How Visual Storytelling Transforms Digital Public Relations

By: Kate Warlick

Photo courtesy of Beyzanur K. on Pexels 

What is Digital Public Relations?

Digital public relations is a strategy that combines the use of traditional and digital storytelling techniques to build authority and brand awareness. Traditional media is becoming less prevalent in campaigns as technology is becoming more advanced. Relying heavily on online and social media platforms, digital PR is measured by search visibility and engagement which are important components to be cognizant of when incorporating visual storytelling techniques in media campaigns. 

Core Pillars of Visual Storytelling

As humans we process so many messages everyday, and it can be overwhelming to consume and remember. Visual storytelling is a method used to take the abstract print media such as newspapers or magazines and convert it into media assets that are more memorable and shareable online. Transforming the content into more infographics and data visualizations makes the messages and content easier to absorb. 

Implementing short form video posts, carousels and search engine optimizations (SEOs) encourages more shares and engagement between media platforms and viewers. Creating a strong emotional connection and using graphics to make a long lasting campaign image is a major challenge that visual storytellers face as it can be hard to break through all of the media noise. 

Tips and Guidance in Digital PR

All the media content and visuals you create should have a purpose and relate to the overall message and objective of the campaign. It should not just be added as a decorative element as it could be misleading and be distracting to the viewer. 

To make your content more visually appealing, including high contrast and alt-text design for graphics and charts makes it more accessible. Most importantly, keep the visuals consistent with the overall brand identity on all media channels and content that you create. Designing content that is cohesive, accessible and connects with the overarching goal of your campaign can ultimately lead to success and memorable brand identity digitally.