This information is found in PUBLIC RELATION WRITING AND MEDIA TECHNIQUES, 6th edition, by Dennis L. Wilcox
The Importance of Publicity Photos:
- Photographs and graphics are important components of news releases and feature stories.
- They add interest and variety, and they often explain things better than words alone.
Components of a Good Photo:
- Publicity photos are not published if they are not high-resolution and if they do not appeal to media gatekeepers.
- Technical quality
- Subject matter
- Camera angle
- Lighting and timing
Working with Photographers:
- It is important to use a skilled photographer with professional experience.
- It will cost more money to hire a professional but it is worth it.
- The photo session
- Cropping and retouching
- Ethical considerations
Writing Photo Captions:
- Caption – the brief text under the photo that tells the reader about the picture and its source.
- Written in active, present tense
- Two to four lines long
Creating Other Graphics:
- Charts, diagrams, renderings and models, maps, line drawings, and clip art are all widely used.
- Pie chart
- Bar chart
Maintaining Photo and Art Files:
- Without properly indexed photos and illustration files, negatives, digital images, or artwork can be lost for future use.
- Necessary pertinent data:
- The date of the event
- When the photo was taken
- The location
- Releases from people portrayed
- Complete names and titles of people shown
- The name and address of the photographer, including any restrictions to use the picture
Distributing Photos and Artwork:
- First approach – simply e-mail a news release or an advisory to a specific journalist or editor and let them know that you have photos and artwork if they are interested.
- You can offer four different formats:
- A thumbnail
- A slightly bigger preview image
- A low-resolution version
- A high-resolution (300 dpi) one
- Second approach – mail a media kit that includes a CD that contains at least two files.