The Importance of Visuals in PR

In today’s world, a combination of information overload and shorter attention spans can make it that much more difficult to really reach – and engage – your target audience. That’s why, now, more than ever, it’s important to take advantage of the many benefits of using visuals in your public relations materials.

What are the benefits of visuals?

In 2012, PRNewswire did a comparison of results from text-only news releases and those with images, video, or other media – and, not surprisingly, those with visuals received 9.7 times more views.  Not only that, but visual content also has much greater shareability than materials with text alone. For example, Facebook posts with images get 53% more likes, 84% more clicks and 104% more comments than text-based posts. Images also greatly enhance re-tweets when it comes to Twitter. Using visuals – particularly infographics – can also be a great way to simplify complex concepts and make them more easily digestible to your audience. And let’s be frank, an image is much more likely to quickly create an emotional connection with people than words alone.

Types of visuals to consider

So we’ve established the fact that PR materials with visuals get much better response rates. But what types of visuals should you use? That answer will depend on your message, your audience and your method of execution. To get you started, here is a list of visuals that can help enhance your PR success:

  • Headshots
  • Infographics (particularly for use with social media)
  • Downloadable pdfs
  • Product shots
  • Videos
  • Illustrations/cartoons

So what about file size and quality? When it comes to print materials, 300 DPI is generally recommended, and TIFF files are preferred. For web content, you can use JPEGs, GIFs or PNG files.  It’s best to try and keep your file sizes less than 70kb, as the longer that it takes for images to load, the more likely you are to see drop off in your audience. JPEGs are a good choice if you are looking for quality images with low files sizes. GIFs have lower quality than JPEGS so they are better for simple images such as icons, but they also support animation.  PNG images are becoming more popular and they support more colors than GIFs, but the file sizes tend to be large.

They say a picture is worth a thousand words and images can really be invaluable in the process of telling your story and creating real impact.


2 Responses to The Importance of Visuals in PR

  1. employee evaluations July 16, 2015 at 3:58 am #

    I’m thinking of writing a blog post in response. Would you mind if I connect to your website from my article?

    • Melissa Sheridan July 16, 2015 at 10:17 am #

      no problem

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