Leveraging your brand’s news or newsy happenings into earned media can bring you new customers and improved SEO juice. And the top B2B brands are adding videos to a press release for even more press and media pop. Here’s how you can do that, too.

Press releases are a cost effective content strategy. If the release results in an news article that appears favorable to your brand it is also likely to drive prospects to contact you or at the very least get lodged in their minds.

A case study from ReelSEO found that press releases that contain video get 55% more views than press releases without video.

What is a press release or a news release?

A press release is also know as a media release or a news release. They are an announcement about something happening at your company. That happening should be newsworthy to a broad audience, which we can define as more than the CEO and your mom.

When done correctly, a good press release will grab a reporter’s attention and force their curiosity to want to learn more about your announcement.

A video can be the extra boost your press release needs for a writer to pick it up, and write a story on it. Increased exposure can lead to featured articles about your organization in newspapers, magazines, high profile blogs, or even be picked up by television based news organizations.

Ultimately, this increased exposure can lead to more prospects and partnerships for your organization.

Types of press releases

I suppose you could release a press release for any occasion. And, in the past, I’m sure folks did so in a way to game the system. But in today’s world, you really should be aiming to deliver the best value, most engaging content for folks coming to your site. And if that content is a bunch of gamed-up press releases then folks are not going to engage in the content and your web presence will lose in the long run.

Also, if you’re lucky enough to get a journalist to come to your site and they see a bunch of press releases about all sorts of topics, then they are not likely to take you too seriously.

That said, here are some occasions when you would consider issuing a press release:

  • Opening a new office (how many jobs?)
  • Hosting or attending an event (how many attendees? Is it novel or otherwise unique?)
  • Mergers and acquisitions
  • Introducing a new partnership
  • Rebranding
  • Promoting/hiring a new executive (strictly business news fodder; no one else cares unless its Elon Musk)
  • Receiving an award
  • New product or release of a product
  • Any of the above that is tied to a current news event that is relevant to your industry, community or national

How to add a video to your press release

Adding a video to your press release is pretty easy. And there are a couple ways to approach it.

You could create a high production video that perhaps explains the new product or shows off new features and benefits (think a new video for the latest mobile phone).

You could have some existing brand videos that explain what is going on in the press release.

Or you could quickly produce a video, using your smart phone or hiring a videographer like myself, to explain what is going on in the press release. I have worked with PR marketing agencies who have hired me to attend a community event for a client and produce an event.

In addition to the finished video, I would create separate videos of various lengths that would be of only interviews or only of the b-roll of the event. These videos would be used by TV news, who would use the video to accompany the story being read by the news anchor.

How to distribute your video news release

It is so much easier to distribute video press releases today compared to even a few years ago thanks to the advancement of internet bandwidth and file-sharing platforms (such as Dropbox or Google Drive).

When you send your press release to your distribution list of reporters and influencers, you want to make sure you mention that there is a video. You also want to explain what is in the video, the quality of the video (Full HD, etc.), and the video lengths. You also want to explain who owns the copyrights to the video so that the media outlet gives proper credit.