The importance of photography for B2B PR

Let’s face it – a lot of business news can be pretty boring.

So what? There’s been a new acquisition, or a new board member, or an increase in turnover.

You need something to make your story stand out – and a decent photograph could be just the ticket. By commissioning a bespoke photoshoot for your story you could end up doubling your coverage.

Here are some hints to help make it work for you:

1). Use the photo wisely

Not every story needs a professional photograph – whatever shots you have to hand may be enough, or indeed no photo at all. But there are times when a photo is the story. Think about your story visually – the story itself might not be that strong, but a photo could make it get snapped up by journalists. If you can persuade your client to spend that little bit extra (time and money) on a photoshoot it can really make a difference.

2). Be clever with your client

Some stories might not be directly linked to your client, but a photo can make sure they get a mention. For example, I recently did a press release on a law firm who helped a woman – who was the first person in the UK to use thermal imaging on pets – with the t’s and c’s on her website. The story was the woman, not the law firm – but by organising a photoshoot with her and the solicitor (not to mention a very cute Huskie dog), it was guaranteed that the law firm would get a mention in any coverage. And they did – the picture came out great and the story was used in every major business publication in the south west and numerous national veterinary titles.

3). Have respect for the photographer

We have an idea in our head of the sort of shots we need from a shoot, and a decent photographer should be able to get these. But, in the same way we work as consultants to our clients, photographers work as consultants to us. If they have an idea, or think that your idea wont work, discuss it and work through it together – use their expertise to get the best results.

4). Brief your client

A lot of people make the mistake of thinking a photoshoot is a few quick snaps on a digital camera. If you haven’t briefed your client fully and then a bossy (they’re usually the best) photographer turns up with flashes, backdrops and props, barking at them to smile more, then it can be a recipe for disaster. Even if it’s a simple head shot you’re after, ask your client to clear an hour in their diary and remind them to dress smartly (you may think this will be obvious – but trust me, it isn’t to everyone!)

5). Ask the newsdesk

Worried you might shell out £150 (approx $230) for a photoshoot and then the story still won’t get picked up? Call the newsdesk at the publication you’d most like to get coverage in and ask if it would be of interest if you provided professional photographs. It’s even worth asking if they would like to take photos themselves. What with all the redundancies in the past year or so it’s not as likely as it once, was but I’ve still hit gold a few times with this approach – especially in regional newspapers.

6). Do you even need a press release?

Perhaps you don’t even need to bother writing a story to go along with images. Great exposure can be got through an image alone. Without sounding too corny ‘a picture speaks a thousand words’ and all that. Send pictures with a simple photo caption and short paragraph outlining the story – this works especially well for the ‘social’ pages in magazines.

7). It’s not just for press

Don’t think of the photo as a one hit wonder. It can be used on websites, uploaded onto social media sites, in marketing collateral and even potentially in future press material. It’s always worth checking the terms with your photographer though to make sure you have exclusive and unfettered usage.

8). Please! No more head and shoulders!

If I see one more ‘man in a suit’ staring back and me from the business pages I think I might scream. Of course these shots are sometimes necessary but try and make them a bit more exciting – if you have funky artwork in your office try and pose in front of that. Perhaps you work in stunning scenery, or on the waterfront? Get outside and have your photo taken. Anything apart from that stark white background.


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