The importance of photography in PR
Photography is an incredibly important tool to a business, especially for PR purposes, but you’d be surprised how many investing heavily across marketing and other activities try to short-cut getting the vital images to complete the package.
If you’re in PR or communicating regularly with journalists and media outlets, you will constantly be asked for high-quality images (and increasingly video) to accompany any media release. There is no story without an image – and poor quality images are a no-no.
“That’s OK, I’ll get one on my iPhone” or “Bill in accounts has a camera” really just doesn’t cut the mustard when it comes to corporate news photography.
In today’s visual media, what you may rate as a great or important story can often fail completely to make it into print or online, simply because it is accompanied by a poor quality image. While a mediocre tale can be brought to life – and propelled into print and online news pages – by quality photography or creative imagery.
New CCTV, St Ives.
Not only do high-quality, professional images give you a greater prospect of securing media coverage, they could even move your story up the news list. Print and online media are in the business of attracting as many sales/views as possible and an outstanding, captivating image on the front/homepage or their social feeds can help them do just that. Pictures bring a story to life and humans are naturally visual creatures. Images are noticeable, eye-catching and will make it more likely for the audience to stop, read, click, rather than skim past.
At DCA, we bring together the insight of former senior journalists, news-editors and highly experienced PR practitioners in supporting clients and working with a bank of talented photographers to organise and manage photo-shoots to get the sort of images we know the media is looking for – and which will also bring clients’ own websites, social media and print material to life.
They say a picture is worth a thousand words, so it’s important to make sure the image is conveying the right message. If you’re talking about an exciting or happy event, a dark image of half smiling people won’t sell that story. A professional photographer won’t only have expert knowledge on lighting, positioning and editing, they will also know how to get the best image possible.
Photographers use expert techniques, capture a variety of images and work with the client to make sure they achieve their brief. A lot of people are uncomfortable in front of the camera but good photographers know what to do to make them feel as relaxed as possible, which will translate into final image.
Potato Farmer, James Mitchell, pictured at Orchard Farm, near Taunton, Somerset. Picture By Jim Wileman.
The press and online media isn’t the only place where you need good images. Social media is becoming increasingly image-focused and studies have suggested that tweets with images, receive twice the amount of engagement compared to those without.
As technology advances, the cameras on our smart phones are becoming better and better. Yes, we can take nice images with these devices but they don’t match the results from professional kit twinned with the skills to compose and deliver consistently strong imagery that support a brand.
High-quality pictures will improve the image of your company. Using amateur images makes you look, well, amateur. Investing in good photography by professional photographers can set you apart, boost the look and overall perception of your business as well as increasing the chances of media being interested, and running, your news.
For more information on the services we provide, contact us on 01752 858901.
