Chapter 8- Selecting Publicity Photos and GraphicsBook: Public Relations Writing & Media Techniques- Sixth Edition
By: Dennis L. Wilcox
In this chapter, you can explore the elements that make a good publicity photo or graphic and it also will help explain how to prepare the material for media consideration.
Photographs and graphics are important components of news releases and feature stories. They add interest and variety, and they often explain things better than words alone.
The adage says that a picture is worth a thousand words. A picture in a newspaper or magazine often takes the same space as a thousand words, but it has much more impact.
Digital cameras are now used for publicity photos; such photos can be taken and distributed almost instantly.
A public relations writer should be familiar with the elements of good publicity photo: quality, subject matter, composition, action, scale, camera single, lighting, and color.
PUBLICITY PHOTOS SHOULD BE SHARP, CLEAR, AND HIGH CONTRAST.
Action is important because it projects movement and the idea that something is happening right before the reader’s eyes. Photos with action and informality are more interesting than rigid, posed shots.
- Caption all photos sent to the media need a caption.
- Photo news releases-(PNR) a photograph with a long caption beneath it that tells an entire story
- Clip art line art and other graphic designs that can be used in public relations materials. Clip art is available on CD and online.
Crop photographs to remove clutter and get a tighter focus on the main subject.
Photo captions are short, use present tense to describe the action and provide context.
Charts, diagrams, maps, etc., should be simple, colorful, and uncluttered.