I think when it comes to marketing and Public Relations, it’s better to be proactive than reactive. Take a step back, observe the big picture, examine different scenarios and critically judge wether it would be a long-term solution favouring the stakeholders.
The Ability to Communicate Design Compellingly
Where is the gain in being extraordinary if you can’t communicate your ideas and processes, design concepts, and principles effectively?
While we are in an age of endless communication channels and inspirational conversations around design, the ability to communicate design compellingly is an area in which designers need to improve.
Nowadays, it isn't enough for a designer to only solve problems or create solutions. You are often in a situation where you attend big meetings with different experts and there comes the time, where you need to present your work and be able to articulate your ideas and concepts effectively, so that you can be heard and your ideas be taken serious. Without the support from your team, your ideas will go very probably, nowhere. There will always be others involved in the decision-making process, and it is crucial to have support from your colleagues if you want to see your ideas taken forward.
Communicating design concepts and principles, ideas, and solutions in an empathetic and practical manner will help you get your message across, but being able to listen to others is of equal importance. Taking your team’s feedback into account goes a long way to making people feel they are being heard and appreciated, and they will be far more likely to support your design decisions down the road.
As from my work experience, who has worked for over seven years as a graphic designer with companies in different industries and individuals starting their own business, I have learned that communicating design compellingly is a “skill” that is of great importance for each one of us that want to grow in the design world.
Having the expertise to communicate design successfully will demonstrates intelligence and understanding of the business and respect for others. Knowing how to articulate design approach assures businesses and stakeholders you can be trusted and have the required
competence to complete the job. It also proves purpose, validating that you have thought about their solutions and that there is logic to your approach.
It is important for designers in a role of authority to have the ability to lead, inspire, and motivate teams as well as communicate with other authority figures. Communicating up is a skill in itself, but as with explaining your design decisions, it’s about understanding what makes your superiors tick and understanding their priorities.
So why should you, as a designer become a better communicator?
To be able to convey design solutions to non-designers
- For a project to run smoothly, it is critical that designers articulate their research and design solutions to their team or clients effectively
To get support from the team
- It is essential to have your colleagues support if you want to see your ideas taken forward
To be heard and understood
- To engage with your client productively, it is important to speak slowly and clearly
- Effective speaking means saying what you want clearly and directly, whether you are communicating with someone directly or via email
To talk business
- If you want to have a space at the head of the table as a designer and to be able to grow, you need to be able to talk business
Design as a profession is no longer single-skilled. It is essential that designers focus not only on cultivating their abilities with the creative tools they use but also on improving to communicate clearly and effectively. Fortunately, good communication habits can be improved by planning, preparation, and regular practice.
Remember, it’s a skill and it can be learned.
The Advantage of Graphic Design in Public Relations
Most people forget or simply don’t understand that design can make or break a PR campaign. They may put their whole concentration on the campaign than the visuals, branding, and design aspects that go with it. The goal in Public Relations is to make a brand that is visible, easily accessible for the public, and eye catching. It is about managing reputation and conveying the message to the target audience with the right design visuals though the right ad channels. All of these things go hand in hand with the design of the product or company because that is what the public will see and recognise as part of a campaign.
Consistency in branding is fundamental, because it makes it easier for the public to recognise a brand and helps them see how extensive a brand can be. When you have the same logo on every website, social media page, and advertisement, more people will see it and recognise it. It’s crucial how a company portrays itself, the more the brand is exposed, the more the public will take notice of it and remember it.
The more straightforward a company is about their goals and other important information, the more likely the public will be to trust the campaign. Accessibility like this is only possible with a strong and consistent design at its core. Have you had the experience, going on a website and whatever you do you can’t seem to find the information you are looking for? A messy or confusing website can cause the most important information to become difficult to find. It can get very frustrating, and it can turn people off a brand because it makes the brand seem less trustworthy. In PR and Communications, you want to make it as easy as possible for people to navigate the company and find what they need to know in seconds.
Design can speak lauder than words, not that words are not important, but they do have to go hand in hand together. A designer’s goal is to translate the campaign and communication strategies of the company into a beautiful system that works in all forms. Design’s purpose is to get the information across clearly and effectively, in an interesting and engaging way to draw in customers.
Therefor remember that a good PR campaign is when it’s incorporated with the right design and visuals. Take the advantage of design and make your campaign, brand or company even stronger and more memorable to the public.
PR Trends Every Business Needs to Incorporate in 2019
Public relations is an essential part in every business. It supersedes enhancing a brands reputation, and has transcended into connecting emotionally with the public.
Since the emergence of people orientation technology, businesses have changed tremendously. For your brand to grow, it is important to stay on top of the digital trends. In 2018, the industry was changed by innovations such as Blockchain, social media algorithms and search engine optimisation updates.
This change makes complex task easier and tweaks the old ways of doing things. For PR, writing press releases is no longer enough. Each piece has to be relevant, meet technology standards and must be attention worthy. The Global Communications Report reveals that the PR industry will grow enormously in the next 5 years—with certain trends accelerating the growth.
Here are some of the trends.
Humanising your brand
Humanising a brand has been embraced by PR professionals for a long time. Giving your brand human attributes is key if you want to grow. Try humanising your brand by associating it with a particular human problem that can be solved, it should be aiming a down-to-earth and emotional way to connect to your audience. While building a connection it should as well show empathy. Portray it in a light that it understands what the public is feeling. For example, you use social media to understand how pregnant women feel, so you can produce comfortable and inexpensive clothing for them.
By creating a website and social media space for your audience you are creating a home for them, where you can reach them. Make sure that the content you create stands for your brand and it’s engaging. Show the team behind the brand and how they connect with the product. This will encourage people to show sentiments towards your brand.
Use visuals and micro-video content
Visual contents creates a deep connection between a brand and the public. If you followed the trends in 2018, you will notice an emergence of micro-video contents.
Studies have also shows that the human brain can process a full image in 13 milliseconds—that is less than it takes for you to blink. There’s a high probability that your audience will spend more time watching a video, than they would reading through a long text.
Transparency and authenticity
People are craving for more transparency. Consumers tend to rely on organisations that are sincere and this is why you should try to offer data, strategies and facts about the company’s processes. Show them who you really are. Showing the public some elements of your product/service helps them ease into it. As journalist try to gain the trust of the public, PR pro should try to work with the right media. Campaigns, content, and press releases should be issued constantly to handle their brand’s reputation.
Content is key
PR is changing, but its core value still remains the same and a good story is more appealing than a great argument. More than ever, the public is leaning towards more emotional narratives.
A good story is useless if it’s not seen, this is why PR pros need to partner with websites creators and content syndicators to make their business visible to the right audience and to connect with customers.
Social media and influencers remain significant
Social media continues to play a crucial role in many businesses today. It has given consumers a voice which you must not neglect. It can in fact tarnish the reputation of your brand or brighten it. Foremost, you have to secure your company’s reputation offline and online.
Use social media management tools as “Hootsuite” “Buffer” “TweetDeck” to organize your social media contents. PR pros should use social media to start trends that helps their brand. You should lend a voice to stories that will paint your brands positively. Most influencers have their space on social media. By leveraging on them, you give your brand emotions that extend to your audience. 2018 saw the integration of brands and influencers and this trend will continue for a long time.
These are not the only trends that will influence the industry. Virtual Reality, Artificial Intelligence and thought leadership are trends you should keep up with. To help you brand thrive, it is essential to flow with these trends and integrate them into your strategy.