Photography in Public Relations

We all know the saying, “a picture is worth a thousand words,” and as an amateur photographer I firmly believe in this. So in Public Relations why should this be any different?

How often do you flick through a newspaper or magazine and a photograph catches your eye? Or how often does the photograph encourage you to read the article? So why submit a good story with a low quality photograph and limit the potential coverage your story could achieve?

Within an article or advert photos tend to stand out as they often consume more space; if this fails to capture the public’s attention they will often move on without reading the text, as articles with images gain 94% more views. Often the power of photographs is under estimated, so here are some guidelines on using photographs within your work:

  1. Preparation

Plan and prepare (1) what you intend to photograph; (2) why you intend to photograph it; and (3) how you will capture the photograph. Through preparation it will help you capture a range of photographs for different purposes that may be appropriate for future uses.

  1. Invest in a Photographer

A photographer will have the knowledge to know what type of photographs will be of an advantage to your company as well as being creative to capture unique photos that portray the company’s message. A professional will also have the correct equipment and skills to capture and edit photographs so that they best represent your message.

  1. Tell a Story

Quality photographs have the power to tell the client’s story and deliver a message to those who view it. Well-written stories accompanied by high quality photographs will grab both the editor’s and target public’s attention; therefore increasing the likeliness that the editor will publish your story as the photographs will increase the story’s appeal.

If people hear information they are likely to recall 10% of it three days later, whereas if that information is paired with a relevant image they will retain at least 65% of the information three days later. This highlights the importance of selecting a relevant photograph for your press release, as it will help increase brand recognition within your target publics as they will be able to recall the article when they see the product or service you offer.

  1. Social Media

Using quality photographs on social media is important as all platforms adapting to encourage users to upload photographs. The use of photographs on social media has been proven to increase the engagement rate, for example, on Twitter; tweets with images receive 150% more retweets than those without.

Photography in PR

Lauren Sharkey is a 4th year CAM student at Ulster University. She can be contacted on Twitter @lsharkey_37 or on LinkedIn at www.linkedin.com/in/lauren-sharkey-25776ab0

Public Relations Vs. Advertising

Public Relations and Advertising are regularly confused and it’s commonly thought they play the same roles within an organisation, despite having different end goals and effects.

PR is a strategic communication process to create a positive reputation for a company in order to gain support and understanding through influencing opinions and behaviours of their publics. Whereas on the other hand, Advertising is the use of paid messages on various media platforms to inform and influence the target audience to make a purchase.

PR-Ad1

Free vs. Paid

  • PR: Primarily PR is focused on securing free media to gain exposure for the company and their products/services through use of strategies and tactics. Through using media you have no control of how they portray the company and present the information you provide and they are not required to publish any material you send. Due to this, you are in constant contact with the media and building relationships with them in order to have your press releases used.
  • Advertising: In advertising, companies pay for ad space for specific days and times so they are aware of when they will be ran. Due to this it allows you to have (1) creative control of what goes into the advert; and (2) media control of where the advert appears and when.

Duration

  • PR: You will only submit a press release of a new product launch or an event once so therefore this will only circulate once, as the editor will not re-run it but, you can send each press release to a number of journalists who will each write the story in their own styles.
  • Advertising: Due to paying for the advertising space, the advert will run for the duration which you have purchased.

Credibility

  • PR: The public often find third party sources such as newspapers more credible as it is perceived to be an informative source; this method does not encourage someone to make a purchase but it creates a positive reputation for the brand and manufacturer.
  • Advertising: Often the target audience will look and read an advert with scepticism, as they know the purpose of the advert is to influence them to buy a product or service.

Audience

  • PR: In order to have an editor run a press release or cover your event, you must create content that hooks both them and the target audience.
  • Advertising: Your advertisement is geared towards your target audience, making use of buzzwords in order to influence and motivate the target audience.

 

Lauren Sharkey is a 4th year CAM student at Ulster University. She can be contacted on Twitter @lsharkey_37 or on LinkedIn at www.linkedin.com/in/lauren-sharkey-25776ab0/