The PR Secret Every Communicator Must Know: A good image amplifies your voice

February 3, 2015

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 3xconveys 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.

Solidworks

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.

Liked this piece?  Click here to tweet it out:  http://ctt.ec/hiR0v

Read on for additional information on the role and impact of multimedia in today’s news release process:

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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Business Wire Shares 4 Tips for Taking Better Photos

July 23, 2014

4 tips for taking better photosWith more than 8.3 billion photos uploaded and shared every day, more and more PR pros are learning how to take fantastic, but also useful, photos.

In our recent CommPro.biz article, Ciaran Ryan interviews two leading photographers who shared their top 4 tips to taking the perfect photo.  You can read the entire piece here.  Have some tips of your own you would like to share?  Add them below in the comments section of this blog.


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!


Multimedia Continues to Drive Press Release Views – Now More than Ever!

April 23, 2012
by Sandy Malloy, Senior Information Specialist, Business Wire

Sandy Malloy, Senior Information Specialist

Facebook buys Instagram.  Experian Hitwise reports that Pinterest is now the #3 social site on the Web.  More than ever, the adage “show, don’t tell” applies to communications and communicators.

Adding multimedia to a press release tends to increase the number of online release views.  When I looked at a list of the most-viewed releases of the second half of 2011 to see how many were multimedia-enriched, I found some pretty startling numbers.

Of the top 500 English-language releases, about 75% had one or more photos or videos.  Out of all the English language releases that Business Wire distributes, only 5% include multimedia.   In other words, 5% of all our English language releases accounted for 75% of the 500 most-viewed releases in the last 6 months of last year.

We can’t really say that your release is 75% more likely to be viewed if you include photos or videos, or that it will receive 75% more views.  Nevertheless, it seems pretty clear to me that adding multimedia does help drive release views.

Consider the releases on the most-popular list that ran without multimedia:

  • Google to Acquire Motorola Mobility
  • Announcements from several huge pharmaceutical companies on the results of clinical trials or strategic initiatives
  • Major acquisitions and joint ventures involving public and/or well-known companies
  • One of the major video game manufacturers announcing a price drop

That the Google announcement was hugely popular was no surprise.  News from very large public companies is of inherent interest to the media and markets.  Acqusitions are almost always big news because of investor interest and because they can affect an entire industry.  Video game news, with or without multimedia, tends to be noticed.

Meanwhile, the variety of photos and videos that ran with the Top 500 releases was wide-ranging.  Some examples:

  • A river cleanup
  • A photo of sauces and condiments
  • Photos of existing DRAM technology and an innovative variation
  • Photos of the principals of 2 merging companies
  • A benchmarking study (graphic)
  • Pictures and/or video of contest winners
  • Ringing of the Opening Bell at the NYSE

What is clear to me from this list is that the potential for finding visuals to accompany–or to tell–a story is vast.

A release can be very technical but illustrated with a photo that its equally technical audience will appreciate.  The media do appreciate photos of people, and not just for personnel announcements.  (If those people are celebrities, so much the better, but it’s not a requirement.  Newspapers and business journals love to use photos of locals.)   Charts and graphs can be compelling.  Finally, there are some stories that seem to beg for photos or videos.  Among these are any releases announcing eye-catching new products; corporate social responsibility releases (show the river that’s being cleaned up, the electric car charging stations, the participants in the 10K run);and releases announcing corporate milestones.

Besides the potential bump in viewership,  using multimedia in conjunction with a good story can increase the chances a story will be used by broadcast media.  Broadcast monitoring service and Business Wire partner Critical Mention reported in one of their newsletters that the Yelp’s IPO announcement resulted in 395 hits on U.S. television stations; and these are over-the-air broadcasts, not postings on broadcast websites.  The story was a big one, of course, but the accompanying images were really colorful and exciting.  As Critical Mention described it, the release (what Business Wire calls a Smart News Release) was “loaded with newsy images and video.”

Besides the benefits of attracting attention to your release and giving journalists more reason to cover your news, there is at least one other benefit to using multimedia:  Your news can live longer.  I have seen many instances of photos being used months or even years after they originally ran.  An especially good photo of people or companies in the news can be used more than once, as in this example of Business Wire’s CEO Cathy Baron Tamraz shown with Warren Buffett in a 9/30/11 photo illustrating a 2/6/12 story.

Granted, being affiliated with Warren Buffett is an advantage when it comes to gaining attention.  But even companies that don’t have this advantage can still give their stories greater appeal, and “legs”, by supplementing them with multimedia.


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.


Multimedia Still Makes Better Press Releases

October 21, 2010

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.


Business Wire and MEDIAmobz Team Up To Help Clients Bring Video To Their News

February 24, 2010

A successful marketing or PR campaign involves a lot of components, and chief among them is great content.  Part of that content is, obviously, text.  Searchability guides much of marketing today, and properly written text means better search results.

But another key component is multimedia.  Compelling product demonstrations, captivating commercials, videos that go viral . . . any of these might make or break a campaign.  We at Business Wire have long been a proponent of including multimedia with a press release.  We launched the Smart News Release, the first such product in the industry, in 1997.  Over the past few years, we’ve uploaded more than 1,300 videos by our users onto our YouTube channel, among other popular video outlets.

Today we’ve taken yet another step, teaming with leading sales and marketing video producer MEDIAmobz to give our users access to the best in video communications for their news.  Read all about the Business Wire/MEDIAmobz team-up, or check out the video below for more information.


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