As the old saying goes, “A picture is worth a thousand words” and that stands true in the world of public relations. We are an on-the-go nation that doesn’t have a lot of time to read a text-heavy article. In order to get that coveted spot on page 3A or even repost on another blog, we need to work with our audience, with our audience in mind.
In recent study by PR Newswire, 100,000 news releases were tracked via views or content. No matter how the audience stumbled across the release, it was found that releases with at least one photo were read 80 percent more. The study went on to find that releases with copy, photo, video and a downloadable file were 9.7 times more likely to be read.
Why you may ask? Shouldn’t they care about my copy? While I’m sure your release has information the new, cutting-edge technology that will revolutionize the world as we know it, but today’s face paced media world consumers are attracted to quick summaries, e.g. pictures or info graphics (Sorry to break it to you!).
This study is pertinent to all practitioners for anyone who disseminates to The New York Times or The Mayfield Messenger. Editors are now often act as paginaters and really care about the presentation of their page as much as the content.
Art in the newspaper design industry is gold. Everyone is looking for something to attract the reader to his or her page. By supplying a photo or info graphic, you ultimately increase your chances of making it all the way to print.