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Over the past few years, PR pros have evolved from being phone and email-centric to ramping up our skills in digital content creation and visual storytelling. And we’ve started to learn how to navigate in the paid, earned, owned and shared media landscape.

But when it comes down to it, many of us are still verbal in the extreme.

A graphic moment

According to the Shift Elearning blog, nearly two-thirds of people are visual learners. Images stick with us longer than text because visuals are processed in our long-term memories while words go straight into short-term. Unfortunately, marrying pictures with words isn’t something we studied in PR school – then or now.

Lights. Camera. Social PR.

So imagine how much more memorable your story would be if you also had an image or video to capture our attention and bring it to life?

Lately, I’ve been collecting and saving articles, news and posts on the latest trends in visual storytelling, video and audio production, new social and digital platforms and what brands are doing. Now I’m happy to share the feed and ideas that have been catching my attention in a public Diigo group called Multimedia Storytelling for PR. Just click the link to join.

A Roadmap for Multimedia Storytelling

And while you’re at it, check out the Multimedia Storytelling ebook I wrote for Cision. Of course I had a lot of help bringing it to life from a stellar group of contributors who shared their advice, creativity and insights. Thank you to Jay Baer, Paul M Bowers, Shonali Burke, Gini Dietrich, Ian Everdell, Donna Papacosta, Steve Rubel and Heather Willems. Thanks also to Jay Schacher who created the design and infographic.

These days, we all have smartphones, laptops, tablets and access to many visual tools. But we need to step out of our textual mindset, go beyond stock and learn how to tell stories using a variety of multimedia.

Are you becoming more adept at telling stories through multimedia? I’m interested to hear your challenges and stories.

Thanks to Annex Pawn for permission to photograph the slide projector.

About Martin Waxman


Martin Waxman conducts social media and online crisis training workshops, is a digital and communications strategist and speaks at events across North America. He's the co-founder of three PR agencies, president of a consultancy and has worked in the industry for 25 years. He writes a monthly column for Marketing Magazine, teaches digital strategy and is chair of PRSA Counselors Academy.

1 comments
TorontoLouise1
TorontoLouise1

Nice post Martin. I remember your files of articles and I still have a few of my own. I'm trying to become more adept at telling stories purely, or mostly through visuals but it's hard for me.Words are my currency and my comfort zone.The other day I heard the phrase "design-driven copy" and I got nervous just thinking about it. I know it's the way of the future and I'll get there but right now for me, storytelling means what it did many years ago.