| Priscilla Ramirez 
When WebMD, the well-known online health information service, polled parents of today's teenagers, 68% of respondents cited homework as the #1 cause of stress in teens. However, WebMD also found that parents may be actively contributing to their teens' stress in more ways than they realize. In an effort to shed light on the common yet alarming issue of teen stress, WebMD partnered with award-winning journalist Soledad O'Brien to release a powerful multichannel, multimedia content campaign. WebMD started by quantifying the issue via a survey about the often-overlooked aspects of teen stress. They conducted the survey with the purpose of sparking conversations around the primary causes and effects of teen stress, what to look out for and how parents tend to perceive their teens' stress levels. "American teens are showing high levels of stress. This important survey closely examines how parents perceive their teens' stress levels and has implications for just how parents may contribute to their teens' stress levels," said Dr. Hansa Bhargava, pediatrician and WebMD Medical Editor, in the recent multimedia news release. "It provides a possible path forward for how we might be able to address the very real problem of stress among adolescents." Simply talking about these results, however, was not the end of it. WebMD took it a step further by showing the reality of what teens experience in their everyday lives and what is being done to help combat and reduce the levels of stress impacting kids across the country. They accomplished this with a three-part video series featuring Soledad O'Brien that delved deeper into: - Teens and Homework Stress
- Social Emotional Learning in Schools
- Teen Crisis Text Line
Separating the series into three episodes not only made WebMD's message easier to watch and understand, but also multiplied its impact. On their own, each video has a unique effect. On top of that, there's the collective influence when they're packaged together. 
To amplify the message beyond their own network, WebMD compiled the videos, along with infographics featuring survey findings, press release text, social links and more information into one, centralized hub that was then distributed online and to media. The press release also included a call to action directing and linking readers to the full survey and WebMD Special Report, Teens and Stress. WebMD’s branded multimedia news release is a benchmark example of how quality content along with the right combination of assets and strategic execution are paramount to delivering your message successfully. They utilized three tactics with this piece that effectively drove their message further, and the tactics can be implemented into just about any strategy. Conduct a survey: What better way to provide valuable information to your audiences than by gathering that information from your audience? Surveys are not only powerful tools for obtaining insightful information, but also great ways to engage and interact with your audiences. Make your information easily digestible: This is especially important if you have a lot of data to share. As we see in this example, infographics are ideal for showcasing your data in an easy-to-read, visually appealing and shareable format. Additionally, breaking up videos into shorter episodes is a great alternative to having one long video, increasing the chances each will be viewed in its entirety. Back up your facts: Attribution is key if you want to be viewed as a trusted and reliable source for information. It's imperative that the information you do provide is thorough and accurate. Partnering with a prominent figure such as WebMD did with Soledad O'Brien or seeking out influential experts for quotes and input on a given topic will make your information much more credible. As WebMD shows, organizations can use survey results and other brand content to build relationships with journalists, influencers and customers. Build on WebMD's tactics by downloading Driving Credibility & Success for Your Brand: How to Earn More Media. Get the maximum value out of your content marketing efforts by learning how to effectively promote brand blog posts, white papers and more. Author Priscilla Ramirez is a customer success representative for channel and advocacy marketing at PR Newswire. | 
