Effective PR

7. Give Them a Photograph

An interesting picture will draw the journalist's attention to your press release - even if your story is not particularly strong.

If the photograph is published, it will catch the reader's eye, too.

7.1 The photograph must be relevant.

7.2 Plan ahead.

• How can you make the photo interesting? Think about the background, people, poses, products, props and lighting.
• If your story catches an editor's attention in advance, they may send their own photographer.

7.3 If the picture is meant for publication, check what kind of print or transparency is needed. Prints should be at least 7" x 5".

• Always send a photo in a cardboard-backed envelope. Do not use paper clips or staples.
• Consider sending a digital photo. They can be sent instantly and can be edited. Check the publication can accept them before sending.

7.4 Put a caption at the bottom which includes your company's name.

• The caption should be written on a piece of paper which is then stuck to the back of the photo - so that it hangs down.

7.5 Pictures taken by a press photographer have a better chance of being published.