Another great post, this time from Brandweek titled, "Press Releases Designed Without The Press In Mind," written by Kelly Shermach and Kenneth Hein.
This article covers the idea behind video press releases (or "video news releases" in industry parlance) and highlights several companies that are currently using this marketing tactic. Online video presentations are proving to follow the same direct-to-consumer path as "standard" press releases.
Several companies have been experimenting with online video press releases. For example:
- GM - General Motors
"We're just trying to get impressions out," said Mike Meyerand, director of broadcast communications at GM, Detroit. Such video press releases now account for 10% of all the company's press releases, Meyerand said.
"We started out just trying to give video we'd take for internal purposes or our own archives, a new life," said Raleigh Floyd, a rep at Allstate, Northbrook, Ill. Floyd said the releases "started as an experiment," but are now a full-time practice. "It doesn't cost us any more. We have the site and there's the capability."
"Video new releases now are used primarily on the Web, at Google, Yahoo! and video-sharing sites," said Bev Yehuda, a vp for MultiVu, PR Newswire's broadcast and multimedia unit. "Our customers are no longer reliant on broadcasters to tell their stories. Consumers use their videos directly from Yahoo! or Google."