Instagram. Facebook Cover Photos. Twitpics. It seems everywhere you look, things are becoming more visual than ever before. The same goes for the world of public relations. What once was an arena based solely on succinct and efficient writing is now a place where visuals are all but demanded. Here’s how to stay ahead.

Multimedia Content Drives Results

A recent blog post published by PR Newswire discusses a study of press release activity based on PR Newswire.com. The study shows that multimedia content drives better results…77 percent more views actually.

But why? For starters, it is more interesting to look at. The visual content gives a break to the eye from text, and is interesting. Then there is the distribution aspect. When there is a video, picture, etc., that component can be shared on different channels than the text release, increasing the audience exposure. Think social media. The probability that something will be shared increases when multimedia content is involved.

Social Media News Release Provides More Resources

This is where a new concept, the Social Media News Release (or SMNR) comes in. While it may not be completely accepted just yet by PR Professionals, it is definitely something being slowly incorporated into the world of public relations. The difference between an SMNR and a traditional press release is its content. Whereas an old-fashioned release contains a basic headline, subhead, introduction, quote, story information and boilerplate, a SMNR takes it to the next level and anticipates what journalists will want next. Typical components include photos, headshots, logos, social media links and related audio and video clips. A 2012 Survey by PWR New Media says that 87% of journalists want easily accessible images, and 79% say that including an image increases the chances that they will pick up a story.

Making Use of Social Media News Releases

So what can you do to stay ahead in this visual environment?

The first step is getting (or making) the actual multimedia content that you will need later on. Recognize opportunities for taking photos and videos, creating graphics and producing other visual content. The more you have to chose from, the more channels you can expose your message to later. Some things to keep in mind:

• Videos: Make sure the speaker is articulate and speaks loud enough. If the video features an interview, have a simple backdrop and make sure the speaker is dressed in appropriate clothing. Avoid stripes, patterns and metallics on screen. If the video is footage of an event, frame each shot to avoid any distractions in the background. Get short interviews with key staff and attendees on the event grounds.

• Pictures: Like they say, a picture is worth a thousand words. So make sure your picture is telling the story you want it to. Be creative, but don’t get distracted by all those filters and fancy features on most cell phone camera apps. A good picture will speak on its own without anything but maybe a little cropping. In terms of formatting, make sure the picture is the right size and doesn’t become pixelated or blurry when enlarged.

• Graphics: Infographics are a big trend on Pinterest and other social media channels. They are great tools when done right, which is easier said than done. The trick is keeping it simple. Create a path that is easy for the eye to follow, and keep the colors limited and cohesive.

The next step is distributing your content. Determine what the best methods to spread your visuals are. Some ideas include:

• News Releases: For more traditional press coverage, think about spicing up some of your press releases with pictures and links to video content. Make sure to take note of how you are sending the content. Many reporters won’t open up an email attachment due to fear of viruses. Paste the content directly into the email when possible. If you need to send it in an attachment, make sure you save it in multiple formats in case the reporter has a different default program or version than you.

• Facebook: The new timeline feature forces you to be more visual, so embrace it. Make sure you have photos of appropriate dimensions to fit in the cover photo, profile picture, and timeline photo space. Highlight landmark events with pictures, and be creative about it. Don’t be afraid to show pictures of your events, the office environment, or any other ideas you may have to make your brand more personable and approachable. Click here to see a how Greenpeace International uses Facebook to motivate supporters.

• Pinterest: Pinterest may not be the best outlet for everyone, so make sure you take time to consider if the effort it takes to maintain is worth it. If you decide to go for it, make “pin-boards” that are appealing and engaging. Pin pictures, quotes, tutorials, infographics, etc. and write intriguing captions that motivate people to respond. Click here to see how charity:water shares their story on Pinterest.

• Twitter: Twitter is a little different because your visuals show up as links at first, not just pictures. But they are still effective. Including a “twitpic” will increase your chances of getting retweeted.

• Instagram: Instagram is a social phone app that allows users to share pictures.  Like Pinterest, Instagram isn’t for everyone. But ifyou feel like it  would be a good tool for your brand, by all means, go for it. Make sure to follow other organizations like yours and comment on pictures that fit with your missions. Check out @twloha to see the account for To Write Love On Her Arms, an organization dedicated to helping people struggling with depression, addiction, self-injury and suicide.

There are plenty of ways to incorporate visual content into your messaging strategy that keeps you from being boring. Be smart about it–trying to conquer all social media channels at once is going to most likely spread you too thin. Choose the strategies most appropriate for your brand and do a good job maintaining them. The more interesting the content you provide is, the more widespread your audience is going to become. And the more likely your stories are going to spread. So get on it!

Jenna Stasiewicz assists with marketing and public relations efforts at Red Rooster Group. She has a BA in Public Communications with a minor in Graphic Design from American University. Contact us at info@redroostergroup.com.