I read a really great post last night from Tim Dyson, CEO of Next Fifteen about the need for trueÂ innovation in the PR industry through great design. Innovation of the Henry Ford game changing variety, the car – not just the incremental change that we currently see i.e. a faster horse.
In my presentation (below) I also highlighted the need for design* where PR content was concerned and that as of now the best attempt to date has been theÂ Social Media News Release (hattip Mr Todd Defren). But like Tim I concluded that despite being one of the first to implement the template, it still only represents an incremental improvement over the press release – evolution not revolution.
The PR community (including us) needs to find even better ways to design our content and its packaging to suit a world that has many different audiences/communities, is increasingly accessing content across mobile platforms and is suffering from an overload of messages.
We, RealWire, also announced yesterday the results of research into the extent to which multimedia content is used to enhance press releases. The research found that of a sample of almost 3,000 press releases across six newswires only 13 per cent included any kind of “multimedia” (if you ignore company logos) and that in fact for the vast majority this was just a picture. Only 3 per cent included any other form of content e.g. audio/video etc and only 2 per cent included content that was hosted on social media platforms. You can hear me talking about these findings in more detail here. (For information RealWire’s comparative figures were 46 per cent, 11 per cent and 7 per cent respectively).
The research suggests that a substantial proportion of the PR community is not yet even making full use of the incremental innovations such as the SMNR, as well as the generic social media platforms. Given this lack of adoption of these new tools what do people think is the game changing solution that will get us to take our driving tests?
* favourite part of this video is Nick Leon between 1.45-2.15