Everyone wants their press release to stand out and get them published articles, blog mentions, retweets, etc. Some opt for packaging their press release in a different format. However, if writing a haiku, blog, or tweet version of a press release doesn’t fit your style, here’s another take on how to spice up your press release: it’s called an infographic. An infographic is a visual that represents information or data, most often presented as a graph. One of the debates going on with infographics centers around whether they can be used as a press release or whether they should be used in conjunction with a press release. Mickey Kennedy’s article offers five reasons why an infographic should be used as a press release http://bit.ly/skl9cK.
1) An infographic clearly explains complex issues: Most people are visual learners, so text and imagery together can better communicate your point while making your story look more interesting.
2) Infographics stand out amidst a sea of traditional press releases: If something stands out, it’s much more likely to catch a reporter’s attention and get you published.
3) People share infographics: Infographics are easy to understand and fun to look at, and that translates into lots of social media traffic.
4) Infographics are a quick read: In a time crunch society, anything that’s convenient goes for reporters. If they can quickly scan and get a clear sense of your story, then it’s more likely you’ll rise to the top of their priority list.
5) Infographics provide details for the story: Infographics contain a range of information, and their format quickly allows reporters to grab any supporting details they need to fill in the gaps of their story.
The reasons for not using an infographic in place of a press release can be found in the comments section of Kennedy’s article. One argument that I agree with is that an infographic works best when a story has lots of complex information. If it doesn’t then there’s no reason to use an infographic because that’s its purpose. The second is that images don’t generate SEO.
Ryan Zuk sites marketing automation company Eloqua as an example, in that their Content Grid v2 infographic brought them 60 articles and blog posts, hundreds of retweets and even inquiry calls from Fortune 500 prospects http://bit.ly/tyBi62. Three reasons Zuk sites for why theirs and other infographics spread is that they convince people of your subject matter expertise, generate clicks in the same way as other headlines, and help others understand your message better. Infographics improve search results via inbound links. According to Joe Chernov, Eloqua’s Vice President of Content Marketing, the key is hosting it on an optimized website and having your website link to that unique content (at least as far as Google results go).
In short, when it comes to whether infographics work best alone or with a press release, I would say that it’s situation-dependent. I see instances where each may work better than the other or where both together would be more beneficial. Most would be beneficial together, but to be truly unique a stand-alone is an option as long as the information isn’t too complex. It all comes down to what best communicates your message, and that’s up to you. Regardless, having an infographic in your toolbox is a win-win.