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The demand for visual news has changed the way the media reports the news. Digital PR can provide the images, audio and video for their websites.... a recent Q & A with top journalists and bloggers from major publications they all said that their editors demand visuals with every story.
Why? Analytics of viewer behavior shows that when a story has images, video or charts to support and enhance the text, it can increase views by as much as 9.7x.The L.A. Times calls it “No story left behind.” All of them agreed that they use outside video. The only caveat was that the images and videos have to be original, good quality and relevant to the story.
“Visual information reigns supreme, from video to images to infographics. Overwhelmingly, marketers plan to add more video to content marketing initiatives, necessitating increased investment in both technology and production resources. Marketers’ confidence in and reliance on content marketing is beginning to diminish their reliance on print and broadcast advertising, as well as public relations.”
- Altimeter Group: Content, the new marketing equation
Think like a publisher. Get your Digital PR team trained to produce excellent visual material that extends the story. And learn to do it fast. Work with the media and help them to tell stories that capture people’s hearts....
Excerpt...
What brought this about? A rapidly changing media landscape fueled by new technology:
In the year 2000 -
46% of US adults used the Internet 5% had broadband at homeNo one was wirelessly connected10% were using the so-called “cloud”—or hosted applications and services delivered over the InternetWhile there were vigorous conversations going on in forums and message boards, there were no social networksConnections were slow and stationery and focused around your own computerFast forward to 2013:
85% of adults use the Internet.66% have broadband at homeTwo-thirds of those online use the “cloud”Connections are faster, mobile and focused on outside servers and storageThe Internet is the third most popular source for news, trailing behind local and national television, but ahead of newspapers and radio broadcastsAlmost two-thirds (61 percent) of people get news online and 68% have watched a video news story online. (Pew Research Center‘s Project for Excellence in Journalism)