The world of PR is undergoing a significant transformation, and these changes will continue in the coming years. Journalists and notable bloggers are inundated with emails from companies and PR agencies, all of whom are seeking a write-up of their latest tidbit of news. Traditional methods of pitching these “stories” are decreasing in potency, and companies are looking for new ways to draw attention to their news. The type of content that readers want to consume is changing as well. As we discussed in the previous chapter, the world of media is becoming increasingly editorial in nature. In other words, readers want a story. The typical press release, which likely consisted of a company bio followed by a collection of revenue stats, or a list of new features of an app’s latest update, is rarely interesting to the average reader. People want more, and brands are looking for ways their press releases can make a splash—not see them drown after only a few days.

Companies and PR agencies recognize this changing landscape, and our company has fielded a lot of requests recently to find new ways to make this content interesting and appealing to journalists and readers. Using infographics to convey this messaging not only stands out to media contacts; it also provides a way to tell a story without being lengthy and boring. Our work with several brands provides good examples of how to execute a visual press release effectively.

For example, using infographics to display ...

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