Is photography worth investing in for my business?
Senior account executive Charlotte Dove shares her insight into why the perfectly posed photo is so important.
Photography for PR is often overlooked and discounted as insignificant or expensive but we are living in an increasingly image-led world where a picture really is worth a thousand words.
Photography has always been a significant communication tool but in today’s online world, it’s even more crucial.
We live in a culture where brands can be built solely through their images on Instagram, whereas the first impression of a company tends to be based on its website.
If your marketing materials, such as your website or social media, are considered your shop window then your photography has to be up to scratch.
Low quality images, especially when used along with generic stock photos, not only gives off a poor impression, but also doesn’t show off your brand personality effectively.
In terms of PR, photography really can make or break a story.
Low quality images automatically affects coverage and anything under 1MB is unsuable when it comes to securing coverage in print.
However, it also runs deeper than that – you’ve taken the time to invest in PR and craft interesting stories about your company.
Therefore, it’s vital that your accompanying images also convey the right message.
If you’ve just handed over a building, you want to show it off in the best light.
Or if you’ve raised an incredible amount of money for charity, make sure you get a strong team picture to show what a great company you are to work for.
Should I invest in photography?
I would highly recommend spending some money on your photography as it really will pay dividends.
Hire a professional for important images – such as anything going on your website homepage or key landing pages – but also consider investing in a decent camera if you’re going to be taking pictures regularly.
For social media or blog images, smartphones are pretty good these days but it’s crucial to get everything lined up right.
Top tips for making sure your photo is a good one
1. Identify the focus of your image
What are you taking a photo of?
If it’s a group of people, make sure they can all be seen and choose an appropriate background.
If it’s a building, ensure you can see its entire design and nothing is stealing the focus.
2. Good lighting
This is crucial.
Decent lighting really does make a huge difference to the quality of your image.
3. Get your angles right
Again, if it’s a group of people then make sure you aren’t cropping any heads or feet off.
Align the image so that it isn’t wonky and ensure there are even proportions of space around the central focus.
4. Check the image
Always double check to see if someone’s eyes are closed or if someone is photobombing the background.
The last thing you want is to get back to the office only to find the picture unusable.
If you find the picture hasn’t turned out quite how you’d hoped then editing can usually help.
The top apps and software I’d recommend are Adobe Photoshop, Pixlr and Afterlight.
Photography really can help take your business to the next level but you don’t need to invest in every image.
Your website should have professional photographs but everything else can generally be done on a smartphone, so long as you’ve thought about your shot and double checked it once taken.
If you need any support with photography then get in touch. We have roster of fantastic and trusted photographers and the team have even been known to take an excellent photo or two.
By Charlotte Dove
Charlotte supports a number of clients across health and beauty, construction and architecture. She has experience creating engaging content on social media, as well as copywriting for SEO and securing extensive coverage for clients.