What a Cheerleader's Instagram Teaches You About Visual Communication

While many of us think that words are more important than images, we can learn a lot from what we see.

 

In the Public Relations Society of America article, “Looking Good: Why Visual Content Has Become the Heart of Marketing and Public Relations,” Malayna Evans, Ph.D. explains people respond better to visual information than text alone. In a study by the Wharton School of Business 50 percent of the audience was convinced of the message’s claim by a purely verbal presentation versus 67 percent by a verbal presentation accompanied by visuals. 

 

Going “visual” is key for an individual, message or brand to grow relationships with its audience. Social media is a great new tool for visual storytelling, especially for female athletes. Platforms like Instagram provide an outlet for them and their sport that would not otherwise be represented.

 

Star of the Netflix original docuseries “Cheer,” Gabi Butler uses Instagram to reach her 1.5 million followers. In its first season, Butler’s competitive cheer squad from Navarro, a two-year junior college from Corsicana, TX, is looking to win another national collegiate championship. 

 

So, what can Butler, an all-star cheerleader, teach us about effective visual communication in public relations? Before her Netflix’s debut, she was a YouTuber, had her own reality webseries, and created a bikini line.

 

Many of the same aspects Butler uses when posting to Instagram are the same guidelines you can follow to create an effective image that delivers a message to your audience.

 

These basic principles, as outlined in 99design blog, “The 7 Principles of Design,” by Meg Reid, can be used across platforms and for various purposes, whether to increase followers or present a campaign to your client.

 

Butler’s visuals use the following principles:

  • Scale: All the photos Butler uses are the same square shape and size. This creates rows and columns for the eye.

  • Color: Butler consistently uses one of the three primary colors, red, throughout her posts. This color comes from her iconic Navarro cheer uniform and creates unity among her posts.

  • Alignment: In Butler’s bio on Instagram, everything is left centered. This keeps each bullet of information separate and easy to transition to.

  • Contrast: No two photos placed next to one another are identical. Butler also uses blue between her common red theme to make her images “pop.” 

 

Next time you are creating an infographic, media post or presentation for your client, remember these principles as well as these other useful design rules: 

  • Repetition: By repeating elements in your design, you achieve repetition. This creates consistency and cohesiveness.

  • Hierarchy: When you place elements in your design in order of importance, the eye is lead from one piece of information to the next to properly communicate your message. 

  • Balance: Balance can come from color, size or texture and gives your design stability. Without balance, the eye may feel as if it is slipping off the page. 

  • Proximity: Grouping related items together and unrelated items further apart, gives organization and structure to your design.

 

As you become more comfortable, you will find your style. Most importantly, go “visual” and tell your story.

 

Crushing the Confidence Gap

 

This past Friday marked the 34th Annual National Girls and Women in Sports Day sponsored by the Women in Sports Foundation. For girls, this day represents the fight for justice, equality and acceptance in sports.

 

This year’s theme, “Lead Her Forward,” has prompted organizations like Little League Baseball and Softball to look back at inspirational stories of girls and women who have helped lead the way and celebrate throughout March in honor of Women’s History Month. 

 

While milestones have been accomplished for woman on the field, this day also reminds us that there is still much work to be done off the field, especially in the public relations industry.

 

For years, females have dominated the PR industry. That is, until you reach leadership positions. 

 

In the Business 2 Community article, “Woman in the Public Relations Industry,” Mikaela Farasyn explains that although woman makeup two-thirds of the PR industry worldwide, 78% of the CEOs in the leading 30 PR agencies are men and they hold 62% of the boardroom seats. 

 

Even more shocking in the article, “Woman in PR USA Releases Global Gender Pay Gap Annual Survey Results,” published by The Organization of American Woman in PR, it reveals when it comes to salaries, there is a gender gap of $6,072 per year. While the average salary for men in PR is $61,284, women earn a salary of $55,212 for the same job with the gap widening at the highest level.

 

Similarly in the article, “These are the Reasons Why We (Still) Don’t Have Many Woman CEOs,” from Fast Company,Michael Holmes suggests these statistics are partly caused by stereotypical qualities associated with being an effective leader. While men are seen as natural leaders when they exhibit traits like “aggression, ambition and dominance,” women are viewed as “unfeminine.” 

 

In the talk segment, “Why Major U.S. Companies Still Have So Few Woman CEOs,” on NRP, host Ari Shapiro and guest journalist Vauhini Vara offer solutions for this alarming fact, which has been so tough to solve even though women enter the workforce at similar rates than men. Vara’s research suggests companies should change performance reviews so employees are judged by the results they bring rather than time they spend at the office. Additionally, make mentorship and sponsorship of women a priority. As well, change the perception of what a leader looks like. 

 

Together, women too can create change. We need to advocate for ourselves and each other to close what Women in PR call the “confidence gap,” as twice as many women say they are not confident asking for a promotion or pay raise as compared to men. We need to be confident in our skills and knowledge. And most importantly, we need to walk into the interview or meeting with the same self-confidence as we have playing on the field.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A New Generation of Girls

While I adored my Barbie, I realized she did not look or live like me. Her blue eyes never played ice hockey.

 

Today, representation has come to the forefront of conversation. Girls want a voice. They want to be seen for the way they actually look. No longer does a skinny blonde doll with the “perfect life” represent the ideal woman. In reality, women come in all colors, shapes, and sizes with different interests, talents, and lifestyles.

 

Finally, big brands have realized there is a new generation of young girls. The days of stereotyping women and encouraging them to fit this mold has ended.

 

After sixty years, Barbie’s manufacturer, Mattel, has change its iconic doll. According to Katherine J. Wu in the Smithson Magazine article, “Meet the New Wave of More ‘Diverse’ Barbie Dolls,” Mattel has released its most diverse group of dolls in its “Fashionista” line expanding the hair types, skin tones, and body shapes.

 

Similarly, in “American Girl’s 2020 'Girl of the Year' is Joss! She's a Surfer and Rocks a Hearing Aid” by Amy Haneline in USA TODAY American Girl, also owned by Mattel, announced their first-ever doll with a disability. Her connection to surfing pays tribute to the sport making its debut in the Olympics this July. In another USA TODAY article, “Girl with Down Syndrome Shines in American Girl's Holiday Catalog: 'This is Needed,'” Haneline reported how American Girl also featured a young girl with a disability on the cover of its catalogs.

 

Representation reaches far beyond toys. Rather, inclusion and diversity for women, especially in sports, has become a revolution for public relations campaigns.

 

Nike, one of the biggest names in sports apparel, was at the center of this conversation, according to Cody Benjamin of CBSSport in his article, “Nike's 'Dream Further' Campaign for 2019 World Cup Highlights 'Incredible Momentum' of Women's Sports.” To empower the next generation of females, Nike featured 14 Women’s World Cup soccer teams to encourage young girls to live out their dreams no matter how large they may seem.

 

Also in 2019, Alana Glass reported on Vans attempt “to add diversity and humanity to the brand” in her Forbes’ article, “Vans' 'Vanguards' Campaign Spotlights Skateboarding's Creativity And Style.” Vans, another iconic action sports brand, kicked off this campaign highlighting its global brand ambassadors and influential women in the sport to tell their stories. Vans also hosted national clinics to teach girls to skateboard. 

 

In Adweek’s article, “US Tennis Association Serves Gender Gap Truths in Women’s Equality Day Ad,” Erik Oster reported that this campaign was a stand against the fact only 4% of sports coverage features female athletes. With the launch of its “Women Worth Watching” campaign on opening day of the 2019 U.S. Open and Women’s Equality Day, the USTA used the hashtag #womanworthwatching as a call to action saying, “We can change not just how women are being watched but by how they are seen.”

 

From Barbie to the U.S. Open, the lessons we can learn are clear. Every girl deserves to feel represented and included. Every girl should be encouraged to do what she wants to do. And, every girl should feel confident that a network of strong, independent women is behind her.