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Many PIO’s also serve as their department’s photographer. In my department I take hundreds of photos a year along with another firefighter who also handles camera duties.
We both do pretty good work at a scene and many of our photos are used by the media. I am much more comfortable and talented at snapping the action at a fire then shooting a group photo at an awards ceremony. I always feel that the way I ask a group to pose is the same way it has been done since the camera was invented.
I wrote a post a few weeks’ backs about whether we, as PIO’s, are carrying the heavy load for the media in regard to supplying them with information from incident scenes. Is the Media taking a Free Ride?
It appears with newsroom financial resources dwindling the media is relying on us more and more to provide more in depth stories, site photo’s and video.
Now, via Ragan Communications, comes a new statistic that reports according to an Australian study, 55 percent of news stories are driven by public relations.
I often write in my posts about using photo captions or cutline’s to briefly explain a bigger story whether it is for your website or materials you are sending to the media. Often I prefer to send the media a captioned photo over a full release. Obviously for a significant incident a full release is warranted, but for many other activities such as Fire Prevention Day, citations, school visits etc., a captioned photo is effective and more likely to receive placement.
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