PR 317 Ch. 8
Photo Advice for the Experts -
(The list was originally compiled by Jerry Walker for O'Dwyer's PR Report.) - Remember that photographs, even for publicity, are not advertising. Make sure you identify the news value of the story you want to illustrate. - Wire services like AP get a thousand or more photos a day. Your photo needs to tell a story quickly and creatively and have real news value to make the cut. - Capture images that tell your story at a glance. If your story is you're donating money to build homes for the homeless, get a photo of people building homes, not a "grip and grin" check presentation. - Write a complete and proper caption. Don't be misleading. - Identify the audience you are trying to reach. Photos for newspapers and trade publications are different than those for annual reports or brochures. - Get stories out in a timely fashion. Day-of-event photos are important. Use a respected distributor who is experienced with newsroom operations. - Try to create photos that have a shelf life and can be used for other projects down the road. - If you are organizing a press event, make sure you provide the media, both print and broadcast, with a visual opportunity. Talking heads at the podium are not visual. - Don't try to overbrand the photo. It should look spur-of-the-moment, even if it isn't. - PhotoShop is a wonderful tool. Don't abuse it by altering reality in your photos.
Components of a Good Photo -
- A public relations writer should be familiar with the elements of a good publicity photo: quality, subject matter, composition, action, scale, camera angle, lighting, and color. - Publicity photos should be sharp, clear, and high contrast. - Photos should be creative. Traditional pictures of "ribbon cuttings" or awards no longer work. - An award photo should have no more than three or four people in it. Save the large-group shot for the photo album. - Photos with action and informality are more interesting than rigid, posed shots.
Creating an Infographic -
- Concentrate on a key idea. Keep it simple and uncluttered. - Use catchy titles, but ensure the subject is described for indexing by browsers such as Google. - Make infographics sharable on multiple platforms such as mobile, Facebook, and Twitter.
The Purpose of Infographics -
- Infographics can make percentages and other stats more digestible to readers and viewers. - Colorful infographics can emphasize key information in a news release.
Maintaining Photo and Artwork Flies -
- It is important to keep a well-organized photo and graphics file for reference purposes. - Files or logs should include dates, events, and names of people in the photo.
Tips for Online Distribution -
- MAKE IT SHARABLE. Distribute photos and infographics across all social networks. Embed these images in your blog posts or website. Post them on the newsroom of your website and archive them. Add social media buttons so people can share them with their friends on Twitter, Facebook, Digg, Reddit, etc. - PROMOTE IT. Post images on your Facebook page, send them to bloggers covering your organization or industry, and tweet your photo or infographic with their hashtags. - MAKE IT MOBILE. Make your photos and infographics mobile friendly. About 50 percent of Facebook users use mobile for access. Test your image on multiple devices to ensure quality and high resolution.
Writing Photo Captions -
- Photo captions are short, use present tense to describe the action, and provide context. - A photo and a somewhat longer caption can serve as an entire news release.
Importance of Visual Content -
- Photographs and infographics add appeal and increase media usage of news releases or features. - Visual content is important because most people are visual learners. - People process and understand visual images 60,000 times faster than text messages
Distributing Photos and Infographics -
- Photos and graphics can be distributed by email, CDs, websites, and electronic news wires. - Never send an attachment (photo or otherwise) to a reporter or editor unless specifically asked to do so.
Types of Infographics -
- Pie, bar, and line graphs are the traditional infographic. - Today's infographics are much more visual with multiple graphic interfaces and subject icons. - Other types of graphics commonly used are diagrams, renderings of proposed buildings, and line art.
Graphic Interface of Subject Content -
- Today, charts and other stats are being dressed up with graphics to be more appealing and easier to understand. - Reading a copy of USA Today makes the point : Instead of showing a simple bar chart or line graph, an attempt is made to incorporate representations of the subject into the chart.
Working with Photographers and Photo Vendors -
- Use professional photographers if you plan to send materials to news organizations. - Sign contracts with photographers to clarify such issues as how their images will be used and who owns them. - Stock photos may be appropriate for content on owned media (blog posts, newsletters, or brochures) but should not be used for news releases. - Crop photographs to remove clutter and get a tighter focus on the main subject. - The altering of a photo can raise ethical issues if it misrepresents the original photo.
Writing Photo Captions -
All photos sent to the media need a caption. - This is the brief text under the photo that tells the reader about the picture and its source. - The best formula for a caption is to follow the order of who/what, the action taking place, and then when and where. - A longer caption would also answer the question "so what?" to provide a context for the situation and why the information should be of interest to the audience. However, a caption is not a description of the photo. - Some novice caption writers make the mistake of writing, "Pictured above..." or "This is a picture of..." or "Jane Doe is shown talking to..." Don't write the obvious; write to provide context and additional information not readily apparent from looking at the picture. Most captions, when they accompany a news release, are two to four lines long. - In fact, one study by Gallup Applied Science showed that two-line captions are the most effective. - This guideline, however, does not apply to photo news releases. - PNRs, as they are called, are simply photos with longer captions that are distributed to the media without any accompanying news release—the caption tells the entire story. According to Deborah S. Hauss, writing in PRWeek, "Photo news releases enable PR pros to get pictures out more quickly and stand out amidst a sea of written press releases....Sometimes all it takes to capture the media's attention is a visually compelling image and a short caption." - Regular captions and PNRs are written in the active, present tense. Don't write "The park gates were opened by Mayor Jones"; say instead, "Mayor Jones opens the park gates." Examples - The following are the complete captions of several photos used in this chapter that illustrate the use of active, present tense: -In Rochester, New York, Christian Beck (left) and Jamiee Sexton (right), students of the Simon Graduate School of Business at the University of Rochester are winners of the IBM Watson case competition for their proposal on crisis and disaster management. Students from the school submitted new ideas for applying the IBM Watson technology to address complex societal and business challenges in the transportation, energy, retail, and public sector industries. The competition is helping students gain new skills in analytics and cognitive computing to prepare for future career opportunities. (Figure 8.1) -Mark Kris, MD, Chief of Thoracic Oncology, Memorial Sloan-Kettering Cancer Center (left) and Manoj Saxena, IBM General Manager, Watson Solutions (right) work with the first Watson-based cognitive computing solution for oncology. IBM, Memorial Sloan-Kettering and WellPoint today introduced the first commercially based products based on Watson at an IBM health care forum in New York City. (Figure 8.2) ----> A caption for a head-and-shoulders picture of a person (a mug shot) can be even shorter. - The caption may be just the person's name. - For full identification, you can also add the person's title and company; ex. "Douglas M. Schosser, director of finance, Associated Banc-Corp." Captions for publicity photos of new products should include a key selling point. ex. For example, the caption for a new Dell PC made the point that the product is primarily designed for medium and small businesses. - For the IBM shopping app shown in Figure 8.3, the selling point is that the app is designed "...to close the gap between the wealth of product information on the Internet and traditional retail promotions, transforming marketing offers from an intrusion into a convenient service welcomed by consumers." There is some argument about stating "from left to right" in a photo caption. - To many public relations writers, this seems redundant, because people read copy—and probably scan photographs—from left to right anyway. - If there are two or three people in the picture, it is assumed that you are identifying them from left to right. - You can also indicate identity by the action taking place in the picture— ex. for example, "John Baroni presents Nancy Southwick with a $5,000 scholarship at the annual awards banquet." In general, the most important person in the photograph should be the first person at the left side of the picture. - This ensures that this person is mentioned first in the photo caption. - The most important person may alternatively be in the center of the picture, surrounded by admirers. ex. In this case, you can write, "Sharon Lewis, the singer, is surrounded by fans after her concert in Denver." Any reader should be able to figure out which person in the picture is Sharon Lewis. - However, the use of "left," "right," and "center" is perfectly acceptable if clarity is achieved. - Here is the caption used under a photo of the top three winners of Intel's Science Talent Search competition: "First place winner Shivani Sud, 17, of Durham, NC (Center); second place winner Graham Van Schaik, 17, of Columbia, SC (Right); and third place Brian McCarthy, 18, of Hillsboro, OR (Left) celebrate winning the Intel Science Talent Search. Intel Chairman Craig Barnett presented the top winners with college scholarships of $100,000, $75,000, and $50,000, respectively. These top award recipients were chosen from an applicant pool of more than 1,600 American high school seniors."
Maintaining Photo and Art Styles -
A properly indexed photo and infographic file folder or database is a necessity. ----> Without this, digital images or artwork can be inaccessible for future use. - The long-term employee who knows where everything is located and can remember the situation will eventually retire or take another job. ----> In other words, don't rely on the collective memory of individuals to keep track of photos and infographics or other visual images such as diagrams, renderings, etc. - Digital photos and infographics should be stored on the organization's file server with readily identifiable tags. - Corporate files may be identified by names such as "J. Jones, Chairman," or topical areas such as "Employee Recognition Banquet," "Grand Opening of Lansing Store," or "Scale Model of Springfield Office Bldg." It is important to place all pertinent data about photos in the file or a logbook. This may include : - the date of the event; - when the photo was taken; - the location; - releases from people portrayed; - complete names and titles of people shown; and - the name and address of the photographer, including any restrictions on the use of the picture. - Infographics must also be dated, and any information about the context or the graphic designer who created it should be on file. - A good filing system will help you avoid the embarrassment of using outdated photos and infographics.
Action -
Action is important because it projects movement and the idea that something is happening right before the reader's eyes. - A picture of someone doing something—talking, gesturing, laughing, running, operating a machine—is more interesting than a picture of a person standing still and looking at the camera. - Douglis says, "Interactive exchanges are the most productive form of communication. Photojournalism is an ideal medium for visually expressing how people communicate interactively with each other." __________________________________________________________ America's amateur photographers have filled the nation's family albums with pictures of Aunt Minnie and Uncle Oswald in rigid, formal poses, staring blankly, but a quick look through your daily newspaper will not turn up this kind of shot. - Prize-winning news photographs bear out that action and interaction among people are the key elements in successful photography. - In other words, take pictures of people doing something or interacting with others—not just staring at the camera. _______________________________________________________________ With some thinking, an action photo can be taken of almost any situation. - Professional photographers agree, however, that the best "action" photos are taken when the subjects are being spontaneous and are not conscious of the camera. ----> Consequently, photographers will often take multiple shots over a period of several minutes to get the best facial expressions and portrayal of more natural interaction. ___________________________________________________________ However, sometimes a straight head-and-shoulders portrait is exactly what is needed. ex. For example, a news release announcing a promotion or the new president of a club or organization is often accompanied by what is referred to as a mug shot. Such photos are used for organizational newsletters and sent to the business section of a local daily for use as a "thumbnail" in a brief paragraph about the individual's promotion or hiring. __________________________________________________________________ You should not conclude, however, that all good pictures must suggest overt action. - Some of the greatest photos have been character studies of people whose faces reflected their happiness at having won an award, their intense concentration on a critical issue, or their sorrow at having lost an election. ex. study of IBM inventor Dr. Dimitri Kanevsky, who has been deaf since the age of three, was distributed by IBM when he was honored at a White House ceremony for his pioneering inventions for the hearing impaired. This included developing a real-time transcription system that allows hearing-impaired people to participate in conference calls over the Internet.
Contracts -
Any agreement with a photographer should be in writing. - A written document helps you to avoid misunderstandings about fees, cost of materials, and copyright ownership of the images. A letter of agreement with a photographer should cover the following matters: - What is the photographer's professional fee for taking pictures? Is it on a project basis or based on an hourly fee? - How are out-of-pocket expenses, such as meals, mileage, lodging, etc., handled while on assignment? Does the photographer get a daily "per diem" (reimbursement rate) or submit receipts? - What will be delivered upon completion of the assignment? Will it be a digital file on CD or a website? - Who will supervise the photographer? Will you or someone else in the organization help the photographer set up shots? - Who will retain the images? Under copyright law, photographers retain ownership unless the signed agreement gives full ownership and control to the organization commissioning the work. - Does the organization have unrestricted use of the photograph, or does it have to get permission from the photographer each time it wants to use the shot? Can the photographer sell images to outside parties, or does the organization want exclusive use? - Ideally, you want to sign agreements with photographers that give unrestricted, exclusive use of all images. - But be prepared to pay more for the photographer's services if that is the case.
Ethical Considerations -
Cropping and retouching are common practices in photography, but there are increasing ethical and legal concerns about the boundaries of altering photographic images. ex. An original photograph, for example, can be scanned or downloaded. - An editor can then use photo editing software to make any number of alterations. ex. For example, a person's dark suit can be changed to a light tan, and a shadow on a person's face can be removed. - The editor can also change the background from a plain wall to an oak bookcase or even a desert by merging the photo with another one to make a new photo. Advertising and public relations people often use photo editing tools to enhance the quality of publicity photos. ----> Thus, a company's board of directors is shown in front of the production line, even though the original photo was taken in a studio. Or, a new product is enhanced by blacking out the background and putting more light on the actual product. The examples presented thus far are relatively harmless, but news editors continue to express deep concern about additional liberties that may be taken. ex. A Chinese photographer, for example, received considerable international criticism for taking a photo of China's new high-speed train to Tibet crossing a trestle, and then doctoring it by adding a herd of rare antelope peacefully grazing nearby. The idea, of course, was to visually show how the train had not disturbed the wildlife habitat. One media critic said, "It's the perfect propaganda photo." - As a public relations professional, you should be concerned about the digital manipulation of photos. - You have a professional responsibility to honor the original photographer's work and not make alterations that would violate the integrity of the original photo. When does a cosmetic correction become a violation of the photographer's copyright—or even an outright deception? Would you, for example, use a composite photo to show gender and racial diversity in your organization? - If an altered photo misleads and deceives the public in a significant way, do not use it.
Other Kinds of Graphics -
DIAGRAMS - Diagrams are most valuable in showing how something works. - How an engine works, how an accessory should be attached, or how a product can be used can all be made clearer with a diagram. - In planning diagrams, you should check with the engineers and pretest the final diagram on potential readers for comprehension and understanding. - The key to effective artwork, particularly diagrams, is simplicity. RENDERINGS AND SCALE MODELS - A rendering is an architect's drawing that shows how a finished structure will look. - Increasingly, such artwork is being produced with computer drawing programs or photo editing software. - Photos of scale models are also used to give readers a thorough understanding of what is being built or renovated. - Both renderings and scale models are widely used in news and feature stories about construction projects. ex. Simple maps showing the location of a construction site or a new freeway ramp, for example, often accompany architectural drawings and photos. - The availability of such artwork often makes the difference between a major news story and a brief mention. LINE DRAWINGS AND CLIP ART - Cartoons are a form of line art, but most people think of line art as drawings of symbols, designs, and objects. - Adobe's Creative Suite includes stored clip art and the tools needed to create line drawings. - CLIP ART : line art and other graphic designs that can be used in public relations materials. Clip art is available on CD and Online. - Microsoft Office and Word Works also feature clip art. - A wide variety of clip art, design templates, and stock photos can be ordered on CD or downloaded from the Internet from sources located with Google Images. - Line drawings and clip art are used primarily for organizational advertisements, leaflets, brochures, and newsletters.
Distributing Photos and Infographics -
Digital technology makes it relatively easy to distribute photos and infographics. - Before the digital revolution, the traditional approach was to submit photos on 35mm slides or even on glossy paper. - Today, several approaches are used : (1) - The first approach is to simply send a news release or advisory to journalists or editors with a link to a website where they can download photos or infographics. ex. An editor, for example, may just want to preview thumbnails and then select a specific photo. The main point to remember is to never send an attachment (photos or anything else) to an editor unless you are specifically asked to do so. The proliferation of viruses means that no editor will open an attachment unless he or she personally knows and trusts you. (2) - Another approach is to use an electronic distribution service such as Business Wire, PRNewswire, Market Wire, or Feature Photo Service. - Editors receive daily feeds from these services that let them know what's being distributed and, with a few clicks, can download any story or related artwork to their computers. - In many cases, photos and infographics are embedded in the news release so editors can preview a thumbnail. ----> If they like it, they can download a high-resolution copy with a few clicks. These distribution services also archive past stories, photos, and other images. - This makes it easy for an editor to review all of the news releases and photos that Intel, for example, has distributed over a period of several years. - Newscom is a particularly valuable resource; it maintains a searchable database of over 20 million images, graphics, and text from more than 100 photo agencies, wire services, and freelance photographers. Access to Newscom, however, is restricted to registered users, and licensing fees are usually required. - Distribution, of course, also occurs online via social networking sites such as Facebook. - It is important to tag photos and infographics (as well as news releases) with keywords so search engines can index them.
Tips for Well Composed Photos -
Experts have made the following suggestions about composition and clutter: - Take tight shots with minimal background. Concentrate on what you want the reader to get from the picture. A good example of a tight shot is shown in Figure 8.2. - Emphasize detail, not whole scenes. - Don't use a cluttered background. Move stray things that intrude on the picture. - Try to frame the picture. - Avoid wasted space. There should not be a large gap between an object, such as an award, and the person's face. In the case of a group picture, people should stand close to each other. - Ask subjects wearing sunglasses to remove them.
How to Take Product Photos That Get Published -
Here are some tips for taking photos that put a product in the best light and can be used in multiple contexts. - Show the product in a scene where it would logically be used. If it is used in an office, show it in an office. The setting should be realistic, with everything hooked up and ready to go. - Clean up the area where the picture is to be taken. Remove any litter or extraneous items. Repaint if necessary. - Be sure that the background contrasts with the product. Make the product stand out. - If there are other products in the picture, be sure that the new one is in the dominant position. - Put perspective into the photo so viewers will know how big the item is. For example, show a hand, a person, or a pencil. - If people are in the picture, be sure that they are dressed for the situation. They should wear the kind of clothing that they would wear while using the product. - Use a top-of-the-line digital camera to ensure maximum quality and resolution. - Don't accept anything but the best in photographs. They have a potential shelf life of 5 years; many may be used by others to illustrate books or brochures. Give them quality. - Take at least two photos—vertical and horizontal—of each new product. This makes them adaptable to a variety of situations. When possible, show the product in use. Application stories need illustrations. - Every picture must have an identifying caption.
Cropping and Retouching -
In most cases, the quality and composition of photos can be improved through editing. - The two primary techniques for editing photos are : - cropping and - retouching. CROPPING - - Cropping is editing the photo by cutting off parts of the picture that you don't want. - Eliminating parts of the photo provides a tighter focus on the key elements. ex. A photo of the CEO talking to a major stockholder, for example, may also include the waiter clearing a table at one side. It is relatively easy to "crop out" the waiter and any other surrounding background. In addition, it's usually a good idea to crop photos from the waist up. No one needs to see the shoes that the person is wearing. RETOUCHING - The second technique, Retouching, is usually done to alter the actual content of the photo. ex. Let's assume that the photo just mentioned was taken in such a way that a basket of flowers on the stage behind the CEO looks like it is planted on top of his head. In such a situation, cropping may not be the answer, because it also would scalp the top of the CEO's head. The solution, of course, is to simply eliminate the flowers through "airbrushing," or digital manipulation. - Today, even amateurs can use software such as Adobe Photoshop to crop and retouch photographic images at will. - Too much "red eye"? No problem. Is the background a bit dark or the sky not blue enough? With a few keystrokes, the problem is solved. - Indeed, amateur photographers armed with digital cameras and software programs can manipulate and improve the quality of their photos with relative ease. - Even expert photographers rely on Photoshop to electronically create the perfect picture.
Lighting and Timing -
Indoor pictures often require more than a flash on a camera. - Depending on the subject, a photographer may have to use supplemental lighting to remove or enhance shadows to highlight a key element—a person's face, a product, or some aspect of the background. ----> Even simple product photos, where the background is plain white or black to ensure that the product stands out, require considerable lighting expertise. ______________________________________________________________________ Outdoor photos also have their challenges. - In general, outdoor pictures taken in the morning or late afternoon are better for contrast than pictures taken at midday. ----> Of course, the photographer can use a flash to lighten dark areas. ___________________________________________________________________________ Selecting the location or setting of a picture is important if you want good, sharp results. ex. For example, if you know that the people involved will be wearing light colors, you should not use a white background. AND ex2. Conversely, don't select a dark background if your photo subjects will be wearing dark clothing. In both cases, the result will be "floating heads" because the clothing will blend into the background. ----> In all situations, you want to strive for high contrast between the background and the individuals being photographed.
Camera Angel -
Interest can also be achieved through the use of unusual camera angles. - Starbucks illustrated its decision to carry Naked Juice (100 percent juices and smoothies) in its 7,000 outlets using the perspective of the camera inside the refrigeration unit looking out, capturing an employee framed at the door reaching in to get a bottle of the product. _________________________________________________________________________ Another approach is the extreme close-up that emphasizes shapes and patterns. - A photo of a new mainframe computer isn't very interesting, so it's important to look at the situation and come up with an interesting angle that makes a better photo. ex. IBM, for example, chose to show the unusual angle of a technician assembling part of a module that was part of the new supercomputer. ___________________________________________________________________ Some other camera angles commonly used are : (1) shooting upward at a tall structure to make it look even taller, (2) taking an aerial shot to give the viewer a chance to see something that might otherwise be unnoticeable, and (3) using a fish-eye lens to capture a 180-degree image.
Working with Photographers and Photo Vendors -
It is important to use a skilled photographer with professional experience. - Too many organizations try to cut corners by asking an employee with a point-and-click digital camera or even an iPhone to take pictures. - Often, the public relations writer is also asked to take the photos. - This may be all right for the company newsletter or intranet, but publicity photos sent to the media must be extremely high quality if they are going to be competitive with the thousands of other photos that are readily available. _______________________________________________________________________ It will cost more money to hire a professional photographer, but at least you won't end up with pictures that are dull, poorly composed, and generally unusable. - Another reason is that it's better business practice to use a professional who has formal training in visual communications. - He or she is experienced and uses high-quality equipment, which usually produces much better results. - Your job, as the public relations professional, is to figure out the purpose of the photograph and its objective. It's the photographer's job to figure how to accomplish the objective from a visual perspective.
Creating an Infographic -
Many basic infographics can be formatted on your own computer using Microsoft Office, PowerPoint, or Adobe's Creative Suite. - There are, however, a number of Web-based applications that make it easy to create charts and other infographics. - Although web-based applications are now readily available, they still don't replace the value of using professional graphic artists and illustrators to produce the type of well-designed, colorful infographics that you need for wide distribution to the media and social networks. - It's a very competitive world, and mediocre infographics don't make it to first base with journalists and bloggers.
Finding Photo Stocks -
Not all of your photography needs require the services of a professional photographer. - There are multiple photo sites online that provide a wide variety of "stock" photos for any occasion or situation. - A Stock Photo : is primarily a generic picture of such scenes as a shopping mall, a group of people working around a computer, or even a landscape, that provides a visual image appropriate for content on owned media such as a blog post, a newsletter, or a brochure. ----> Stock photos, however, are never used as a visual for a news release. ______________________________________________________________________ One major source of photos is Creative Commons, a non-profit organization that has free-to-use images from a variety of sources, including Google Images, Flickr, and Wikimedia Commons. - You can also directly access these websites to find photos, but it's important to check the criteria for "free-use" (often restricted to only individuals) and what photographer credits are required. - Although Creative Commons has the largest collection of free images, you must credit the photos that you use. - Possible licensing fees also may apply if you are using the photos for commercial purposes in terms of an organization's literature and websites. ex. Getty Images has also made its more than 100 years of photos from some of the world's best photographers available online for free. - All an organization needs to do is append a footer at the bottom of the picture with a credit and link to Getty's licensing page. Note that you can only embed the photo; you can't download it to your website. Some other popular online sources include the following: - Shutterstock.com: Has stock photography, videos, and even music tracks. Many photos are free, but others (depending on their use) also have a licensing fee. A music track for a podcast or video, for example, is about $50. - FreeDigitalPhotos.net: The free photos are small, but larger versions are available for purchase. A credit line to the photographer is required. Everystockphoto.com: This is a search engine of free photos that come from many sources. Other photos, however, are license-specific depending on the photo's use. - freeimages: A searchable and categorized gallery of 350,000 stock photos. Downloading requires a sign-up fee, but the users say it's worth it. - Pixabay: Provides copyright-free images under Creative Commons. You can copy, modify, distribute, and use the images even for commercial purposes. A final cautionary note about licensing and royalty fees: always read the fine print about the use of a photo, because not all photos are available for commercial use. - Stock photo houses such as those just highlighted often have one-time sign-up or licensing fees for using a photo. - On the other hand, many photographers place their work in the public domain, and there is no license or cost to use it. ----> In sum, when searching through photos always read the licensing terms and know what type of copyright the image has.
The Importance of Visual Content -
Photographs and infographics are important components of the tool kit for public relations writers. - Infographics definition : Computer-generated artwork used to display major facts and statistics visually, typically in the form of a graphic interface of tables, charts, or graphs, simple images and color. - They add interest and variety, and they often explain things better than words alone. - There's the old adage that a photo is worth a thousand words, and this is especially true today because research indicates that 65 percent of the public are visual learners. - In addition, scientists say visual data is processed 60,000 times faster by the brain than text and, as a result, is more easily understood by the receiver. ---> There are several other reasons why public relations writers should use photographs and infographics as integral parts of news releases, features, and other media such as newsletters, magazines, brochures, and employee intranets: VISUALS HELP WITH A STORY. - - People tend to remember facts and figures presented in an interesting visual way instead of just reading a bunch of numbers or percentages. ex. Various research studies, for example, have found that people remember auditory and visual information better than information that is presented with words and numbers alone. JOURNALISTS ARE HIGHLY VISUAL. - - They spend three seconds on average deciding to read or delete a news release, and visuals increase the chances of a reporter taking time to read it. - In one survey, 80 percent of reporters said photos and infographics increase the odds of a news release being used. VISUALS BREAK THROUGH THE CLUTTER. - - Nielsen estimates that there are 27 million pieces of content shared a day. - With such competition, public relations writers must increasingly use visual techniques to get the audience's attention. VISUALS ARE MORE SHARABLE. - - Social media users are 40 times more likely to share visual content on social networks than any other content. - Infographics, according to some studies, also increase website traffic by 12 percent. VISUALS MAKE CONTENT MORE PERSUASIVE. - - One study found that messages with visual content were 17 percent more persuasive than text-only messages.
The Purpose of Infographics -
Photographs are not the only art form that you can use for publicity purposes. - In recent years there has been a virtual explosion in the use of infographics by public relations writers, journalists, and bloggers. ex. It's estimated, for example, that the use of visualized information on the Internet has increased 9,000 percent since 2007. An indication of this trend is that infographics shared on Twitter, according to one study, get 830 percent more retweets than photos and articles. - The New York Times also now has 40 "graphic" journalists on its staff—another sign of the widespread interest in infographics. The value of visual content was outlined at the beginning of the chapter, but infographics have some additional characteristics that separate them from photos or videos. - Infographics are more detailed than photos and convey information more quickly than videos. - "They cut straight to the point, simplify complex information, and wow the reader in an instant" says Meryl Serouya in Ragan's PR Daily. She continues, "They can prove especially powerful in press releases by extending the core message and highlighting the important components to bring the text to life." Although infographics can be created on almost any topic, writes Serouya, they are most useful when presenting the following types of information: - Survey results that may take longer to explain in a text format - Statistical data that can cause a reader's eyes to glaze over and lose interest - Comparison data that can be more effectively portrayed in graphic form - Messages for multilingual audiences that may have limited English - Any other information that just isn't very sexy without a colorful graphic In other words, the purpose and value of infographics is to : (1) convey information in a fun, compelling, and digestible format, (2) provide a call for action on the part of the reader as a result of the information presented, (3) generate brand awareness, and (4) drive coverage in the media and traffic on the Internet and social networks.
Technical Quality -
Professionals today use digital cameras, and the traditional process of taking photos on film, developing the film, and making prints has practically disappeared except in art photography. - Although the process of taking photos has changed radically, the key elements of a good photo remain the same, and the technical quality of the photo is very important. ----> Indeed, a common complaint of editors is the poor content and technical quality of publicity photos. _________________________________________________ Editors look for the key elements of good contrast and sharp detail so the photo reproduces well on everything from glossy magazine pages to cheap newsprint. - You must also consider that photos are often reduced in size or, on occasion, enlarged when they are published. ----> If they have good resolution to begin with, they will hold their quality. _________________________________________________________ The required resolution for digital photos depends on where they will be used. - Online media, for example, are willing to sacrifice quality for the speed of download, so they typically use images at 72 dpi (dots per inch). - Print publications, however, require much higher resolution, and 300 dpi is a minimum. - Corporate websites and distribution services such as NewsCom and Feature Photo Service now provide downloads of "high-resolution" publicity photos that are in 300-dpi JPEG or GIF format to accommodate the needs of almost any publication—from monthly glossy magazines to small weekly newspapers.
Components of a Good Photo -
Studies have shown that more people "read" photographs than read articles. - The Advertising Research Foundation found that three to four times as many people notice the average one-column photograph as read the average news story. - In another study, Professor Wayne Wanta of the University of Missouri found that articles accompanied by photographs are perceived as significantly more important than those without photographs. __________________________________________________________________________ Publicity photos, however, are not published if they are not high resolution and if they do not appeal to media gatekeepers. - Although professional photographers should be hired to take the photos, the public relations writer often supervises their work and selects the photos best suited for media use. ----> Therefore, you need to know the following seven aspects of what makes a good publicity photo: (1) technical quality, (2) subject matter, (3) composition, (4) action, (5) scale, (6) camera angle, and (7) lighting and timing.
Photo Manipulation Policies -
Susan Balcom Walton, a professor of public relations at Brigham Young University, suggests that public relations firms and departments should have a photo manipulation policy. Such a policy can be formed, she says, by first asking three questions: (1) Does the image alter reality? (2) Does the image intend to deceive in any way? (3) Has anything in the image been manipulated to imply endorsement of, or agreement with, your organization's views when that might not have been the photographer's or subject's intent?
Types of Infographics -
The primary purpose of an infographic is to show percentages or other numbers in a colorful, appealing way that is easily understood by the reader. - There are two kinds of infographics. - (1) One is the traditional use of charts to show comparable percentages and stats with sectioned circles or bars. - (2) The second, which is becoming more popular and widely used thanks to graphics software, is to portray facts and percentages in various graphic interfaces that make them more visually attractive.
Charts -
There are three basic types of data charts, and each seems to work best for certain kinds of information. PIE CHARTS - - A pie chart is a good way to show what part of a total is used for each of several purposes. - An organization may use such a chart to show how a budget or revenues are divided. BAR CHARTS - - Bar charts are ideal for showing comparisons between categories, such as income levels, populations, sales, prices, and periods of time. LINE GRAPHS - - Line graphs are somewhat like bar charts, but better suited for showing changes over a long period of time. ----> The "trend line" on a line graph, for example, may track sales of a product over a period of time. - The left axis of the graph would show the amount of sales in increments of thousands of dollars. - The bottom axis usually would show a period of weeks or months.
Subject Matter -
There is a wide variety of subjects for a publicity photo. - On one level, there are somewhat static photos of a new product or the head-and-shoulders shot of a newly promoted executive. - On another level, photos are used to document events such as a groundbreaking or a ribbon-cutting ceremony. _______________________________________________________ Trade magazines, weekly newspapers, and organizational newsletters often use the standard "grip and grin" photo of a person receiving an award, a company president turning the first shovel of dirt on the site of a new building, or the traditional "ribbon-cutting" ceremony to open a new store. - These shots have been a traditional staple of publicity photos for years, and there is no evidence that they are going out of fashion even in the digital age. - At the same time, you should be aware that such photos can be quite boring, and editors want more unusual or artistic material. ______________________________________________________ AWARD PHOTOS - In many ways, award photos are somewhat of a cliché, showing the typical "grip and grin" format. - It is relatively easy to violate the concepts of newsworthiness, action, and central focus as awardees merely look at the camera while holding their check or trophy. - Award photos, however, are a fact of life and still get published in local newspapers and even in national publications if the individuals are celebrities. ___________________________________________________________ SMALL GROUP PHOTOS - Another guideline to follow in a small group photo is to show activity in a picture: people talking to each other, looking at a display, or shaking hands with a notable person in an informal pose. _________________________________________________________ Large Group Photos - Organizations love group photos of everyone who attended the seminar or received an outstanding service award. - A group photo may be legitimate when you want to give a souvenir of a particular meeting or conference or provide documentation for a specialized publication, such as a fraternal or alumni magazine. - However, pictures of this kind should not be sent to general-circulation newspapers and magazines. - A better approach, if you want media coverage, is to use the local angle. ----> Take small group photos of individuals from a particular city and send them to local dailies or weeklies. _______________________________________________________ PRODUCT PHOTOS - Product photos are particularly challenging in terms of arousing interest. - A common approach is to simply show the product, such as a new computer, in a stark background so it is highlighted. - Most new product news releases include a photo of the product, but a photo of a new computer or a camera by itself is not very interesting. - A better approach that attracts more media interest is to include a human element by having someone actually demonstrating or using the product. ex. A better approach that attracts more media interest is to include a human element by having someone actually demonstrating or using the product. - IBM distributed this product photo with a news release about a prototype app that automatically delivers personalized coupons, offers, customer reviews, and product details to smart phones as customers browse store shelves. The photo is tightly composed and shows the app being used in front of a store display. _____________________________________________________________ WHATS ANOTHER COMMON APPROACH - Auto manufacturers, as well as other companies, take the approach of "sexing-up" a product with an attractive model standing next to the new car model or another product. Samsung, for example, distributed a publicity photo for its new 3D television with several attractive Korean models in tight-fitting dresses sitting on a desk around the television. _______________________________________________________________ FOOD PHOTOS - Food publicity has its own particular challenges in terms of making a product look savory in a photo. - Some tricks are to use motor oil in place of syrup and mashed potatoes instead of real ice cream, use hair spray on produce, and even use brown shoe polish on raw meat to portray a well-grilled hamburger.
Composition -
We have already discussed ways to compose photographs of groups. - Inherent in all this is the concept of keeping the photo simple and uncluttered. - A look at the family album will illustrate the point. ex. We have Aunt Minnie and Uncle Oswald looking like pygmies because the family photographer also wanted to include the entire skyline of New York City. Consequently, Aunt Minnie and Uncle Oswald are about 35 feet from the camera. ______________________________________________________________________ In most cases, the photographer should move into, not away from, the central focus of the picture. - If the purpose is to show a busy executive at his or her desk, the picture should be taken close up so that the subject fills most of it. - If the purpose is to show a busy executive at his or her desk, the picture should be taken close up so that the subject fills most of it. ----> All of this conflicts with what the viewer is supposed to focus on in the picture. _____________________________________________________________________ Another reason for moving in on the subject and minimizing the background or foreground is to achieve good composition. ----< That picture of Aunt Minnie and Uncle Oswald also shows the Empire State Building growing out of Uncle Oswald's head. _______________________________________________________________________ All this advice is logical, but there may be times when the background plays an important role. - If the purpose of the photo is to show someone in his or her work setting, it is important to capture a sense of the person's environment. ex. A photo of a manager in management information systems, for example, might show him or her surrounded by three or four computers and a stack of printouts. - Phil Douglis, a widely known photographic consultant, calls it the "environmental portrait." - He continues, "Such portraits blend posed subjects with their supporting context to symbolize jobs, capture personalities, and ultimately communicate something about them to readers." ex. A good example is Figure 8.4 that shows an IBM engineer and inventor being reflected in a new class of lightweight semiconductor materials that the corporation has patented. Figure 8.5 is another example of an environmental portrait. - An appealing, well-composed photo focuses on the subject and minimizes the background. This photo was included in a news release about IBM's inventors receiving over 6,000 patents in one year. An inventor is reflected in a new class of ultra-thin materials that can be used in wearable technologies.
Guidelines for Creating an Infographic -
When creating your own infographic or working with a graphic artist, you should consider the following Tips for Success guidelines. GUIDELINES - Content - - USE INTERESTING DATA. Don't repeat the obvious. Use facts and figures that people don't already know. As one writer explained, "Dig up information that most people haven't seen." - ADD SCALE. A stat like 10 million customers doesn't have much emotional impact or meaning. A graphic icon showing Yankee Stadium with the number "200" as part of it, however, helps the audience better understand the size of 10 million people as enough to fill 200 stadiums. - KEEP IT SIMPLE. Don't use an infographic as a data dump. Build on a key point or theme and don't clutter the infographic with so many percentages and stats that it's too daunting for anyone to read or understand. - PAY ATTENTION TO THE TITLE. Use an attention-getting title that is descriptive so browsers such as Google can index it. It also helps if you insert the word "infographic" in the title or in the content of the infographic. A catchy title generates interest and the incentive for people to share it on social networks. - CITE REFERENCES. Provide additional references and URLs for the data at the end of the infographic. This adds to its credibility and gives journalists and bloggers an opportunity to find additional information on the subject. Composition - - KEEP IT A PROPER SIZE. The ideal width should be no more than 500 pixels wide and less than 5,000 pixels long, to avoid unnecessary scrolling. - KEEP IT BALANCED. Work to achieve a balance between text (stats and percentages) and design. - DON'T GO OVERBOARD WITH BRANDING. Less will usually be more in terms of the infographic gaining acceptance by journalists and bloggers. - USE A PROFESSIONAL DESIGNER. Great content needs great design in order to succeed in the marketplace. An eye-catching infographic drives individual interest and encourages people to share the image on their social networks.
Scale -
With inanimate objects, it is important to consider the scale. - The picture should contain some element of known size so that the viewer can understand how big or small the object is. - With large machines, it is common and effective to place a person in the picture. - This helps the viewer estimate the approximate size of the picture's subject. ____________________________________________________________________ When smaller things are photographed, the scale guide is even more important. - This also offers an opportunity to provide drama and adds the news value of novelty ex. For example, a new computer chip from Intel was photographed beside a penny—and the chip was even a bit smaller. ex2. In another situation, a manufacturer of a flash drive illustrated its capacity by showing a person holding the device, surrounded by a pile of papers and brochures that could be placed on the drive.
How Can You Take Better Awards Photos -
You can make award photos more interesting if - the subjects are showing some emotion (even a smile would help), - you show a close-up instead of a person's full figure, or - you pose the award winner in an appropriate but more creative setting, as in Figure 8.1 above. Suzanne Salvo, owner of Salvo Photography, adds, - "An award shot that doesn't show emotion just dies. It's boring. Get people to yell and scream or hold up a peace sign—it will bring some life to it."
Finding Photographs -
You should have a file of photographers, noting their fees and particular expertise. - If you have no such file built up, you might consult colleagues to find out if they can make any recommendations. - If you are unfamiliar with a photographer's work, ask to see his or her portfolio. - This is important, because photographers are skilled at different things. _____________________________________________________________________ A good portrait photographer, for example, may not be good at photographing special events. - A news photographer, by contrast, may be an expert at special events but unable to take good product photographs. In sum, you should find the best photographer for each kind of job. _____________________________________________________________________ You should always ask a prospective photographer the following two questions before hiring him or her. (1) Can you show me examples of other similar photos you have taken? (2) What contacts do you have with the media and how will you help me distribute the photo once it has been shot?
The Photo Session -
You will save time and money with regard to the photo session if you plan ahead. - Make a list of the pictures you want. For pictures of people, arrange for a variety of poses. - Know who you need, where and when you need them, and what props will be required. - Notify people whose pictures are to be taken. Get signed releases for possible use of the photos in news releases, media kits, brochures, and posting on the organization's website and Intranet. - Be sure that the location for the photo session is available, clean, and orderly. - Consider lighting. Will the photographer have everything needed, or should you make preparations? - Have everyone and everything at the right place at the right time. - Tell the photographer what you need, not how to do the job. - It's also a good idea to let individuals know that a photo shoot takes time; even a photo of an executive may take an hour or so to get the best results.