[By Meenakshi Nowrattan]

You know that saying, “A picture is worth a thousand words”? Well, in the era of digital media, that phrase is coming to fruition.

Visual IQ has become the fastest rising form of IQ. This means that words aren’t as powerful as they used to be, and the public is increasingly gravitating towards a visual narrative.

According to Twitter, when a tweet includes a photo it gives users a 35% bump in retweets. It is evident that when photos are included, content is more engaging, especially on a digital platform such as Twitter.

This increasing demand for visual multimedia is beginning to affect the traditional manner in which public relations professionals approach their storytelling.

As storytellers, PR professionals are so used to writing comprehensive pieces, but writing for platforms such as Twitter and Facebook provides a limited opportunity for this. As society has become tethered to digital technology, it has caused a shift in the way audiences consume information. The average attention span has shortened, giving PR professionals the mighty task of driving the necessary information home with a powerful image and a condensed message.

After all, they have a limited timeframe with which to capture the attention and intrigue of their audiences.  PR professionals need to shift their content generation practices to better suit the evolving needs of their future consumers.

According to Forbes, future consumers will be web- and mobile-savvy. More importantly, they will be visually fluent and turn to multimedia first. This is a consideration that PR professionals will have to keep in mind during the era of visual PR.

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(Photo by Meenakshi Nowrattan)