Have you witnessed content format drive audience assumptions about its quality? I remember when .pdf files seemed to transform PR content into intellectual capital. It was bad enough that I wanted to take Greek text (lorem ipsum), put it into a .pdf file, offer it to folks online and track the downloads. It seems that an audience just assumes a .pdf equates to good content.
We’re seeing this concept with infographics. And since PR people have more access to good graphic design capabilities, we could conduct the above experiment with infographics. Just add some percentages, pictures and voila: Pinterest porn — or gruel depending on how you look at it.
Words, Pictures or Numbers — We Have a Job to Do
My point is that while content is clearly, more visual than ever — as we’ve been telling you — it makes the PR person’s role in content creation all the more important. Video projects require creative briefs, research and storyboarding or scripting before a camera is even picked up. This level of pre-work should be going into content regardless of its format. Goals, strategies, objectives…these all still apply too.
Read the entire article at Bad Pitch Blog. Infographic via Forbes/Bit.ly: The Media Map: Who’s Reading What and Where.
you hit the nail on the head. this is what I do everyday. write out visions with a clear understanding of communication strategy and research data-based messaging. The trick is that I also spent 15 years focusing from behind the camera, as a visualist and image maker. Given the trend that now everyone is a fotografo, time to switch it and flip it. but I still keep my leica around my neck… @louismrivera