Category Archives: Martino Flynn

Three Reasons To Integrate Multimedia Into Your PR Campaign

The Internet has completely changed how audiences consume content. We can see that visual content is a driving factor behind engagement and it has created a shift in how brands secure media coverage. This blog post shares the top three reasons to integrate multimedia into your PR campaign.

#1 Audiences Consume Multimedia Content

Research conducted by educational psychologist Jerome Bruner has found that the brain processes visuals quicker and more effectively than text. Specifically, 80% of people remember what they see versus the 30% of people that remember what they read. Multimedia content can trigger emotion, increase content comprehension, and even produce long-term memories for target audiences. Because of these factors, consumers are gravitating toward multimedia content and communications professionals should continue to produce this type of content.

#2 The Media Needs Visual Content

The increase in consumption of multimedia is now a driving factor for journalists. Cision’s 2017 State of the Media Report identified that 71% of journalists “always or often” use multimedia when working on a story. It is safe to say that multimedia is an essential component to modern-day journalism.

Often, today’s reporters are tasked with creating multimedia materials without the support of a staff photographer or video editor. It is a welcome sight when communications professionals can provide valuable multimedia content to help a reporter tell his or her story.

#3 Visual Content Drives Performance

Of the 100 most viewed PR Newswire press releases, 68% of them contained a multimedia component (61% included images and 7% included video) that helped drive views and media coverage. PR Newswire also found that press releases with images delivered 1.4 times more views than text-only press releases and that press releases with video delivered 2.8 times more views than text-only press releases.

At Martino Flynn, we partner with our clients to develop and execute strategic multimedia PR campaigns. From digital media kits with photo and video files to modern MAT releases, our PR team becomes a true media liaison to help tell your brand story. For more information on Martino Flynn’s PR and multimedia content services, visit martinoflynn.com.

Email Communications: Just What The Doctor Ordered

When your target audience is medical professionals, it’s easy to assume the status quo still holds true. After all, this is a traditionally conservative and literal audience.

When it comes to how they want to be communicated with, though, times are a-changin’.

A recent survey of physicians, physician assistants, and nurse practitioners by HealthLink Dimensions, for example, revealed that email is the preferred form of contact—with 75% of NPs and PAs and 66% of MDs citing it as the way they want to be contacted regarding industry news and product updates. When it comes to viewing emails, they’re split almost 50/50 using desktop computers or mobile devices.

Of course, it’s also important to consider what type of content is most desirable to this audience. According to the HealthLink survey, educational material is number one—and at the top of the education list is disease state materials.

Moral of the story: if you want to reach this audience with information on a medical device or pharmaceutical:

  • Include emails in your multi-channel tactical plan
  • Optimize your email design, content, and call to action for mobile viewing
  • Position your product relative to a disease state—and, if possible, share educational material about that disease state beyond just your product features and benefits

It’s simple, really. Healthcare practitioners are like the rest of us: they want relevant content delivered to them the way they prefer to receive it. Respect that and you’re more likely to successfully communicate with them.

Keeping the Momentum—Why Music in the Workplace is a Must

Your co-worker in the next cubicle is on a conference call. Another two are cursing the printer as they clear out a paper jam. A project briefing is happening in the area next to you. And you’re stressing trying to finish a project by noon. Time to unplug? Or better yet, plug in? Your headphones may present the escape you desperately need to either regain focus or drown out a too noisy or too quiet work environment.

A recent study conducted by Dr. Teresa Lesiuk, University of Miami, found that music can improve work performance by placing a person in a positive mood as melodious sounds encourage the release of dopamine. Other studies have found that listening to background music can help improve one’s efficiency of performing repetitive tasks.

Walk around Martino Flynn and you often will see employees with headphones in or hear music playing from offices. As a creative agency, I wanted to dive into the reasons behind music and tap into my fellow employees’ playlists.

Meet Martino Flynn’s Digital team.

Frank Piacitelli (Left), Lauren McIlveen  (Center), Matt D’Angelo (Right)

Why do you listen to music at work?

FP: Music helps me focus. Music can help drown out distractions when I need to stay on task. It can add some energy when I need to power through a volume of tasks. Music also helps elevate my mood if it’s raining outside or if it’s been a challenging day.

LM: I listen to music at work because it motivates me—especially fast, upbeat music—and keeps me focused. The office can be noisy and with so many distractions, music helps me “tune into” what I’m doing. On the other hand, sometimes the office is too quiet, so I use it as background noise.

MD: My main reason for listening to music at work is to fill the quiet. I get fixated when mouse clicks and keystrokes are the only aural stimulation. To me, designing without a buzzing work space or some type of soundtrack feels unnatural. I need an energy and rhythm to ‘lean against’. I find it productive to have creativity (music) feeding creativity (design).

What types of music inspire Ideas That Do More?

FP: I like high-energy rock. I also like funk, music with a good groove, and vocal rock with good hooks and harmonies—music influenced by the Beatles and the Beach Boys. I’m a guitar player, so I’m partial to guitar-oriented music.

LM: If I have to pick, I would say country, since that’s pretty much all I listen to!

MD: I use music as a tool. It’s a mood-based decision when selecting tunes that will engage or produce desired outcomes. Sometimes, as a drummer, I’m listening to certain music to be inspired by the mastery of the band. Other times, I choose songs for the storytelling or lyrical characteristics. Many times (more often than I want to admit), I select music for nostalgia, bringing me back to eras, styles, and memories of my past. Usually when designing at the office, my selections may be based on the desire to set a mood or just have a certain visceral feel that helps percolate creativity—that typically means tracks that are modern retro; synth pop that has a West Coast or floaty, lush vibe.

What’s on repeat with your work playlist?

FP:

LM:

MD:

 

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Facebook Eliminates Modified Link Previews: What Brands and Marketers Need to Know

On June 28, Facebook announced a major update to its Graph API version 2.9 – it was eliminating the ability to edit and modify previews for shared link posts. Eliminating link preview customization means that publishers will no longer be able to customize link metadata, specifically, the headline, description, and link image.

The changes to Facebook modified link preview went into effect on July 18. The original announcement eliminating modified link previews included a 90-day depreciation period, meaning that the functionality will be fully removed by September. In addition, it’s expected that link modification will be removed from the ads platform as early as July 26. Facebook has indicated that they are making this change in order to “stop the spread of misinformation and false news” on the platform, according to its business help center.

For certain publishers, such as verified news outlets, Facebook is allowing publishers to ‘claim ownership’ of owned URL and domains, and these pages will still have the ability to modify links. However, at this time, this capability is restricted to news, sports, and entertainment publishers. More information on link ownership on Facebook for publishers can be found here.

What does the elimination of modified link preview mean for brands and other Facebook page owners?

While this is a major change for page owners and publishers, there are two simple steps you can take to prepare your site content to best respond to this change, and help avoid bad link previews on Facebook.

  1. Make sure your website metadata is up-to-date and accurate:

While shared link previews have always utilized a site’s metadata for headline, description, and image, publishers will no longer be able to modify this information. Check that your site’s metadata is accurate, SEO-optimized, and Facebook optimized, especially for pages you frequently share on social. Most frequently, Facebook pulls the link headline from your H1 tag, and the description from your site’s metadescription.

  1. Leverage Facebook’s Open Graph tagging to help control how your site content appears:

Facebook’s Graph API, which determines how link content is displayed on Facebook, works in conjunction with it’s Open Graph tags. Ensuring your website utilizes these tags is the best way to control how your site content appears on Facebook. But don’t worry – this doesn’t’ mean that you have to necessarily make major updates to your website code. The good news is that in addition to Open Graph tags, the Facebook API is also able to read most standard meta tag language. We recommend installing the Facebook Open Graph tags if you would like your shared site links and content on Facebook to display information that is different from your website’s metatags. In addition, the Open Graph tags give you the most control over what image appears with a shared link preview. To see how your site content appears as a shared link, as well as any Open Graph recommendations and error warnings, you can utilize Facebook’s Sharing Debugger.

If your site metadata is not optimized, it’s likely that any shared links to your site will give a poor preview and a bad user experience. Links with a poor preview almost always experience low engagement. Links which utilize a full-width image with appropriate headline and description gain the most exposure on the platform, and garner the most engagement.

Updating and optimizing your site’s metadata means that your links will work with the Facebook Graph API, giving you the most control of how your content appears on the platform. It’s the best way to fix bad link previews, and with the 90 day depreciation period, there is still time to make metadata updates before the changes are fully in effect.

If you have questions about the changes to Facebook’s Modify Link Preview feature or how to optimize and update your site’s metadata, contact Lead Planner Rose Cooper.

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15 Is The New 30: Making The Most Of Shorter Video

No matter what screen you’re looking at these days, chances are you’re seeing more 15-second commercials. So whether it’s for online pre-roll or social media placements, or increasingly for broadcast/cable buys, if you haven’t already had to create 15s, you will soon. “But,” you say, “I already had trouble fitting everything I wanted to say into a 30! A 15 is … (pauses to do the math) … half as long! Whatever will I do?” Fear not! We have some helpful tips for maximizing the effectiveness of your 15-second spots while also maintaining their creative integrity.

Actually, you may need to put that “fear not” thing on hold for a moment, because, first off, we have some bad news …

Half as long doesn’t necessarily mean half as much

Yes, 15 is 50% of 30. But unless your spot has no real concept or branding (not recommended), your opportunity for messaging is really going to be, at best, more like 40% of a 30. How so? In all likelihood, you have a tag where you tell people who you are, as well as some kind of set up where you mention the problem you can solve. Say those take a very optimistic five seconds total. In a 30-second spot, that would leave you with 25 seconds. In a 15 second spot, however, you’re only left with 10.

Yep, that’s a challenge. Here’s how to handle it.

Put down the ax, pick up your pen

This applies primarily to adapting 30-second creative to a 15. Obviously, you’ll need to do some serious editing to get a 30 down to a 15. But don’t just hack away until you have the right length. In fact, think of this as an opportunity to trim away the fat and focus on a single key message. Find the most succinct way of saying it, then jettison everything else. It means a new script and voiceover, but the results will be worth it. You’ll end up with a more focused, cohesive spot that works on its own, not just a muddled, mangled version of the original.

Fortunately, it’s not radio

With each second so precious in a 15, it’s even more important that your visuals and audio work together well to tell your whole story. “See and say” can be a good way to reinforce messaging, but in the case of 15s, your audio and video messages need to be more complementary, as opposed to just copying one another.

Should your 15 be running online, having visuals that communicate key information without audio is even more critical, as up to 70% of viewers using mobile devices will be watching with the sound off. For more best practices for creating Facebook videos, watch our recent MFTV episode. (link to MFTV video)

Write short, expand longer

If you know from the get-go that you’re going to need both 30- and 15-second lengths, it makes more sense to start by developing a 15, and then coming up with ways to expand it to make it a 30. As mentioned above, this will help you hone in on what you really need to say. In general, you’re going to have an easier time coming up with additional messages or more ways to expand your creative concept in a spot than going the other way and trying to remove content.

Two spots are often better than one

If you have a 30-second spot that makes so many fantastic points that forcing you to get rid of any of them is like asking you to choose among your children, think about splitting up your key info over two 15-second spots. Yes, there are budget considerations such as an additional voiceover and some extra editing, but the incremental costs shouldn’t be enormous if you’ve already created the base content. Plus, while broadcast and cable networks have become more accommodating to 15s, if you’re planning on running your spot on those outlets, having two 15s may give you additional flexibility and potentially better placements.

Whether it’s 15 seconds or 15 minutes, Martino Flynn can help you make the most of your video content. To learn more, contact Executive Producer John Marianetti.