The Importance of Visual Communications
Stock Images, Photos Add Impact to PR Strategy Management
Jul 31, 2009
Organizations are about the people who make them a success and humans are more drawn to images of others than to stock images of buildings or places.
An article in Business Week about the importance of putting a human face on presentations notes the importance of emotion and communications. The article points to Dan Hill, in his book Emotionomics, who writes, "Humans are extremely visual: We think largely in images, not words."
Hill believes that 80% of what people retain is visually based. "It's important to be rationally on-message. But it's even more imperative to be on-emotion. A company's message will only be successful if it attracts interest and emotionally appeals to the receiver."
Visual Communications, Communications Management With Stock Images, Photos
As a result, photography that focuses on the human side of an organization is a powerful tool used by public relations and communications professionals in employee publications, websites, as part of social media releases, electronic press releases and in presentations.
However, images should be used not just as illustrations of an article or idea. Instead, think of photography as adding extreme value to support key communications messages by grabbing audience attention.
Using high-impact visuals communicates quickly and can leave a lasting impression. However, achieving organizational objectives with good photography takes creativity and brainstorming.
For example, an article on an intranet about an improvement in vision care benefits could include a photograph of several employees who wear glasses. Better yet, a photograph of an employee with glasses and his or her family deepens the human touch that can only be achieved with visual communications.
Use of Royalty Free Photos, Images, Image Libraries Effective
An alternative to original photography is using online stock images or royalty free photos. These images are available for a fee and many can be downloaded free of charge. Always ensure that the photographer or owner’s permission is granted even when photos are available online at no cost.
Public relations professionals should take care that visuals used in communications materials add excitement and engage audiences. The challenge is to stay away from standard photographs showing employees or executives shaking hands or sitting at a boardroom table.
As an alternative, search image libraries and photo banks for stock images that tell a story. For instance, a social media release about cost-savings at a mining operation should include photographs of employees on the job and not dull head and shoulders portraits of company leaders.
PR Management With High-Impact Visual Communications
Staff recognition awards often include pages of photos of groups of employees holding plaques or certificates. Instead, good PR strategies include more spontaneous images of these employees on the job.
Good examples of visual communications that serve as effective management of PR strategies include:
- The University of Science and Arts of Oklahoma at www.usao.edu includes compelling images of students, faculty and staff on its website
- The Food and Agriculture Organization of the United Nations at www.fao.org features photo stories from around the world
- Syncrude Canada Ltd. produces an e-newsletter, Synergy, with a good variety of photographs displaying movement and power
- Allstate at www.allstate.com features an image gallery on its website with high quality downloadable photographs of its employees in the community and activities of its National Catastrophe Team
Images matter to the success of public relations strategies. The effective use of stock images or original photos can demonstrate the vital human nature of an organization by enhancing messages and engaging audiences quickly.
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