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The “Presentation” Release – Slide Over Documents, Make Room for Presentations
The communications business is changing. Press release documents are becoming a thing of the past, because the medium is no longer the message. The relationship between the communications industry and technology needs to be shaken up. Or stirred.
To be fair, communications agencies are keeping up all right. They faithfully follow each successive technology, building capabilities to optimize for its communications and marketing potential – Twitter being a most recent example. But what’s next?
We think the answer is simple – it’s about getting back to basics. Creating compelling stories and connecting with your audience.
Audiences today have shorter attention spans – they want their content fast and expect to be entertained. Documents alone can’t do this. Presentations offer the chance to tell visually engaging stories. Their true potential is only just beginning to be discovered, and at Duarte, we think it’s been a long time coming. The bulleted slides and onscreen dissertations have given presentations a bad rap, and the clichéd images of handshakes and multicultural teams working side by side have good intentions… but you know what they say about those.
We couldn’t be more excited that presentations are being more widely recognized. This is thanks in (no small) part to companies like Slideshare, which is becoming an increasingly powerful communication platform. Slideshare gives presenters the ability to reach the world. And in case you haven’t heard… SlideShare announced that Online PR Newswire is giving presentations the props they deserve by allowing slideshare embeds in press releases.
…But beware! Developing compelling presentations is a lot harder than it looks. Not everyone can do them well, but for those armed with fundamentals of storytelling and design, there is a vast world of possibilities for connecting with audiences. You heard it here first. Presentations are the next big thing. Now go Twitter about it!
Back to TopTopic: Business, Strategy, Technology
Tags: pr newswire, press release, slideshare
- COMMENTS (5)
Excellent…! Another paradigm shift for (ineffective) business as usual, and another opportunity for visual communication. As mentioned above, heeding the warning may be challenging, and we might see lots of documents replaced with bad presentations. That said, we can continue to spread the word…!
Unfortunately, slideshare still expects presentations to be filled with bullet-points. The transcript under every presentation on slideshare only shows the contents of the slides. However, if you upload visual presentations that don’t contain any text, just slides titles, it doesn’t recognize those. It would be very useful if slideshare started showing the slide titles. Here’s an example: http://www.slideshare.net/andrejk/web20-enterprise20
Minds with the same worries think alike.
Once again I’m glad the presentations world is shifting to concepts I’ve been using for a couple of years.
Powerpoint or Flash based press-kits are a common thing in my day-to-day presentation productions, specially when launching consumer products.
Usually those presentations have 3 versions:
A wider/deeper one for Marketeers presenting to the Sales Force, a 2nd lighter one for Sales presenting to Market Distributors and an even lighter one, reduced to product performance qualities and media communication, to be distribucted to the Media as Press-kits or… Press-releases.
About Slideshare… well, let me add to Andrej’s comment. With more than a million users, SS unhappily mirrors the world… beeing nowadays, a place for any kind of presentations, from good ones, through concept ones, to the worse boringly
disgusting “crying child in a flower environment” amateurish presentations I’ve ever watched.
Worse than that, technicaly SS isn´t a good example since it converts the ppts to simple static slide-shows, and one has to download the presentations to watch them properly… unless the user uploaded a ppt with a “youtube” link to its video converted version…
We use Slide Share all the time (bravo cc) as a marketing tool. There are some GREAT presentations on there you just have to have the time to shuffle through the less than stellar ones there. Here’s to better presentations for us all
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Michael Deutch
May 21st, 2009
11:20 am
It’s exciting to see the world move away from boring text lists and bullet points to refreshingly visual content! But I agree, companies should heed your warning that making compelling presentations is not so simple. A great way to flush out your content is to use mind maps! Whether on paper or using software like Mindjet’s MindManager, you could brainstorm and organize your ideas into a compelling story to complement your release.