A staggering 71 per cent of the sample surveyed consisted only of text and a company logo. Only 2 per cent included any audio or video content.
Adam Parker, CEO, RealWire said: 'We didn't expect to find a large proportion of stories to includue multimedia but we did anticipate the figures could be better than they were. They do seem, on the face of it, to be very surprising given the acceptance over the past few years of the importance of the online world and social media in particular.'
Parker attributed part of the problem to confusion within the industry, blaming the method by which news releases are categorised and named. He suggested press releases are directly associated with traditional PR and social media releases purely with social media.
He said: 'Maybe we should just be talking about media releases, ensuring that the format and content we use is selected based on the communities we are trying to reach.'
A sample of 3,000 releases were evaluated as part of the survey.