as text. On average, text press releases generate visibility for 9.4 days.  Multimedia press releases generate visibility an average of 20 days.

The findings support the fact that we live in a visual world, so being able to communicate through images is essential. We’ve learned a valuable lesson from both PR Newswire’s research, and the success of our client’s release: when your client has multimedia components available for a press release, encourage them to use them. Yes, they will cost a bit extra, but the bang for the buck through increased exposure will be well-worth the price.

Contributed by Account Supervisor Rachel Vaccari. Follow her on Twitter: @Rachel_Vaccari. 

Visual Storytelling: Style versus Substance

Photo: Knight Digital Media Center 2011
Photo: Knight Digital Media Center 2011

We’ve all seen them… action-packed, special effects-driven movies with empty characters and a vague plot line.  These “blockbusters” always leave you wanting more (and not in a good way).   And as I see use of video marketing exploding among businesses, I can’t help but worry that brands will fall into the same trap.

According to a 1to1 Media post, videos are 50 times more likely to appear on Google’s first page results than non-video pages, presenting marketers with an immediate SEO advantage.  Viewers stay on sites with video five times longer than text-only sites and 80 percent of business execs watch more online content now than they did last year.

So how do companies capitalize on an effective visual storytelling plan without blowing their whole budget on one expensive, effects-driven production?

The right video crew understands the balance between style and substance.  They focus on telling a meaningful story and use animations and effects to enhance the original message.

Take Next Step Living for example: This video utilizes one of the hottest video marketing tactics right now (whiteboard video) while clearly conveying the company’s mission and commitment to making New England homes more energy efficient.

On the flip side, Geemmodity’s videos look great, but without any well-written copy to support the visuals, the “how to” productions fail to explain the product and ultimately end up confusing the viewer.

Flashy videos might be a creative way to grab a prospect’s attention, but without a substantial story to tell, even the prettiest productions will flop.

Christine Williamson is a senior consultant at Greenough. Follow her on Twitter @ChristineDBW

Visual Storytelling Crucial to Marketing Success

For years, video was an entertainment-only medium – a plop down on the couch, feet up, relax after a hard day activity.  Workers caught watching videos at their desks were seen as slackers.  But nowadays, video is no longer a novelty.  It’s a marketing necessity because of how powerfully it can tell brand stories. 72 hours of video is uploaded to YouTube every minute. The site boasts 4 billion views per day and the demand keeps growing.  In fact, Cisco predicts that by 2013, 90% of all Internet traffic will be video.

So what makes it such a powerful and versatile tool?

Video - more than any other tool at a brand’s disposal - can establish a personality for your company.   It can put a face to your brand, bring your products to life and connect the company with customers in ways that print and web collateral simply cannot.  But that is not to say that traditional media should be ignored.

Check out MC10’s two-pronged approach.  A winner of the Wall Street Journal Technology Innovation Award, Massachusetts-based MC10 is on the brink of revolutionizing the medical industry with its conformable electronics.  This recent article in Time details the medical benefits the company offers while the video below brings to life how the technology integrates with the body.

MC10 Demo:  Making Stretchable Electronics
MC10 Demo: Making Stretchable Electronics

By combining company-created visual storytelling with more conventional storytelling, companies like MC10 are building a greater connection with their audiences and more rapidly moving from awareness to affinity and, ultimately, customer action.  So what role does video play in your communication and marketing strategy?  How can video increase your brand affinity or loyalty?  If your brand has yet to embrace visual storytelling and video, then it’s missing out on a huge opportunity.

Christine Williamson is a senior consultant at Greenough. Follow her on Twitter @ChristineDBW