The Importance of Visuals in PR

July 24, 2012 § Leave a comment

Written By John Grossman, Summer Public Relations Intern

With more sensory stimuli present in everyday society, the battle for your audience’s attention is more challenging than ever. Because of this, simple text-only releases just don’t cut it anymore. Your releases need a spark that will captivate your audience’s attention, and nothing works better for this than images and other multimedia. The power of visuals and imagery can be seen by Facebook’s recent acquisition of Instagram, a social media image hosting site, for a cool $1 billion. However, despite the attention and precedence of visuals in society, the majority of public relations content remains plain text on a plain background distributed through the same channels. The monotony of it all not only bores eyes, but also readers. The simple reliance on words to convey a story and paint a picture in the audience’s mind is currently the method of choice, and drastically inefficient compared to some of the newer trends in PR. Here’s why you should get ahead of the game and start making your PR tactics a multifaceted approach:

  • Multimedia content creates more results. In a recent analytic study, PR Newswire looked in-depth at what differentiates regular plain-text news releases with those that contain images, videos and other media sources. The results they found make it hard to believe that many PR professionals haven’t made a visual switch yet. Their analysis showed that the inclusion of many media types in press releases garnished 77% more views than releases with just text. If you aren’t sure if visuals are right for you, this should help persuade you in the right direction. In order for your content to stay at the top it doesn’t just need to sound good, it needs to look good too.
  • Social media loves visuals. By including visuals in your releases, you are creating more shareable elements than a simple text release would have. These shareable images make their way onto different social media networks, driving traffic to your releases from more than one place. In the past, most traffic is gained through search engines. Now that each media source is different, the audience can be reached without detailed searching, once again driving up views and the total reach by your work. With a share rate of three times that of text-only releases, multimedia should be a mainstay in your future work.

Now, you may be thinking that this all sounds great, but you have no idea how to implement visuals into your daily work. It’s not just you thinking this. Multimedia costs more, and as budgets for PR work remain tight, it’s hard to convince clients to spend more on what still is considered an unproven element. With the right tactics, however, you can show multimedia’s effectiveness and why it deserves funding. Utilize a few key elements in order to see such results:

  • Simplify information. One of the biggest trends right now in visual PR are infographics. These visually appealing, simple to read displays convert raw data into something the audience wants to see. Infographics are able to convert complex information into simple bite-sized pieces that the audience can understand and share with their networks.
  • Spice it up. It may not be the most exciting thing, but things like lists and basic information are needed. Rather than simply typing these details, turn your text visual. Replacing a basic list with a colorful display will add some life to your release. The reader will be drawn to it, and will view it further in-depth than just plain text buried within the release.
  • Take advantage of social media releases. To help with the changing times, more tools are becoming available for PR professionals that make it easier and more effective than ever to include multimedia content in releases. Pitch Engine is a service that turns a traditional press release into a multifaceted approach that benefits both you and your client. This easy-to-use program creates a social media release that allows for embedded pictures, videos and other content. Since they are linked through social media, the releases are easy to share via Twitter and Facebook, widening your audience even further. Not only is it effective and easier to distribute than traditional release styles, Pitch Engine also helps boost your SEO, an important statistic that helps drive web traffic to your site. Most wire services also have templates for more multimedia options, so make sure to utilize these as well.

As the saying goes, pictures are worth a thousand words. An effective implementation of imagery and visuals can be worth even more than that to your clients by reaching larger audiences and multiple channels of distribution compared to simple text releases. By linking content creation, your business needs and your data, you can achieve a significant improvement in your releases and their reception.

How are you incorporating visuals into your PR plan?


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