In this day and age, every press release should be going out backed by an audio cut, a relevant picture and video.
If you aren't getting at least one of those options then your PR team aren't giving you the service you deserve.
What does a press release do? It gives the story to the reporters. Why? Because reporters need information immediately as they are very-time pressed. But so are radio and TV journalists, which is why you should provide them with what you can too.
What you have in audio and video is something radio and TV stations can use - and when they know you'll always have material, who do you think they'll come to in future? The PR teams that they need to send camera crews out to or the PR team who has video ready for them?
But on top of that, there's another reason: you have other people to think about aside from the press. By providing audio and so on, you give podcasters something they can lift for their podcasts - it's a way of having your people appear as if they are being interviewed for shows.
And beyond the press - digital and traditional - it's a way of communicating with customers, staff and fans of your product. You can let them embed the video and spread the word. It's a way of keeping in touch. And a way of keeping your SEO strong. You can also use the material for your own podcasts.
Audio and video are as core a part of media as text in a press release - and as vital as text in this multimedia and SEO-obsessed age of YouTube and podcasts, so make sure your PR team are issuing them as standard. And if not, why not?
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