Multimedia is coming to dominate digital communications. News releases will be no exception.
That should not surprise you. Many scientific studies show that people tend to learn better through visuals and are more likely to interact with images, videos and audio.
The brain processes images 60,000 times faster than text, states research by Dr. Stephen Kosslyn at Harvard University and visual communications consultant Robert Lane. Studies find that the human brain deciphers image elements simultaneously, while language is decoded in a linear, sequential manner that takes more time to process. When the brain has less work to do, the reader will likely be more interested, will remember more, and the content will be more likely to have its desired impact.
Advertising content with a compelling image averages 94 percent more total views than those without, according to MDG Advertising. In addition, when using local search, 60 percent of consumers are more inclined to select a business with images in its local listing. Advertising has long leaned on compelling visuals to attract attention. PR, for the most part, relied on words to convey an organization’s messages.
A new Business Wire white paper shows how PR can create better press releases by including visuals and other multimedia elements.
Add color. Color images are more effective than black and white ones. Color advertisements retain 42 percent more attention than gay scale equivalents. Color, the most important visual experience for humans, enhances learning and memory retention, states researchers at the University of Malaysia.
Include audio. Thirty percent of people are auditory learners, according to North Michigan University research. They learn best by hearing and assign little meaning to concept or information until they hear it. By including audio in news releases, PR can meet the needs of a significant proportion of the population.
Combine images and text. Closely intertwining words and images can substantially improve the viewer’s comprehension, the white paper says. Without graphics, an idea may be lost in a sea of words. Without words, a graphic may be too ambiguous.
Consider hyperspotted overlays. Overlaying images with hyperlinks, additional images and social media buttons provide an interactive experience can increase engagement. Interactive multimedia is the most significant new trend in news releases, according to Business Wire, which offers hyperspotted overlays in its Picture and News Capsules.
Benefits of Multimedia Press Releases
Multimedia is a powerful tool for increasing reach and brand awareness on social media. Social media is embracing multimedia. Facebook has strengthened its video capabilities. Newer social media platforms like Instagram and Pinterest based on images and videos have quickly become popular.
According to Pew Research studies, 30 percent of U.S. adults get some form of their news from Facebook. Half of all Americans consume their news digitally.
Press releases with visuals are also more likely to gain a journalist’s attention. Like most people, journalists are naturally attracted to multimedia. News releases with multimedia are three times more powerful than plain text news, according to Business Wire research.
More than half (54%) of the 300 North American journalists and media professionals surveyed by Business Wire said they were more likely to review a press release that included multimedia than one that didn’t. Almost three-quarters (73%) cited photographs as their preferred media.
In an example of a multimedia press release, Pocket Hercules, a Minnesota-based advertising and PR agency, issued a news release announcing how Lakemaid Beer was testing deliveries of its Frosty Winter Lager to ice fishermen on remote Minnesota and Wisconsin lakes. Its video showed a drone delivery and a screen shot of the video. Lakemaid Beer achieved 621,000 views and over $5 million worth of editorial coverage through a multimedia news release.
Bottom Line: Including images and other multimedia content in press releases can gain the attention of journalists, consumers and the public in general. Here are some recommendations to consider when developing a multimedia news release.
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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