If you know me, you will know that I am a big fan of stories and can often be found banging on about the importance of stories in getting your business message across. Stories connect us, they make our businesses more real rather than just a faceless organisation that can be found on the internet. Good stories enable people to remember us and help create those fabulous “omg me too” moments. If people connect with your story, they are more likely to think of you when they are looking for a product or service you provide or when asked for a recommendation. As well as great wit or something that stirs passion or emotion there is something else that can enhance your story.
When you’re flicking through a magazine or scrolling down your Facebook feed what is it that catches your eye? I would hazard a guess that stories and posts that are accompanied by great pictures are high on the list, which is why the photographs you use to tell your business story are so important.
Early in my self-employed career I faced problems whereby I would secure a great piece of coverage and be asked for photos only to find that the client didn’t have any professional shots, just pictures taken on their phone or selfies instead of professional headshots. This can lead to losing the opportunity to get featured. Now I always see the images in advance and advise clients to get great images before we start working together.
With this in mind here are some tips on how to ensure that you have strong images that are suitable for the media
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. For example when magazines feature a section about gifts to buy for Mother’s Day and they are all laid out on the page, the PR for those brands featured will have sent over some strong cut out images.
When starting a business budgets can be tight, so it is easy to think that you’ll save some money by doing the photography yourself. I would say never underestimate what a professional photographer can do for your brand. As well as taking the photos they can advise on what sort of images you need, advise on lighting and backdrops, and help you develop creative ideas. If the professional photos help you get seen by the media, attract potential customers on Instagram or help enhance your website you will soon make your investment back and more
Don’t try and photoshop unless you’re a professional. Badly photoshopped images are always obvious and won’t do your product or brand any favours.
Finally and most importantly from a PR perspective, 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. A photographer will ensure that all the images they send you are up to print quality.
If you’re a small business who has just started or is launching a new product and you require help with your photography and PR then the Bigger Picture Package which has been created in collaboration with Susan Truseler Studio may be just what you are looking for. Get in touch to find out more.