Why do your press releases go unnoticed while other companies go viral? Why do some brands generate more attention with a single video than you do with ten traditional media releases? How do your competitors manage to build a loyal community with podcasts and infographics?
The answer lies in the evolution of media relations. While traditional text messages are lost in the flood of information, multimedia content is capturing the attention of journalists and target groups alike.
According to a recent PR study by Early Stage Marketing, 63% of companies already use multimedia assets such as images, videos, or graphics in their press releases. This development is no coincidence—it reflects a fundamental change in the media landscape that opens up new opportunities, especially for Swiss SMEs.
The Swiss media landscape is undergoing profound change. Editorial offices in Zurich, Basel, and Geneva are struggling with shrinking teams and increasing time pressure. At the same time, the amount of information bombarding journalists every day is exploding.
The result: Traditional press releases disappear unread into digital oblivion.
Multimedia PR offers a decisive advantage here. Videos, podcasts, and infographics not only appeal to the eye and ear—they provide journalists with ready-made story elements that can be seamlessly integrated into modern online articles. A well-produced explanatory video or a meaningful infographic can make the difference between an ignored press release and a feature article in the business section.
Visual and audiovisual content proves particularly effective in building bridges in multilingual Switzerland. An infographic works just as well in German-speaking Switzerland as it does in French-speaking Switzerland—provided it is professionally designed and available in multiple languages.
Videos are increasingly dominating digital communication. The figures speak for themselves: the Swiss market for video advertising will reach a volume of CHF 476 million in 2024, with projected growth to CHF 562.7 million by 2028. This development demonstrates the immense potential of moving images for corporate communications.
Emotional connection: Videos achieve in seconds what texts take minutes to accomplish—an emotional connection to the brand. A CEO who personally explains the company's vision comes across as more authentic than any polished press release.
Modern media relations demand speed and relevance. Videos fulfill both criteria perfectly. They can comment on current events in real time, explain complex products clearly, or convey corporate culture in a lively way. Swiss companies such as Swiss Prime Site and Globaz are already successfully using video content to convey their messages more effectively.
In a nutshell: The optimal length for PR videos is between 60 and 120 seconds. The core message must be clearly conveyed within this time frame. Longer formats only work if the content is exceptionally exciting.
Consider multilingualism: In Switzerland, it is essential to produce videos in German, French, and Italian if necessary. Subtitles are more cost-effective than multiple language versions.
Quality over quantity: A professionally produced video per quarter has a greater impact than weekly cell phone recordings. Invest in good lighting, clear sound, and professional editing.
Integrating videos into media relations requires strategic thinking. Plan video content for the long term and incorporate it into your overall communications strategy. For example, a product launch video should be accompanied by social media teasers and supplemented by a traditional press release.
Podcasts are experiencing an unprecedented boom worldwide—and Switzerland is no exception. With 584.1 million podcast listeners worldwide in 2025, the medium has finally established itself. This opens up completely new opportunities for PR work.
Although specific Swiss figures are difficult to find, international developments show clear trends. , and this figure is rising. This trend is increasingly spreading to Switzerland.
Swiss companies are beginning to recognize the potential. From financial service providers in Zurich to technology startups in Lausanne, more and more companies are launching their own podcast formats or placing their experts as guests on established shows.
The expert podcast: Position your executives as thought leaders. A monthly podcast on industry topics strengthens the perception of expertise and creates a personal connection to the target audience.
Interview series: Invite customers, partners, or industry experts. These formats create added value for listeners and strengthen your network at the same time.
Behind the scenes: Provide insights into your corporate culture. This is a valuable tool, especially for employer branding in times of skilled labor shortages.
Producing a podcast is now easier than ever from a technical standpoint. With an investment of between $5,000 and $10,000, you can already get the basic professional equipment you need. However, content quality and regularity are more important than expensive technology.
Authenticity beats perfection: Listeners appreciate genuine conversations more than scripts read aloud. Let your experts speak freely and create a relaxed atmosphere.
A successful corporate podcast needs time to grow. Allow at least 12 months before you can expect significant reach. The investment is worth it: – a clear sign of the medium's effectiveness.
Use cross-promotion: Link your podcast to other communication channels. Share excerpts on LinkedIn, create blog posts about individual episodes, and use newsletters to promote new episodes.
In a world of information overload, infographics are a lifeline for attention. They transform dry data into visual stories and make complex relationships understandable at a glance.
The figures impressively demonstrate their effectiveness: Infographics are read 30 times more often than articles consisting solely of text. They are an indispensable communication tool for Swiss companies, which often work with complex products or services.
Overcoming language barriers: A well-designed infographic works in all parts of the country. Numbers and visualizations speak a universal language—ideal for multilingual Switzerland.
Reducing complexity: Whether financial products, technical innovations, or sustainability reports—infographics make complex topics accessible. This is a decisive advantage, especially in Switzerland's fact-oriented business culture.
Maximize shareability: Infographics are shared three times more often on social media than other content. In a country where LinkedIn use is standard in the B2B sector, this is a factor that should not be underestimated.
Creating effective infographics requires more than just attractive design. It requires strategic thinking and clear messages.
Data quality is king: In Switzerland, facts count. Only use verified data and cite your sources transparently. The Federal Statistical Office, Economiesuisse, and industry associations provide solid foundations.
Less is more: Overloaded infographics miss their mark. Focus on one key message and support it with a maximum of 5-7 data points.
Create local relevance: Use Swiss references. An infographic on energy consumption becomes more relevant when it shows a comparison between Zurich and Geneva rather than between London and New York.
Modern tools such as Canva or Piktochart enable even SMEs to create professional infographics. Investing in a design software license costing CHF 300–500 per year can quickly pay for itself.
Use a variety of formats: Create different versions of your infographic—portrait format for Instagram Stories, landscape format for LinkedIn posts, PDF version for email attachments. This flexibility maximizes your reach.
Distribution is just as important as creation. Offer journalists the infographic in different resolutions. Many editorial offices appreciate ready-to-use visualizations that they can integrate directly into their articles.
Successful multimedia PR does not work in isolation. Its true power only unfolds when different formats are intelligently combined.
The campaign orchestra: Imagine your PR campaign as a symphony orchestra. The video is the catchy melody, the podcast is the profound composition, and the infographic is the visual highlight. Only when they work together do they achieve their full effect.
A practical example: A Zurich-based fintech startup launches a new payment solution. The campaign starts with an infographic on Swiss payment behavior. An explanatory video demonstrates how it works. In the company's own podcast, the CEO discusses the future of payments with a financial expert. Each element reinforces the others.
The budget issue is crucial for many Swiss SMEs. A realistic calculation for getting started with multimedia PR:
Video production: CHF 3,000–8,000 per professional 2-minute video Podcast setup: CHF 5,000–10,000 initial investment plus CHF 500–1,000 per episode Infographic creation: CHF 800–2,000 per graphic when outsourced
These investments may seem high at first. But compared to traditional advertising, they offer lasting value. A well-produced video can be used for years, and a podcast continuously builds reach.
The days when PR success was measured solely by clippings are over. Multimedia PR requires differentiated KPIs.
Engagement metrics: Views, shares, comments, and dwell time show the actual impact. According to current digital PR statistics, 89.6% of PR experts already use SEO strategies to measure success.
Qualitative factors: A 10-minute podcast interview with an opinion leader can be more valuable than 100 Facebook likes. Also measure soft factors such as brand perception and expert status.
With over 18 years of experience in the Swiss market, Brand Affairs has learned that it's all about the mix. Our most successful campaigns combine traditional media relations with modern multimedia elements. The result is stories that are not just told, but experienced.
The digital transformation of the media landscape is irreversible. Swiss companies that continue to rely exclusively on text messages are wasting enormous potential.
Multimedia PR is not just a gimmick for large corporations—it is the future of effective corporate communication. Whether you are an SME in Bern or an international branch in Geneva, you will achieve more by packaging your messages in videos, recording them in podcasts, and visualizing them in infographics.
It doesn't have to be perfect at first. Start with one format, gain experience, and build on that. The Swiss media landscape is waiting for your multimedia stories.
Want to take your media relations to the next level? Brand Affairs can help you develop the right multimedia formats for your target audiences. With our experience in the Swiss market and our network of communications experts, we create tailor-made multimedia PR strategies that bring your messages to life.
Contact us for a no-obligation consultation. Together, we will develop a multimedia mix that suits your company and ensures a lasting media presence throughout Switzerland.
