Multimedia Libraries Made Easy
Media (particularly online) heavily rely on visual assets to build out their stories. In fact, outlets such as GigaOm, have made “pretty pictures” the foundation of their story as seen in this infographic about the economy of the Apple App Store. To that end, a multimedia library is an essential part of any online press center. There are vendors out there such as PR Newswire that can create multimedia portals to archive, manage and make content available to journalists. Such services are useful (if not necessary), particularly for companies with a large arsenal of visual content. However, it’s not suitable for everyone and if it’s a manageable volume of assets, a multimedia library is something that can be handled internally. Below are a few guidelines for creating version 1.0 of your online multimedia library:
Images and video should make up the basic building blocks of a multimedia library.
Consider audio clips that can be useful for radio or can even be the extra hook to secure coverage. For example, when our client BlueAnt introduced its Q1 voice controlled headset, a broadcast reporter wanted to demonstrate the product on air. When “micing up” the Q1 so that the device’s voice prompts could be heard on camera proved difficult, audio clips were provided to be edited into the story.
This content will be used by a variety of outlets so make sure it’s ready to be multi-purposed. For example, video can be broadcast quality for TV outlets AND available in formats that can be easily embedded online. Images can be hi-res for print outlets AND low res for online.
When possible, make all materials accessible/downloadable via a simple click of the mouse. If B-roll assets are only available to be shipped, simply indicate that and publish the appropriate contact information online.
Finally, organization is key for letting journalists effortlessly navigate your multimedia center to access what they need quickly. Images, video, etc. should be categorized appropriately. Nokia does a great job of that.
Pretty straight-forward stuff but worth noting because companies of all sizes should offer multimedia assets. Doing so certainly isn’t rocket science nor does it require external vendors or even big cost.