Introducing the First Holographic Press Release

October 2, 2018

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The future is here. You can fear it or embrace it, but one thing is undeniable — you can’t avoid it. As emerging technologies like artificial intelligence, blockchain, fifth-generation (5G) wireless and augmented/virtual reality all increase in importance, every profession, including public relations, will be disrupted.

Disruption often starts with an idea. It’s up to the disruptors to bring those ideas to life — which is how the world’s first holographic press release came to be.

In 2016, shortly after receiving my APR, I started thinking about how augmented reality and virtual reality could be used in the PR profession. I thought about the evolution of the press release and where content was heading. Inspired by the image of actress Carrie Fisher’s Princess Leia character projected as a moving, talking hologram in the original “Star Wars” movie, I had the idea of creating a holographic press release. Through extensive research, I discovered that no one else was working on the concept.

On April Fools’ Day 2015, a local newswire had posted a mock press release with the headline “Daybook Announces New Holographic Press Release Service.” Now, in 2018, what was once a joke has become a reality.

At this year’s PRSA International Conference, being held Oct. 7–9 in Austin, Texas, I will unveil the world’s first holographic press release. Thanks to the innovative developers at You Are Here Labs, the immersive-content lab where I work, I had the chance to explore the idea and bring it to fruition.

We’re now partnering with Media Frenzy Global, an integrated PR and marketing agency, to offer holographic press releases to brands.

During the conference on Oct. 7, my 20-second holographic press release — including my hologram announcing the new service — will be viewable on Snapchat and Facebook, social media platforms that support holographic content. The holographic press release will also be viewable at select locations in New York City and Los Angeles.

Immersive interactions

Why are holographic press releases needed, you may ask? The answer is that content is shifting. Major tech and mobile companies are investing millions of dollars, if not billions, in a mobile future that will go well beyond the rectangles in our hands and on our walls.

In this era of hyper-communication, PR agencies are challenged to help companies amplify their voices above the noise of the thousands of press releases launched every day. But other than going digital and using video, press releases have hardly changed since the first one was issued more than a century ago.

With modern-day attention spans at a premium, consumers and business-to-business buyers crave immersive interactions that are real, disruptive and occurring right now. As a result, brands can no longer depend on “one size fits all” content strategies to satisfy their target audiences. Static content and storytelling are becoming things of the past.

Innovative brands that seek to cut through the clamor with more than just written and visual content will want to leverage this new holographic technology. The potential of holographic storytelling is endless. Holographic press releases are just the beginning.



Cathy Hackl, APR, will host a workshop on virtual-reality, augmented-reality and 360-degree-video marketing for PRSA on Nov. 16 at IBM’s Watson West in San Francisco. To register, visit prsa.org/pd.

Cathy Hackl, APR

Cathy Hackl, APR, created the holographic press release and is a leading voice in augmented reality and virtual reality. A futurist and well-known speaker, she is co-author of “Marketing New Realities,” the only book on augmented reality and virtual reality for marketing. Hackl joined Atlanta-based You Are Here Labs in 2018, where she leads agencies, brands and companies in applying futuristic technologies.

 

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