How to ensure your PR is picture perfect

How to ensure your PR is picture perfect

Photos are often a real PR afterthought, but you only need to look at the newspapers to see how powerful good photography is

Louise Findlay-Wilson, Energy PR

A strong photo can really bring to life a story.  It can make an editor want to carry news that is otherwise possibly a bit weak.  Also, with radio and TV stations increasingly wanting to pull in the online audience by having fantastic supplementary content on their sites, pictures are now important to broadcasters too!

Yet all too often I meet companies who just aren’t prepared to invest in good photos.  They don’t see it as a priority or they ‘have someone who’s quite handy with a camera’ in the office.  No, no, no!

So how can you ensure your PR is picture perfect?  Well here are some golden rules…

10 Golden Rules

  • Use a professional
  • Some professional photographers are frankly not very good.  So ask to see the work they have done in the past for companies similar to you, or for briefs similar to yours. 
  • Use a specialist – someone who takes great product photography isn’t necessarily good at taking people photos and vice versa
  • Think of who you want your prime spokesperson to be, have some interesting shots of them to hand in a work setting …this coupled with a willingness to provide good, timely comments will increase their chances of becoming the ‘go to’ spokesperson in their industry
  • Try to have shots that are both portrait and landscape as you are just not sure what will work best on an editor’s page on a given occasion
  • Avoid photographic clichés  - behind desks, shaking hands, at computers
  • Caption your photos properly so the editor know what it is or who is in the photo
  • Ensure your photo supports and reflects your news …if you are telling a story in your news release the picture should tell the same story
  • Avoid people at desks, on computers or shaking hands…boring boring boring!
  • Don’t overload editors’ inboxes (they won’t thank you) Send your news with the photos as a small file – and put in your notes to editors that higher resolution versions are available upon request 

If you are looking for a great PR agency, visit Energy PR 

Louise Findlay-Wilson is a regular speaker and commentator on PR and social media issues. The owner of Energy PR ( Louise has worked in PR for over 25 years.  During this time she has handled campaigns for major brands ranging from Galt, the BBC, Cap Gemini and St Paul’s Cathedral through to exciting start-ups and owner- managed businesses – helping them use PR including social media to accelerate their growth.