According to a survey of PR professionals recently conducted by PR News and PR Newswire, the use of visuals in public relations campaigns is poised for an increase: the overwhelming majority (76%) of people surveyed plan to use more visual storytelling elements in their communications in 2014.
An even larger majority of communications pros (79%) noted that video is underutilized in PR messaging. However, the survey also revealed that PR has increasing control over the budget for the creation of multimedia content.
“It’s interesting that the budgets are now evenly split between PR and marketing,” Kevin West, PR Newswire/Multivu senior vice president of multimedia, said in the report published by PR News. “The fact is encouraging because there’s always been this perception that marketing always had control of budgets, so it presents an opportunity for PR people.”
Despite the relatively scant use of video in PR messaging, those surveyed noted that video content is effective at driving…
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