Greg Simpson, founder of Press for Attention PR, delves into the importance of creative photography for press releases.
A wiser man than me (a journalist) once told me: “Greg, when it comes to editorial, I just wish more PR folk would think in pictures.” At first, I did not get this at all. Surely, it’s all about the story? The wordy bit?
Well, yes but think about this. If you are the recipient of the press release, it doesn’t matter how good it is if the accompanying photo is, well, a bit pants. Unless you are indeed selling such garments – in which case, keep it brief! Sorry, I digress.
Or imagine this: you’re standing in front of a buffet table, hungry, with plates of beige food as far as the eye can see. Suddenly, you spot a vibrant, beautifully arranged dish that’s practically screaming your name. Which one are you going to grab first? Exactly.
Press releases are no different. In a world overflowing with bland, text-heavy announcements, a bit of creative photography is like that enticing dish—it grabs attention, pulls people in, and makes them want to learn more. But don’t just take my word for it. Let’s dig into why investing in a little visual flair is key to getting your press release noticed.
1. Stop the Scroll (or the Toss)
We’ve all been there—eyes glazing over while scanning a mountain of emails or news alerts. A killer image can be your press release’s lifeline, that little jolt of caffeine that wakes up a weary editor. First impressions count, and let’s face it, our words aren’t always enough to get past the initial “meh” factor. A standout photo? That’s your ticket to avoiding the trash folder.
2. Turn Words into a Story
Ever tried explaining something complicated without sounding like a textbook? It’s tough. That’s where creative photography steps in, giving your narrative a visual boost. It’s the “aha!” moment that helps people connect the dots—transforming your press release from a dry report into a story with soul.
3. Journalists Need Love Too
Journalists, like the rest of us, appreciate when you make their lives easier. Give them a press release with a snazzy, relevant image, and suddenly, you’re their new best friend. Why? Because you’ve just saved them time. They’re more likely to pick up your story, and who knows, maybe even give it some prime real estate.
4. Boost Your SEO Mojo
Ah, SEO—the three letters that make us all sound smarter at meetings. But here’s the kicker: press releases with images don’t just look better, they perform better too. Search engines are suckers for visual content, and so are social media platforms. That means more eyeballs, more clicks, and ultimately, more people reading what you’ve got to say.
5. Branding, Darling
You know that feeling when your outfit just clicks, and you feel like you could take on the world? That’s what creative photography does for your brand. Consistent, high-quality images make your brand look sharp, professional, and like you actually know what you’re doing (even on those days when you’re faking it till you make it).
6. Keep Up with the Cool Kids
Let’s face it—nobody wants to be that company still sending out black-and-white press releases in a full-color world. Visual communication is where it’s at, and if you’re not playing the game, you’re going to get left behind. Investing in creative photography ensures you’re keeping up with the times, even if you still secretly use a flip phone.
7. The Gift That Keeps on Giving
Think of creative photography as the PR gift that keeps on giving. Those images aren’t just for one-time use. They can be repurposed for social media, presentations, or even next year’s press release. It’s like finding a pair of jeans that fits just right—you’ll keep reaching for them again and again.
Conclusion
So, in a nutshell, if you want your press release to stand out, get noticed, and actually be read (and who doesn’t?), creative photography isn’t just an add-on—it’s your secret weapon. It’s the difference between blending in with the beige and being the dish everyone can’t wait to dig into. And if you’re anything like me, you’d much rather be the one serving up something that leaves a lasting impression.
PS do I take my own spin doctor medicine? You bet I do. Me on GDPR? That’ll be a picture of me stuffing tins of spam into the Royal Mail chute. Me with a new medical aesthetics client, that’d be me on the treatment table. New South African client? Rugby shirts on, down to the local ground, snap close to 100 shots as we get a ball sailing through the air towards me or flying off his bare foot.
Was it worth the effort? Every single one of those stories got used and shared. Could I have just done a “shaking hands” photo on my phone? Sure, but I won’t because I “think in pictures.”
A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press for Attention PR in 2008.
He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective.
See this column in the September issue of East Midlands Business Link Magazine here.
