Why is photography important for PR?

The short answer is that the media likes stories which come with pictures.

Having an eye-catching image can make the difference between a story being used or spiked.

On some news websites, the format demands that the journalist uses a picture. If you provide an image, your story immediately stands a much better chance of getting coverage.

In general, a story with a picture gets more editorial space and therefore has more impact in newspapers and magazines.

How do you get the high-quality images which send out the right message about your organisation?

 Use a professional photographer with a track record of working with media. Look at examples of their work – can they get the pictures you need?

 Send out the right image. Study your target media for examples of the pictures they prefer.

 Tell the story. If your news is about your company funding playground equipment at a primary school, get some children and the play equipment in the picture. Avoid dull handshake shots or people in suits presenting a cheque.

 Give good brief. Make sure the photographer knows what you’re looking for by providing a detailed brief, including examples of the type of shot required. Anyone involved in organising the shoot should be briefed too – make sure they know exactly what is involved, any special arrangements needed and how long the photoshoot will take.

 Get a caption. Don’t send images to the media without a caption, it drives journalists mad. People need to be fully identified with names and job titles.