Those in marketing or public relations – whether in Orlando or Ontario – routinely send out press releases to announce client companies’ new hires, milestone events and new product lines. Whether it’s a company marketing department or a PR representative, press releases sometimes include photos.
I say “sometimes,” because it’s amazing how many don’t, and should.
As a content-builder for publication clients, I wade through emailed press releases from PR firms. I work to assess relevancy of the news to that market, ensure there is a news hook as opposed to a sales-pitch-in-press-release-form, edit the copy and look for photos.
Photos are always welcome and needed by print and digital publications. There are a few things to keep in mind that can help PR pros get their clients’ companies more leverage in editorial considerations (amid inboxes full of competing announcements):
1. Provide high-resolution photos. Photos taken on older smartphones won’t work, as they could appear pixelated and muddy when enlarged. New smartphones or professional cameras work best. Most publications look for 300 dpi, sent as an attached jpeg with an announcement.
2. Hire a professional photographer for head shots of your company’s leadership team. I am thrilled when a company website has a “Media Center” tab. When that Media Center has a gallery of logos and high-resolution photos, including head shots? It is extraordinarily easy and convenient for a writer or journalist to put together a company news item.
3. Include captions with names of people in the photos. The common way to list them is left to right, and it doesn’t hurt to add that clarification. Photo subjects’ professional titles are also helpful.
4. Watch for anything that dates a photo. Things that give away the time, such as a decorated holiday tree in the background, greatly limit when a news organization can use a photo. “Big check” photos – with one organization donating to another – also fall under this category if the check has a date on it. It’s like putting a very small window of opportunity on your news release, making it less likely to be chosen for publication.
Making high-quality, accessible photos and captions available to news organizations gives you an edge over other companies and PR firms. Like good content, quality photos are another way to establish a company’s image.