By Linda Little, Linda Little Public Relations
At a recent client event announcing the student winners of a national app challenge, I was reminded about the importance of providing good photo opportunities to the media. There were the usual speeches and the check presentation in the high school’s technology classroom. But with several TV stations and other media in attendance, we needed more than a photo of the group around an oversized check. I pulled the client and the students over to a computer station where the students could show what they had created so far and interact with this business leader. I knew it was the right move when all the media immediately started taking photos.
In this photo, everyone can be easily identified for the photo caption and it tells more of the story.
Photos are playing an increasing role these days in our PR efforts…not only to gain more coverage from our news releases and events but to increase visibility on blogs and photo-sharing sites. Jill Ulicney, PR Newswire’s manager of photo products, answered questions in her #ConnectChat and provided some “tips for using photos for PR.” Here are a few highlights:
What are the benefits of using photos with press releases?
PR Newswire’s Web analytics show that adding a photo to a release can increase views by up to 1.8x. Distributing a photo with a press release results in broader reach than if the photo or release is sent alone. Press releases with multimedia content are shared more often than plain text releases via social media. Multimedia news releases have longer online life. They generate visibility for an average of 20 days vs. 9.4 days for text-only release.
How many photos are ideal?
I always suggest using at least one. Use your logo if you don’t have other images handy. Research shows that sharing multiple photos in a Facebook album can result in a large increase in clicks.
What makes a good photo?
PR photos should be high-res, at least 300 dpi and nine inches on longest side. Clear images with good lighting and composition are key. Larger photos are preferred because an image can retain quality if it must be sized down, but quality is lost when enlarged. Mobile device cameras are improving, but photos from digital SLRs are still preferred.
Also, action shots are more interesting to viewers. Show the subject doing something instead of having them pose. Posed large group shots don’t always read well and are less likely to grab attention.
Professional photographers are often the way to go. They have experience getting the best shots and top-of-the line equipment.
Besides the photo itself, what else should PR pros consider?
It is important to remember photo captions to give context to your images.
What makes a good photo caption?
Major keywords should be at the start of the caption, which should not exceed 2,000 characters. Photo captions should hit the five W’s – who, what, where, when and why – and can included the URL for the company site.
To read more tips, go to http://blog.prnewswire.com/2012/10/08/tips-for-using-photos-for-pr-connectchat-recap/