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A picture can say 1000 words to your public

Written by: Sarah O'Brien

Article Overview: Sometimes, saying it with an image can be the most effective way to communicate your message through the print media.

A picture can say 1000 words to your public

As the name suggests, picture stories are those articles in the newspaper that revolve mainly around the image. The text is often limited (sometimes it can be only one line beneath the pic) and the picture is usually large and in colour.

Picture stories are suitable for business events and announcements that are weaker in their news value or are light-hearted in nature, and appear mainly in the general news section. You must think carefully and creatively about what photo opportunities you can supply, and you must provide any necessary set-up, props and talent.

Newspapers will usually want to send their own photographer to take the photos, so when presenting a picture story idea to the paper it’s best to go straight to the Pictorial Editor and clearly set out the visual opportunity that is available to him. Once you convince him, the next step is to send your press release through to him, and also to the Chief-of-Staff, who will organise for a journalist to write any accompanying text. Clearly set out the date, time and location of the photo opportunity and provide your mobile phone number.

You should be present at the photo shoot. Photographers are usually on a tight schedule and only have a limited time allotted to each assignment – limited time to capture that perfect shot. They will usually take a moment to scan the scene and choose what they want (feel free to make suggestions). If you are there, you can help coordinate any people, props or backdrops they may require, or even help them carry or hold their equipment and lighting (which is often the case!). Making their job easier means more time for them to work on obtaining the best shot possible – and this means a better chance of you receiving media coverage.

Because there are limited words in a picture story, the journalist will often not attend the event, function or photo shoot. A photographer will be sent and the journalist will write up the story after seeing the image back at the office. For this reason, it is important that the press release you provide to the Pic Editor and the Chief-of-Staff is clear, comprehensive, complete and includes appropriate quotes from a relevant figure, which can be pulled directly from the release. If the story is going to print the following day, you must also ensure that you are contactable during the entire day of the photo shoot, so you can answer any urgent questions that the journalist may have.

So what do print media look for in a picture? Here’s just a few of their favourites:
- Children
- Animals
- Colour, glamour or fun
- Unusual visual opportunities
- Young, attractive people
- Celebrities
- Tight shots including one or two people who represent the event or theme
- High profile people in silly situations (that is, planned and tasteful situations, not random and unsolicited paparazzi-style shots!)

It’s best not to force the photographer to take a blatant ‘sales’ photo that shows off your company logo or signage (and good luck forcing them to do that anyway!). You’re better off helping them to ensure it’s the most impressive picture it can be, accompanied with quality information and a brief, self-contained quote from your company representative.

Also remember, if your event involves many different photo opportunities (ie. Lots of great background shots, activity, people or performances) then call TV as well! If they can get a variety of shots, they just might be interested in what’s going on.

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