david parmet: pr in the age of visual storytelling

PUBLIC RELATIONS AND VISUAL STORYTELLING

VISUAL STORYTELLING SUMMIT

WHAT IS VISUAL STORYTELLING?

“Visual storytelling is the confluence of art and science, balancing an intended message with purpose and mutual value while investing in the medium and the culture that defines it. It’s not only meant to be consumed but also designed to be shared … educating, informing, and entertaining along the way.

Brian Solis

WHAT DOES IT HAVE TO DO WITH PR?

THE EVOLUTION OF PR▸ Smile and Dial▸ Faxing Releases▸ Emailing Releases▸ Content Marketing▸ Shared Media

VISUAL CONTENT IS MORE VIRAL THAN TEXT▸ Visual content is more than 40X more likely to get shared on social media

than other types of content (https://blog.bufferapp.com/infographics-visual-content-marketing)

▸ Buffer reported that for its user base, tweets with images received 150% more retweets than tweets without images (https://blog.kissmetrics.com/creating-visual-content/)

▸ Articles with an image once every 75–100 words got double the number of social shares than articles with fewer images (http://buzzsumo.com/blog/how-to-massively-boost-your-blog-traffic-with-these-5-awesome-image-stats/)

▸ Facebook posts with images see 2.3X more engagement than those without images (http://buzzsumo.com/blog/how-to-massively-boost-your-blog-traffic-with-these-5-awesome-image-stats/)

▸ Infographics are Liked and shared on social media 3X more than other any other type of content (http://www.massplanner.com/10-types-of-visual-content-to-use-in-your-content-marketing/)

AND FOR MY FELLOW PR PEOPLE….▸ Press releases with photos garnered nearly twice

as many views as text alone http://www.prnewswire.com/blog/pr-trends-for-2013-outcomes-tactics-5715.html

▸ Visuals increase press releases reads by 77% http://www.cision.com/us/2015/04/steal-these-9-ideas-to-inject-visual-appeal-into-press-releases/

EXAMPLES

BEST PRACTICES

MAKE ME A VIRAL VIDEO!!

Your Client

HAVE A PLAN

Only 27% of marketers have a process in place to aggregate, organize, and manage the visual assets being used across their marketing teams (http://www.cmocouncil.org/images/uploads/297.pdf)

USEFUL LINKS▸ http://curve.gettyimages.com/article/the-power-of-

visual-storytelling

▸ http://contentmarketinginstitute.com/2014/12/role-pr-content-marketing/

▸ http://www.prnewsonline.com/water-cooler/2013/07/01/4-visual-storytelling-tips-for-the-text-less-age/

▸ http://blog.hubspot.com/marketing/visual-content-marketing-infographic#sm.00004gx5ip611f7nzv028y1f42w9t

▸ http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.00004gx5ip611f7nzv028y1f42w9t

▸ http://prsay.prsa.org/2015/03/12/you-aint-seen-nothin-yet-how-visual-communications-will-transform-pr/

▸ http://prinyourpajamas.com/visual-press-releases/

▸ https://services.businesswire.com/blog/-/blogs/the-national-press-club-presents-multimedia-press-releases-and-other-visual-news-trends

DAVID PARMETDAVID@PARMET.NET@DAVIDPARMETWWW.PARMET.NET