The Value of Infographics for PR and How to Create a Fabulous One

Some working in public relations believe infographics are a passing fad. They seem to be a shiny new object that will soon be replaced by the Next New Thing in communications.  

That’s a nonsensical viewpoint that limits an effective communications technique. When done well, infographics offer advantages that can quickly boost a brand’s PR or marketing messages.

Advantages of Infographics for Public Relations

Infographics can present information in a compelling, interesting way that’s more easily understood than other types of content. Readers can easily comprehend your key message. “If you want to promote several facts about a brand, a colorful infographic is one of the best ways to spread this message,” says Tom Chapman at PR Examples.

Infographics also stand out and gain attention. With thousands of articles posted online every day, that’s a valuable advantage.

Infographics are share-able. They have the potential to go viral and be shared worldwide, as their message can easily be spread to other countries.

Infographics increase brand awareness. An infographic with the company’s logo helps users to quickly associate it with a product, which increases awareness.

Infographics boost earned media placements. Most media outlets love infographics. PR teams that develop interactive infographics can gain an advantage and increase the likelihood that journalists will respond to their pitches and publish their submitted content.

PR Advice for Creating Infographics

PR experts offer these tips for creating infographics.

Find good data. Make sure that you have a legitimate data story to tell. Infographics work best with information that highlights key points and presents a clear conclusion. “But, if you’re compiling numbers into a graphic, which don’t really relate, the infographic will lack purpose and confuse your readers,” warns Rachel Neppes of Buchanan Public Relations.

Understand your audience. There’s a big difference between an infographic that you’d share with your fans on your Facebook business page and one that you would share with an editor at The New York Times, Neppes notes. If you’re pitching an infographic to media outlets, beware of creating a self-promotional marketing piece. Avoid incorporating any marketing language about your company or product that will deter a journalist from using it.

Stay focused. Stuffing too many numbers into the graphic can send readers into a daze. Avoid scrambling all of your data into the infographic; instead narrow it down by importance and relevancy, advise the PR team at Allen Hall PR. Decide what and how much you want to display, keeping in mind that strong and relevant statistics will drive a single, focused story.

Balance text and visuals. The best infographics show both strong images and revealing facts. Stick to a minimal amount of color and text fonts. For example, use grey, red and black along with a sans serif font type.

Consider its length and flow. Good infographics take viewers from one phase to the next sequentially and seamlessly. They present a coherent story from top to bottom or side to side. Visuals and graphics align with the story. Carefully use space, align images, emphasize words and separate data. Clear, cohesive flow will entice viewers to pay attention and also persuade them to believe your message.

Verify and cite sources. Infographics typically have citations throughout, but some PR pros prefer to cite sources at the bottom. Fact checking and citing sources portrays your brand as accountable and truthful.

Consider interactive infographics. Interactive infographics designed for digital media are likely to become an increasingly successful PR tactic. Interactive infographics let viewers interact with the content. Most interactive infographics have much more data than standard static data visualizations, enabling users to explore the data for themselves.

Bottom Line: PR can effectively communicate information and promote their brand’s message with infographics. However, poorly conceived infographics fall flat and ultimate harm the company’s image. These tips can help produce first-rate infographics that gain viewers’ attention and earned media placements.