It’s happened to every public relations professional. You have a client with an awesome story and you want to publicize it. Problem is, by the time you’ve described the story your press release is five pages long, way too long to send to any reporters.
Back to the drawing board you go.
Keeping the message simple can be difficult. In fact, it’s probably the one thing that P.R. folk struggle with most. But there is a solution, and that is to integrate multi-media into your P.R. efforts.
The saying goes, “A picture is worth a thousand words.” So use those photos, that video, audio, and even some animation to simplify your message and make your P.R. efforts pop.
Here’s four areas of public relations where multi-media efforts can help you.
Now, back in the day, when press releases were sent via mail or fax, adding multi-media was a real chore that had very little chance of succeeding. There was a lot of cost to make a tape or CD that looked professional, and there was a high probability that a reporter wouldn’t have the necessary tools handy, nor the patience, to see your production. Chance are that video went straight to the trash.
Embedding short video or audio clips, or adding photos to your press release is easy and can help a reporter to understand why your clients’ story is one they should follow up upon. For a reporter, watching a one minute video clip that illustrates your message is way better then spending fifteen minutes reading your long winded release.
Another plus is that if they like your video or audio cuts, the reporter will have them immediately at their disposal to use as they see fit.
Helping a reporter save time on a story is always a good idea.
Say my client is hosting a benefit. A quick photo or a few seconds of video sent via social media sets a much clearer scene about the good works your client is doing over a text filled Tweet. Adding multi-media allows your followers to feel more a part of that benefit than they otherwise would. And having people identify with your client should make your client very happy.
Perhaps one of the most necessary, yet least used parts of public relations is media training. I bet there’s plenty of public relations people out there who wake to nightmares that start with a reporter with a camera asking your client’s CEO for an interview.
Get rid of those restless nights.
An hour or two of practice in front of a camera, or a microphone can make a world of difference. Plus, you can give your client instant feedback about what they do well….and not so well in an interview. Additionally, you can use multi-media to show your clients examples of how a good interview should look instead of explaining to them how it should look. Using these tools will give your client a much clearer, and more concise idea of how to conduct themselves with the press.
There once was a client who’s employees needed lots of daily information from headquarters. The problem was that, the employees were getting so overloaded that they eventually checked out. The client needed a solution. What we did was to add multi-media to the messaging so that employees could choose how they got their information. Employees were now free to choose their preferred method of getting information. The result was a huge increase in the percentage of employees that were actively receiving the needed data.
It is not a bad idea to be creative either, particularly when your message is intricate and detailed.
Their solution? Animation. The result is a entertaining, and easy to understand explanation of the concepts they were discussing.
The best part is that you don’t even need to be an artist to do animation anymore. There are plenty of free animation programs out there that you could use that don’t require any artistic ability, and frankly, not that much time. Think about having the ability to make your messages to your employees clearer and more interesting. I imagine it would definitely be worth whatever time you did spend to have your employees more engaged. Don’t you?
So think about adding multi-media to your public relations repertoire. You’ll be surprised at how much it will help your messaging. After all, if a picture is worth a thousand words, you might as well use it to your advantage.