Visuals and Video in PR


Author : Molokini

They said that video killed the radio star, but is the new, visual online media age pushing out PR as well?

Quite the contrary.  Video and visual communication is not the enemy. In fact, it offers new ways for PR strategiesto branch out online, extending reach and integrating further with other activities in the marketing mix. 

Informative infographics for PR

Advertising and public relations company, WPP stated in their 2015 annual global communications trends report that “people remember only 20% of what they read and that 83% of learning occurs visually”.  With this in mind it is no surprise that infographics continue to prove such a popular visual format online. 

While infographics most frequently appear in content marketing campaigns and as website resources, they can also be used to support PR effectively.  Summarising the key points from a press release into an easily digestible infographic gives editors content that will stand out on the printed page and on their website.  If designed effectively, an infographic image will be easy to view on a mobile device and provides an alternative for those in your audience that don’t have time to scroll through reams of text via a smartphone.   Check out these examples of our infographics for Pyroban and Hyster.

Educational video

Global technology company, Cisco, reported that in less than five years 80% of the entire internet will be video, with WPP suggesting even more at 85%, adding that “we all have ever shorter attention spans and compelling images and visualisations are the key to making your story stand out from the crowd”.With this in mind, it is no surprise that PR News Onlinereported last year that 39% of PR professionals found educational video to be the most efficient way to reach consumers. 

As media consumption gets increasingly visual, PR professionals should see incorporating videoas a fantastic opportunity to communicate with audiences in a medium that they clearly like to consume.  It isn’t about choosing one or the other - PR strategies should be using editorial and visual content, like video, to complement one another and increase the impact of campaigns. We recently used a videoto demonstrate the benefits of a container handler with drone footage over Rotterdam Harbour.

The end of traditional PR?

Visual tools in PR are nothing new –press releases are always sent with a photograph and nearly all news media uses images to illustrate its content.  So instead ofreplacing ‘traditional’ PR, these newer visual mediums mean that PR professionals aren’t limited to only using words to convey their messages. 

The number of print publications may be becoming more streamlined in some sectors, but the titles that are alive and kicking seem to rely on PR more than ever, so expanding into different methods of communication both supports the media with valuable content, and ensures that PR campaigns speak the language of consumers.

To get seen in Google, we also make sure that we choose the right words and write press releases and blogs in the most effective way.  Find out more about our PR and SEO services.

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