By Simon AppsPublished On: March 17th, 2025

Why a PR photographer is essential in your PR Campaign

If you’re not including using a PR photographer to generate PR photos to issue with your news releases, you’re missing a vital part of your PR strategy. A well-chosen image can mean the difference between your story getting overlooked or featured prominently. Editors receive countless press releases daily, and those accompanied by compelling visuals have a significantly higher chance of being used. A strong image can elevate your story from a minor mention in an inside column to a prime position – or even the front page.

Be Prepared: Have Headshots Ready

Always keep high-quality headshots ready for anyone mentioned in your news releases, along with your key spokespeople. Journalists often work under tight deadlines and typically need photos immediately when they request them. If you delay or scramble to find a suitable image, you risk missing a valuable media opportunity.

Ditch generic white-background studio shots that lack personality. Instead, choose professional yet natural-looking headshots taken by a top PR photographer to ensure authenticity and engagement. Your spokespeople should appear approachable and authoritative—not stiff or staged.

Make sure your CEO, directors, VPs, and other key spokespeople have a selection of high-quality images that capture them in a natural working environment. These photos should reflect their role within the company and industry, adding authenticity and relevance. Consider including subtle branding, such as a company logo in the background, while also having neutral options without branding for broader media use.

Prepare both landscape and portrait versions of each shot. Different media outlets have varying formatting requirements, and having both options ensures your photos are versatile and ready for print, online articles, and social media.

Let Your Photo Tell the Same Story as Your Press Release

Your press release tells a story, and your photo should amplify that message. A compelling image grabs attention – first from the editor, then from the reader – reinforcing your narrative with strong visual support.

If you’re announcing a major company milestone, showcase your team celebrating or feature your CEO at a key company event. For a new product launch, opt for a high-quality image of the product in action rather than a simple standalone shot.

An engaging, powerful photo serves as the hook that draws readers in, increasing the chances they’ll connect with your story. A weak or irrelevant image, however, can dilute your message – or worse, make your release easy to overlook.

Feature Images: The Key to Standing Out

Want your story to stand out?

Instead of a basic headshot, provide a striking feature image. As a result, a well-composed photo can turn an ordinary news piece into the lead article.

Moreover, editors are always looking for strong visuals to enhance their pages. A compelling feature photo can be the key to getting published. This is because a picture-led story allows the image to dictate the article’s prominence.

For example, think about magazine covers or top news features. Rather than using simple headshots, they showcase bold, story-driven visuals that grab attention. By doing the same when submitting your news release, you significantly increase your chances of prime media coverage.

Additionally, a strong photo helps publications break away from dull, text-heavy layouts. The more relevant and eye-catching your supplied photos, the better the chance editors will use one of them to anchor your story, giving your news greater visibility and impact.

Invest in High-Quality Generic Industry and Business Images

Beyond specific press release-related images, having a library of high-quality, general business and industry photos can be incredibly valuable. These images should showcase your company and industry sector in action – employees working, production processes, customer interactions, and both interior and exterior shots of your business environment.

Picture editors often look for relevant visuals to accompany broader industry-related articles. If they come across your high-quality images while searching for an appropriate photo, your company could gain valuable exposure and even be invited to comment on the story. This is an easy way to establish your brand as a thought leader and secure additional media coverage.

However, always ensure that you understand the context of the story before providing photos. If a journalist requests an image from your collection, ask for details about the article to ensure that the context aligns with your brand messaging.

Technical Considerations: Ensure Your Photos Meet Media Specs

Even the best photo won’t be useful if it doesn’t meet media requirements. A good rule of thumb is to provide high-resolution images (300 dpi for print publications and 72 dpi for web use) in JPEG or PNG format. Ensure your images are appropriately sized – too small, and they may not be usable; too large, and they may be difficult to send via email.

Avoid sending massive files that could clog a journalist’s inbox. Instead, consider using a cloud-based file-sharing service such as Google Drive, Dropbox, or WeTransfer to provide easy access to your images. If you do email photos, compress them properly while maintaining quality to ensure smooth delivery.

Best Practices for Photo Composition and Selection

Authenticity Over Stock: While stock images can sometimes be useful, they rarely have the impact of original, high-quality photos that are specific to your business.
Action-Oriented Shots: Static, posed images can feel dull. Use a PR photographer to capture people in action – talking, working, or engaging with their environment – to make the images more dynamic and relatable.
Good Lighting and Composition: Poorly lit or cluttered images will not be used by professional media outlets. Make sure your photos are well-lit, visually balanced, and composed with purpose.
Diversity and Inclusion: If your business values diversity, reflect that in your images. Showcase a range of employees, customers, and scenarios that accurately represent your company’s workforce and clientele.

Final Thoughts: Make Photos an Integral Part of Your PR Strategy

Incorporating strong visuals into your PR strategy isn’t optional – it’s essential. A compelling photo can dramatically improve the chances of your story being picked up and prominently featured. By preparing high-quality headshots, creating a selection of professional feature images, and maintaining a library of industry-related visuals, you can position your organisation for maximum media exposure.

Stay proactive, be strategic with your image choices, and always align your visuals with the story you’re telling. The right photo can make all the difference in capturing attention, enhancing credibility, and ensuring your message stands out in an increasingly crowded media landscape.

Author: Director of Professional Images and PR press photographer, Simon Apps.

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