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What hath God wrought?
September 18, 2024
The Power of Visual Storytelling in Modern Journalism and PR
Got your attention, didn’t I? These days it’s harder to get. No longer are we merely reading content, we are scrolling and swiping our way through the day. To be noticed, visual storytelling has become critical in journalism and public relations.
The Associated Press’ Anthony Brito, AP content services, and Peter Banda, assistant news director recently discussed The Power of Visual Storytelling in Modern Journalism and PR underscoring the growing importance of multimedia assets and the need for adaptability in an ever-changing digital landscape.
According to Anthony and Peter, what hath God wrought were the first words ever transmitted—in Morse code—to officially open the Baltimore–Washington telegraph line. The message was transmitted on May 24, 1844. Two years later, newspapers, which were eager to bring news of the Mexican-American War to readers, used a series of couriers on horseback and in stagecoaches. The network allowed the newspapers, which co-funded the endeavor, to be the first to cover news of the war. News from the front lines made it all the way to the U.S. telegraph office in Virginia for transmission to New York.
Over the past 180 years, the AP has evolved from a telegraph service to one which embraces modern digital platforms, and that evolution continues.
Visuals rule
Anthony and Peter emphasized the importance of visual assets in PR efforts, particularly in today’s digital age where there is so much competition for the audience’s attention. The relationship between press releases and visual storytelling has progressed. In this context, newsworthiness is not only determined by the relevance of the content but also by the quality and availability of graphic elements that accompany it. Supplying journalists with the visual assets they need is crucial for enabling them to craft more compelling, comprehensive stories.
Visual rules
Anthony emphasized the importance of high-quality visuals to effectively communicate a message. Data visualization was another topic of interest, with Anthony noting that while it can be useful in press releases or pitches, its effectiveness depends on the idea being conveyed. Visual elements, such as charts, infographics and interactive features, can help simplify complex information and make it more accessible to a broader audience.
Meanwhile, video platforms like TikTok have given rise to so-called citizen journalism. For years, we have discussed in media training that anyone with a smart phone is a journalist, which has pros and cons. One benefit is the potential for brands to reach new audiences through timely and creative visual content. A drawback is that user generated content may capture a brand in an off-brand moment.
Understanding the story’s visual core
In the world of public relations, newsworthiness is determined by relevance. But there’s potential for a more relatable story with the availability of multimedia assets. The webinar highlighted that journalists prioritize multimedia assets (51%) and expertise (27%) when evaluating news releases. These statistics underscore the importance of providing high-quality visuals and access to experts to make news releases appealing to journalists.
One example shared was Boston Dynamics’ viral video featuring dancing robots. Boston Dynamics and its CEO, Robert Playter, shared insights into the technology behind the performance, including the development of motion programming tools that allowed the team to quickly reprogram the robots for dance sequences. This illustrates how the use of visually striking content married with expertise can capture the public’s attention and create a lasting impact.
Video vs. Photography
PR pros must carefully consider the goals of a project to determine whether video or photos are most appropriate. The nature of the content, the message being conveyed, and the target audience are all key factors. On the one hand, photos are simpler, less expensive and have instant impact. On the other, videos provide an opportunity for emotional engagement and storytelling, making them a powerful tool for creating a deeper connection with the audience. They may also be more captivating to younger viewers.
While stock photos can be a cost-effective solution, they often lack the authenticity and originality that custom content can provide. It’s essential to evaluate the specific needs of the project and the intended outcomes. High-quality, bespoke visuals can greatly enhance a campaign’s effectiveness.
Turning down the noise
Anthony suggested that visual elements can play a crucial role in helping to capture the audience’s attention and conveying information in a clear and engaging way in an active media landscape. Or, said Peter, one very simple, gotcha idea. “Just in the hour that we’ve been on this call, when I get back to my email inbox, I have 30 emails that I have to figure out,” said Peter. “Some of those are emails that I would have had to deal with 10 minutes ago, so it’s like, oh, hey, that’s interesting. Simple and impactful.”
Make it newsworthy. Show expertise. Provide access. But, said Peter, “Maybe we need a story about a dog daycare center or something to kind of cleanse the palate.” In other words, don’t be afraid to pitch a great story, because great stories happen even in the middle of presidential elections.
The Future of Visual Storytelling
By leveraging the power of story and incorporating visuals that help us tell it, we can create content that resonates and drives meaningful results. As the media landscape continues to evolve, visuals will play a growing role. Peter emphasized the importance of staying updated on trends by attending events, reading industry publications and networking with peers. He also noted that the AP now relies on many of its own sources, such as police departments, for coverage areas, underscoring the importance of building strong relationships.
Fun fact:
According to the Foreign Policy Research Institute. Western Union transmitted its last telegram on January 27, 2006.
POSTED BY: Lisa Heathman
