There has been a huge amount of speculation over the value of news releases in today’s digital world. Some declare that releases are dead, while others argue that releases are still an essential part of any brand’s established identity.
The clear facts are that news creation and consumption has moved online, journalists now have less time to do more work, and we’re all bombarded with more information than ever before. In addition, the blogosphere has expanded, creating more opportunities for coverage of your brand. And with online exposure now reaching consumers directly, there is yet another news release audience to consider.
So what does all this mean for today’s news release?
Read on for our three favorite secrets to capturing journalists’ attention with precisely targeted, visually stimulating multimedia releases.
Secret #1: Journalists are people too
Honestly, journalists are people, just like you and me. Like the rest of us, they’re visually wired: Nearly 50% of their brains are involved with visual processing and 70% of their sensory receptors in in their eyes. They process and retain visual information better as well: They can get a sense of a visual scene in less than 1/10th of a second.
This means that giving journalists visually appealing releases, and visually engaging content, will substantively increase the chances that your brand will get noticed by, and make a positive impression on, a journalist. And that’s especially important in today’s digital climate because, just like the rest of us, journalists are showered with information all day, every day, and, with the explosion of mobile, everywhere as well.
Ensuring your brand has a consistent, well-polished look across platforms (including in news releases) will help you stand out from the clutter and grab the attention of busy journalists,...
This content is available to IABC members only. To continue reading, log in below.