Towards the top of my “to do” list is a push to increase the number of generic photos in my files. Generic shots would include all of our apparatus, photos of Chiefs, training and fireground shots etc.
As any editor will tell you, a release with a photo has a much higher chance of being used and could elevate your story from a few column centimeters on an inside page to a more prominent position and possibly the front page. This just happened to a story about a member in my department.
I’m fortunate that we had our 100th anniversary a few years back so I have fairly current head shot photos of most of our members and apparatus. I felt like a genius a few weeks back when a local editor asked if I had a member’s headshot for a story he was writing about a potential EMS award the member was eligible for, and I was able to produce the picture immediately. The story with the photo did indeed get front page status.
A community newspaper editor who recently spoke at a PR breakfast I attended made the following recommendations. They are not specific to the fire service but still relevant to our own work as PIO’s -
1. As an absolute minimum, you should ensure that you have headshots of all people mentioned in your press releases and spokespeople representing your organization, before you are asked for them by a journalist. Avoid white background studio shots.
2. If you are ‘telling a story’ in your press release, make sure the photo also tells the (same) story. Ensure it has enough impact to immediately grab the attention of first the editor and second the reader.
3. Supplying a feature picture instead of a simple headshot is the biggest single thing you can do to bring your story to the top of the pile. Sometimes the most mundane story can be published as the lead story on the page thanks to a superb photo. This is known as a picture led story.
4. Have some generic shots taken that represent your business and industry sector. Both internal and exterior shots should be produced showing your business at work. Sometimes having these generic shots available when a picture editor is looking for a photo to go with an existing story can result in your organization being asked to comment. (Make sure you are told what the basis of the story is before making the pictures available).
5. Make sure all your photos meet the media photo specs so you they can easily be sent by email and will not overload the mailbox of the journalist you are sending them to.
Also on The Fire PIO…
- When an Editor needs Editing – October 12, 2010
- Sketchy Characters on the Fireground – August 12, 2010
- Taking your own PR Advice – August 9, 2010
- What’s in your Email Subject Line? – August 11, 2010
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