Funnel Incorporated creates infographics that combine explanatory text and stylized illustration to make complex or large amounts of information easy to understand. Concise visualizations are ideal for product launches, press kits and presentations.
PR Week recently consulted Funnel Incorporated to elaborate on the various ways infographics can enhance a communications effort. The following column appeared in the January 17, 2005 issue in the PR Toolbox column:
01/17/2005
I've heard a lot about infographics lately. What is this, and how can I use it within my PR practice?
"An infographic takes a concise visual approach to solving a communication challenge by distilling complex or large amounts of information into a visually-arresting graphic," says Lori Wilson of Funnel Incorporated. "By combining text and illustrations, infographics have high utility in that they work across a variety of mediums including presentations, trade show signage, web sites, marketing collateral and press kits."
Infographics are especially useful for PR practitioners. When incorporated into a press kit, infographics present information in a clear and focused manner, appealing to time-pressed editors. "When following up with reporters, the infographic instantly jogs their memory and many comment that it enables them to come up to speed on a topic very quickly," Wilson says. "An added benefit is that infographics are designed with editorial integrity and formatted for publication. This makes an editor's job easier, increases the odds of securing placements and lends valuable credibility to a story within the news organization."
Since the strategic phase of creating an infographic is much like the development of a fact sheet, PR practitioners will take to the process easily. Key messages in addition to the brand"s voice and tone are all taken into consideration. "Think of an infographic as your "elevator speech" or sound bite. If only have a few minutes to pitch a story or capture the attention of readers scanning a page, don’t underestimate the value of being able to cut directly to the essence of the unique features and benefits of your product, process or service."
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Need more convincing that infographics are a great PR tool? Check out PR Newswire's newsletter article "The Power of Pictures in PR" Go to article
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INFOGRAPHICS USED FOR PR CAMPAIGNS | NEXT
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Client: Biodiversity Project | Next Client: Clean Wisconsin
Background: Biodiversity Project, a national advocate for biodiversity, approached Funnel Incorporated to help them educate the media and key target audiences about the interconnectivity of groundwater and the vast network of rivers, streams, wetlands and smaller lakes that form the Great Lakes basin. Since the region is using groundwater faster than nature can replenish it, the infographic served to highlight the various threats and natural processes crucial to the health and well being of the water supply.
Distribution: The infographic was part of a comprehensive press kit complete with groundwater fact sheets, timely press releases, tips for key audience groups such as gardeners or concerned citizens and backgrounders on the organization.
Feedback: Editors found the infographic to be useful in learning more about this complex issue. Many were able to recall the press kit during follow up and commented that it caught their attention.
Testimonial: "Working with Funnel Incorporated was great. The whole point of our project was to help people understand and get excited about groundwater – we were asking a LOT from just one simple graphic. It was a daunting task, but thanks to their tenacity and dedication to "getting it right," we succeeded. The graphic can stand on its own or run with a story carrying more information and details about the importance of preserving our groundwater resources. The graphic is informative without feeling too scientific with a clear, clean style that works in print, on the Web, and in a variety of sizes. And, as a non-profit, we really appreciated the commitment to community work that Funnel demonstrated." Jeffrey Potter
Director of Communications Programs
Biodiversity Project
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