That line comes from the recent rising power of images article on
PRWeek.com and those ten little words have given me much food for thought over
the past few days.
It’s safe to say that images have had a
close relationship with many communication disciplines over the years: not just PR,
but marketing and advertising too; semiotics has always played an important role
in influencing public opinion and reinforcing brand recognition.
In fact, here’s a quick pop quiz to
reinforce that point. Take a look at the following images – I’d eat my hat if
you didn’t get all of them correct.
What’s more, with the advent of social
media, the bond between images and public relations has grown even stronger. It
began with Facebook and Twitter as the sharing sites of choice, but as
consumers’ need for simplicity has expanded, so has the number of platforms
available with Tumblr, Instagram and Pinterest fast becoming big contenders in
the ‘content is king’ boxing-ring.
But “what does this mean for PR
practitioners?” I hear you say. It means now is the time to become even savvier
when spreading the word - or sharing the picture. We’ve all heard about the
rise of the citizen journalist, but what about the rise of the citizen paparazzo?
According to The Daily Telegraph Picture Editor, Matthew Fearn, “Ten years ago,
The Daily Telegraph received about 5,000 images a day. Now, it can receive up
to 50,000 on a busy day”.
This speaks volumes about the public’s need to interact and be a part of the news stories that are generated on a daily
basis. PR practitioners need to embrace this and realise the benefits of having
an even bigger capability than before to spread awareness about a particular
brand or product.
This is something that we at Target PR have
taken on board and used as a PR tactic for our client Specsavers in a
competition called ‘Life Thru the Lens’. The competition, which has been
running for many years, sees both print and online newspapers across the
country teaming up with Specsavers to invite members of the public to capture
the essence of their hometown - whether
it’s the sun shining on a local landmark or simply capturing the local hustle
and bustle – entries continue to flood in year on
year, with a host of prizes up for grabs for the cream of the crop.
So, as you can see, there is huge room
for added authenticity by engaging the public, but the onus is on PR
practitioners to provide the credibility while ensuring imagery remains the
focal point of this marvellous mix.
Zainab Rahman
Account Executive
P.S. Logo answers: L-R Reebok, Nike, BMW and Levis. I hope I
don’t have to eat my hat!
