HONG KONG, July 28, 2014 /PRNewswire/ -- Communications professionals always want to own a piece of right content. However, what kind of content can actually demand attention? At the Best Practices Forum in Kuala Lumpur, Ninan Chacko, global chief executive officer of PR Newswire talked about multimedia trends over the last few years and shared his insights on how to leverage upon the power of multimedia in storytelling. An archived video of the event is available here upon registration.
To view the multimedia page, please go to: http://en.prnasia.com/pr/2014/07/24/140415812.shtml
In the digital world, consumers are able to reach a ton of information before reaching the first point of purchase -- "first moment of truth".
"Consumers are taking advantage of all digital information available online to make themselves the better-educated customers," said Chacko. He further explained that the goal of an organization, a PR professional or an agency is really to create content that demands attention that is not only visually arresting, but more importantly also helpful and relevant to the buying audiences.
The epitome of this strategy can be summarized as follows:
Creating the Visual Moment of Truth
In order to stand out from the crowd, including multimedia elements in content can effectively help audiences understand and engage with the message. Chacko discussed the power of multimedia, including the following highlights:
Telling a Cohesive Brand Story
According to Forrester, 85% of brand marketers are publishing content, but only 36% are doing it effectively. Chacko highlighted some effective ways to best share the content to a broader audience with the following:
Distribution vs. Owned Media
In general, most companies post content to owned media or their company website, which only reaches to their existing audience. To grow more known audience, Chacko talked about how distribution can increase awareness and discoverability. Salient points include the following:
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Video - http://photos.prnasia.com/prnh/20140724/8521404158-d
Photo - http://photos.prnasia.com/prnh/20140724/8521404158-a
Photo - http://photos.prnasia.com/prnh/20140724/8521404158-b
Photo - http://photos.prnasia.com/prnh/20140724/8521404158-c
Logo - http://photos.prnasia.com/prnh/20140120/8521400310LOGO