Content is king, queen and completely royal. Yes, we all understand how important high quality content is in the world of PR and Corporate communication. Without a well written, precise and comprehensive Press Release, you can never get coverage. Without talking points, your spokespersons are as good as sitting ducks.
Without content strategy, media companies would be down and under and without blogs, internet would be a sad place. Okay — so we understand that content has got us all running after the ‘more’ button.
And then, in this all super-important-content zone enters a new form of data — an infographic. There is little applause in the Pakistani market. Everyone is a bit perplexed over the visual presentation of data. Actually most people don’t even know what it is.
With millions of infographics on the internet, communication in Pakistan is slowly warming up to social media and application usage but the trend of content innovation is still somewhere in the distant future.
It can’t be meaty. It can’t have long-term impact. I hear all kind of comments when I mention an infographic. It doesn’t seem serious enough to some people. For others, its way too experimental. Well, all of that fuss is justified. Hands down. Everyone has their own process and perception to measure impact of a ‘graphic’.
After all, we are so used to ‘reading content’ — how can we adjust to a graphic press release. That is just crazy, right?
Well no, it is not. Research says that the human brain can comprehend and absorb information much quickly when it is in a visual form. Infographics tell data stories in a visual presentation, making it easy for people to remember numbers, statistics and facts. This is creating longer recall, better conversion rates and an enhanced reach of audiences.
So then, while it may not yet be time for Press Releases to be told in graphic forms, it may just be time to start taking infographics seriously. Visualization helps to build deeper emotional connections than the traditional white and black text screen, leading people to take actions. These actions can be the sales you have been missing out on.
So what exactly should your infographic convey? That entirely depends on your need/objective – big idea. The best place to start is to engage a specialist who understands the dynamics, handle the design and arrange your content for maximum impact. And then design your story.
Companies, brands and even development organizations can definitely make use of this tool to present their information in a way which can have an impact on their initiative and required results. Here is wishing you all the best in creating your first infographic.
See this infographic to get an idea of what yours may look like.
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