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.  

With the shortlist for the East Midlands Bricks Awards 2024 soon to be announced, secure your tickets to the annual occasion now to celebrate with the region’s property and construction industry while connecting with local decision makers over nibbles and complementary drinks. The prestigious event, taking place on Thursday 3rd October at Trent Bridge Cricket Ground, from 4:30pm – 7:30pm, will also feature Paul Southby as keynote speaker. Paul is a partner at Geldards LLP, chair of the Advisory Board to Nottingham Business School, chair of Broadway independent cinema in Nottingham’s Lace Market, and a longstanding trustee of environmental charity Clean Rivers Trust. He is chair of Nottingham Partners, a group of businesses that supports the work of the local inward investment agency, Invest in Nottingham, and a board member and past chair of Marketing Nottingham and Nottinghamshire Limited. Paul is also a former High Sheriff of Nottinghamshire (2022/23).

Tickets can be booked for the glittering awards event here.

Attend to forge new contacts and see who takes home most active agent, commercial development of the year, responsible business of the year, residential development of the year, developer of the year, deal of the year, architects of the year, excellence in design, sustainable development of the year, contractor of the year, and overall winner. The overall winner of the East Midlands Bricks Awards 2024, sponsored by Blueprint Interiors, will also be awarded a grand prize – a year of marketing/publicity with Business Link worth £20,000. Chloe Sproston, Creative Director at Blueprint Interiors, shared: “We’ve been involved in the awards since 2019 either as an award nominee or a sponsor. We continue to be impressed with both the quality of award submissions, but also the event, which attracts the elite of our region’s construction and property professionals. “This year, we’re particularly excited to sponsor the overall winner category, further demonstrating our commitment to showcasing the very best talent in the region’s property and construction industry.” East Midlands Bricks Awards 2024 When: Thursday 3rd October 2024, 4:30pm – 7:30pm Where: The Derek Randall Suite, Trent Bridge Cricket Ground Keynote speaker: Paul Southby, chair of Nottingham Partners, board member of Marketing Nottingham and Nottinghamshire, partner at Geldards LLP, chair of the Advisory Board to Nottingham Business School, chair of Broadway independent cinema, trustee of Clean Rivers Trust, and former High Sheriff of Nottinghamshire Dress code: Standard business attire Tickets: Available at https://www.eventbrite.co.uk/e/east-midlands-bricks-awards-2024-tickets-902294566337?aff=oddtdtcreator Don’t miss this opportunity to connect with property and construction professionals while applauding the outstanding companies and projects in the region. Thanks to our sponsors:      

       

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James Pinchbeck, partner at Streets Chartered Accountants, considers the challenges being faced by charities and not-for-profit organisations. The last few years have been challenging for many businesses and individuals alike, few though might appreciate the real upheaval and even struggle faced by charities and not-for-profit organisations. The issues they face are often around declining income, increased costs and in many cases increased demands for the work they do, especially for those providing social care, wellbeing and mental health services and support for individuals affected by the cost-of-living crisis. We have also seen similar pressures and concerns for those involved in the arts, culture, and heritage as well as many research organisations. Whilst businesses can look at increasing prices and passing on costs to maintain margins, or look at cost savings to manage the situation, it is not as easy for those in the not-for-profit sector. Incomes, especially for funded projects, programmes, schemes, or activities, tend to be fixed, as do the costs associated with delivery. It is also often more challenging to seek alternative sources of revenue or adapt services for new markets or opportunities. Those that have traditionally relied on donations have seen a decline in individual giving. Dealing with the cost-of-living crisis has led to a cost of gifting crisis. Managing budgets and working capital has no doubt become an even greater focus especially in light of increased operating costs with the overheads like energy and insurances all having gone up. Whilst financial challenges are high on the minds of the Boards and teams running organisations, they also see a number of other issues and concerns around their ability to fulfil their charitable objectives. These include issues around staffing, with the affordability of pay in many cases leading to situations where being able to recruit and retain staff is based on the ability to meet pay expectations. Certainly, being able to compete with the salaries for jobs with similar roles in the commercial sector is becoming more of a concern. Pressures on fulfilling or maintaining activities and providing services also creates an additional risk. With a stretched workforce and systems and processes under pressure, this potentially creates a situation where quality and delivery standards are not met. This could lead to not only failure to meet obligations but also the real threat of reputational risk. Like any organisation under pressure, sub optimal working practices and approaches can lead to an increased risk of health and safety breaches. The vulnerability of organisations in the third sector often leads to them being the target of cyber-attacks, fraud, and data breaches. Keeping up to date with procedures let alone being able to invest in mitigation and management around such things is certainly a real challenge. So too is the ability to adopt and capitalise on digitalisation for ‘business’ processes and marketing alike. More recently the general election and a change of government might give rise to a renewed level of optimism around support and assistance for the sector, equally it could give rise to concerns about new legislation or focus that may be less favourable. Certainly, and not least the announcement to charge VAT on school fees could be a sign that charities across the board may find changes to what is deemed to be charitable activities. Recognising the significant contribution and the vital role charities play in society and as part of our mixed economy, it is important that we seek to support them, be it as a volunteer, by donating or fundraising or even considering becoming a trustee or board member. As specialist accountants and tax advisers to the sector we believe that we play a key role in not only providing assurance but also in understanding the challenges clients face and being able to provide support and advice. This often being critical to and welcomed by stretched teams and Boards with pressures on thinking space for longer term planning.   See this column in the September issue of East Midlands Business Link Magazine here.