The short answer is that the media likes stories which come with pictures.
Having an eye-catching image can make the difference between a story being used or spiked.
On some news websites, the format demands that the journalist uses a picture. If you provide an image, your story immediately stands a much better chance of getting coverage.
In general, a story with a picture gets more editorial space and therefore has more impact in newspapers and magazines.
How do you get the high-quality images which send out the right message about your organisation?
Use a professional photographer with a track record of working with media. Look at examples of their work – can they get the pictures you need?
Send out the right image. Study your target media for examples of the pictures they prefer.
Tell the story. If your news is about your company funding playground equipment at a primary school, get some children and the play equipment in the picture. Avoid dull handshake shots or people in suits presenting a cheque.
Give good brief. Make sure the photographer knows what you’re looking for by providing a detailed brief, including examples of the type of shot required. Anyone involved in organising the shoot should be briefed too – make sure they know exactly what is involved, any special arrangements needed and how long the photoshoot will take.
Get a caption. Don’t send images to the media without a caption, it drives journalists mad. People need to be fully identified with names and job titles.
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