Benefit: Business Wire Provides Them Rights and Royalty Free
By Sandy Malloy, Manager, Licensing & Content Development
We frequently tell our clients that including a photo or other multimedia increases release views. Here are a few findings that reinforce the power of images to reach an audience:
- BuzzSumo found, in a study of over 100 million Facebook updates, that updates with images had 2.3 times more engagement than those without.
- A different study by a consulting firm found that using images on Twitter increased the rate of retweets by 150%
- Our own research has shown three times more activity on releases with multimedia than on text-only releases
What you might not know is that by using Business Wire to transmit your photos and videos, you are making it much easier for the media to take advantage of them. Images on BusinessWire.com are available for journalists to download in a variety of formats, already rights-cleared and free of royalties (though they do frequently ask the Licensing Department for permission.) This ease of use encourages the media to enhance their stories with visuals – your visuals.
Amazingly enough, Licensing has been asked for permission to use images that are months or even years old if the image suits the purpose. For instance, a good head shot accompanying a personnel announcement can be extremely useful for at least a couple of years.
When you use images on your site or in news releases, marketing materials and the like, it’s best to use the ones your company or client has created. You might not have to start from scratch, as companies often have content commissioned for another purpose (e.g., an annual report) available to re-use in other ways. Or, you might be able to buy an image from a stock photo company, as long as you have the budget and are able to comply with the license terms that will apply.
If you try to find images online, be aware of the usage rights. Google image search has guidelines that are very helpful.
Be creative, think outside the text box, and make your releases memorable with the right multimedia elements.