Press releases with an image or video get shared three times more, and people spend more time with them.
Corson-Knowles recommends this process:
Post the news on your web site
Tweet the news with a link to the announcement on your web site (and have employees tweet it too)
Post your news with a link to the announcement on Facebook (and have employees post it too)
Pin any relevant news-related images or videos to Pinterest (with links back to your news page)
Create and post a video on YouTube talking about the announcement and linking back to the announcement on your website
Embed the YouTube video into a blog post and publish the blog post linking back to the announcement page
Post the announcement page on other social networks such as Reddit, Digg and StumbleUpon
“In my experience, the combined effect of all of this promotion as soon as the announcement is made is generally a 4x to 5x increase in traffic thanks to the improved search engine rankings of the news,” says Corson-Knowles.