Visual Storytelling is not rocket science. I’ll explain the basics and show you how you can use visual stories for your PR.
Not only do people have a penchant for good narration, but they also appreciate visuals. These are particularly easy to consume in the form of videos or short clips. Visual Storytelling combines these two human passions. We can use the strengths of visual Storytelling not only in marketing but also in communication. In public relations, we are used to developing and telling stories. What we have to relearn is visual.
In this post, I’ll explain the basics of visual Storytelling, show you examples, go into the different graphic formats and give you tips with which you can integrate visual storytelling step by step into your everyday PR and communication.
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When Visual Storytelling is like traditional Storytelling in the first place about the communication of messages, as a narrative and stylistic device, visual elements remain specifically used to address emotions. Text and audio features often complement the primary visual language to address the audience with the messages as concretely as possible on many levels. (Chapter “2.2. Telling is part of our being and as old as humanity itself
Images can arouse emotions in people more quickly than text could. Visual elements also make it easier to consume information. We absorb this knowledge with our eyes. It is not surprising that we find it easier to absorb visual information faster than textual information.
Nowadays, timing and speed are critical in communication to communicate messages in the right place at the right time. Those who babble and well score points in mobile communication – and social networks such as Instagram, YouTube, or Pinterest rely on moving images and images. Also, visual elements can be used (more quickly) worldwide and only need adjustments in a few cases.
Besides, stories have always remained told in public relations: PR people support the media and journalists in finding relevant stories. Facts and information remain prepared for the stories of the press. PR people develop and tell stories about their products, brands, services, companies, and organizations. Nowadays, we only have to make these stories visual.
Those who use images for their messages can more easily share them with their target group. Because pictures and stories connect, use visuals more often to maintain and deepen this connection.
If you want to tell visual stories, you need a toolbox full of tools. Imagery, the basics of Storytelling, formats, programs, and platforms for Storytelling are some of the essential tools that you need to use over and over again for visual Storytelling.
The story is your red thread, with which you link your visual elements and set them in a scene. Storytelling is a conscious and targeted method of conveying targeted messages. But Storytelling is also a tried and tested tool for obtaining facts and information.
Which topics and stories are incredibly successful? Many focal points keep popping up – there are rarely unique ideas. These recurring themes include life and death, love and hate, good and evil, and many other (opposing) pairings.
There are numerous ways in which you can build and tell your story. The most common and at the same time simplest structure, which you may still know from school, looks like this:
This simple structure only works if it contains the following ingredients:
Of course, these essential elements can remain expanded to include other aspects. How you decorate your story is up to you.
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