Press releases have long been a cornerstone of public relations, but the way they are used and valued by journalists has evolved. Today, simply distributing a text-only press release is no longer sufficient; incorporating multimedia content, especially video, is essential for making a press release stand out.
Based on Business Wire’s conversation with Peter Banda, Assistant News Director at The Associated Press (AP) and Anthony Brito, Senior Director of Content Services at The Associated Press, learn how journalists use press releases, the growing importance of visual content, and why integrating photos and video into your press release strategy can dramatically enhance its impact.
- How Journalists Use Press Releases
- What Catches a Journalist’s Eye?
- The Rise of Video in News Consumption
- Why Video Matters to Journalists
- The Case for Including Video in Your Press Release
- Embrace Multimedia for Maximum Impact
How Journalists Use Press Releases: Insights from the Field
For Peter, press releases serve multiple purposes. They are not just a source of breaking news but also a way to track incremental changes within industries. Over his career, Peter has covered events like the Consumer Electronics Show (CES), where he built lasting relationships with companies and experts. “I use press releases to keep track of incremental changes in industries I’m interested in, as well as to look for overall trends,” Peter says. Whether it’s the rise of AI or the evolution of virtual reality, press releases help him monitor long-term shifts in technology and industry.
Peter’s experience highlights an often-overlooked aspect of press releases: their role in maintaining a journalist’s network of contacts. Even if a press release doesn’t lead to immediate coverage, it can keep a journalist informed about a company’s activities, making them more likely to return to that source when a relevant story emerges. Peter recalls still receiving press releases from a company that made a splash at CES with a flying car over eight years ago. Although he doesn’t read these releases as closely as before, they continue to keep the company on his radar.
What Catches a Journalist’s Eye?
When asked what makes a press release newsworthy, Peter emphasizes several key factors: impact, prominence, conflict, human interest, and currency. For example, the flying car company he once covered might become newsworthy again when it receives clearance to start ferrying people. At that point, the long-standing hope of the mid-2010s will have collided with reality, making for a compelling story.
But it’s not just the newsworthiness of the content that matters. Visuals play a crucial role in capturing a journalist’s attention. Since AP launched its news site, almost every story includes at least a photo, and many now feature video. The shift toward multimedia is evident, and journalists are increasingly relying on visuals to tell more engaging stories.
The Rise of Video in News Consumption
The importance of visual content is not limited to journalists. The way people consume news is also changing, with video becoming a dominant format. According to the Digital News Report 2024 from the Reuters Institute, platforms like YouTube, WhatsApp, and TikTok are increasingly being used as primary news sources. YouTube alone is used for news by nearly a third of the global population weekly, while TikTok has overtaken X (formerly known as Twitter) as a news platform for many users.
The growing reliance on video content is driven by several factors. First, video allows for more dynamic storytelling, combining visuals, sound, and motion to convey information quickly and effectively. As attention spans shrink and technology advances, people are gravitating towards formats that can deliver the same depth of information as text but in a fraction of the time. Video also fits seamlessly into the daily routines of modern consumers, who often access news via mobile devices and social media.
The preference for on-demand content has further cemented video’s place in news consumption. Live streaming and short-form videos are particularly popular, offering real-time updates and concise summaries that cater to fast-paced lifestyles. Video also fosters a personal connection between news outlets and their audiences. Interviews, eyewitness accounts, and visual evidence add authenticity and immediacy to reporting, making stories more relatable and engaging.
Why Video Matters to Journalists
The ability to combine visuals, sound, and motion allows journalists to convey emotions, context, and details that text alone cannot. This multimedia approach makes complex issues more understandable and relatable, enhancing the overall impact of a story. Video can also capture real-time events, adding a layer of immediacy that resonates with audiences and boosts the credibility of the report.
Video content helps journalists maintain viewer interest as well. High-quality video production and storytelling techniques are becoming crucial skills for modern journalists, enabling them to adapt to the changing media landscape and meet the expectations of a digitally savvy audience. More likely to be shared across social media platforms, video content extends the reach of a story and helps amplify its impact.
The Case for Including Video in Your Press Release
Incorporating video into your press release strategy is key given its growing role in journalism and news consumption. Videos enhance your release's appeal, increasing the chances of media coverage. Video content can serve as both inspiration and a key resource for journalists, either complementing their stories or becoming central to their reporting. Video dynamically showcases your story, whether through interviews, product demos, or event highlights, making complex information clearer and more engaging. As multimedia storytelling becomes the norm, a video-enhanced press release aligns with modern journalism standards, boosting your story’s visibility across digital platforms and increasing its chances of being featured in online articles, social media, and news broadcasts.
Embrace Multimedia for Maximum Impact
The evolution of press releases reflects broader trends in journalism and news consumption. Journalists value press releases that go beyond basic text, offering visual content that enhances storytelling and engages audiences. As video continues to dominate news consumption, integrating multimedia into your press release strategy is no longer optional—it’s essential.
Video content makes your press releases more compelling, accessible, and shareable, ultimately amplifying the impact of your communication efforts. In a world where immediacy, accessibility, and engagement are paramount, embracing multimedia is the key to ensuring your press releases resonate with both journalists and your target audience.
Learn More
- Watch: The Role of Visual Content for Journalists and PR Professionals
- Business Wire’s Journalist Feedback Survey
- Distribute Press Releases Like a Pro
- Press Release Do's and Don'ts
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