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An investment in professional public relations photography is a valuable venture for businesses.  When an editor is sorting through the stack of press release submissions they are seeking obvious reasons to include or exclude stories for publication.  Inclusion of high quality, professionally produced photography is the best way to distinguish your release and avoid the reject pile.  Quality PR photography captures the editor’s attention and ultimately will capture their reader’s attention.  In an era of reduced journalistic resources your high quality illustrations are even more welcome in the editorial inbox.

Headshots and business portraits are great for informational and identity articles and are standard equipment for any entrepreneur. The photographs that best serve your public relations are dynamic and illustrative.  Good public relations photography tells your story, the images you provide must grab the viewer’s attention.  Good PR photographs lead the audience to your articles and messaging.

An investment in the services of a professional photographer to produce your public relation images will increase your publication rates.  Photographs with technical flaws and formatting errors will be rejected out of hand.  Creative photographs with an interesting point of view are the editorial standard to meet.  A professional photographer has the technical skill and creative talent to create the type of illustration that editor’s desire. Present your company in the best possible way and hire a pro to increase the return in investment on your public relations.

Public relations photography is a catalyst for editorial attention but is only part of an effective press release program.  Having a compelling story, one that is actually “newsworthy”, that is well written and relevant is a basic requirement.  High quality photography and a good story work hand in hand.  Good photographs run big and more column inches will be provided especially with compelling content.  The other component to consider is that your press release distribution is targeted to the correct editorial channel.  Know the audience of the publication and make sure your package matches their editorial style and identity.

You can also gain good ROI on your public relations photography investment by using it in more than press release.  Use the photography on social media platforms and company websites. A qualified professional photographer has the capacity to optimize your digital photo files for search adding to their online value. The need for high quality illustration on websites is infinite and distribution of  photography can easily be accomplished. Having an archive of images of key employees, product shots and feature photos pre-produced will allow you respond to media opportunities as they rise.

As we move from the traditional print dominated media milieu to the era of social media public relations the value of quality photography increases.  In the past a newspaper or magazine had a very limited “shelf-life” of weeks or only days.  When your press release package i  published online the article and images have nearly a perpetual existence as searchable content. Take advantage of the powerful multimedia tools available and include images in all of your press campaigns!

About the Author:  Dan Splaine is a professional photographer and photography educator operating a commercial photography studio in New Hampshire. Splaine is a location and “live action” specialist with extensive experience producing imagery for public relations productions. Noted for his environmental portraiture and ability to capture events as they occur his photographic craft was honed in over thirty years of experience.  He has photographed in dozens of countries and has thousands of his images published.

All content  and images copyrighted.  ©2011 Daniel J. Splaine / All rights reserved.