Multimedia Still Makes Better Press Releases

by Joseph Miller, EON Product Manager, Business Wire Austin

Business Wire’s distribution and technology products have evolved considerably throughout the years (we’re celebrating our 50th anniversary next year!).

With the advent of Internet distribution and other standards along with prolific creation of digital media such as photos and videos, we’ve been quick to adopt multimedia distribution solutions along with more traditional “text” distribution of our press releases.  Today, we distribute hundreds, if not thousands, of releases with attached photos or videos every week.

And while it will likely always be true that journalists do not prefer to be bombarded with attachments, a succinct release with links to relevant multimedia and related resources can be extremely useful in telling your stories.  This is especially true as newsrooms continue to evolve and journalists across the world are being asked to do more with less every day.

With that said, let’s get on to the data!  Thinking of the impact multimedia has on release performance, we recently examined data from our internal NewsTrak reports across all Business Wire releases year to date.  One metric we examined was the Top 500 releases based on “release reads”, an analog to page views, of each release.  Of the top 500, a full 23% of our Top 500 releases include multimedia (photos & videos beyond logos), while only 5% of all releases include multimedia.

From this, we can conclude that including multimedia greatly increases your chances of distributing a “hit release.”

Beyond that, we looked at the average number of release reads across all releases.  Once we segmented out releases with and without multimedia, we found that the average release with multimedia has received 1.7 times more release reads than those without.

So there you have it.  If you want to increase the odds of your press releases outperforming their peers, it’s a great idea to add multimedia.

2 Responses to Multimedia Still Makes Better Press Releases

  1. [...] In 1997, Business Wire introduced the Smart News Release (SNR), which allowed users to embed photos, audio, video and other multimedia into press releases. Not only does multimedia help a press release stand out to reporters or readers, but it also increases the reach of a release in search engines. Although often overlooked, Google Images receives a huge amount of search traffic and can actually drive readers back to your release. Our research has found that releases with multimedia receive 1.7 times more reads than those without. [...]

  2. [...] we’ve stressed again and again, multimedia drives press release views online — our own measurement data shows it, and so [...]

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