We should first make something clear. Your readers generally better absorb and comprehend stories with images/photographs/visuals and are more likely to interact with video or audio content. Research by Dr. Stephen Kosslyn (Chair of the Department of Psychology) at the finalHarvard University and visual communications consultant Robert Lane has shown that human brain processes images 60,000 times faster than text. Studies reveal that while our brain is able to decode image elements simultaneously, language is interpreted in a linear, sequential manner, which is a more lengthy process. When the brain is not forced to break a sweat, the reader will probably be more interested, will be able to recall more information, and so the content will be more likely to achieve its desired effect. And this is what we all want, right? Those who took this truth to heart and employed rich media content in their strategies inspire crowds with their communication activities, gain a considerable number of publications and receive awards at relevant industry events (here are case studies of the best PR campaigns from the last years’ Cannes Lions).
You may ask whether we can follow the same approach towards both large campaigns involving long-form content and press releases that are sent every day. Well, yes! Press releases containing visuals also manage to better attract the journalists’ attention. As with most of us, mortals, the media people also better respond to multimedia than to ordinary plain text. But how much “better”? Well, about 3 times better — just look at this data.
Update Your PR Mindset
They Tried It and Can’t Stop Doing It This Way
What matters in the work of a PR specialist is time, and in fact its sound management. If I am able to quickly put in the Creator a ready text of a press release, format it any way I like, and add essential additional materials, then I’m actually saving time. Also, I get attractive visual content tailored to fit any device which the journalist will use to consume this content. Clever, right?
Łukasz Majewski, VML Poland
The new Story Creator from Prowly leaves traditional press offices many light years behind. Pieces of information and communications are lined up to create successive chapters of a story about brand. They rather remind of a contemporary blog which offers its readers a high-quality aesthetic experience, by both meeting the needs of a modern recipient of digital content and ensuring practical tools to be used in journalistic work. From the editorial side, your story literally arranges itself; it is created piece by piece, giving every element an appropriate role in the entire feature. Quotes, pictures, infographics, videos, links to Web pages and locations are no longer only attachments, supplements categorized into the appendix. Instead, they constitute an attractive part of communication. Maybe this is the reason why they are later launched to the right publication orbit.
Magdalena Gronert, Deloitte Digital
The new Story Creator from Prowly is a very useful and intuitive tool that can be of great help in your PR activity. It includes multiple possibilities of writing, adding pictures and also coming back to revise what you have written. Also, you have the possibility to schedule your story for an established future date. It helps the fact that you can preview your story. For every question you have the answer is very quick, the personnel is also very helpful.
Andreea Viciu, KrugerMatz
Tell Better Stories and Provide a Memorable Experience and Achieve Success
You will be able to do all this with this package:
The Final Word: Never Justify Type On The Web
PS: We are aware that some of our clients may feel a little bit overwhelmed by the vastness of these changes. Trust us though, you’re in good hands. Things could always be worse ;) If you still feel a bit uneasy on the new platform, feel free to contact our Client Service or pop the chat on our product site.
#ProwlyUpdate January 24, 2017
CMO at Prowly.com