Get your photo’s worth.
Photography is an important part of any publicity program. You should consider having photos readily available as stand-alone news items and as illustrations for articles. Regardless of the publication — newspaper, consumer magazine, business/trade publication or technical magazine — editors are always looking for good graphics to enliven their pages.
Go Pro.
Professionally crafted photos are critical to maximizing your marketing budget. A good photographer may be costly, but it is money well spent. If the pictures are not made correctly or seem unprofessional, they will not be accepted for publication.
Interview various professional photographers and ask to see samples of their work. Ask to look at their “book,” as well as photos from their last few shoots. Once you have selected a photographer, spend time explaining what type of photo(s) you need, what story you are trying to tell and the message you want to deliver. Too often, photographers are poorly assigned, uninformed and therefore make poor and ineffectual pictures. It’s a good idea to stay with the photographer during the photo shoot to answer questions and make suggestions to ensure the best results.
Be creative.
You can gain valuable media coverage through submission of a creative, interesting photo that stands alone as a news item. A quality photograph that tells an interesting story and a tight, well-written caption can get you broader coverage and higher visibility than any product enhancement or contract announcement.
When talking with editors about special issues and special reports, describe some of the photos you have to get a feeling for the kind of art they want for that particular issue or article. Then, submit a selection of appropriate transparencies or email the appropriate photo file formats, along with concise, descriptive captions. This approach can yield a multitude of cover photography and lead article photos, as well as standard product shots in a broad range of consumer, trade and technical publications.
Be prepared.
While many publications lean toward supplied photos and unique graphics, some prefer to create their own. Once an editor has mapped out the photos and graphics needed for an article, he or she is likely to ask for your assistance. You might be asked to supply product, people, background materials etc. that will be used in the photo(s). Make sure you understand what the editor wants and why so that you can respond appropriately and gain the most promotional value. Most importantly, respond as quickly as possible and make sure the materials you send are in perfect condition.
Be proactive.
Finally, think about distributing your news photo on a wire service. An intriguing human interest, newsworthy or creative photo can gain nationwide publication when distributed over a wire service.
Cap it off – Don’t forget the Photo Captions.
Every photo and graphic needs a good caption. Captions will help to sell your story. Editors need an explanation of what is pictured in the photo and why it is important. Generally, write the caption in newspaper style — describe who, what, why, when, where and how. Identify people in the photograph “Left to Right.” Include the hometowns of the people pictured, to increase interest in your photograph among papers that cover those hometowns. Describe to editors what is unique about this building, or topic covered in the picture. Give them some background information on your company. Of course, you want as much information in the caption as possible, but try to keep it concise — 80 words is the standard.
Our Top Photo Tips for Guaranteed Impact
- Always keep head-and-shoulders shots of key executive and management personnel as well as a few good product shots up to date, on file and ready to use.
- Action portraits are more interesting and attractive and often get better play (larger, better location) and are therefore a good investment.
- Always keep good exterior shots of company headquarters as well as factory or retail location shots up to date, on file and ready to use.
Journalists covering your business often request these types of photos.
- Create your photos in a range of digital file formats.
Most media outlets prefer digital transmission directly to their photo editors. Create just a few prints and transparencies to keep on hand. When scanning an image you’ll want to know the technical requirements of a particular publication. It’s best to check with photo editors at your targeted publications and find out the exact specifications for each. An experienced photographer should understand the requirements and can help you avoid mistakes.
- Be colorful.
Color photos are preferred these days and a color photo can always be printed black and white if necessary. Fill your photos with color – the more eye-catching the photo, the better chance you have of getting it published.
- Submit your company logo.
Logos are often used as graphics when space is limited. Logos are almost always requested in digital format, so be sure your graphic designer makes your logo available in a variety of digital formats ready to meet standard print and web specifications of your targeted publications.
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