Something that I thought was really important that I think all PR professionals should recognize is the finding that multimedia press releases generate more engagement than text-only press releases. It's no longer good enough to write a few paragraphs and expect people to read it and take notice, PR practitioners need to engage their audiences with text, photos, video, and audio messages.
Like you said, it doesn't surprise me in the slightest that adding photo, video and audio aspects to a release will engage recipients more. In this day and age, one thing is more technologically advanced than the next. Whether this be cell phones, movie effects, or apparently, press releases, the bigger the better and the more the merrier. People are looking to have their attention grabbed. Audiences don't have time or patience to sit in front of a Word document or a piece of paper and just read some single-spaced paragraphs packed with information. But put it in an infographic, add some sound, or put a video aspect into it, and all of a sudden people are interested. Keeping up with the times will keep your releases at the top of the pile.
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