Top Ten Tips for PR Photography from a Liverpool Photographer with 20 years experience

Published on Fri May 31, 2024 by David J Colbran

My mantra is, ‘good photography is good business.’

And this is never further from the truth when it comes to Public Relations Photography.

Businesses are always looking for a return on investment and for press officers securing quality coverage is an essential element in measuring success.

But why bother with getting great photography you’ve written some great words, surely that is enough? It might be, but don’t forget the adage ‘a picture speaks a thousand words’. Stuck for time, you might use a stock shot, perhaps something a little out of date or worse still a wonky image from a phone.

Editors receiving your release may not have time to read the text, but a stunning complementary, creative and unique piece of commissioned photography will give you the edge over competitors and your piece and brand will be used.

So as an experienced pr photographer, here are my ten tips in getting great results.

1. Write a detailed brief

A sensible starting point is explaining the audience of the release – don’t assume the photographer will know your product or business. Explain if it will be sent to trade press, used on a website, targeting social media, or perhaps local press outlets. All require slightly different approaches. The better photographers will understand these different uses and have ideas from previous shoots that they know have worked.

2. What is the story hook

Think about what you are trying to get across – what could bring your story to life? Celebrity endorsements? Unusual locations? Members of public involved? Pop up store? Street performance or activity? Include the first sentence or paragraph of the press release - that is the bit that hopefully grabs the reader's attention - it will spark creative ideas from the better photographers.

3. Contact details

Include a contact number of someone who is going to be at the location and make sure they are expecting a photographer. I’ve arrived at offices on numerous occasions, reporting to the reception; to find out they aren’t expecting me. If outside a pin on Google Maps is good and I've also used What3Words with clients for precise locations. Another consideration might be model releases, especially if you think that the images might be used in advertising campaigns beyond the PR campaign. Who is bringing the releases? Most photographers use them but will need a reminder to bring them to PR or press photo calls.

4. Preparation is the key to most things in life

Photography is no different. The best PR Agencies will work closely with their clients before a shoot, to ensure everything is just right. From getting the branding in place, to making sure locations are clean and tidy. Often forgotten are uniforms, out of date signage, or just general clutter. Getting this sorted out before the photographer arrives, means there will be more time to try different angles and creative ideas.

5. Be there yourself

Most photographers will be used to client direction. It can smooth unexpected situations and also help for example if the photographer needs other members of staff in the shot, or perhaps gain access to a certain locations on site that might not be obvious. Assume the photographer will be totally unfamiliar with your client's brand - you may want to highlight some particular aspect of the business or a particular service on offer - being there ensures this is not missed.

6. Think about any health and safety issues

Pretty dull I know but essential to create a professional and safe photograph. For example are staff in the photo wearing the correct personal protection equipment (PPE)? Does the photographer have adequate public liability insurance, just in case something goes wrong? Is the workspace clear and free from trip hazards? I have my own set of construction site PPE - not everyone will though - are there guest kit available for staff?

7. Quality counts for a lot

Despite many media outlets relying on citizen journalism and photos of sunsets or cats, quality images by photography professionals will always be a good PR investment. Picture editors are more likely to promote your clients brand if they receive great images. Plus professionals will have off camera lights, equipment back ups and creative ideas get the best out of the shoot.

8. Use props!

Few pictures are duller than a line of suits. Bring props, products and even children to the shoot. A good photographer will be able to make suggestions based on the brief in advance but if the PR has a few ideas up their sleeve, it is always good! For example, rather than an oversized cheque for charity work, re-create how money was raised – photos of cakes from a bake-off, staff wearing suits with trainers for a fun run etc. Or perhaps buy some comedy large scissors if you are going down the route of a ribbon cutting opening event.

9. Think action!

Editors and journalists are much more likely to use active, dynamic images of people doing things. Interacting with customers, talking with colleagues or performing something from the days business, using a prop etc will be much more likely to hit the spot, than a static composition with individuals staring into the camera lens. The best photographers will have the social skills to make these things work, people smile and relax in to the shoot.

10. Finally, make the shoot fun

An enthusiastic public relations officer and a keen photographer combo secures the best results. From a simple task of getting people to smile, to doing something a little more unusual in the shoot, a fun approach is essential. I am very much a people person and this is one of my favourite parts of being a photographer.

So if you are looking to put some of this advice into practice and need experienced PR photographers, give me a call. While I'm based in Liverpool I've worked across the UK (Manchester is super easy) and even factoring in travel I will still be competitive compared to London freelance fees.

Tags: pr, publicrelations, public, relations, tips

Author: David J Colbran