In this episode, I’ll be talking about point 4 of the NATA PR model to create a traditional public relations campaign, or one with influencers. If you’ve been asking yourself what tools you need to get people talking about you, then this episode is for you.
Have you identified why people would talk about you, written your press release, and found five to 10 genuine influencers or journalists who are interested in your product, service or sector? If so, you’ve already done more than 80% of the work.
So, what’s missing? A visual aspect to illustrate your story! It seems simple, but remember that image quality is crucial. You might interest a journalist with an excellent subject, but then they suddenly refuse to talk about you because you don’t have high-definition photos or images of your product on a white background. In this era of social media, if you don’t have photos or videos, you barely exist.
If you don’t know what the right type of image looks like, browse some online publications that feature your industry or your products. Do you know which images and photos are used in articles? More than 80% of the time, they’re provided by the company or brand that’s looking to get featured.
What visual do you want to accompany the text written by a journalist or influencer who chooses to talk about you, your service or your new creation? A strong image could well tip the scale in your favour. Underestimate the power of images at your peril. It’s also what will grab the attention of readers or followers of the influencer you’re working with.
At NATA PR, knowing what works is second nature, because it’s what we do every day. That said, here are some stats to convince you how important certain tools are.
Every year, CISION group releases a “State of the Media” survey of more than 3,800 journalists across approximately 2,160 media outlets, spanning 17 regions across the world. These figures are tangible evidence of what we see at the agency.
Over the last six months:
81% used images in their articles
46% used videos
41% used infographics
39% used social media posts
More than half of journalists (54%) go so far as to say they would be more likely to cover a story if provided with multimedia.
Going by journalists’ most-used multimedia elements from the last half of 2021, images may be the fastest way to get out of journalists’ inboxes and onto their editorial calendars.
Not only do photographs, videos, audio clips, infographics and illustrations help contextualize a story, they add a visual or aural dimension that has been proven to increase consumer engagement.
I hope this has convinced you how important it is to have high-quality images. The web and social media are swarming with professional photographers. Make sure you use them!
If you want to learn more about our six-step model, download it now and get in touch.
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