Companies are constantly looking for ways to capture attention and tell compelling stories. The multimedia press release is an essential tool to do this.
Multimedia press releases combine traditional text-based press announcements with visual and interactive elements such as images, videos, infographics, audio clips and social media posts. This blended content engages audiences more effectively than text alone.
The goal? To tell a richer story that’s more likely to be picked up by journalists, shared on social media and captured by search engines, driving greater visibility and engagement.
Business Wire, a leading press release distribution service, has long championed the benefits of multimedia elements in press releases. Their data shows that visuals dramatically enhance the effectiveness of news distribution efforts.
According to Business Wire, multimedia press releases consistently outperform text-only releases in views, engagement and media pickup. In fact, they point to real-world examples like Rust-Oleum’s product announcement for Satin French Blue paint, which saw 33% more views than a similar text-only release.
“We have consistently seen that adding multimedia assets to a press release leads to greater visibility and engagement,” said Millicent Hasandras of Business Wire. “Multimedia assets help your message stand out, encourage journalists to use your content and make your story more compelling to audiences.”
Many forward-thinking companies have embraced multimedia press releases. One standout example is Carbon Robotics, a leader in AI-driven agricultural technology.
Carbon Robotics successfully leveraged multimedia in their announcements of key achievements and product launches. For instance:
By incorporating engaging images and infographics, Carbon Robotics made their news more digestible, shareable and attractive to media outlets.
Because journalists and content creators often work on tight deadlines, they appreciate ready-to-use content they can quickly embed into articles. According to Business Wire’s Journalist Feedback Survey, reporters value high-quality images, videos and infographics in press releases.
“Journalists constantly tell us that multimedia elements save them time and make it easier to cover your story,” added Hasandras. “When you provide ready-to-publish visuals, you increase your chances of coverage.”
Incorporating multimedia enhances the likelihood of media pickup, as visuals not only add credibility but also make a story more engaging for a publication’s audience.
If you’re thinking about adding multimedia to your press releases, here are a few best practices:
Incorporating multimedia into your press releases isn’t just a nice-to-have—it’s a proven way to increase engagement, improve shareability and enhance your chances of media coverage. As audiences increasingly prefer visual content, multimedia press releases help companies deliver richer stories to the media and the public.
Companies like Carbon Robotics are already using high-quality images, infographics, and other multimedia assets to ensure their press releases stand out. Whether you’re launching a product, announcing a partnership or sharing company news, adding multimedia could be the difference between getting noticed — or getting ignored.
Tags: Business Wire, Communique PR, Jennifer Gehrt, PR, Public relations Filed under: COMMUNIQUÉ PR, News, Our Results