Images for print and the web

Good photos enhance your media material and mean it is more likely to be noticed. A press release with a well-chosen photo is more likely to be used than one without. The story is also more likely to be noticed by your target audiences if there is an image (or video) alongside it.

MAINTAINING A PHOTO LIBRARY

Build up a supply of stock photos. Your library should include up-to-date head-and-shoulders photos of key staff, executives or members and stakeholders. Journalists often request these at short notice to illustrate news items.

Other library shots can help illustrate your organisation’s work. For example, if your organisation helps children, a photo of your director with a group of youngsters would be suitable.

ORGANISING A PHOTO CALL

A photo call is an event to which you invite the media to take photographs for themselves, rather than your providing them with pictures you have already had taken.

It could be an occasion like a prize-giving ceremony or visit by a famous person; or an image of recent environmental damage or technological success. Or it could be an event you have ‘created’ in order to generate publicity, such as a high-level meeting or public protest.

Think carefully about the target audiences.

• Will the photo enhance the message you want to communicate?
• Will it help show your organisation or objectives in a positive light?

Your photo call must be stage-managed, with everything ready for the photo-journalists to take their shots. Be prepared to arrange different shots if they want it.

KEY POINTS

  • Know and understand your target audiences

    • What sort of images will appeal to them? What type of pictures do the target digital and print publications generally use? What is the purpose of the photographs? What do they need to illustrate? Do they need to convey a message? How will they be used?

  • People make pictures come alive

    • Most images need people to bring them to life. Pictures with people doing something active, not just posing for the camera, are generally best. Shots of buildings and other inanimate objects can look sterile without people. But actions must be relevant to the subject matter.

  • Think about clothing and facial expressions

    • Are people wearing appropriate clothing? Is it too frivolous, or too formal? Should they be smiling, looking positive, animated, concerned or serious?

  • Think about the background

    • What’s the setting? Is it an office, a community setting, or a natural backdrop to convey environmental pressures in your area? What would best illustrate your messages?

  • Avoid stereotypes

    • Think creatively. Try not to reinforce prejudices or repeat tired images, like, for example, a polar bear on a ice floe, or crying children in rags.

  • Use a professional photographer

    • If possible, get a professional to take your pictures. It may be easy to take pictures with your phone or tablet, so it is tempting to do the job yourself. But amateur photos almost always look what they are – amateur.

    Choose someone familiar with the type of work you want. Someone specialised in taking pictures for the media will understand media needs. Brief the photographer properly beforehand so he/she fully understands what you are looking for.

  • Get consent where appropriate

    • Ensure people being photographed are happy for this to happen. This is particularly important with sensitive subjects. Consent will be required from parents or guardians where children are involved.

  • Provide a caption

    • All pictures need a short caption to explain the contents. It should say who is in the picture, what is happening and where it is. If you are emailing several photos to the media, make sure it is clear which caption goes with which photo. Descriptive file names with unique numbers help avoid confusion.

  • Keep file sizes manageable

    • Image files can take up enormous amounts of computer memory. Email systems may block big image files. Less than 1MB is a good rule of thumb. Check with the recipient if in doubt.

  • Check copyright

    • Do not be tempted to use images which you have seen online without first checking any copyright issues. Many images used on news websites are specially licenced for that site only. You could be faced with legal action and a fine if you use images without permission.

 

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This podcast includes tips and comments from a range of experts, including Brendan Paddy, Head of Communications for the UK's Disasters Emergency Committee.