#MediaMonday – Fernanda Santos
June 6, 2016
Content is King but Context is God
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Photo Credit: http://www.grahamjones.co.uk/2014/multimedia/infographics/the-power-of-visual-content.html

Photo Credit: http://www.grahamjones.co.uk/2014/multimedia/infographics/the-power-of-visual-content.html

Q:  Does anyone remember what a Kodak Moment was?

A:  It was the pre-historic version of today’s Shapchat.

Shana Glickfield, a partner with the Beekeeper Group, a company that helps organizations recruit and engage their audiences, shared her views with the Public Relations Global Network (PRGN) membership on the current visual and mobile revolution we are seeing.

She noted that visual communications, whether it is a photo, a graphic or a video, has become the top way to get clients’ messaging across the various social media platforms.  Even Facebook prioritizes posts that have images included.

Glickfield said that presents both good and bad news.

The good news is that it allows communicators to be more creative.  The bad news is that we must have a constant pipeline of content to meet the needs of the “content treadmill” that we have created.

We are challenged to have visual communications that will attract the attention of the “infinite scroll,” the technique many employ on their mobile device when standing in line, waiting for a table or bored at work.

She said this is what it takes to communicate effectively with today’s audiences:

  1. Modern story telling. We must be memorable and must use and evoke emotion.  Names of real people must be attached to all articles to humanize them.
  2. It’s unexpected and allows communicators to “prepare to be spontaneous.” It also creates opportunities to boast via a #humblebrag,” typically seen in #TBT (Throwback Thursday) posts.
  3. Real Time. Authenticity and transparency are a must.  Live streams, via Periscope or Facebook Live, provide real behind-the-scenes looks that often draw huge interest.
  4. It could be spinning off to microsites or interesting infographics, but it has to offer good information.

Glickfield then offered these final tips:

  1. Nothing can fix bad content.
  2. Trying trumps perfection. (Take chances)
  3. Be awesome.

Remember, you catch more flies with honey than you do with vinegar.

Scott Hanson
Scott Hanson
President Scott is president of HMA Public Relations and a founding member of the Public Relations Global Network. He’s a Phoenix native, husband, father of two and a fan of all sports and a participant in some. Check out Scott's full bio

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