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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.
Check what file format the photo should be sent in (if in doubt, use jpeg) and attach it to an emailed press release. Make sure the image is good quality, but not so big that it takes a long time to download (a file of around 1Mb will normally enable a publication to use it if they wish).
If your story catches an editor's attention in advance, they may send their own photographer.

7.3 Include an explanatory caption which includes your company's name and the names of anyone in the photo.

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

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.

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