Upon completion of this course, participants will be able to:

• Understand the strategic importance of visual content in securing earned media coverage and social engagement.
• Conceptualize and brief designers/videographers for high-impact visual assets (infographics, GIFs, short video clips).
• Master best practices for utilizing company photography and selecting appropriate, license-free stock imagery.
• Design compelling **Infographics** and data visualizations that simplify complex PR statistics and narratives.
• Optimize visual content for various digital platforms (social media, online newsrooms, email newsletters).
• Understand basic principles of video storytelling, including shot types, sequencing, and editing for quick consumption.
• Ensure all visual content adheres to copyright laws, accessibility standards, and brand identity guidelines.
• Develop a comprehensive visual asset management system for efficient media distribution.

• Public Relations and Corporate Communications Specialists
• Social Media and Digital Marketing Managers
• Content Creators and Copywriters
• Internal Communications and Employer Branding Teams
• Professionals responsible for maintaining online newsrooms and media kits

• Group Visual Content Concept and Storyboarding Workshop
• Case Studies on Highly Successful and Viral Visual PR Campaigns
• Individual Exercise: Designing a Simple Infographic or Data Visualization from a Press Release
• Practical Workshop on Image Sizing, File Optimization, and Legal Licensing
• Discussions on Ethical Image Manipulation and Representational Authenticity

Unit 1: The Strategic Value of Visual PR

• Analyzing the data: how visuals increase media pick-up, social shares, and comprehension.
• Defining the different types of visual PR assets (e.g., photography, infographics, data visualizations, motion graphics).
• Integrating visual ideation seamlessly into the initial PR campaign planning process.
• Understanding the technical requirements and preference of various media outlets for visual formats.
• The role of visuals in creating a consistent and memorable brand narrative.

Unit 2: Infographics and Data Visualization

• Principles of effective **Data Visualization**: clarity, accuracy, and aesthetic appeal.
• Conceptualizing and storyboarding a compelling infographic from complex data (e.g., survey results).
• Utilizing visual tools (e.g., flowcharts, timelines) to explain complex business processes or history.
• Briefing design teams effectively with clear objectives, data, and brand guidelines.
• Tools and techniques for creating simple, in-house visual prototypes (e.g., using Canva).

Unit 3: Photography and Imagery Management

• Best practices for selecting and licensing high-quality, relevant stock photography.
• The importance of using authentic, high-resolution company photography (e.g., employee portraits, facilities).
• Understanding and adhering to copyright, usage rights, and image attribution laws.
• Optimizing image file sizes and formats for fast loading on websites and social media.
• Techniques for using image captions and alt text to boost SEO and accessibility.

Unit 4: Video and Motion Graphics for PR

• The strategic use of short-form video (30-90 seconds) for social media and press outreach.
• Basic principles of video storytelling: clear beginning, middle, and end, and a strong call to action.
• Guidelines for scripting and storyboarding simple interview or explainer videos.
• Optimizing video content for mobile viewing and silent playback (e.g., effective subtitling).
• Utilizing simple motion graphics (e.g., animated charts, GIFs) to increase engagement.

Unit 5: Distribution, Optimization, and Measurement

• Developing a structured **Visual Asset Management System** (digital media library) for quick access.
• Strategies for distributing visual assets to media via online newsrooms and dedicated file-sharing services.
• Optimizing visual content for specific social media platform requirements and dimensions.
• Measuring the performance of visuals (shares, embed rates, time on page, media pick-up).
• Conducting a visual content audit to identify gaps in the asset library.