Using pictures to make PR pop

As it’s almost World Photo Day, we’ve been speaking a lot in the office about how important images can be when it comes to getting coverage for clients. Good pictures really can make or break a story, and by spending a little bit of extra time making sure you’re getting it right, you can turbo-charge your PR efforts.

Check out our top 5 tips for getting the most out of your images.

1) Tell a story

They say a photo’s worth a thousand words, but sadly this isn’t always the case. The best photographs for PR mirror the messaging you’re trying to get across. So, make sure you have images of the key people involved, and that it’s clear what’s going on.

2) Facial expressions

Unless it’s a funeral, or a similarly gloomy occasion, you don’t want to share photos of guests at one of your events looking miserable. Ensure the pictures of people reflect the nature of the event they are attending. Although candid pictures can be lovely, sometimes posed is the way to go to make sure everyone is smiling to the camera and has their eyes open.

Careful consideration is also needed for corporate headshots which might accompany opinion pieces. You want to look friendly but authoritative – although that’s sometimes easier said than done. If you need inspiration, we think Barack Obama hit the nail on the head here:

3) Quality and file size

Whilst sometimes low-resolution photos are ok for use online, it’s always better to send across high-resolution imagery if possible. A file size of 3 -10MB is usually adequate, although sending these types of files by email can be tricky. Using a photo hosting site like flickr allows you to send multiple high-resolution images quickly and easily – without clogging up the recipient’s in-box.

4) Offer a variety

Especially when it comes to getting print coverage, offering a variety of images gives the journalist or picture editor several options when it comes to making a story fit a page. Sending across a range of photos, in landscape and portrait, and with different subjects, makes their job easier and gives your story a greater chance of being covered.

5) Get the details right

Finally, especially if you’re pitching in a news story, having the full names of everyone photographed can make a journalist’s life much easier. Ages of those pictured might also be relevant for some stories – remember, an editor can choose to ignore details they don’t have room for, but missing key information could result in a story not making the cut.

The author

Laura is a Trainee Account Executive in the Manchester office

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