Images can make a message easier to notice, understand and remember. Advertising makes extensive use of that potential. Throughout the day, we encounter visual messages online and offline, in public spaces and at home. They invite us to feel something, believe something, take action or consider a purchase.
In public relations, we also use visuals to support or explain a story. At Progress Communications, for example, we have used an infographic to present data in a press release for RTB House about online shopping during the holiday season. Rather than asking readers to work through every figure, the visual helped communicate the pattern. What else can images bring to a PR story?
Make the message recognisable
An effective visual gives people a way into the subject. A message that is easy to interpret can be more approachable than one that demands a great deal of explanation before its relevance becomes clear.
Other people also influence how we interpret messages. Brand ambassadors, fans and customers can help make a story relatable. Think about the way we look at reviews and product photographs before making a purchase: we want to understand the experience as well as the manufacturer’s description.
An example from our work with SquareTrade was an iPhone X breakability test. The video showed what happened to the phone in a way that was both informative and entertaining. For somebody considering a purchase, seeing the test brought the subject to life.
Help readers understand complex information
A relevant image can explain a relationship or process that would otherwise require a long written description. Charts and infographics are particularly useful when a story involves data, while a photograph or demonstration can show something that is difficult to describe.
The aim is not to replace all the words with pictures. It is to choose a format that helps the reader understand the point. Clear labels, appropriate context and an accurate representation of the information are essential. Our article on using data to tell a story explores that connection further.
Make the story more appealing
Smartphones and social platforms put a constant flow of information in front of us. Within that flow, a thoughtful visual can give a story a clearer identity and encourage someone to stop and read.
It can also add meaning. An image might show the people affected by an issue, illustrate how a product is used or provide context for a claim. Choose material that contributes to the story instead of simply filling space.
Encourage interaction
Visuals can give readers another reason to explore a webpage or engage with a social post. When an image supports the message, it can make the story easier to discuss and share. Relevance matters more than adding an image for its own sake.
Would you like help finding the right visual approach? Our video and photography services and content creation team can support social content, press materials and other communications.
As a technology PR agency, Progress Communications helps make specialist subjects accessible through words and images. Contact us to discuss the story you want to tell.
Tessa Bron
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