The study showed that traditional print press releases had much higher appeal when fused with popular social media themes. Categories like baby animals, amateur dancing and babies ranked highest in the survey, followed by car crashes and lip-synching of Lady Gaga songs.
“What the study clearly shows is that savvy marketers who attach pictures of social media subjects to their press releases can increase earned media exposure by up to 37 percent,” said Patrice Raper, an analyst for the company. “In cases where the photo was embedded toward the middle of the release, we saw results as high as 43 percent,” Raper continued.
Media representatives appeared to confirm the results. “Have you ever gone through a stack of print press releases?” asked Armond Smyth of the New York Tribune. “It’s a tedious task, but when you see a little bunny, or a cute baby acting up, it cuts right through the clutter,” said Smyth.
CRT/tanaka officials say a white paper on the subject will be released as soon as they brand the phenomenon and prepare a PowerPoint presentation to share with trade groups.