Just read about an announcement from PR Newswire: its Multi Vu division it intends to "re-invent" the video news release.
New products extend reach to media and your target audiences… comprehensive multimedia communications packages help ensure success.
Can someone please explain to me why any company should be pouring a lot of money into producing "video news releases" to post at PR Newswire? Can you think of 1 person in your life who thinks it's a fascinating use of time to click from press release to press release, watching the latest high-tech video announcement from some Fortune 500 company? Ick.
There's so much promise for companies (and organizations) to reach out directly to a niche audience. But c'mon folks, you've got to give them something interesting. If a canned video news release is the best way a company can imagine participating in this brave new world, it needs an imagination transplant.
In all the discussion about blogs, podcasts, RSS, etc., the missing element is always content. Every company (or organization) has something to say. The question is whether anyone wants to hear.