Why High-Quality Images Are Essential for Successful PR Campaigns

Never underestimate the power of a good photo when it comes to pitching to press and getting your story or product placed.

And never let it be an afterthought when it comes to planning a PR campaign – a good set of images can make a great pitch or concept outstanding and will help put the brand in front of the right people.

At Motive we work with a number of product-based clients and for them, good images have become second nature. Without strong photos, the products simply would not place.

When it comes to people shots, always think about how the business wants to be portrayed to peers or the public. A good professional photographer will be able to offer some helpful insights here.

Which leads me nicely on to professional shots. Despite what people may think, investing time and resources into good images is certainly money well spent.

Here’s Motive’s guide on good press images:

1. Your pitch will stand out

A great photo will help your story stand out to a journalist. What’s your eye drawn to when you look at something online or in print? I’m guessing your answer will probably be the photo. A good image will help your pitch stand out from the crowd.

2. Adds to the story

Does the image add to the story? Does it help tell the story? If your story is product based, having an image of the item is essential. Likewise, if you’re writing about someone’s business journey, have an image which illustrates what they do. We had this taken of our client Chris Bonnett when he launched his online garden centre GardeningExpress. It perfectly illustrates what he does.

3. A variety of shots

Always make sure you have a variety of shots to send to press. People shots if you’re writing thought leadership, good product images if you’re working on a consumer campaign, strong personal photos if you’re putting together case studies for a client and good action and product shots for a trade campaign. This is a great example from client Spicentice of good, clear pack shots and a lifestyle image.

A curry pan from above placed on a chopping board

4. Use a professional

Amateur photos will work occasionally but nothing beats a professional shot. For products, lighting and the background will be spot on when taken in a proper studio. Professionals get the best out of people too. These images were taken when our client MuscleFood worked with ex-footballer Neil Ruddock. (Photo credit: Tom Cubis)

5. Size and format

Sounds simple, but always make sure you send images as a jpeg and that they’re large enough for the print or online publication you’re sending to. If the files are massive, don’t email. Instead use WeTransfer or Dropbox to send them direct.

Looking for more advice on how to create a PR campaign that works? Get in touch.