Every press release will have some naysayers crying, “Take a picture or it didn’t happen!” While text can carry a story, it will not convey the whole story. In many cases, a professionally shot picture helps give weight and impact to the words written in a press release. In this regard, there are a number of things to keep in mind when your company mandates you with the responsibility of shooting pics for a PR campaign.
First, establish the PR’s target audience and media, and orient your photography towards the desired effect. Some experts say that the launch of a new product warrants close-ups of the item if the PR is aimed at circulation in trade publications. Have your equipment fully maintained and charged ahead of the event – and be sure to use the highest-resolution settings for your camera. A publication, for example, might want a picture big enough for a half-page spread if the event is big news. Images are best supplied in high resolution, 300dpi and around 1-2MB per image.
Composition is everything in an impactful PR picture, meaning you need to be close enough to cover all important subjects in the viewfinder. In the case of an event, for example, the signage and branding must still be visible while ensuring the subjects are in frame. Lighting must be adequate to reduce shadows in the pic. As the adage goes, “A picture can tell a thousand words.” When you’re the one manning the shutter, make sure you adopt this mentality to share your visual story.
First, establish the PR’s target audience and media, and orient your photography towards the desired effect. Some experts say that the launch of a new product warrants close-ups of the item if the PR is aimed at circulation in trade publications. Have your equipment fully maintained and charged ahead of the event – and be sure to use the highest-resolution settings for your camera. A publication, for example, might want a picture big enough for a half-page spread if the event is big news. Images are best supplied in high resolution, 300dpi and around 1-2MB per image.
Composition is everything in an impactful PR picture, meaning you need to be close enough to cover all important subjects in the viewfinder. In the case of an event, for example, the signage and branding must still be visible while ensuring the subjects are in frame. Lighting must be adequate to reduce shadows in the pic. As the adage goes, “A picture can tell a thousand words.” When you’re the one manning the shutter, make sure you adopt this mentality to share your visual story.
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