By Agnes Deleuse, Sr. Marketing Specialist, Business Wire – Paris
Fact: In today’s digital world, a news release should absolutely integrate multimedia. Be it photo, video or infographic, the world is now hungry for visual communication.
Why? Study after study shows that articles containing images get more views than articles without visual assets. In fact, in 2012 Jeff Bullas noted that articles can receive up to 94% more views! Imagery helps to communicate your message. It conveys the essence of your news, giving viewers an opportunity to bond emotionally with your brand. Adding a photo to your news release will increase your visibility. And if the visual is good, you can even expect a greater impact for your brand. Why? If the image is so interesting that people click and share it on social media, it increases the audience and impact of your news. In fact, Business Wire’s own internal data shows that news releases that include photos, videos and other multimedia elements get three times the number of the views as news releases without it. So what role will images play in your communication program in 2015?
Over the years, our appreciation of photography has changed. New tools and platforms, including blogs, smartphones and social networks, have played a key role in this development. Photos are everywhere and are quickly becoming the new way for consumers to communicate. Instagram and Pinterest are amongst the top social media outlets, bringing imagery to a new level. Showing huge usage figures across the globe, Snapchat allows users to share their feelings with images, instead of straight text. Today’s top communicators understand the power of high-quality and visually appealing photos to make their news even more attractive to reporters, analysts and consumer audiences.
Photos should be inspirational and appealing to readers, i.e., potential customers. Aren’t you bored of seeing head shots of CEOs as depicted fifty years ago? Times have changed! Forget the dull background with your CEO standing straight in front of the camera. Frontal head shots are over. Today, your CEO can be outside, sitting in his/her office or standing in an industry unit, relaxed, surrounded by a colorful background, in semi-profile bringing true dynamism to the image. Picture format can be horizontal (wide format being very trendy). Choose unexpected perspectives and control the lighting to ensure the focus is in the right place. The photo should capture the person behind the portrait. The photo should trigger an emotional connection with the viewer, directly shaping their view of the CEO and the organization they lead.
The same applies for products and commercial imagery. Inanimate objects can be eye-catching too depending on the angle and the arrangement. Presenting a new product does not need to be formal and in a safe tone. Elevate your product by re-picturing it. Trends in 2015 are focusing on creating big, dynamic images on small screens. Use these images to showcase your organization’s big vision. Remember that the look and feel of your images conveys meaning in and around your brand messages.
We know today that 40% of people will respond better to visual information than plain text2. Getting the right image can be the key to conveying your message in a few seconds. Engaging, effective and meaningful visual communications help consolidate your customers’ perceptions of your business, while simultaneously helping to reinforce your brand’s identity.
So, the next time you send a news release, add imagery that people will remember and want to share.
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Read on for additional information on the role and impact of multimedia in today’s news release process:
- 4 tips for creating better photos
- It is time to get serious about creating effective press releases
- Press Release PR – Multimedia Components Are Worth 1000 Words – Why PR Pros should care
- Strategic Communications – why visuals work better than text
- It’s Science! How Sensory Preferences Impact the ROI of a press release
- Multimedia is no longer optional in today’s press release
1/ Source: jeffbullas.com/2012/05/28/6-powerful-reasons-whyyou-should-include-images-in-your-marketing-infographic
2/ Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx
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