PR campaigns: top ten tips to make your PR photos stand out

As Frederick R. Barnard famously said: “One picture is worth a thousand words.” A compelling picture can sell a campaign – it can also give you an edge in the competitive world of news generation.

Good photography can give a campaign emotional appeal and help to forge a connection with the audience.

Having the right set of images can convince an editor to run one story over another.

Read on for ten top tips to make your PR photos stand out…

1. Keep the branding minimal.

   You should have one visual reference to your brand; otherwise, picture desks – particularly on newspapers – will view it as advertising and might not use them.

2. Always include a caption.

   When issuing your photos to the media, include a caption that describes what is happening. A caption is a condensed version of a press release and can include a brand reference. Don’t forget to tag the name, place, and event details thoroughly.

3. Include people in your event photos.

   Human interest is key in news photography. Whether it’s a new restaurant opening, a PR stunt, or a product launch – make sure your images feature the movers and shakers.

4. Let your photos tell the story.

   Your pictures should unfold the campaign’s story – what it’s about, who’s involved, and where it’s happening – even without accompanying text.

5. Experiment with creative angles.

   Consider shooting from an unusual perspective to make your photos visually interesting. Try shooting from the ground up or from above your subject.

6. Build relationships with picture editors.

   Picture editors at national papers know the value of a great image. Keep them in your contact list and include them in relevant pitches.

7. Offer variety, not just one hero shot.

   The media often prefer a range of images taken from different viewpoints, with varied people and settings. Set up your shoot to allow your photographer to capture a diverse suite of photos.

8. Don’t rush to send photos in the morning.

   Photos can be sent at any time of the day – they’re often the last thing added to paper layouts, so timing is flexible.

9. Send only a few images by email.

   Attach (not embed) two standout images, and include a link to the rest. This approach keeps things streamlined for editors.

10. Choose the right brand ambassador.

    If your shoot involves celebrities or talent, ensure they align with your brand’s image and values.