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BizReport : : November 29, 2012

Multimedia content in press releases increases visibility tenfold

Analysis of press release data by PR Newswire reveals that multimedia content is essential to increase visibility and that, by simply adding an image to a text-only release, visibility can be increased 1.8 times.

by Helen Leggatt

prnewswire logo.gifIn this day and age you would think that press releases would contain rather more than just plain text, but more often than not this is not the case. Yet, by adding basic elements such as images or video, visibility can be increased significantly.

According to PR Newswire's latest analysis of their press release data, adding an image to a text-only press release increases visibility by 1.8 times. Adding video to a text-only press release has even more of an impact, increasing the number of 4.3 times.

Put images and video in a press release and the number of eyeballs it will attract goes up even further - 7.4 times.

When PR Newswire looked at releases that included images and video plus an additional layer of content, such as downloadable files, visibility was driven up a whopping 9.7 times.

"The press release you write to communicate with key media will also be seen by bloggers, analysts, employees and customers - both current and prospective," writes Sarah Skerik, PR Newswire's vice president of social media, on the company blog. "Including multimedia content that captures and focuses attention on your message will give your content real competitive advantage in today's crowded information marketplace."

Tags: media coverage, media relations, multimedia, press release, press room

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