Seeing Is Believing: The Social Impact of Visuals in Public Relations

You can have the sharpest press release in the inbox, the best pull quote in the business, and the strongest stats to back it all up — but if there’s no visual? You're already at a disadvantage.

Let’s be real: people scroll fast. If your content doesn’t stop the scroll, it might as well not exist. Visuals — whether it’s a single powerful image, a killer behind-the-scenes video, or a branded infographic — are no longer a supporting piece. They are the campaign.

At BrandBomb PR, we’ve learned this the fun way: by watching visuals do what words alone just can’t.

Visuals Create Instant Connection

Words inform. Visuals connect. It’s that simple.

Show a dynamic photo of a founder in action and people get it. Share a side-by-side transformation from a skincare client, and the results speak for themselves. Drop a 15-second video of a product in real life and suddenly it’s share-worthy.

We’re not just trying to tell stories anymore — we’re trying to show people why they should care. That’s what good visuals do, they visually depict a story and invoke an emotion.

According to HubSpot, content with relevant images sees 94% more views than content without them. Let that sink in. The visual isn’t an afterthought. It’s what brings the message to life.

PR Isn't Just About the Pitch — It’s About the Presentation

We see it all the time: brands send over a great story idea, but the assets don’t back it up. If the images aren’t high-resolution, if the headshots feel outdated, if there’s no video — the pitch loses momentum fast.

A clean, eye-catching visual can:

Make a reporter open your email
Make a reader stop scrolling
Make a producer say “let’s book it”

Want media pickup? Include visuals. Want better engagement on Instagram or LinkedIn? Use motion, color and composition to your advantage. Want your story remembered? Show the impact — don’t just describe it.

Need proof? A study from MDG Advertising found content with compelling visuals receives 650% more engagement than text-only content. It’s not a fluke. It’s strategy.

The Psychology Behind the Power

Here’s the thing: people don’t just look at visuals. They feel something from them. That emotional spark is what makes a campaign memorable.

When visuals are done right, they:

Establish credibility
Trigger emotion
Stick in people’s minds longer
Build trust faster

According to Venngage, people remember 65% of visual content three days after seeing it — compared to only 10% of written content. That’s a game-changer for PR, where staying top-of-mind is everything.

Use Visuals Strategically — Not Randomly

Not every photo or video deserves to be part of your PR campaign. Slapping a random image into your pitch won’t do the job. There needs to be intention.

Ask yourself:

Does this visual tell the story?
Does it feel on-brand?
Would I stop to look at this?

Pro visuals don’t need to be overproduced — but they do need to feel authentic and relevant. A phone video can go viral if it’s real and raw. A team photo can humanize a brand if it’s well-lit and thoughtfully composed.

Here’s how we guide our clients:

Invest in a bank of high-quality, evergreen content — think headshots, lifestyle shots, client experience and product in use.
Use visuals to pitch, not just to post. Beautifully formatted media kits or social reels are often the difference between being ignored or featured.
Optimize for the platform. Instagram Reels love verticals. LinkedIn loves carousels. Producers love B-roll. Know where it’s going and prep accordingly.

Social-First = Visual-First

Here’s something we tell our clients all the time: visuals are your shareability engine. They’re what people repost, tag friends in and screenshot for later.

Social media rewards brands that show personality and presence — and that can’t happen with copy alone. The accounts that win aren’t necessarily the loudest. They’re the ones that look the most interesting.

A well-timed behind-the-scenes clip? Viral. A “before and after” with dramatic contrast? Saved. A short reel with a trending sound and crisp visuals? Shared.

Even outlets that once prioritized long-form now want visuals to drive the story. You can’t separate PR from content anymore — they’re braided together and visuals are the thread.

Bottom Line: If You Want to Be Seen, You Need to Show Up

If your brand isn’t using visuals to lead your narrative, you’re falling behind. Period. The most successful PR campaigns aren’t just well-written — they’re well shown. They feel alive. They move. They get people to stop, look and feel something.

And in a world where attention is the new currency, that moment of pause? That’s where the magic happens.

Ready to show off what your brand can really do? Let’s create visuals that earn the media attention (and the audience loyalty) you’re looking for.

Contact BrandBomb PR to turn your next story into something people can see.