Why good photography matters in PR

We all know the saying, a picture speaks a thousand words, but in public relations (PR), a great image can be worth standout media coverage and social media engagement.

Whether you’re launching a product or service, announcing a partnership or pitching a human-interest story, strong photography and compelling visuals can make or break your campaign’s visibility. Here’s what makes imagery truly effective in PR and how to ensure yours hits the mark.

It tells a story at a glance
A good image doesn’t just look nice, it communicates something. A powerful photograph can illustrate the essence of your message before a single word is even read. Images can showcase innovation, emotion, aspiration or education if that’s what you want to highlight.

Be media friendly
Journalists are more likely to use your story if you have a photograph and your photography fits their editorial style. Also high-resolution, well-lit, and natural-looking shots should be considered. And ditch overly staged or ‘stock’ images as they often get overlooked and less is more when it comes to corporate branding in a shot, as too much can look like blatant advertising.

Involve people
Humans connect with humans and including real people such as founders, staff, customers, case studies and community members in your imagery is much more engaging. Also having some kind of action shot, interactions, or authentic expressions are more engaging than static headshots or handshakes.

Include clear captions
If you have people in the photo make sure you have their full name and job title (if relevant) and the name of where the photoshoot took place. Also include a few words on what the photo is communicating.

Think multi-channel
Great PR photography doesn’t just support the press release; it feeds your entire campaign. From social media posts to website blogs, internal comms notes to staff, marketing newsletters to your customer database, the list goes on! So aim for versatile imagery that works across multiple platforms. This may mean you also need to take photos in different sizes and orientations.

Reflect your brand guidelines
From colours and lighting to composition and tone, your visuals should also align with your business and brand identity. Consistency builds recognition.

Credit your photographer
There’s nothing more disappointing to a photographer who has worked so hard to get the right picture for you when you forget to credit them. Also make sure you have already discussed permission and usage rights before the photoshoot, otherwise you could have an expensive copyright bill coming your way.

Summary
At the end of the day, strong PR photography isn’t just an add-on; it’s a strategic asset. The right image can elevate a campaign from good to unforgettable.

Need help commissioning imagery that captures your story? We can connect you with trusted and brilliant photographers and guide the creative brief. Feel free to drop us a line.