Here is a great example of the next generation press release.
Instead of writing a release, or releasing a report, Prana promoted one element of their sustainable culture with a short, succinct video that does a great job telling the story behind their poly bag reduction initiative, and the results of the program.
Because they are able showcase the real people and challenges behind the initiative, the video is much more colorful, engaging and informative than a written release could ever be. The video also has legs far beyond Prana’s blog and is a tool that Prana’s dealers can use in their social initiatives to support the brand at retail.
As noted in yesterday’s post, video will continue to make inroads in marketing campaigns, both for paid and owned/shared media. Press releases, with their sanitized and predictable banter are primed for an upgrade. (Seriously, when have you ever seen someone share or Like a press release.)
If you have real news, pass on the press release and use other tools to tell the story.