Study: Less than 5% of Overall PR Budgets Are Devoted to Visual Content
MultiVu's Executive Producer Larry Cardarelli rallies PR pros to invest in visual storytelling at #PRSAICON 2014
PR Newswire

WASHINGTON, Oct. 9, 2014 /PRNewswire/ -- In a 2013 survey about the use of multimedia in PR, 76% of respondents had planned to increase their visual storytelling efforts in 2014*. One year later, a follow up survey by PR Newswire and PR News shows that less than 5% of PR budgets are dedicated to producing visual content. This begs the question, why are PR pros still reluctant to employ visual content into their strategies?

"Creating visual content today is a much more dynamic and financially accessible venture than ever before," says Larry Cardarelli, executive producer at MultiVu, a division of PR Newswire. "What this survey reveals is that PR pros still consider visual content creation to be just an option when in fact, it is the new baseline for PR communications."

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Cardarelli will discuss the survey results in detail and share expert advice on visual storytelling at the upcoming PRSA International Conference in a session titled, "A Peek Behind the Curtain: PR Newswire and PR News 2014 Multimedia Survey Results Revealed" on Monday, October 13 at 3:15–4:30 p.m. ET in room Roosevelt 2.

Key insights from the discussion will include:

  • What types of video content are the most effective
  • How PR pros are measuring the outcomes of their visual PR campaigns
  • Steps to adopting a visual storytelling strategy for 2015

PRSA International Conference 2014 session details:

"A Peek Behind the Curtain: PR Newswire and PR News 2014 Multimedia Survey Results Revealed"
Presented by Larry Cardarelli, Executive Producer, MultiVu
Monday, October 13, 3:15-4:30p.m. ET
Room: Roosevelt 2
Track: Tools and Techniques

*2013 "The State of Multimedia Use in PR" study commissioned by PR Newswire and fielded by PR News.

About PR Newswire

PR Newswire ( is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content -- from rich media to online video to multimedia -- and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

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