RealWire, the UK press release distribution company that targets the online media, has carried out an analysis of the extent to which multimedia is being used by PR practitioners to enhance their press releases.
The analysis was based on 2,847 press releases distributed across six newswires in the early part of December 2009.
The key findings are:
• 46 per cent include content other than text
• 71 per cent of these “multimedia” releases just consist of the company logo
• 13 per cent are “true” multimedia releases where “true” means include content other than a company logo
• 2 per cent include audio and/or video
• 2 per cent include social media content such as embedded YouTube videos
Commenting on the results Giles Shorthouse, RealWire Business Development Executive said “In an online digital world where content can be created in multiple mediums and then shared in social media communities, it is surprising, and a little disappointing, to see such a small proportion of PR stories taking advantage of these opportunities.”
This investment in multimedia support is reflected in the fact that 46 per cent of RealWire’s releases were found to be “true” multimedia releases.
Adam Parker, RealWire’s Chief Executive said, “From our perspective the barriers to utilising multimedia that seem to exist are the prohibitive costs that some services charge to distribute multimedia content, a lack of planning and collaboration between different marketing disciplines with regards to sharing relevant content and an apparent skills gap where audio and video creation is concerned.
"As an industry we need to address these challenges so we can enhance the creativity of our storytelling.”
Giles Shorthouse Business Development Executive RealWire E: firstname.lastname@example.org T: +44 (0) 1522 883640 M: +44 (0) 7810 837453 W: www.realwire.com Twitter: http://twitter.com/GilesS Adam Parker Chief Exectuive RealWire E: email@example.com T: +44 (0) 191 2155500 M: +44 (0) 7810 837193 W: www.realwire.com Twitter: http://twitter.com/AdParker
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