Are email filters strangling the effectiveness of your Press Releases?
If your Press Releases deliver diminishing returns, you need an online newsroom solution like Lookatmedia™ to revitalize your relationships with the media.
Two. Two! TWO! That's the average number of images PR professionals include with the average press release. Why? Size. PR Professionals often reduce the number of images they provide in a press release so that it's easier for the press release to pass through filters that limit emails that journalists receive.
Choking off positive media coverage
Suppose PR professionals are limiting the volume of images they add to a Press Release. In that case, they are taking away one of the most important resources they can supply to journalists. Take a look at almost any online news. It all leads with an image and, in many cases, is punctuated with additional photos and videos. Fewer images and videos make your stories less compelling to journalists, their viewers, and readers.
'There's a link, I think?'
Is it time to rethink how you do Press Releases? Are you utilizing all the resources in your organization to create the most compelling content? Lookatmedia™ makes that happen.
The alternative to embedding images in Press Releases is a link to a folder in a solution like Dropbox. The problem is journalists are wary of links from unknown sources. More importantly, nine out of ten times, these images are in the wrong format and lack auditable descriptions and attributions. When you deliver resources in this format, you create additional barriers and tasks for journalists to overcome to publish your story.
The pro solution for PR pros
Lookatmedia™ is the first online newsroom ever to design a solution that precisely meets journalists' exact visual narrative needs. Create fully illustrated story ideas, get them discovered through online searches, and get more positive media coverage. Achieve this by allowing journalists to download the exact images and videos you've used to illustrate your stories or provide them access to an entire library or pre-approved media-compliant content from your existing organizational image library.
Their needs, your rules
Journalists are increasingly vocal about how they feel PR is letting them down by not providing enough choices of images and videos to create their visual narratives. Understandably, you're nervous about opening up your library for their use. That's why Lookatmedia™ online newsrooms allow you to set the rules around which journalists access your images and videos and how they do that. Journalists must sign up, agree to follow your publishing rules, and explain how they intend to use your content. What they get in return is access to media-compliant, auditable, and trustworthy content in the exact formats they need. From HD broadcast videos to social media posts, you can allow journalist access to precisely what they need, exactly when they need it.
Supercharge your Press Releases
Images and videos can convey experiences and emotions faster than words, which is why the media use them as a hook for their content. Lookatmedia™ allows you to use this need to your advantage.
Lookatmedia™ online newsrooms weren't designed to replace Press Releases; they were intended to take them to an entirely new level. Your new Lookatmedia™ online newsroom allows you to add links to individual images or folders of content. Once a journalist clicks on those links, they go straight into the Digital Asset Management heart of Lookatmedia™, where they can download the images and video from your links in the exact formats they need or start a deeper dive into more content to create compelling visual narratives. It's a process that allows your Press Releases to pop and deliver experiences that drive more frequent and positive press coverage.