Get the Picture
Great tips from Chris Brown’s blog Branding and Marketing on how to take a decent public relations photo:
- Try to limit the number of people in the photo to three.
- Solid color clothing works well.
- Plain backgrounds also help to keep the clutter to a minimum. Often the photos are converted to black and white so contrast between the foreground and background is helpful.
- A triangular photo composition is best where the main person is looking at one of the others and is being looked at by the other two.
- If the organization you are trying to promote has a symbol or a logo, make sure that it is seen proximately in the photo.
- Is it possible to show a little action? The best PR photos do not have the subjects looking at the camera, but are actually involved in what they a doing.
- Write a caption for the newspaper that uses only active verbs. No “is”, “are”, “was”, “were”… try words like “welcomed”, “accepted”, “shared”, “developed”, “received”, “honored”, “created”… you get the picture!
- Name the people in the photo from left to right, front to back. Put a title to the key person you’re trying to promote.
- If you must show a group of people, don’t line them up like a baseball team photo in a yearbook. Engage them in an activity, like have them looking/listening to one of the group speaking. Take a side shot of them in a horseshoe setting. Have the speaker hold something up to show the rest of the group. This works very well when the item relates to your organization. It gives the photo some action.
- Don’t be afraid to “stage” a photo. Unlike a true journalist, your assignment is to make the organization look good, not take a “candid” photo. Your big challenge will be to make sure the subjects are comfortable and relaxed.
- Don’t let bystanders outside of the shot try to help you by “directing” the photo. If they do, the subjects will be looking at the wrong place and other people will be shouting “smile” which is not what you need.
- Take several photos, both vertical and horizontal.
- If some of the people in your photo are not members of your organization, have them sign a model release so you can use the photo in your promotional materials or on your web site. (Might be best to have everyone sign a release... just in case.)
