Jul 12, 2013

Content We Love: Storytelling – Indy Style

ContentWeLove“Content We Love” is a weekly feature written by a team of our content specialists. We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of time with the press releases and other content our customers create, proof reading and formatting it, suggesting targeted distribution strategy and offering content optimization advice. In Content We Love, we’re going to shine the spotlight on the press releases and other messages that stood out to us, and we’ll tell you why. We hope you find the releases enjoyable and the insights gained from discussing them enlightening.

From bedtime stories to blockbuster hits– a good story captivates an audience. Press releases are the vehicle to tell a story and when a daughter’s tale of taking her dad’s music from the charts to the stage crossed my view, I couldn’t help but be impressed by the story and the visuals. Really impressed.

THE STORY: Storytelling is the backbone of sending a press release. While it is important to have the language professional, it is being sent and read by people. Search engines responded appropriately and SEO scores now factor in the readibility of a press release. Does it read like spam? Does it read like a person wrote it? In this case, the human element is alive and well throughout this press release. Remember the phrase, “it’s not what you say but how you say it”?

This is imperative for press releases because they need to deliver information,  but they   must also read well. While there is no magic formula for which words to use, keep the audience in mind. And just like this release about a “little love story about selling dreams and making them come true,” you’ll find your audience hanging on each word.

THE MULTIMEDIA: From the background to the video to the great ad (for a musical about an ad-man, how fitting!), the visual elements jumped from the page and we did more than take notice. The video was played, the graphics were admired, and the background received more compliments for framing the story than I would’ve expected.

While the featured video is not a highly produced feature film, the resounding response loved it because it was personal, and it fits well with the nature of the announcement. The musical was accepted into The New York International Fringe Festival and the video highlights the team’s excitement at this news. This translates loud and clear.

Our statistics show including multimedia assets increase your visibility because people are naturally drawn to images! Including a compelling image on a release is perfect harmony.

Congratulations and thank you to the  Someone To Belong To team. We can’t wait for the tour so we can see the show.


Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

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