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Only 12 Percent Leverage Video in News Releases

Posted on 10.07.2009

Despite the growing use of online video among U.S. consumers, businesses have yet to fully leverage the use of video in press releases, according to a new report by PRWeb. The results of a new PRWeb survey showed a huge disparity between those who find it valuable to implement video in press releases and those who actually do it. Of the 1,817 surveyed, 94 percent see value but only 12 percent actually put video in press releases.

"We think the answer centers on the idea that developing video can be challenging and PR professionals hesitate to publish video that may not be of professional quality," said Jiyan Wei, director of product management, PRWeb.

While, online video viewing increased from 158 billion in July to 161 billion in August according to comScore data, it appears that consumers are becoming much more comfortable with online video – even expecting it in some places.

For those who want more information on developing videos for press releases, PRWeb has a webinar posted on its site called “How to Use Video and Multimedia to Optimize Your Online News Releases.”

What would get you to pull the trigger and implement video in your releases? Or, are you part of the 12 percent who actually puts video in releases?


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