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Visual Content and Media Relations

Best Practices for Using Visual Storytelling Tactics in Your News Releases

This course is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Categories: Branding, Media Relations, Techniques & Tactics

Visual storytelling done well increases engagement, explains and summarizes complex information, speeds up comprehension, tugs the heartstrings and motivates action. This is why visuals are now at the heart of brand identity and content creation to a greater degree than ever before.

But here’s a well-kept secret: Journalists are people too! They want visually engaging, multi-media and social-friendly content. Also, journalists are consummate storytellers — and there’s nothing storytellers love more than a good story.

This seminar will discuss tactics for creating and sharing highly branded, engaging and transferable media-facing assets. You’ll learn:

  • The value of visual storytelling tactics and how to incorporate them into your media relations practices.
  • How the shift to digital has transformed how journalists research story ideas, and what this shift means for PR professionals.
  • How journalists prefer to receive news releases and what they want with them.
  • What assets journalists want access to, and how to create and share branded, media-friendly assets.
  • Tactics for keeping your branding consistent, and elevating your brand in releases and beyond.
  • How to maximize your media-facing assets for social media and mobile.
  • Ten tactical tips for making the most of email in your media relations efforts.
  • Tips for both inbound and outbound media relations tactics.

Interested in learning more? Check out Evans Williams' white paper, "Design Thinking for Communications Professionals: How Design Thinking Processes Can Help You Shape Organizational Stories That Connect" (PDF).


Malayna Evans, Ph.D., managing partner, PWR New Media

Photo of Malayna Evans, Ph.D. Evans has worked in the digital communications field for more than 10 years, and has focused primarily on the execution of media-facing digital assets, such as multimedia news releases. She works with clients ranging from associations to CPG firms to some of the country's largest and most innovative public relations firms. She earned her master’s degrees at the University of Illinois at Chicago and the University of Chicago, and has a Ph.D. from the University of Chicago.

Participants earn 2.0 APR Maintenance Credits for a one-day course. Learn more about Accreditation maintenance.


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