Visual Storytelling Boot Camp

Content Marketing: How PR Pros Can Own Visual Storytelling in an Overloaded World of Content

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

Categories: Communication Strategy, Social Media, Techniques & Tactics

We live in a visual world. People remember 30 percent of what they read, but 80 percent of what they see. That’s why today’s PR professional needs to understand how to tell stories visually.

Whether you have access to a whole video team or your own smartphone, this workshop will teach attendees how to evolve their storytelling skills, incorporating a content-marketing approach that includes strategic visuals.

Understand what makes a good story and how to structure it. Attendees will see examples and learn how and when to use different types of multimedia content including video, graphics, 360 and virtual reality.

Learn tangible visual storytelling tips and real-life case studies including an example that helped one brand increase website traffic by 249 percent through visual storytelling.

You will learn:

  • How to apply your and your team’s current skills to the new role of visual storytellers in PR. Learn proven steps on how to transition your role and your team’s role to seamlessly adopt visual content marketing. See examples of how other organizations are structured for storytelling using visual content. Learn how to find stories and set up an editorial calendar that’s easy to execute.
  • Lights ... camera ... editing. What equipment do you need? From the best cameras and edit gear at different budget levels to the top-rated software and tools, learn what brands at all budget levels use for visual storytelling success.
  • Multimedia production tips from an Emmy Award-winner. Once you have the right equipment, how do you use it to start getting results for your brand? Learn easy-to-incorporate tips from how to set up a great interview background to how to use simple editing techniques to make a bad interview look great.
  • How to amplify your content. When it comes to visual storytelling, one size does not fit all channels. Learn how to strategically incorporate various tactics for different channels. Understand the digital strategies and skills needed to integrate storytelling into Facebook, Twitter, Instagram and other social platforms to amplify your visual content.
  • How to track and measure your storytelling success. If you can’t prove ROI, it didn’t happen, right? Understand the best practices for measuring visual storytelling including the best tools and templates.


Lisa Arledge-Powell, president, MediaSource

Photo of Lisa Arledge-Powell

Lisa Arledge Powell is the past president of PRSA Health Academy and the president of MediaSource, an award-winning creative agency that specializes in content-focused public relations, content marketing and national media exposure for major brands. She began her communications career as a television news reporter/anchor and now applies that experience to storytelling for brands. Known as an industry thought leader, Lisa trains other communicators on best practices for how to use content to meet business goals. She can be seen on the speaking roster at industry events for organizations such as the Public Relations Society of America, Ragan, PR News, Content Marketing Institute and Mayo Clinic. Lisa is a regular contributor to PRSA’s Content Connection.
Connect with Lisa on Twitter: @LisaArledge


Jerred Ziegler, Content Manager, MediaSource

Photo of Jerred Ziegler

Jerred is an Emmy® Award-winning producer, editor and director of photography. As MediaSource’s Director of Content, he is the driving force behind multimedia content creation for our roster of top industry clients. His creative eye stems from his background in film - Jerred earned his degree in film studies from The Ohio State University and studied filmmaking in Prague with content creators from around the world. Throughout his career he's earned over 15 Emmy nominations and other recognitions as an independent film producer. Now, as a content marketer, he has become a national thought-leader in visual storytelling, speaking at PRSA ICON and other top industry events.


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