How can a photo help PR?

It’s often said that a picture tells a thousand words, but in PR terms – a good picture can make or break a story.

For example, at Source I recently wrote an ‘Employee of the Month’ story for Praesepe. The employee was awarded for giving up his Christmas morning and going for a sponsored swim in the sea, to raise money for charity. On the day of the presentation, I thought it would be a good idea to have him in his swimming trunks and goggles.

I had a call from one of the journalists who received the press release, saying that he read the story, and thought that it was worth a couple of lines in the newspaper. However, when he opened the photographs, he thought they were absolutely brilliant and decided to publish the full story and a few extra bits. A great result for our client, and for Source!

It’s the same with social media. Log on to Twitter, Facebook or even LinkedIn and it’s a fair bet that the posts that will catch your attention are the ones with the stand-out images. The reason? Humans are visual beings and are naturally attracted to the visual element of things.  Therefore, it stands to reason that a good or quirky image in a newsfeed will catch the eye in a way that words sometimes cannot.

We are also in an age where information comes and goes and people’s attention spans are short. According to a study by Microsoft, the average person’s attention span in this world of technology and social media is down to eight seconds — which is less than that of a goldfish. With that in mind, you would think that in the press or digital media, the only way to capture that attention would be with great photographs or rich media.

(L-R) Area Manager Angelique Blake, Employee of the Month Raymond Harris, and CEO Nick Harding


My tips for a successful PR picture are:

  • Be creative
  • Use props
  • Write a detailed brief
  • Use a professional photographer
  • Put as much care into planning the picture as you would writing the release

Anyway, here are a selection of Source’s favourites from over the years.

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