Manipulated images in public relations photography
Recent sackings of photographers by newspapers and news agencies for manipulating images raises serious concerns about the integrity of photojournalism. But how does this impact manipulated images in PR photography?
News organisations must publish accurate and truthful content. A photograph serves as powerful evidence, often more convincing than words. Therefore, photos must reflect reality as it appeared when the photographer captured the image. When manipulated images enter the realm of journalism, they distort facts and mislead the public, ultimately eroding trust. The rise of AI-generated and AI-altered images complicates this issue further, as distinguishing between real and fake visuals becomes increasingly difficult.
The Associated Press (AP) has established guidelines to address the ethical challenges posed by generative AI in journalism and photography. These standards emphasise accuracy, fairness, and transparency in visual content. AP explicitly prohibits the use of generative AI to alter photos, videos, or audio by adding or removing elements, as such alterations can mislead audiences. They also caution against disseminating AI-generated images that falsely depict reality. However, if an AI-generated illustration or artwork is the subject of a news story, it may be used, provided it is clearly labelled as such in the caption. These guidelines highlight the importance of ensuring visual content remains truthful and reliable.
For PR and marketing photography, the rules depend on how the image will be used. If the photo supports facts in a press release, it must adhere to the same standard of truthfulness as journalism. PR professionals must ensure that their images provide an honest representation, as deceptive visuals could backfire if exposed. Transparency in PR photography is essential to maintaining credibility and fostering positive relationships with media outlets.
PR Professionals Face A Dilemma
However, PR professionals face a dilemma. Clients want their news to appear in publications, and slight image enhancements can increase the chances of media pickup. But excessive manipulation risks damaging the trust built with journalists. If exposed, credibility suffers, and journalists may become hesitant to work with the PR firm or the client involved. A single instance of discovered manipulation can cast doubt on all future press releases, making it harder for PR professionals to get their messages across.
Photo manipulation has always existed. In the darkroom era, dodging and burning helped balance shadows and highlights, making images a more accurate reflection of what the eye saw. Digital tools offer the same adjustments. These minor corrections remain acceptable. However, AI-generated images introduce a new level of ethical concern. With a few clicks, AI can alter or fabricate entire elements of a photo, creating scenarios that never existed. This technology blurs the line between enhancement and outright deception.
AI Photos Used In PR
Removing temporary blemishes, like a shaving cut, seems harmless. But AI can also reshape reality, raising ethical red flags. If a photo promotes a new acne treatment, erasing pimples would mislead the audience—violating ethical standards. Similarly, altering the colour of a product to make it look more vibrant or changing background elements to create a more aesthetically pleasing scene can mislead viewers into believing something untrue. AI’s ability to generate entirely fictional images further complicates the issue, as it enables the creation of “photojournalistic” content that never actually happened.
Consider a more complex case. A PR photographer captures a new electric vehicle handover, but wet patches on the ground resemble oil leaks. Should the photographer remove them in post-production to avoid the false impression that the eco-friendly car is leaking oil? The ethical choice would be to leave the image unaltered or reshoot it from a different angle. Ideally, the photographer would have noticed the issue during the shoot and adjusted the composition accordingly. However, AI’s ability to seamlessly remove elements from an image makes it tempting to make such edits without much thought. This raises the question – at what point does an image cease to be an accurate representation and become a manipulated marketing tool?
With recent firings in journalism, news photographers covering PR events will prioritise accuracy over making clients look good. PR photographers must strike a balance—presenting clients in a positive light while maintaining truthful representations. The more PR professionals rely on manipulated images in PR photography, the greater the risk of undermining their own credibility. The media is becoming increasingly cautious about accepting PR provided images without scrutiny, and AI-manipulated content only fuels this scepticism.
Can The Media Trust PR Professionals?
The media must trust PR professionals and, most importantly, the authenticity of the photos attached to press releases. PR photographers have a responsibility to provide accurate, newsworthy, and honest images. AI makes manipulation easier, but ethical standards must remain firm. Transparency is key to maintaining credibility in both journalism and public relations.
Beyond traditional media, AI manipulation also affects social media and digital marketing. Companies frequently use AI-enhanced images to present products, services, and brand identities in the best possible light. However, social media users have become increasingly adept at identifying overly edited or AI-generated content, and backlash can be swift. If consumers feel deceived, they may call out brands for dishonesty, leading to reputational damage. The same principles that apply to manipulated images in PR photography should extend to digital marketing and advertising – honest representation should be the priority.
Deepfake Technology
Another growing concern is deepfake technology. AI can now create hyper-realistic videos and images of people saying or doing things they never actually did. While deepfakes have primarily been discussed in the context of misinformation and political deception, they also pose risks to PR and journalism. A doctored image of a CEO appearing to engage in unethical behaviour could spread rapidly, causing serious harm to a company’s reputation before the truth is revealed. PR teams must be proactive in combating AI-generated disinformation while also ensuring their own use of AI remains ethical and transparent.
Education and ethical guidelines must evolve
Education and ethical guidelines must evolve to address these new challenges. Journalism schools, PR training programmes, and industry organisations should provide clearer guidance on AI and image manipulation ethics. Media outlets may begin requiring greater transparency about how images are created or altered, potentially implementing AI-detection tools to verify authenticity. AP advises using tools like reverse image searches to verify an image’s origin and consulting trusted media reports to corroborate information. PR professionals should stay ahead of these changes by adopting best practices for ethical image use and disclosure.
Ultimately, the responsibility falls on both photographers and PR professionals to uphold the integrity of visual storytelling. AI offers incredible possibilities, but with great power comes great responsibility. Those in the field must recognise that while technology evolves, trust remains the cornerstone of journalism and public relations. Once credibility is lost, it is incredibly difficult to regain. By prioritising honesty in photography and aligning with ethical standards such as those set by AP, the industry can continue to adapt while maintaining the fundamental values that keep audiences informed and engaged.
Author: Director of Professional Images and PR press photographer, Simon Apps
Reviewed and updated 28 March 2025 © 2025 Professional Images
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