Last year we launched a new creativity and design division in Canela PR. Our website, presentations and proposals have never looked better. However, the objective of this department is not solely to meet the creative needs of the agency, but also to support the clients’ campaigns and help them discover the importance of graphic design for public relations.
Why visual content is essential to the success of public relations
When Canela PR was founded more than twelve years ago, it was usual to send the press releases with an attached image and little else. Often, when a media outlet asked for a different or high resolution image of a client, it was a problem to get it sent over in time.
Since then we have gone from the era of written communication to the era of visual communication. Among the 100 most viewed press releases in 2015, 61% included an image; a press release can increase the number of readings up to 2.8 times if it includes multimedia content; on the other hand, the blogposts with images have 94% more visits than those that do not include visual content.
So not surprisingly, the social networks that have grown the most in recent years are Instagram and YouTube, both based on visual content. None of the other social networks can resist the power of the image: on Facebook and Twitter, publications that include an image or a video achieve 80% more user interactions.
What visual content can you use in your RR. PP campaigns?
For a public relations campaign to be successful today, it must include visual content. To begin with, an image is fundamental, although this must be adjusted to the brand image of your company and different from those published by your competitors.
Secondly, if you have to present a lot of data, it is convenient to use an infographic. Infographics are great because they allow converting an (often dull) series of figures into attractive visual content; in fact, the digital media that publish infographics receive 12% more average traffic. And if you want to differentiate yourself even more, you can opt for interactive infographics or video-graphics.
Infographics for Worten, collecting the most representative data of Black Friday 2017 in each region.
Nor should we forget the presentations. If you are going to hold an event, a carefully prepared multimedia presentation can help to captivate your audience and better communicate your brand message.
Videos are also a highly recommended visual content to give more visibility to your campaign. Spanish internet users spend 25% of their browsing time watching videos. Thousands of new content is published every day, so do not exceed 2 minutes.
Video case study of the #ErasmusBabies campaign for the European Commission in Spain
In social networks, the most innovative visual formats triumph, such as 360º videos and fast videos, videos with motion graphics, moving photographs, subjective videos and streaming live events.
And we’re not going to keep going, but there are many other types of visual content you can use in your public relations campaigns: chronologies, appointments, memes, ebooks, digital magazines, screenshots, interactive tutorials, animations, photos and videos of back-stage, visual representations of Big Data, white board animations… The possibilities are endless!
Do you want to boost your marketing and communication with visual content? Ask us!