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Visual Pop to Press Releases

Enriching press releases with visual content will dramatically increase your odds of getting it noticed, according to statistics compiled by PR Newswire.

A single visual asset can give a nearly 100 percent boost to a press release. Multi-media inclusions yield a 552 percent greater chance of grabbing attention. A press release with a smart infographic improves odds by more than 5,000 percent. That's not a typo — 5,092 percent, to be exact.

PR Newswire, which distributes press releases and media advisories, analyzed more than 1 million press releases and reported 86 percent land on reporter and editor desks without any visual support.

The data suggests it is a far better use of time and energy to think about visual additions to a press release than the actual wording of the release itself. Reporters worth their salt won't use press releases verbatim and, in the absence of a visual enticement, may ignore them altogether.

The simple inclusion of a quality image, a logo or B-roll video ups the chances a press release will see the light of day on a media person's computer desktop.

Shrinking Newsrooms an Opportunity for Self Publishing

As traditional media declines and reporting staffs shrink, there is pressure and opportunity to publish your own stories. Now the news media and their subjects are on a parallel quest in an online universe to cash in on their original content.

A new study from the Pew Research Center paints a startling picture of how the news media is continuing to shrink. Not only have the number of reporters and news outlets shrunk, so have budgets.

Some companies have adapted to the change by using more dubious techniques, a few going as far as to offer vacations to reporters in exchange for coverage. However, many companies filled the void by providing factual information through legitimate means.

One example the study sites is Kaiser, which now produces Kaiser Health News. Articles by the organization are published everywhere from to the Washington Post. By providing content that is factual and interesting, Kaiser has created a way for it to talk directly to consumers using traditional media as its megaphone.

We’ve mentioned before the importance of self-publishing online and this study confirms our recommendations. Companies more than ever need to tell their own stories.