Press releases that contain multiple images or video are more likely to be published, read, viewed and shared on social media. Including imagery and reference materials in press releases also improves message delivery.
Now there’s a newer technology that transforms digital press releases into an interactive multimedia experience. The technology uses embedded codes to incorporate multiple images or documents within a single image. The interactive images called Picture Capsules by Business Wire can include videos, photos, documents, social media links and other content. By hovering a mouse over the Picture Capsule in the digital news release, readers see icons pop up that provide access to additional content.
MasterCard used a Picture Capsule in a press release celebrating the first anniversary of its worldwide Priceless Surprises program. The Picture Capsule in the news release contains five videos and seven images portraying emotionally-moving priceless surprises. The interactive imagery elevated the press announcement from mundane to captivating. The multiple images also offered editors local story angles on the anniversary celebration, increasing the likelihood that publications would run the story.
A slightly different interactive format called News Capsules are images that resemble the home page of a small website, providing the reader direct access from the news release to a wide range of additional content. Like Picture Capsules, News Capsules can include photos, videos, and links to social media and websites. They can also include text documents. Six Flags Over Georgia used a News Capsule in its news release announcing its 2015 season.
Meghan Gross, president of Gem Strategic Communications, recommended a Picture Capsule to a professional services client (law firm) to highlight the risk factors of climate change by incorporating a year’s worth of the client’s content in a single interactive asset.
A Full Content-Marketing Tool
“Suddenly there is no reason to cram every word into a press release, or shoot one video to include every angle of a new product, earnings report or new hire,” writes Serena Ehrlich, Business Wire’s director of social and evolving media. “All you have to do is pull your various pieces of content together, select a single representative image, and suddenly your press release becomes a full content marketing tool.”
Beta versions of press releases that included interactive image capsules attained engagement rates exceeding static images by 20 to 100 times, levels previously achieved only by larger brands or viral stories, Ehrlich says.
Take Stock of Your Content
To find content to include in an interactive press release, PR pros can research their company’s materials, including webinars, infographics, visualizations, photos, audio files, videos, product images, presentations, reports, maps, events, logos, memes and FAQs. Consider including a synopsis of the content in the Picture or News Capsule and a link to the resources.
In using the interactive formats for the first time, clients should work closely with their account representative at Business Wire to assure effective use of the Picture or News Capsule and to make implementation cost-efficient and problem-free.
Bottom Line: Interactive multimedia news releases can attract greater press coverage and more attention on social media. Including News and Picture Capsules in press releases enables PR to create information-rich and image-intensive interactive experiences that deliver brand messages in greater depth.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
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