PR Photography

A good photograph adds considerable value to a news story and can draw the readers’ attention to an article. Quite often the old adage “a good picture speaks more than a thousand words,” proves to be true– a good photograph may well be published when words might not.

Spending some time looking through local papers or relevant trade and consumer publications may be time well spent as it gives a useful idea of the quality and style of photos preferred by individual newspapers or magazines. However, when using photography, it is important to remember that colour separation charges may be incurred and these should be budgeted for.

Who is the photograph for?

Firstly, you need to decide what kind of publication the photograph should feature in. Is it aimed at trade or consumer publications, regional or national press? The type of photographs required by these different media varies considerably, so being clear about the target audience is crucial.

Choosing a photographer

Knowing the destination of the photo will dictate the sort of photographer you need to find. It is essential to find one who is capable of taking the shots required by publication. One option is to ask the picture desk of your local paper for a recommendation.

Alternatively, if the image is to be sent to national media look for a photographer with relevant experience and one who has been published. Check references and ask to see a portfolio before hiring for a job.

Briefing a photographer

All professional photographers will be used to taking a full brief for a photo session. Communicating the purpose of the photograph to the photographer is very important, so dedicating time to thinking about this is crucial. Addressing such aspects as the aim/message of the photo, as well as what needs to be illustrated and who needs to be included in the shot. Using a briefing sheet is a useful way of documenting all relevant details e.g. black/white or colour prints, film types for the job.

Distributing the photography

The sooner photographs are sent out after an event, the better. Ideally, they should be sent out within 24 hours. This should not present a problem to most professional photographers as photos can be emailed within hours.

If journalists require the images electronically, sending them on a CD is preferable. Alternatively, send the image as a high-resolution jpeg file but ensure that the recipient has enough computer memory to deal with the images. If pictures are to be posted use hardback envelopes - it is advisable to include relevant colour or black and white photos on a separate sheet of paper with captions including people’s names and titles and details of the activity/items shown. Also, include a contact name and number in case further details are needed.