Effective PR

7. Photographs

7.1 An interesting and relevant picture will always increase your chances of coverage.

• The picture will attract the journalist's attention, even if it is not used.
• If the picture is published, it will help to draw readers' attention as well.

7.2 Provide pictures that are easy to publish.

• Check what kind of print or transparency the publication needs and that pictures sent as email attachments are in the correct format.
• When sending pictures by post use a cardboard-backed envelope and attach a (factual) caption to the back of the photo, including your company name.Do not use a paperclip (which could damage the photograph).

7.3 If possible, have the picture taken by a press photographer.

• A press photographer will have an eye for the shots the media want.
• Ask your local newspaper to recommend a good freelance photographer.
• If the publication knows the photographer, journalists are more likely to look at your press release.