The importance of high quality PR photography

When discussing PR, we often relate to tone, key messages, a careful and thought-provoking selection of words, and media relations, amongst others. Neglectfully, sometimes we don’t fully appreciate the true value and importance of high quality PR photography.

Interesting and high-quality images can sometimes be the difference between if your story makes it or not. The image is one of the first port of calls when we are trying to catch the attention of both the editor and their audiences.

High quality PR photography

When we are providing newsdesks with high quality PR photography we are not only sending an image, we are sending the story of our work. Interesting images can help deliver a specific message that will hopefully resonate with your target audience.

As the final decision to publish your news story lies with the editor, having that important high quality, eye-catching image on their desktop should make their job an awful lot easier.

Benefits of using high quality PR photography

Images tend to take up the largest space within an article. Some people even decide whether or not to read the article if the image was eye-catching enough. We are visual beings, more so because of the rise of social media. Our attention spans might be harder to grasp but an exciting image will definitely help the cause.

Both editors and consumers enjoy exciting images as it helps to not only retain attention, but bring enjoyment to digesting the content.

Alongside giving your campaign more chance of making editorial, high quality PR photography also allows the option of your images being used for additional marketing channels. You can use the images on social media, your own website or any other marketing collateral.

PR photography fails

If you have spent the time hiring an agency or freelancer to help with your PR campaign and they have delivered all your agreed KPI’s, it might not actually matter if the image isn’t of good enough quality.

A low-quality image could have an adverse effect and deter an editor from launching your feature at all, regardless of the interesting PR message behind your campaign or story.

A handy hint is to remember that all images that are sent to the press must be high-res and at least 300dpi to prevent pixilation.

Don’t let your captivating PR campaign fall short because of poor images. Invest in a PR professional with quality photographer connections to help boost your chance of getting that all-important coverage we all want to see so bad.

Nathan McGregor is an Edinburgh-based PR and content marketing consultant. Got a campaign in mind. Contact him here today.