Why would you want to turn every press release into a video?
A study by Propel PRM analysed over 1 million PR pitches and found that only 8% resulted in media coverage. Of more than 726,000 emails sent, only 29% were opened, and just 3% received a response.
These numbers make one thing clear: traditional press releases struggle to get noticed.
Despite the time and effort required to create them, most press releases fade into obscurity if the media doesn’t pick them up. Many organisations still treat them as one-off announcements rather than leveraging them as valuable content assets.
Some are published only to meet legal or regulatory requirements, while others rely on outdated distribution methods that no longer guarantee visibility.
Despite this, press releases still hold immense value—when used strategically. Instead of letting them fade away, organisations can turn them into engaging, shareable videos to dramatically expand their reach and ensure their message actually gets seen.
The impact of turning every press release into a video…
- Greater media pickup – Journalists are far more likely to engage with multimedia-rich press releases. A PR Newswire study found that adding an image increases visibility by 1.8 times, a video by 4.3 times, and using both makes a press release 7.4 times more visible. A full multimedia release can boost visibility by 9.7 times.
- More eyes on your message – Video content captures attention and increases consumption, especially on social platforms where video dominates.
- Improved clarity – Videos simplify complex information, making it easier to digest. Viewers retain 95% of a message when watching a video, compared to just 10% when reading text.
- Higher engagement and reach – People are twice as likely to share video content as any other type of media, increasing exposure and ensuring your message gains traction.
- Efficient content repurposing – Instead of sitting idle on a PR platform, press releases become compelling stories that drive action and build your brand.
By incorporating video, press releases don’t just get published—they get noticed, shared, and remembered.
What does Storykit’s video automation do for press releases?
If video is so effective, why isn’t every press release turned into one?
The challenge has always been cost and time. Producing high-quality video content has traditionally been expensive and resource-intensive. Storykit's video automation removes these barriers.
Here's what you get:
- Turn any written press release or announcement into video automatically
- Key themes, takeaways, and tone of voice from the press releases are preserved and highlighted in the video format
- Fully controlled, fully customised output
- No or minimal finishing touches required
- Uses your assets and guidelines for on-brand results every time
- Localising to multiple languages automatically for multiple markets
How companies are using video automation to elevate their press releases
Many organisations are already using video automation to enhance their press release strategy—boosting reach, engagement, and efficiency.
Here are the two ways they are doing it with Storykit—fully automated or with manual customisation:
1. Fully automated videos sent to your inbox
Simply publish your press release, and Storykit automatically generates videos based on its content. Within minutes, you’ll receive an email with ready-to-use videos, optimised for different platforms—no extra work required.
Example: Preem
One company successfully leveraging this approach is Preem, Sweden’s largest fuel company.
Mattias Holmqvist, Social Media Manager at Preem, wanted to enhance their press release strategy with video. With Storykit, he was able to fully automate the process.
Whenever a press release is published on their PR platform, videos are automatically generated and delivered straight to the team’s inboxes, without requiring manual intervention.
Preem has configured brand settings, chosen media libraries, and specified output formats within Storykit, ensuring every video maintains a consistent, high-quality look and feel.
“When we publish a press release on our PR platform, it also feeds into Storykit, which delivers ready-to-go video suggestions. We don’t have to struggle to come up with new video ideas – the platform gives us fresh perspectives.”
By automating video creation, Preem ensures that their press releases don’t just get published—they save valuable time and don’t have to worry about fitting video creation into their busy schedule.
→Read the full case study here
2. Manual creation
Prefer more control?
Paste your press release URL into Storykit and choose the types of videos you want to create.
Storykit will generate multiple video versions, which you can then edit, tweak messaging, or translate for different audiences before publishing.
Example: Tietoevry Banking
One company successfully leveraging this approach is Tietoevry Banking, a leading provider of banking software solutions.
Tietoevry Banking, a leading provider of banking software solutions.
Per Nordin, PR & External Communications Lead at Tietoevry Banking, knew how difficult it was to cut through the noise and get content noticed. While press releases remained a key part of their communication strategy, he recognised that to truly engage their audiences—news outlets, customers, prospects, and key stakeholders—they needed something more.
To increase visibility, Tietoevry turned to Storykit’s video automation, allowing them to quickly transform press releases into engaging video content. This made it easier to capture attention across multiple channels while ensuring brand consistency.
"If we have a press release, for example, which is often the first content piece we make for anything that we announce, I can quickly create some videos in Storykit to complement it."
By integrating video, Tietoevry made their press releases more dynamic and engaging—ensuring their key messages reached the right audiences more effectively.
"Whether it's TikTok or LinkedIn, video already plays a big role in company communication and that isn’t going anywhere. Being able to create shorter, crisper, snackable videos in Storykit is already helping us stand out from our competitors now and in the future."
→Read the full case study here
Final thoughts...
This streamlined approach makes it easy to turn every press release into high-quality, engaging video content—ensuring your message reaches the right audience across multiple platforms.
Don’t just publish—get noticed. With Storykit, you can amplify your reach, boost engagement, and maximise the impact of every announcement.
Contact Storykit today to learn more!
