Why Design Matters to PR

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This blog is dedicated to Frank Blossom, he was one seriously cool dude and our industry was better because of him. Below is a picture of him moderating a panel for Grand Valley State University & Ferris State University Public Relations Student Society of America called PR for Art: Design & Creative Thinking.

Several speakers discuss graphic design in public relations at a GVSU PRSSA event.

The panel discussion inspired a blog we wrote in 2017 titled, Why Graphic Design Matters to PR. It was one of our most read blogs, so we figured we’d give it a refresh. 

Creative + PR = Necessary

PR has changed a lot since we wrote this blog in 2017…6 years ago. Social media has become a major tool for pitching media as well as telling your brand’s story. As a PR professional if you are reaching out to a reporter, they are going to visit your client’s social media channels and website at the very least. If you don’t have your sh*t in order, they’re bouncing. Telling a story through words remains necessary, but it takes a lot more than that to stand out. Visuals allow us to tell that same story in a glance and gives companies the opportunity to leverage mediums that weren’t as accessible traditionally. Creativity is a must in the PR world, press releases are not the main way we share our client’s stories anymore. We develop media kits, videos, infographics and more. 

The Shift

PR is about relationship building. When we talk about building relationships with media, or key influencers within a certain industry, your brand needs to stand out. A company has to be interesting for the media to give a shit. For example, our client Stormy Kromer knows who they are, they’ve been around for 100 years and they are incredibly in tune with their customers. They stay true to what made the brand famous, and utilize those visuals throughout their marketing. 

Designing is about creating an experience using a printed piece, video, social graphics, etc. Don’t just tell a reporter about the brand, show what it’s like to be a part of it. 

Integrated communications is now an acceptable and pretty well known term in the communications field, it has become a non-negotiable for brands. Marketing efforts are more impactful when they are integrated. Your branding, messaging, and communication channels must be connected, strategic and consistent. This includes using visuals as a tool for all channels to make a lasting connection.

Have questions about how all of that works together? Give us a shout. We’d love to talk with you.

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