Why Multimedia is Required in Today’s Press Releases

April 30, 2014

By Serena Ehrlich, Director of Social and Evolving Media

visuals-bw2Earlier today, CommPro published a summary piece highlighting the importance of multimedia within press releases. We discuss this topic at great length with our customers.

The truth is, reporters are no longer interested in writing stories based on text only press release. And for good reason, study after study has shown that whenever images are inserted into the communication, the impact increases.

Still on the fence about adding photos, videos, gifs, images and more to your press releases?  We highly encourage you to read this piece.  Have questions about the creation or distribution of multimedia within the PR process?  Let us know!


BW Fun Fact: Business Wire Has Been Adding Multimedia to Press Releases for More Than a Decade

March 14, 2011

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.

Back when we first introduced SNRs, clients would often provide us with hard-copy photos, which were then scanned by Business Wire editors to be made available in high resolution to media and web viewers. Today, we distribute hundreds of releases with multimedia every week.

Check out what some of our experienced editors have to say about how best to submit multimedia and best practices for writing photo captions.


Business Wire Charlotte Hosts Experts on Using Video

June 21, 2010
– by Angela Hayworth, Client Services Representative, Business Wire/Charlotte

Business Wire/Charlotte recently hosted back-to-back events in Durham and Charlotte, NC entitled Adding Video to Maximize Your Reach, Exposure & Pick-Up.

These events, held on June 16th and June 17th, provided a forum for PR professionals to learn not only why video (and multimedia in general) is important to include in a company’s PR strategy, but also tips on how to make a video effective.

The panel of speakers for the Durham event on June 16th included:

L-R: Valerie Aguirre, Scott Sharpe, Rachel Toole

The panel of speakers for the Charlotte event on June 17th included:
  • Joe Carleo, Owner, Advanced Media and Language Services
  • Jason Silverstein, VP Product Development, ACBJ/Bizjournals.com
  • Rachel Toole, Sales & Marketing Manager, MEDIAmobz

L-R: Jason Silverstein, Rachel Toole, Joe Carleo

Read the rest of this entry »

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