As digital media consumption has moved from the desktop to laptop to the palm of our hands, the functionality of tablets has created an unprecedented opportunity for interaction and engagement. While media heavyweights such as The New York Times, USA Today, and Wired were early adopters to the platform, specialty publications such as Golf Digest are now rolling out offerings. For the PR pro, just as Twitter and Facebook opened new, dynamic communications channels, news outlet apps for iPads and tablets can do the same.
The demand for quality information has not just increased but also shifted in terms of how people want to experience it. As we discussed in our post about the dawn of the social media release, the nature of tablets requires expanding your PR toolkit with interactive content such as video, a wider array of photos, audio clips and infographics.
Like any good media outreach effort, when it comes to pitching an iPad feature, research the media outlet’s app and tailor your approach to accommodate their style. Offering the right elements will make pitches more successful while also offering readers a more comprehensive understanding of product/service features and benefits.
As a example, we recently worked with a reporter at Orange County Register to build out an app-tastic story on our client, Mammoth Mountain, with succinct copy and lots of supporting images and video. This approach – telling a story in an interactive format—resulted in a great piece for both the press and client.
Journalists and publishers are both interested in experimenting in this space so take advantage of their eagerness and get some great coverage while building better media relationships.
Have you developed an interesting app to feature your client in the press or are you thinking about it? Let us know.