PR Genome: Seeing is Believing
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Alex Flores, VP Communications, Global Strategy Group The power of the visual narrative and doing it right.
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PR Genome: Seeing is Believing
- 2. Today’s Webinar… Introduction Some Stats Examples Take-aways Q & A Goodbyes
- 4. Who the !#$&@ is Alex Flores?
- 6. Me @ 6 “So Cute!” Me @ 40 “What Happened!?”
- 12. Statistics!
- 14. 65% The percentage of the population identified as “Visual Learners.”
- 15. 90% The percentage of information entering the brain visually.
- 16. Improvement in learning when visual aids are used in the classroom. 400%
- 17. 13 to 80 milliseconds The amount of time MIT researchers determined it takes people to recognize images like “a picnic” or “couple smiling.”
- 18. Search: PR Trends for 2015: Focus on Visual Storytelling
- 22. Goethe's “Theory of Colours” first published in 1810 Conway BR, Wellesley College (2002) Neural Mechanisms of Color Vision. Kluwer Academic Publishers: Boston. Research by neuroscientist Jerald Kralik suggests that the human tendency to be impressed by those in red may be an adaptation for self- protection inherited from our primate ancestors.
- 23. ANGRY!
- 25. Calm. Tranquil.
- 26. And by the way… it’s black and blue.
- 35. July 20, 1969
- 47. They Get Together Every Year to Remember & Celebrate Each year Konstantin Pronin, an 86-year old WWII veteran from Belarus, heads to Gorky Park each yea to join his battalion to remember and celebrate their Day of Victory in Moscow. On Monday May 9th, 2011 Konstantin was the only member of the battalion to show up.
- 48. They Get Together Every Year to Remember & Celebrate Each year Konstantin Pronin, an 86 year old WWII veteran from Belarus, heads to Gorky Park each yea to join his battalion to remember and celebrate their Day of Victory in Moscow. On Monday May 9th, 2011 Konstantin was the only member of the battalion to show up.
- 88. The majority of people learn and retain information better when it’s presented visually. Many press releases and PR activities lack an accompanying visual element. There is an opportunity to stand out. Color choices and the use of color matter. Visuals can be used for bad and good. Purposefully or accidentally. A visual element does not have to stand on it’s own. Combining visuals can be effective. There are many ways to communicate information visually; iconography, strategic and thoughtful images, video, infographics, and presentation stage and set design. Visual narratives can drive real emotion and tell a richer more meaningful story.
- 90. Narrative Image: The How and Why of Visual Storytelling Semiotics for Beginners The Power of Visual Storytelling Pixar's 22 Rules to Phenomenal Storytelling Presenting Data Webinar PR Trends for 2015: Focus on Visual Storytelling
Editor's Notes
- I’m Alex Flores, VP at Global Strategy Group
- When I started working on this NYC was in single digit temps So even though I’d like to be here, it’s warmed up a bit so this image has lost it’s impact a little bit Today we’ll talk about…
- Let me start by answering the question that’s probably on all your minds Rather than showing you a picture of my Linkedin profile…
- I thought I’d tell you the story of me using the theme of today’s webinar…
- Popular meme on the internet over the last few years called “Me Then. Me Now.”
- Port Jefferson Long Island St. John’s University Yankee Stadium
- Boulevard of Broken Dreams
- Moved to Boston – Mullen really creative agency (left when the Red Sox won the WS) Moved to SF – worked a highly creative digital branding agency (moved back after the fervor of the Sox win had died down) Moved back to Boston – couldn’t get enough worked at two very creative full-service agencies (but the Red Sox won so I had to get out of there) LA back home to NYC – worked at Sapient, a full-service agency focused on storytelling Finally landed at Global Strategy Group Logo is a lot bigger! Been here over a year, and am loving PR and Public Affairs
- PR Newswire did a big study late last year, so this information is recent They surveyed PR professionals and did an analysis press releases from 2013 We all know that releasing something on the wire doesn’t guarantee the story will be picked up and written about So the take-away here is that if people in our profession believe video and imagery are underutilized and the trend is towards the use of more visuals… it will become even more challenging to get coverage if you’re not thinking more visually
- This isn’t a stat as much as it is an observation most everyone can agree with… The way we communicate has become much more visual. It used to be…
- I’m going to provide a wide range of examples but will purposefully stop short of getting into the study of semiotics, which is the study of signs and symbols and their use or interpretation, or the neurological aspects of image recognition. The purpose of this webinar is to introduce, or remind, all of us in the PR world that we are capable of doing a lot more submitting press releases and making phone calls to pitch stories. We can tell stories with whole suite of visual tools at our disposal. And lastly with these examples, some of them are meant to evoke feelings. Strong ones. So let’s get started….
- This is an example of website that can probably use a number of improvements It’s a Federal website meant to provide information to a wide audience Financial information is complex and intimidating, so the blue colors are meant to soften the mood and experience The use of red, or a “hot” color, is meant to draw the eye towards specific parts of the page
- All of these words were on the previous page. In that wide audience there are a lot people for whom English is not their first language So perhaps the use of imagery, which can break down language barriers and cross borders, is a good solution here.
- Obviously illustrations can be instructive… but what does this mean, exactly? Does it mean “No drinking in this establishment or this part of the park?” or does it mean something like “Let’s put an end to alcoholism?”
- Well if it’s about alcoholism there are a lot more visually powerful ways to get that message across. But these are very personal. How can a visual tell a bigger story, and maybe introduce a different narrative?
- Show how it can affect children and families.
- Images alone can be visually arresting and be left to interpretation. Handgun violence. Gang violence. Whichever. It’s a powerful image to see splash across your screen.
- Buzz Aldrin and Neil Armstrong are on that little craft heading down to the moon where Armstrong took that famous first step and said “That’s one small step for man. And one giant leap for mankind.” Another amazing thing about that day is, and this might depend on if you believe in aliens are not, but Michael Collins took this picture. Which if you think about it… makes him the only person alive, or dead, in the history of the world not in this photo.
- Here in the US California is ground zero for discussions about climate change, water depletion, and draught. US Geological Survey does a nice job providing information about the changes Visually we know red is bad. And looking at this you get the sense that something isn’t right with California. But the information is presented a little more scientifically… you have to work a little bit to understand the table headings and the key
- The US Drought Monitor does a better job…
- On the opposite end of the spectrum it’s not just about using images to compliment a story or to get your point across more effectively.
- It’s also about using visuals in a strategic way to help differentiate your story
- These images are from news outlets around the northeast.
- All of them are basically showing the same thing… people surrounded by A LOT of snow.
- What about visually telling the story differently? This is a better way to show the “record amount of snowfall” Boston got this year wouldn’t you say?
- And then of course, there’s the business and retail angle… need to buy salt or shovel. Good luck with that.