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What makes a good PR photo?
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It’s a good question. And there’s no definitive answer. Much depends on the specifics of the project.
But there are some guidelines worth considering, if you want your photo to boost your column inches.
The general rule for B2B and B2C photography is that editors, in general, are more concerned with form rather than content. This means:
For product shots:
• Make them colourful (use lighting, backgrounds etc.)
• Don’t sacrifice visual interest on the alter of technical obsessiveness (OK, so you can’t see all 128 pins on the 3rd chip from the left…).
• Use scaling props where appropriate (to emphasise smallness etc.)
• Remember - you’re taking the photo for editorial use, not a datasheet or brochure.
For people shots:
• The “grip’n’grin”, or smiling handshake, format can be appropriate, but at least try to do something interesting. Try different, or unusual, dress codes, positions or locations.
• The use of unusual perspective (low/high camera angle), movement and humour are all good ways to make a photo stand out.
• Try to avoid crowd scenes, focus on one or two individuals.
General points:
• Leave some room for cropping, to provide editorial flexibility.
• If you’re shooting digitally, shoot at 300 dpi minimum – a resolution suitable for reproduction in print media.
• However proud you are of your new office, a photograph of a building is rarely of interest to an editor!
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