It’s almost impossible to find an article about our business that doesn’t cover the current emphasis on visual storytelling.
It’s an exciting part of a PR and social media gig, and it should be a big part of every agency new business pitch. Here are a few ways to use visual content to help pitch prospects:
First, work with your in-house video producers to develop a “draft” video that supports the theme of your pitch, and use that content to support a specific point during your meeting. You may slightly miss the mark on the tone or vibe of the video—occasionally that happens—but the effort and the investment will be appreciated and will demonstrate how your PR agency employs visuals to bolster any campaign.
Second, pepper your recommended communications program with smart and provocative graphics, videos, and images. Propose a monthly webinar hosted by your client’s key spokesperson, or spice up the distribution of a press release with an accompanying infographic
that helps tell the story. Or you might develop and distribute a logo or icon that represents the category you are creating.
In any circumstance, recommend a stream of visual content that will help you and your team tell the prospect’s story. (A steady flow of visual content is key. One-offs aren’t going to cut it in today’s content-hungry world. Visual content should be included in any smart program, and it should be front and center during a new business pitch.)
Third, work with your in-house graphic designer to ensure your presentation is perfect. In addition to being packed with smart, creative ideas, it should be visually strong. Quite simply, it must look good—and it should help convey your specified message. Basic graphic design fundamentals exist for a reason, and they should be employed when assembling your final presentation.
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Finally, use some of the content discussed in the meeting for a follow-up visual. Include a video via email or a graphical representation of a key metric, or send a crisp, clean infographic via FedEx. In any circumstance, you are reminding the prospect of the content-rich discussion that occurred in the meeting, and affirming that you have the capabilities to deliver supporting materials whenever necessary.
What tips do you have for leveraging visual content as part of the new business process?
Scott Signore is the principal and CEO of Matter Communications. A version of this story first appeared on the agency's PR Whiteboard blog.