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Three steps to improving the odds of meeting your PR goals:
First: Determine your specific business objectives.
You are the captain. This is your ship, but in order to arrive at your destination you need to let your crew know what direction to row in. Be specific with your objectives. If you own a restaurant, it might be simple to say: Our goal is to make more money, however, that's like the captain saying "Our goal is to not sink the ship." If you are being a good captain, be specific. Ask yourself: What do I want to sell more of to make that money? Which wine sells best? Do I have enough of it? Who drinks that wine? Is it women? How can I attract more women between the ages of 30-40 into my establishment to drink XYZ wine? Do the women like the person serving the wine to them?
Next, once we know what we want to accomplish, we can implement strategies and tactics that will help us achieve our goals.
Take that same restaurant. If you know, for example, visual storytelling strengthens your brand, then you may decide that part of your strategy is to connect to your target age group via social media with photographs.
Finally, learn the art of Kaizan, or constant improvement. The reason we have specific goals is because we need to know if what we are doing is meeting those goals. Data does little to benefit our goals is we do not use it to assess our strategies, tactics and metrics. There's an old saying that half of all advertising budgets are wasted, but marketers never know which half. Examine your data and make informed decision that have a real impact on your audiences, stakeholders and efforts.
In the end, as Darwin said, "It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change."
Four reason why Photos/Visual Branding are Essential to PR:
1. Photos get more traffic.
Articles with images get 94 percent more views than those that don't, along with more blog comments and reader engagement. What many people don't realize is that even the images themselves, when suitably tagged and optimized, can drive traffic and new audiences to your brand through search.
2. Visual storytelling strengthens your brand.
People want truthful, compelling narratives. When you use photos to visually represent the ideals, people and experiences behind your brand, you form a connection with the viewers and establish authenticity. Did you know that the human brain processes visual 60,000 times faster than text and 93% of communication is non-verbal, meaning that it may take less effort to compete with other sources of information and less time to build trust.
3. Images convince journalists to cover your story.
Rarely do newspapers, magazines and blogs run features without images these days. Photos save the journalists time and show credibility. Keep in mind, many journalists prefer not to receive unsolicited photo attachments via email.
4. Images motivate your audience to act.
Presentations with visuals are 43% more effective in persuading an audience to take a desired course of action, such as, liking, commenting or sharing the post.
In conclusion, adding visual storytelling to your strategy gets more traffic, strengthens your brand, convinces journalists to cover your story and motivates your audience.
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