Over the decades the traditional news release hasn’t really changed that much. Thought leaders in the profession have modified the news release to be more relevant and useful, but in the age of multimedia, does the traditional release have much life left?
Many of our clients serve the construction industry, and during the past 18 months we’ve watched publishing companies enhance their online presence with robust websites and digital magazines that offer a more interactive experience. These new tools offer an opportunity for our clients to provide more multimedia options, such as educational and informational video and podcasts, when introducing a new product. But, it doesn’t stop there. Many of our clients are introducing informational e-books on industry topics and issues.
Trying to fit all of this information into a release can be daunting. In addition, delivering this information to editors without making them jump through multiple hoops and clogging up their e-mail has become a challenge. Discussions have taken place within the industry regarding the most effective way to deliver content to editors. One leader in this area is Shift Communications, who created the Social Media Release template. Originally designed to provide content to bloggers, the template has also spurred discussion on how to enhance the traditional news release. Business Wire and PR News Wire now offer multimedia delivery options.
Our agency is moving to a digital release format that will provide editors and bloggers with instant access to video, photos, podcasts, sales presentations, e-books and case studies. All with the click of a mouse.
So what’s a digital news release?
It’s an HTML based e-mail that includes the news release in the body of the e-mail with active links back to the client’s website. In addition, the e-mail will include live links to the following:
- Product videos on YouTube that can easily be imbedded.
- Links to high resolution product photos that can be downloaded using Flickr, PhotoBucket, etc.
- For easy editing, a link to a Word version of the news release will be provided and can be stored on the client website or on DocStoc.
- Links to relevant application stories and PowerPoint presentations (stored on SlideShare) that may provide more detailed information.
- Potential audio interviews with product managers.
- Link to detailed product specifications.
Best of all, the digital news release will have a small file size so we won’t clutter the receiver’s e-mailbox with large attachment files. The receiver can select and download the items that will appeal to their readers. Plus the whole process can help with search engine optimization (SEO) as well. By taking time to properly tag videos, photos, stories and presentations on the social media sharing sites, we also can help enhance search rankings and direct links to our clients’ websites. Not every release we distribute will have all of these assets — it will largely depend on the nature of the product introduction or corporate announcement.
So is the traditional news release dead?
I think its days are numbered as we move into a new generation that demands more content than just a text file. Each industry is different and the trends we see in the construction industry may not be occurring in others. I encourage companies to take a hard look at the need for more multimedia content and work with editors to fully explore their needs.
In the end, the traditional news release may be the ideal solution for your company and industry. Then again, it may be time for a change.
We feel it’s time for a change.
Your embracement of multimedia is commendable. It’s very nice to see a forward-thinking move like this.
The biggest difference I see between traditional and digital news releases is the ability to utilize so many different platforms. This keeps the content interesting while providing information that otherwise wouldn’t have been conveyed properly, as effectively or not at all.
I would say digital is the way to go, regardless of the industry. Using this medium shows that the company is forward-thinking and understands technology. Plus, it enhances the overall message (if executed properly).
Great post!
-Jon
I think it might be a little early to declare the traditional press release dead, at least in terms of many B2B environments. You need to keep in mind the realities of the life for the journalist, who gets dozens of communications from companies and agencies daily. We have to be able to, in a relatively short period of time, assess the news value – is it worth using at all, is it germane to my readers, etc. – then determine what additional information may be required to make it suitable for use on our websites, magazines, etc. As a rule, if it’s got any significance at all, we don’t just settle for what we’re handed.
It takes some time to sort through the scores of e-mails and make that assessment. To keep adding layers – making me hunt through myriad links, watch videos (which tend always to be marketing oriented and usually don’t have much real information in them), etc. – will take even more time that I don’t have. And it makes it more likely I will either determine it’s not worth the effort or I will save it for later, hoping that at some point I’ll get more time to look at everything. In reality, it’s likely to languish there in my e-mail files for a period until I am forced to either take the time or delete it entirely.
The worst-case scenario happened to me earlier this year when an agency called and asked if I would be interested in hearing more about a new product its client had developed. I said yes, with the caveat that I would need to know more about it before I could determine if it was suitable for one of our publications. No problem, I was assured, we’ll get you a press release.
The “press release” consisted of an e-mail that was a link to the company’s website. I followed it and was presented with a web page that listed a series of new products, videos, presentations, etc. – with no indication of what was new and what was five years old. I clicked around for some time, trying to see if I could figure it out myself, and ultimately gave up.
I have also encountered enough problems with services like Flickr and PhotoBucket, both of which have issues with our corporate firewall systems, that I cringe whenever I am prompted in that direction.
Links to word files or PowerPoints tend to be workable enough, but the idea of “audio interviews with product managers,” etc., just leaves me cold, since the likelihood is that they will be filled with lots of hype and spin and very little usable information. The agency putting together the interview wouldn’t ask the same questions I would and they may not have the same understanding of the company or the industry.
I recognize how companies and agencies are always looking for the next cool thing that can make them seem up-to-date and forward-thinking and can give them some differentiation from the pack. And certainly all of us have to be aware of and take advantage of, new ways to inform our readers.
But from my perspective, in terms of effective communications, there is still nothing that starts the process better than a well-written press release with solid support materials such as photos, diagrams and company contact information, sent as a package.
I’ve been begun undertaking a fair degree of homework on direct internet marketing for a new blog that i am focusing on and merely felt like saying that you web log is very solid. Thank you for the insightful resources you have assembled.
Mike,
Thank you for your comments. Your points are well taken and that’s why we took the time to engage editors from the construction and agriculture industry. We asked them what was missing and caused them frustration as it relates to news releases, photos, videos, etc. We created a template (what you see in the blog post) and asked those same editors to provide input on our concept which has been incorporated into our template. Your comment about sending editors to a Flickr or YouTube account and having to search for the photos or video was brought up by the editors. Our intention is to provide a direct link to the photo and video, saving you the hassle of trying to decide which photo accompanies the press release. The audio interviews will be primarily created for use by farm broadcasters as they are looking for soundbites to play on air. Thanks for your comments!
Thanks for the well-thought article. I’m actually at work right now! So I need to go off without reading all I’d like. But, I put your site on my yandex feed so that I can read even more.