Video in a Press Release Doesn’t Work!

Or does it? Does incorporating multi-media into a press release really make them more effective? The general consensus here is that inclusion of video and other media assets into a broader social media news room format creates a more three dimensional view of a story and company.

Aaron Bramley of Ridgewood Associates Public Relations, Inc. began creating multi-media press releases for their clients some time ago. “We were particularly successful with a client of ours called Crown Acquisitions. They’re a California-based firm that rehabilitates apartment complexes in high-crime areas and turns them into safe, affordable housing. But we needed to show that this was more than a real estate venture, so we used video to demonstrate the tremendous support from law enforcement and the community.”

“By including video in our press releases we’re able to really tell a story and show a reporter why he/she should spend the time to cover the story.  I’ll cut right to the chase: This multi-media press release produced a “Top Story” on the 10:00pm news of the local CBS affiliate.”

Here is the story:

http://www.youtube.com/watch?v=hbLzMeNrGiM

A solid case in point for PR. Our broader supposition is that press rooms are being viewed by more than just the press…i.e.: partners, investors, advisors and customers. What do you think? Have you experienced a higher level engagement with this technique? Disagree?

Tags: Content Marketing, Video & PR