Here at Market Engineering we are exposed to new, exciting, evolutionary and revolutionary technologies on a weekly basis. Our clients are amongst the most industrious, proven innovators with technologies adopted across the globe. They invest time, money and effort into these ideas before presenting them to us to share with the world, often through the humble communications staple: the press release. Usually a few hundred well-chosen words and an image or two. Distributed to carefully researched journalists and editors of relevant publications, press releases are the most efficient way to achieve widespread coverage – but they can be better.

The world is going digital and there are two assets that can make a significant difference to the amount of attention a press release gets – images and video. Two of the most successful releases we have sent out this year were niche automotive technologies, but received huge and relevant coverage from around the world – why? Because they had great videos. The one on simulation for autonomous vehicle development – not a massive crowd puller – was viewed 4.8 million times.

In the realm of the internet, video is king. When done well it is the most engaging and valuable form of ‘inbound’ marketing. Now imagine this powerful tool distributed to hundreds of relevant websites and publications from across the globe, accompanied by the aforementioned well-chosen words. It becomes even more compelling when you take into account how few companies are producing high-quality video content.

I should clarify this by emphasising ‘high-quality’. The video needs to be interesting enough to hold people’s attention, show them something they haven’t seen or teach them something new. Also, the video file itself needs to have sufficient image and audio quality. There is no sense in showing the world a video of your marvellous technology sat idle, recorded with a smartphone while someone nearby operates a powertool. The quality does not have to be in the glamour of high-cost production: it must be the thought and the care with which it is planned, shot and edited.

Images can be just as crucial, nobody clicks on a story without an image just as editors are reluctant to publish a piece without them. Images must effectively match or demonstrate the content of the press release and be of sufficient size and quality to avoid giving editors a headache. A collection of professionally taken photographs and relevant diagrams or a carefully crafted infographic can make a significant difference to the impact of your story.

The next time your company makes a significant investment in an ingenious new technology, ensure you set aside some money for images and video and we’ll show it to the world