{"id":205,"date":"2010-03-26T16:53:00","date_gmt":"2010-03-26T16:53:00","guid":{"rendered":"https:\/\/anne.myupcomingsite.com\/increase-press-release-pick-up-with-video-tweeting\/"},"modified":"2013-08-06T12:55:48","modified_gmt":"2013-08-06T12:55:48","slug":"increase-press-release-pick-up-with-video-tweeting","status":"publish","type":"post","link":"https:\/\/anne.myupcomingsite.com\/?p=205","title":{"rendered":"Increase Press Release Pick Up with Video, Tweeting"},"content":{"rendered":"

Whether it is photos, video links or tweeting, PR writers will be well served to take another look at these tools and techniques to get their client\u2019s or organization\u2019s news noticed online.<\/p>\n

\u201cSome 30 billion views of video are happening every month. When you attach a video to a press release, you get two and half times the pick up,\u201d notes Jeff Karnes, new media executive and product advisor to MEDIAmobz, BusinessWire\u2019s new video production service. Karnes was part of a panel focused on convergence, citizen and social journalism, sponsored by Business Wire Atlanta on March 25.<\/p>\n

The average length of the videos is under two minutes and can be produced significantly cheaper than in past years, thanks to the growth in online video production houses that include a network of writers, producers and video staff.<\/p>\n

So, how much are Atlanta-area news outlets relying on video (as well as social networking sites like Twitter) to tell their stories to an increasingly digital readership?<\/p>\n

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Phil Bolton, the founder of Global Atlanta, a three-person news service that covers international business from a local perspective, is a true believer, regularly posting short video clips on stories Global Atlanta covers to YouTube. Bolton, who also is a big user of Skype, says \u201cevery reporter in the future will not only have a pencil and pad, but also a digital camcorder.\u201d<\/p>\n

AJC: Selective with Video<\/strong><\/p>\n

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Shawn Mcintosh, public editor at the Atlanta Journal-Constitution (AJC)<\/em>, pointed out, \u201cwe do have video and the payoff is huge when you pick the right topic.\u201d She cited as an example, coverage of natural disasters such as the 500-year flood that occurred in Atlanta last September. She doesn\u2019t advocate widespread video use for every business story a company wants to place. She also says it\u2019s important for PR people to \u201cdeliver the message in the most effective way.\u201d Attachments won\u2019t get past the spam filter.<\/p>\n

Facing a tough business climate, and the migration of readership to the Internet, the AJC<\/em> has experienced significant staffing and coverage changes, but it remains focused on the metro area, and on investigative journalism.<\/p>\n

She believes the hardest period of change is past the AJC<\/em>, with the adjustment to being a smaller publication in terms of staffing. Today, the paper has the largest investigative team in its history, Mcintosh says, noting that the AJC is focused on providing \u201ccomprehensive local news\u201d \u2013 something she says is difficult to get anywhere else. The paper has bolstered staff in key beats such as business \u2013 including adding beat bloggers.<\/p>\n

Connecting with the Media: Twittering \u2018More Intimate\u2019<\/strong><\/p>\n

The panel also discussed the growing use of Twitter and social networking to connect with readers (and for PR pros to connect with the media).<\/p>\n

Every beat reporter at AJC <\/em>uses Twitter for reporting and distributing information, notes Mcintosh. She described the paper\u2019s Twitter breaking news feed<\/a> as highly engaging and the cleverly worded tweets by AJC reporters show a \u201cfun\u201d side to up-to-the-minute reporting. She adds that even with the increasing focus on digital, the paper remains committed to producing a high-quality print product as well.<\/p>\n

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Mark Meltzer,\u00a0executive editor\u00a0of the Atlanta Business Chronicle<\/em>, says his news organization is much more focused on digital \u2013 and even with a smaller staff trimmed from the difficult economy, each staff writer devotes time daily to the paper\u2019s blogs.<\/div>\n
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Meltzer tweets<\/a> about key news stories, calling the vehicle very important for driving traffic to the paper. He says it\u2019s also used for research, where staff can send queries out and get questions answered. \u201cIt\u2019s a great way to promote the Chronicle<\/em> and I think since it\u2019s free publicity, anyone who is not using it that way is making a huge mistake.\u201d<\/div>\n
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Meltzer adds, \u201cI have closer relationships to some of the people in the PR community who follow me on Twitter. If I get an e-mail from somebody on Twitter, I will probably return it. There\u2019s something a little bit more intimate about that.\u201d<\/p>\n<\/div>\n

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Meltzer isn\u2019t the only journalist embracing Twitter \u2013 Mark Senak, JD, a lawyer and health industry PR executive at Fleishman-Hillard, talks about the growing number of tweet-reporters on his Twitter site focused on pharmaceutical industry communications and planning, Eye on FDA<\/a>. He even maintains a list of reporters<\/a> on Twitter.<\/div>\n

If you are a PR pro or journalist, are you increasing your use of video and Twitter? Share your experiences here.<\/p>\n

\u00a0<\/div>\n ","protected":false},"excerpt":{"rendered":"

Whether it is photos, video links or tweeting, PR writers will be well served to take another look at these tools and techniques to get their client\u2019s or organization\u2019s news<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[338,343],"tags":[645,644],"class_list":["post-205","post","type-post","status-publish","format-standard","hentry","category-corporate-communication","category-social-media-tips","tag-tips-to-increase-press-release-pick-up","tag-video-news-releases"],"_links":{"self":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts\/205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=205"}],"version-history":[{"count":3,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts\/205\/revisions"}],"predecessor-version":[{"id":812,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts\/205\/revisions\/812"}],"wp:attachment":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}