Many people think that PR is about press releases, text and words — which, to a certain extent it is. However, the importance of images cannot be underestimated.
Pick up a newspaper or magazine near you and have a flick through — what catches your eye? I would guess that the stories with accompanying images are the ones that get your attention, which should be telling you that good images are essential when trying to achieve press coverage.
As PR professionals, one of the biggest problems we face is clients who don’t understand the importance of images, so here some guidelines on images and how and why to use them.
- A picture says a thousand words — whether it’s a product image, an image of you and your team or images from an event. Including an image in your press release will grab a journalist’s attention and help you tell your story.
- Think about the different images you might need. It’s useful to have a variety of shots — from your product in action, to cut outs to your product on a plain white background. That way, your shots will be appropriate for most uses.
- It’s always a good idea to invest in a proper photo shoot. Never underestimate what a photographer can do for your brand. Outside of the business of actually taking the photos, a good photographer can advise on the kind of images you need to show your business to its best advantage, provide lighting and professional backdrops and develop creative ideas to really make you stand out from the crowd.
- Avoid amateur Photo-shopping – if you can’t afford a proper shoot, it’s best to avoid making the shots up. Badly Photo-shopped images are obvious and won’t do your brand any favours.
- Finally and most importantly, newspapers and magazines can only use high-res images, so it’s essential that any images you send have a resolution of over 300 dpi (dots per inch) and are at least 1MB.
Ceri-Jane Hackling is the managing director of Cerub PR.