Even with all the buzz around new media in the last couple years, there are still some major media sources like New York Magazine that only accept a hard copy press release. But how ’bout an excellent-looking digital marketing campaign for the presses? With trusted companies like PR Newswire offering services for multimedia new releases, are media sources becoming accustomed to more than just the text-only press release? With so many blogger journalists and social networkers out in cyberspace, I believe the shift in press policies is slow but sure.
While a multimedia new release alone will not guarantee a successful marketing campaign, let us recognize the shift towards a fine balance of both traditional media and new media for publicity. The combination of hard copy or text-only press releases and strategically programmed online content provides a symbiotic relationship of the old and the new. The latest driving force? “Vitches” and web analytics for public relations. A “vitch” is the hybrid of a video and a sales pitch, which can be as short as 60 and 90 seconds, or as long as 3 to 5 minutes, like the one Moped created for Ariane de Bonvoison last summer.
The Public Relations industry is turning attention to video and web analytics for one very simple reason – the results are measurable and it’s almost immediate. With a trail of well-crafted, search-optimized content leading up to your sale, the recipients of your multimedia news release can make a snap decision about your cause. Those striking visual cues from strategically chosen images and short, dynamic video pitches could in fact seal your press deal in under a minute. Ultimately, this will help you drive more traffic to your sale and help you meet your marketing goals. But remember, programming high quality content with the right web analytics, including descriptions, meta-data, alternate text and tags, first comes from market analysis and strategic planning. By asking your target audience the right questions, you can find out more about where your share of the market gets the latest stories, and appeal to their preferred media outlets.
You too can measure the results of who is reading your electronic press announcements. If you’re emailing a major magazine, which department is consistently opening your emails? Are they clicking through? For successful publicity in a new media world, specially tailored content and measuring the results are the name of the game. Public Relations still comes down to great relationships, so hold onto those traditional sensibilities, yet stay flexible and be aware of the preferences of each media outlet.
Do you have something to say about PR adapting to a digital world? Please share your thoughts and experiences by commenting below!
