Another point of differentiation for publications will be the use of use podcasts and video interviews to complement their print and online stories. Where appropriate, PR professionals should begin to build ideas for podcasts into their pitches to paint a more complete picture of how a story could be rolled out.
Video is also becoming a critical part of many news sites and an important asset for PR to provide to busy reporters, particularly as publications focus on creating visually rich content for devices such as the iPad. In 2011, expect to see more stories that include individual videos or even curated video in a slideshow or mosaic layout, such as this New York Times story about Tufts University applicants submitting YouTube videos as part of the application process.
5. Data, Graphics and Apps
Relevant stats have always been critical for validating trend stories, and with online survey tools making data gathering easier than ever, many PR pitches are now already accompanied by original research. In 2011, with news outlets hungry for visuals but short on resources, look for the presentation of this data to become more sophisticated, with PR teams working to develop infographics and other visuals to make their data pop. And in our app-happy world, also expect to see a slew of interactive applications to supplement stories, such as this texting and driving game that accompanied a New York Times article on the topic.
More Marketing Resources from Mashable:
- 6 Predictions for Digital Advertising in 2011
- 5 Predictions for Small Business in 2011
- HOW TO: Make a Successful Marketing Video for the Web