Expanding Beyond Text To Jumpstart Your Online Press Releases

Pre-internet, press releases were composed entirely of text. The headline, body, summary, and contact info comprised a landscape of words - and when appropriate, numbers. Times have changed. Today's best press releases use text as the framework, but build upon it with an assortment of multimedia tools. The result? They're more engaging, and invite readers to learn more about the profiled companies.

Below, you'll learn how to integrate multimedia into your online press releases. It will come as no surprise that videos should play a prominent role. We'll provide a few tips for improving their effectiveness in getting the word out about your company.

A Picture Is Worth A Thousand Words

A single photograph can convey a plethora of ideas to the person reading your press release. It can accomplish the same goals as an entire page of text. But the photograph must put a human face on your company to have any effect on the reader.

For example, consider the customer support pages of commercial websites. You've likely seen the stock image of a smiling support representative wearing a headset, as if to convey you'll receive friendly, responsive support. Such images might be effective for this purpose. But they won't work in a press release. They're impersonal.

Include a photograph showing your face or the faces of your staff. Pose in a photo along with one or more customers. These types of images are personal, and draw readers into the body of your press releases. They encourage people to learn more about your company and products.

Integrating Videos And Slideshows

Short videos that communicate aspects of your company have a powerful influence on those who read your press releases. They grab attention and compel interaction. As long as the content addresses the needs and interests of your audience, your videos will be nearly irresistible.

Use a question-and-answer format where you respond to past concerns expressed by customers; include an excerpt from a recent seminar or webinar sponsored by your company; or, create a video where customers explaining how they use your products to achieve their goals. Create a short tutorial for a product mentioned in your press release. "How to" suggestions also work well.

If you haven't yet created videos, or are intimidated by the process, produce a slideshow. Many of the ideas above, such as Q&As, tutorials, and "how to" tips, translate seamlessly to slides.

Why Business Owners Neglect Multimedia In Their Press Releases

It's not because they are unaware of the impact videos and similar tools can have in their press releases. The main reason business owners shun multimedia is a lack of familiarity. For many of them, the platform is new. And this means it is daunting. A lot of small business owners are concerned about cost, appearing professional, and the mechanics of integrating photos, videos, and slideshows into their press releases.

Doing each of these things is simple. Videos, arguably the feature that causes the most anxiety, can be quickly filmed and uploaded to YouTube. Don't worry about the polish on your videos. While professionalism is important, so, too, is a personal, grassroots feel that draws in your audience.

Slideshows can be created by importing PDF or Word documents. There's a good chance some - or even most - of your marketing collateral is already available in one of these two formats. There are several sites that will let you easily convert them into slideshows for free.

Once these multimedia features are created, you can easily load them into your press releases using distribution sites that support them. This gives you an opportunity to create PR documents that are far more engaging to readers. But it also transforms your press releases into sales tools. You'll still enjoy the exposure and targeted traffic a conventional press release can deliver online, but photos, videos, and slideshows make them more compelling to your audience.

The online environment encourages interaction rather than passive reading. Use the multimedia tools at your disposal to jumpstart your online press releases, and boost their effectiveness.