Public Relations Photography Louisville, KY

Humans, by nature, are visual beings. We have to see it to believe it. Which means, every story needs a good photo. The image above the fold is always the most important and now entire social media platforms are dedicated to nothing more than picture after picture after picture.

Without a great photo – you have no story and corporate public relations is no different. Photographs carry as much weight, and sometimes even more weight, than the words written in any press release.

Regardless of the product, project, or announcement, readers want to see the images that bring it to life. Companies that understand this hire professional photographers to get the best pictures to give them the most coverage, the best cover stories, and ongoing positive press publications.

Public relations are the link between a company and the press. This is why PR photography is so crucial. A good picture gives you a good story and top priority. It’s a win-win-win.

Your Images Make a Difference

If a picture is worth a thousand words, photography used in the media speaks volumes. Recently, the Huffington Post had an article looking some of the photographs used by Canada’s top political leaders in their social media. The newspaper asked a neutral third party who did not know the leaders or their parties to review the pictures.

Mike Davis, a US photo editor and consultant was the third party who reviewed the photos. In his analysis, one candidate appeared “removed, distant, and emotionless” another was, “sincere, caring, human” and another was mundane, with no impact.” Judgments are made without any real information, but only a picture.

Davis said, “You can extrapolate things from the imagery. If you are presented as a more open and personable person in the photographs, one can assume that those are real qualities.”

Companies are the same way, marketing your business is similar to a political campaign, people believe what they see, not always what they read or hear. Companies that can create a connection through photography will be infinitely more successful than those that do not.

Choosing a Photographer

Your favorite wedding photographer might not be the best choice for your PR campaign photography. An event photographer does not have the same training or experience as a photojournalist who specializes in public relations. A family photographer will capture photos that you may treasure, but a PR photographer will capture photos that the world will want to see.

What Makes Us Different

We love PR photography and it shows. We do things a little bit differently because we have been in this business for years and we understand what works, and what doesn’t.

WE DO:

• We get the eyes – people connect through eye contact, so we work to get facial expressions in action.
• We use action to find real moments where people are actually doing something, and are not perfectly posed all the time.
• We use pictures to tell a story, not to fill space. The people and places should be the focus, not an afterthought.
• We are subtle, but effective with the branding by keeping it in the background and being attentive to your specific style and requests.

WE DO NOT:

• We don’t take the obvious road. Three people in front of a building, two people shaking hands, one man presenting a check, these are cliché. Instead, show where that money will go, what the building will do, or how those people will serve.
• We avoid group posed pictures as much as possible. They may be necessary for posterity, but they won’t make headlines.
• We don’t overdo it. Simplicity is bliss. A good photo should have no more than three subjects or props before it becomes too complicated. Often, one to three people make the best photos because it gives a face to the story.
• We don’t complicate things or interrupt your event in a disruptive manner by putting a camera in your face. Sometimes the best photos are taken without you even noticing.

Getting what you What

Every company needs photography to promote their business. But getting the right photo takes a professional to understand what the photo is communicating to the public and how to illicit a response. The best way to get what you want out of your PR photographer, is to give them a “brief.” The brief is essential because it puts in writing what you expect, and makes sure the team is on the same page.

The Brief:

1. Job Basics – this is the basic who, what, where, and when of the job. Also include full names, titles, and relevant phone numbers of key individuals.
2. Background Information – This is more important than it sounds. It helps to give the photographer a story, as much information as you can compile about what is happening and why.
3. Must Haves – Make a list of “must have” shots that you definitely need to have photographs as they happen.
4. Additionals – This is a list of “bonus” photographs you would like if time allows.
5. Style – Decide what the overall look and feel of the pictures should be. Are they for newspaper or more brochure style? Do you prefer candid or posed? If you have a planned press release, give this to the photographer so they can take the relevant photos.
6. Deliverables – Agree on when and how the photographs will be delivered.
7. Misc. – This may include parking information, photography consent, etc.

All business relationships are about communication, and it’s nice to know you have a photographer that understands exactly what you need, when, and why. The brief is just one part of building a trusting relationship you can rely on for years. As your company grows, we want to be there every step of the way to document your achievements and success in a way you’ll remember for a lifetime.

Public relations are all about capturing images that tell a story to convince and convert the audience.  Today’s media is no longer limited to the newspaper or official press release. Every tweet, text, like, post, and share is instant publicity, good or bad. Strategic and creative public relations ensure that your image is consistently positive and gets the attention you’re looking for. Get creative, have fun, and use a photographer that understands your goal. There is always a time and a place for traditional corporate photography, but a brilliant, creative, and unique PR campaign can launch your business into places you’ve only dreamed of.