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Effective PR marketing is contingent on having a clear message to convey — the more compelling the message, the more likely it is to resonate with readers, and the greater the chances that the piece will be picked up by media outlets. Conveying this message, of course, calls for excellent copywriting skills — but did you know that visuals are also a key component of PR communication?
The human brain is designed to process visual information much faster than it does written information. By incorporating visuals into digital PR strategies, brands can connect with their audiences at a deeper level, retain their attention for longer, and build a more recognisable brand. Let’s take a closer look at how this works.
Why include visuals in your PR strategy
- Hook your readers — Given the sheer volume of online content available to every reader, a powerful visual at the head of a PR piece can grab their attention and encourage them to keep reading.
- Saying more with less — With the right image, you can share your message much more effectively than if you were to add long text-based explanations. Be it a before-and-after image showing how your product has evolved, or an event timeline to illustrate your company’s growth, visuals are powerful storytelling vehicles in any context.
- Boost engagement by evoking emotions — There have been numerous studies demonstrating how images can arouse emotional responses in consumers, to the point of nudging them towards a desired action. For instance, an image that evokes deep pathos about a social cause can drive the consumer to donate to that cause. Colours also play a crucial role in determining responses — many food and beverage brands, for instance, use red branding to evoke hunger and push an immediate purchase. Images, therefore, can serve to drive the PR campaign’s story home that extra mile.
- Improve brand recognition — When you use images with a consistent aesthetic, it helps readers associate that aesthetic with your brand and recognise it in future PR pieces,
and indeed in marketing materials of any kind.
- Educate with ease — When digital content of PR agency introduces a new concept or lays out a project plan or timeline, a visual aid such as a flow chart or an infographic can help readers grasp and retain the details much more easily.
How to design visuals for PR communications
- Choose the right image for each piece — Your piece will be allocated a limited amount of space in the media outlet, so make sure your image serves a clear purpose. If you are announcing a change in leadership, or talking about an employee initiative, consider including a photo of the team members in question. And if you are announcing a new product or business venture, you could include an infographic to explain how the product works or the purpose that the venture will serve.
- Have consistent branding — Ensure that every image used in PR communications ties back to your company’s branding. Choose consistent colours, templates, and fonts, and make sure the brand logo is always the same across all images.
- Make sure the visual is mobile-friendly — The majority of readers scroll content on their phones, so make sure the image loads quickly and looks consistent on all mobile devices. In addition, make sure you are meeting the size specifications for each platform/media outlet you are sharing the piece with.
- Keep it simple — Your visuals should immediately convey your intended narrative to the reader. If using an infographic or diagram, make sure that the layout is clean and that it
isn’t overcrowded with information. If using photographs, make sure that the subject is immediately evident, and use as high-quality images as possible.
- Add captions and alt text — Captions add extra context to your image and help to boost SEO rankings for the piece. Keep your captions brief (no more than two lines) and to the point, eg if your image is a photo of your team, the caption can mention each of their names and designations. In addition, alt text helps to make your image accessible to differently abled readers. Your alt text will typically be a short description of what is happening in the image.
- Make it a team decision — There is a strategy to choosing visuals for PR communications, as much as there is for crafting the perfect press release or blog post. Seek inputs from the marketing team as well as your customer-facing team on which kinds of images your audience is most likely to respond positively to.
Final Thoughts
Remember that news coverage online with the right image will be there for life, contributing to your online presence and your digital footprint. So make it a point to leave your best impression in every instance.
As long-time PR industry experts and storytellers, we have seen the transformative impact that visuals can have and would be delighted to drive that impact for your campaigns. Reach out to us today to learn more about how we can craft the ideal digital PR strategy for your brand.
