Lobbyists, are you missing out on media coverage?

Nearly half of the public gets their news online, driven by visual narratives.

Over the last few months, we've run LinkedIn polls across journalists Public Relations, CMOs, and lobbyist groups.

Overwhelmingly, journalists have demonstrated frustration with the lack of choice in images and videos provided in media pitches, and extraordinarily, the responses from those that depend on positive media coverage is that they offer up to four photos.

Is it arrogance or a lack of understanding?

While Lobbyists may have a view of the role of visual narratives in their work obscured by past experience, reaching the seats of power is very clearly driven by the power of emotive images and videos.

That disconnect is concerning, but it becomes alarming when we focus only on Lobbyist groups. Respondents to these polls from Lobbyist groups cite 'one' or 'none' when asked how many images or videos they provide to journalists. If you go on to read the string of conversations around these polls, you see lobbyist justify their reasons and entrenched beliefs. Still, the reality is starving journalists of visual narratives is counterintuitive, and here's why.

All media leads with visual content

A lobbyist who depends on print coverage to advocate for their clients forgets that even print publications now get most of their readership through their online publications. Publications rely on images and videos to capture the eyes and attention of readers, who start scrolling furiously after then seconds. If you are not equipping these journalists with the resources they need to capture and hold the attention of their readers and viewers, you are ceding valuable real estate to someone who is.

Images pack a punch

When attempting to influence policymakers' opinions, you first must win over the media and their audiences. This is not a new idea. Pulitzer knew this when he contributed to starting the Spanish-American war in 1898. He later regretted his involvement and set up the Pulitzer Prize in an attempt for the media to never use its power in this way again. The reality is that the media does have that power and influence over the public and policymakers. In an era where the average attention span is 8 seconds (and falling), visual storytelling is one of the most powerful tools at your disposal.

The power of lobbying

Rather than make your case to policy markers, your argument is much more potent if you have the backing of the media and the public. Whereas they may need to be more intellectually engaged in the nuance of your argument, they will have strong emotional responses. Images are integral to how the public feels about any subject or issue. You're missing an opportunity to connect with audiences if you exclude visual narratives from your lobbying activities.