According to a recent survey by PWR New Media, PWR’s 2010 Survey of Journalists: Getting to the Heart of What They Want, the need for quality photos to accompany a press release is the number one item wanted by the more than the 200 US journalists and editors surveyed. More than 75% of journalists stated that they were more likely to use a news release if it included easy access to hi-res photos. Furthermore the study showed the best way to ensure coverage for a story is to make it easy for the reporter or editor to put together the piece.
AP Newsfeatures Picture Show pages for (l--r, top-bottom) Rand McNally, Jack Daniels, Southland Corp and Getty Oil.
In an October 13, 2009 article for the Bulldog Reporter’s Barks and Bites, Visual Media Means Business: PR Should Work More Closely with Shooters to Seize Web 2.0 Opps, I forged the premise that public relation firms and corporate communication departments, should form closer partnerships with visual communicators and use the online newsroom as the delivery tool for their work.
A Brief History
For more than 20-years I have worked with a limited number of talented public relation professionals that recognized the importance of interesting and creative photos to accompany well-written storytelling releases.
Back before the web, the Associated Press Newsfeatures produced Picture Show, a full-page weekly photo-page that was sent to its members. Jerry Mosey, the New York photo editor for the page, was open to photo stories that had a corporate connection. His conditions were “that the photography had to be outstanding, and no blatant promotion of a product.”
Working closely with New York City PR icon Bob Rothenberger, of Marston & Rothenberger Public Relations (now Robert Marston and Associates); the idea was floated to his clients of shooting storytelling photos to accompany an article (not press release) with the expressed intent of placement with the AP Newsfeatures page.
One of the first clients that bite on the idea was Jack Daniels.
Every year the Lynchburg, Kentucky distiller would sponsor “Mule Day” at the Jack Daniel Farm in their hometown. Rothenberger and Jack Daniels saw the picture page as an opportunity to think outside of the PR box.
The placement of the “Mule Day” story and photos with AP Newsfeatures Picture Show resulted in more than 150 newspapers using the full page placement, and countless others using the story with one or two photos from the page.
Marston and Rothernberger was one of the first agencies to see the benefit of partnering with the visual communicator. The agency had other successes with AP Newsfeatures for clients that included Rand McNally and Hasbro Toys.
With the Associated Press placement, other clients became interested in using creative photos to beef-up the use of a release by the press. Early successes included placements for IBM, Southland Corporation, Southwestern Bell, Getty Oil and The Dallas Opera.
Stories and photos of DuPont scientists were featured monthly on the company website; as well as placed in both general and scientific trade publications.
When DuPont changed their corporate image to a science-based products and services company, “The Miracles of Science,” DuPont corporate communications manager Charlene McGrady saw the opportunity to feature the many talented DuPont scientists not only on the new company website; but also place their stories in both general and scientific trade publications.
Each month a new DuPont scientist’s work was featured in an article accompanied by a creative storytelling photo. The program successfully gave recognition to the work and achievements of the scientists, and raised their profile amongst their peers. Many scientific publications, not used to seeing well-shot creative photos, used the scientist’s story on the cover of their publication.
The success of the storytelling photo as a tool for guaranteed media placements continued for clients that included; Mannheim Steamroller, Gulfstream, CSX Railroad, Branson (Mo) Tourism, Four-H and the one notable success that stands above them all – the launch of the Learjet-45.
A photo of famed Dallas Cowboy defensive tackle, and Sun City-Georgetown resident, Bob Lilly accompanied a press release on the resident charity calendar "Aged Beef, Men in Their Prime."
Extreme apprehension was the initial reaction from the Learjet PR team when I mentioned my idea at the unveiling of the new Learjet. None would approach then Learjet CEO Brian Barents, so while shooting the photos they needed of him standing in front of the new plane, I boldly told him that if he really wanted successful publicity on the plane “he should go stand on top of it like a proud parent”.
The daring and dangerous photo accompanied a press release and was captioned “On Top of His Industry.” After being sent on the Associated Press, more than 800 worldwide media outlets used it – including the Wichita Eagle-Beacon, Learjet’s hometown newspaper, which ran the photo five columns across the front-page.
The Web and the Online Newsroom.
Traditional public relations firms have never fully appreciated—or had much success with—the use of storytelling photography. What has eluded most agencies, and corporate PR teams, is the strategy to successfully position photographers to enhance their business model. Instead, photography usually comes as a last minute afterthought.
The growth of the web and the increased importance of the online company newsrooms – both of which constantly need to be fed timely updated stories and photos – the need is even greater for public relation professionals to work even closer with visual communicators.
The online newsroom has become the one place to tell the company story to a wide variety of audiences: media, employees, shareholders, analysts and even the competition using corporate journalism. Visuals, both photos and video, are the key drivers of traffic and a main reasons for repeat traffic to the site.
How does PWR New Media survey of journalist results effect today’s PR professional?
A few years back my wife Adrienne was in the process of earning a master’s degree in communication from the SI Newhouse School of Public Communications at Syracuse University. During that time I had a brief discussion with Maria Russell, one of her favorite public relations professors, concerning the need for universities to start teaching classes in “Visual Public Relations.” Nothing came from that discussion, but the need for universities worldwide to add visual training as a regular part of their curriculum, is more relevant now than ever.
It is also time for professional societies such as PRSA and IABC, along with public relations websites such as Bulldog Reporter and PR Week, to include regular coverage related to visual public relations – along with adding examples of storytelling photos on their own websites.
It is time that the Ogilvy’s and Edelman’s, as well as the smallest PR boutique agency, respond to the real need of journalists and editors by providing storytelling photos for both press releases and in online newsrooms; and give the visual communicator a well deserved seat at the PR communication table.
Ed Lallo
Newsroom Ink
Ed, this is great advice. The media world is way more visual than ever, companies that want free or “earned” media should remember this.
I always recommend for my smaller clients to find a good photographer and forge an alliance — it will pay dividends over and over.