Everything that you put out there impacts how your business and personal brand are perceived by your audience. You have the power to create a cohesive and consistent brand image across your marketing channels. In this post, I’d like to focus on PR photography and helping you to choose the right images for your next campaign. You may be using a PR agency, or organising it by yourself, regardless of the process in the background, you’ll need a great copy for the article as well as captivating photographs sending a cohesive message.

As a branding photographer, I’d like to help you make more informed decisions when it comes to choosing the right visuals, making sure your precious time and investment translate into business growth. So, what should you keep in mind?

1. Media outlet style

Each media outlet is characterised by a different style, mainly because they target different types of audience. Their visual language will be a huge part of their market differentiation: composition, colour palettes, fonts, layouts, image orientation – all these things matter. You want to make sure that the images you submit to the publication are consistent with their visual language. Go through the recent publication’s issues, or online content to get the idea of their preferred photography and overall vibe. If you select photographs aligned with their visual language, your chances of resonating with their (it means yours too) target audience increase.

2. Quality

Regardless of the type of the media outlet you’ll be featured in, don’t forget about the quality of photographs. The quality of your images can impact overall perception of your brand. It is possible that you may have some good quality photos taken by your phone or a camera, but at this point you should really consider working with a professional photographer who will help you with creating the right collection for your PR needs. Quality images will help you elevate the story and increase the chances of leaving a lasting impression on readers.

3. Maintain brand consistency

Consider how the photographs you choose align with your brand identity. Consistency is key when it comes to reinforcing brand recognition and building a cohesive image in the minds of readers. Ensure that the chosen images reflect your business’ values, aesthetics, and target audience. This will help you strengthen your brand presence and identity.

4. Complement your Press Release copy

Ensure that your chosen photos complement and enhance the message conveyed in your press release copy. The visuals should work hand in hand with the written content, reinforcing the story you want to tell. Strive for a harmonious blend of text and imagery that captivates readers and delivers a cohesive narrative.

5. Avoid direct brand placement

While it’s essential to showcase your brand in a press release, avoid overly promotional brand placements in photos. Images that feel like advertisements may turn off both journalists and readers. Instead, focus on incorporating your brand subtly and authentically within the visual narrative. This way, your press release will strike the right balance between promoting your brand and providing valuable content to the audience.

6. Seek Feedback

Before finalizing the selection, it’s beneficial to seek feedback from trusted colleagues or professionals. Their fresh perspective can provide valuable insights and help you make informed decisions. Collaborating with others can spark ideas, validate your choices, and ensure the images chosen for the print release have the desired impact.

I hope that these few tips will help you make more informed decisions when it comes to the visual content that you choose to promote your business through PR. Marketing offers so many amazing opportunities for you to reach and grow your audience.

Please remember that every aspect of your brand communication plays a vital role in shaping how your audience perceives your business and your personal image. Crafting a consistent and cohesive brand presence across all marketing channels may sound challenging but it can become a driving force behind your brand’s success.

Original Article

Kowalczyk, M. (2023) Mastering visual impact: Choosing the right photos for your press release., Mena Photography. Available at: https://www.menaphotography.co.uk/post/mastering-visual-impact-choosing-the-right-photos-for-your-press-release (Accessed: 26 July 2023).