Why visual images matter in B2B PR

I n B2B PR we tend to believe in substance over style.

While consumer brands take great care to create visual imagery that will appeal to the media and their audiences, B2B players still often avoid venturing into this area.

In a saturated media landscape, however, images are a key tool to capture journalists’ attention, reinforce the credibility of a story and increase the likelihood of its uptake. In B2B, visuals should NOT be an afterthought. They must be an integral part of the PR strategy.

Attention, a scarce resource

Journalists receive hundreds of press releases every day. In this flood of information, a striking visual – a photo, infographic, portrait or short form video – can make the difference between a story that is read and one that is ignored.

Content enriched with an image naturally attracts the eye, facilitates understanding and increases the chances of it being picked up, particularly online and via social networks. It is also an important factor in credibility: a polished and professional visual reinforces the perception of a well established company that is confident in its communication.

"A polished and professional visual reinforces the perception of a well established company that is confident in its communication."

Cindy Mouchard Associate Director, Quatrieme Jour

B2B also has stories to tell

B2B is no less visual than B2C. It is visual in a different way.

A photo of a construction site, a laboratory, a data centre, a factory or a warehouse can also tell a real story. A high quality portrait of an expert can humanise a company and lend credibility to its message. A well presented infographic should be able to summarise complex data and make it easier to understand.

Specialised journalists and those working for the trade press also appreciate clear, contextualised visuals that illustrate innovations, projects or business challenges. The purpose of visuals in B2B is not so much to present an appealing proposition as to highlight a skill, demonstrate expertise or present a result.

B2B PR: preferred formats

The following visual formats are particularly well suited to PR in a business context:

• Professional photographs: e.g. portraits of experts, industrial sites, infrastructure and technology in action.
• Infographics: ideal for highlighting the results of a study, a market trend or a technical process.
• Short-form video: e.g. “explainers” of new innovations, customer testimonials and behind-the-scenes footage of a project.
• Clear visual identity – images and logos: to reinforce consistent branding in the media.

NB: Always provide high-definition visuals that are correctly captioned, royalty-free and accessible via a reliable download link.

"B2B is no less visual than B2C. It is visual in a different way."

Cindy Mouchard Associate Director, Quatrieme Jour

Best practice: integrate visuals from the outset when designing PR campaigns.

Thinking about images at the early stages of drafting a press release or preparing a campaign will help your story to perform better. Do you have an image that illustrates the key message of the story? Is there a photo or diagram that will help journalists to visualise it?

Getting the technical elements right is also essential: horizontal visuals for the press, square for social media and portrait for interviews.

If you can succeed in aligning the communications, design and media relations teams, you’ll stand a much better chance of producing consistent, responsive content that will be easy to use for the media and engaging for readers.

Blog images credit to Envair Technology, a Fourth Day client