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Amplifying Your Press Release With Assets

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One of my guilty pleasures is watching animal videos – because who doesn’t love otters having fun in the water or cows playing with balls? The captivating power of photos and videos should also be considered when creating a press release.

When your company wins a contract, achieves a major award or releases a new product, you might find it important enough to warrant a press release. To grab the attention of a journalist, consider adding a photo or video.

In the same way an image captures your attention on social media, an extra photo or video (an “asset” in industry jargon) in a press release will get the attention of the media. In fact, Amendola’s release partner, PR Newswire (a Cision company), reports that adding an asset to a release will increase your media coverage by 600%.

But gaining media coverage is just the start.

In the words of Bonnie Raitt, let’s give them something to talk about

A press release contains the information you want to share – but why not give readers more? By inserting a link in the release, you can take them to a landing page on your website where they can learn more. Too often, however, such links and calls to action are pushed to the last paragraph.

Best practices call for no more than three hyperlinks in any one press release. Therefore, consider linking to your corporate website only in the boilerplate and not in the first paragraph. The aim is to provide the journalist with as much information upfront as possible before they click on your website to learn more about your company and products.

As for your call to action, a picture (or video) is worth a thousand words. To maximize your reach, create a unique asset to place in the right-hand column of the press release, next to the first paragraph.

Creative assets to consider include:

  • A headshot for a new hire
  • An infographic or a link to the first page thumbnail for a case study.
  • For an award, an image of the award or a photo of the person being awarded
  • If you have won a contract, add the new partner’s logo or a photo of their headquarters
  • For a new product, include a screenshot or video of the product’s dashboard.

Adding an asset to a release currently increases the cost of your release by about $400 – but the return could be great if it increases your press release impressions by 600%!

Here’s an added benefit: Once you have created these assets, you can re-use them for other marketing initiatives, such as within newsletters, reports to stockholders, social media, collateral during tradeshows, and much more.

One last tip: As soon as your press release is ready to hit the wire, upload it to the “news” page on your website. Avoid frustrating journalists (and clients and prospects) who are looking for the latest company news, only to find releases from six months ago. Instead of linking back to the PR Newswire version, load the news directly to your website to ensure readers stay on your site.

Keeping your news site fresh and your press releases captivating may earn you a  thank you from the press, clients and prospects!

9 Tips For A Great Video Interview

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Many of our clients who accept an invitation to appear as a guest on a podcast are shocked when they learn that the interview included a video recording that was uploaded to YouTube. Keep in mind that even if the interview is in podcast form, you should always be ready for a possible video interview. No problem as you frequently use Zoom for calls. Right?

Zoom is undoubtedly the most user-friendly video platform in the world. It enables remote interviews without requiring a complex home studio setup. But there’s a catch: you’re now in charge of your own lighting, audio, and makeup.

Do not fret. There is no need to put in hours attempting to simulate an interview created by a professional company. Get the following fundamentals down, and you’ll exude assurance, polish and warmth.

#1: Learn about the “Touch up my appearance” tool in Zoom. Your video display receives an instant soft focus, giving it a more polished image.

#2: Steer clear of virtual backgrounds. They’re enjoyable with friends and coworkers, but not suitable for interviews with the press. The ideal setting is a neat home office. However, if you don’t have a specific working area, pay attention to your surroundings. A messy bed, an open bathroom door, or a background mirror might be embarrassing. Additionally, look for a location where you can keep out kids, other people, and your pets to prevent this scenario.

#3: Do not position yourself too near the camera. This gives the potential viewer the unsettling impression that a huge face is staring back at them through their computer screen. Put yourself in a position where your head, shoulders and chest are visible to the camera.

#4: Dress in professional business attire. On video, solid blue clothing projects well; however white could make you appear washed out. Avoid wearing jewelry with loud or dangling charms or busy patterns that will draw attention away from what you are trying to express.

#5: Powder your nose and forehead to “de-shine.” Any shine gets exaggerated on video and can be distracting. If you don’t happen to have a compact of powder on hand, crank up your AC ahead of the interview.

#6: Keep looking the audience in the eye. Direct your attention to the camera on the laptop or computer screen. To make sure that your eyes are pulled to the camera, experts advise adding an arrow.

#7: It’s a good idea to write down three important points that you want to remember and set them nearby, out of sight of the camera. It is preferable to glance down at notes rather than up at the ceiling when trying to remember anything. In fact, looking up during an interview makes candidates seem dishonest. To use as “cue cards,” you may also put up your talking points against the side of your camera.

#8: Instead of using your smartphone, use a laptop or desktop PC. Your interviewer will be able to capture you in landscape mode this way.

#9: Always rehearse with a coworker to ensure that all of the above have been taken into account. Your confidence and memory of the information you wish to convey will both be greatly improved by even one practice session.

If you would like coaching on what to say and how to say it during interviews, consider taking some “Media Training.” Everyone gains significantly from it, regardless of how frequently they have been the subject of media interviews. To learn more about our media training programs, contact Amendola at info@acmarketingpr.com.

Best of luck with your next video interview!