|Posted on May 10, 2010 at 9:15 AM|
A picture is worth 1000 words, especially when it comes to print and television publicity.
That's why it is very important for publicists, wherever possible, include photography in each of their publicity campaigns.
In fact, in my experience, addition of a quality photo with a press release increases the probability of it getting run by 100-500%; it's that important.
Note the keyword in that last phrase - "quality". Quality in publicity photographs includes two key factors: visualisation of the story, andthe technical quality of the photograph.
1. Visualization of the story
This requires a different way of thinking for many publicity-minded individuals. Instead of just thinking about the best hook upon which they can hang a story, they also have to think visually - "how can I portray this story visually and in a compelling fashion?"
This requires much more than the old standby publicity photo setups... the infamous check pass, the hand shake and the ever-fascinating ribbon cutting
The best quality publicity photos visualize the story, to show the viewer inone glance what that story means to them or to others.
Quality publicity photos don't happen by accident, they're planned, and set up,maybe even rehearsed, in advance.
The technique I suggest you should use to judge a photo is to ask yourselves two questions:
- "If all the editor had was this photo and a caption, would he or she choose to run it?"
- "Would this photo communicate what we want it to if the written story was thrown away and all that ran was this photo with acaption?"
If the answer to both of these is yes, you've probably got a winner on your hands.
2, Technical quality of the photos
Even the best visualization of a story is useless if the technical quality of the photo is poor. Technical quality shows up in composition of the photo and the actual photograph itself (size, physical condition, DPI, etc.).
Delroy A. Whyte-Hall