Brighten the Page With Photos

Photographs help make internal communication publications, websites and press releases more attractive, breaking up slabs of text and headlines on the page.

It's been said many times that a "good picture is worth a thousand words," and we're repeating this truism again because it's a fact.

Planning Your Photography

Before taking your photo for PR or internal communication, decide how you'll use the photo. This factor determines your choice of photographer, format and delivery deadline.

A professional journal or trade magazine will accept a very different type of photo to a high-end glossy fashion magazine or a national newspaper. Nearly all external publications now require digital delivery and, if the photo is for internal use, a digital format makes it easy to use the photo on your Intranet site or in a staff publication.

Sourcing a Photographer

Select the right photographer for the job. If you need only an internal head-and-shoulders shot of a senior manager or director for an internal site or publication, you might be able to take the photo yourself with a digital camera.

If the photos for an external audience, always hire a professional commercial or news photographer. A professional will know how to shoot an image that meets your style requirements. She'll also be able to advise on setting up the shot so that it appeals to your target publication.

When selecting a photographer, look at his portfolio and history to ensure that he has previously supplied the relevant sector of the media with photos. If possible, get a recommendation from the picture desk of the publication that you'ret targeting. Most picture desks will be happy to help and supply names of professional freelance photographers.

Briefing the Photographer

Spend time creating a comprehensive brief for the photographer. List the purpose of the photo, the message that you're trying to get across with the photo and the intended audience. Always include deadlines, photo format, delivery method and contact numbers so that the photographer can check any details while on the shoot.

Costing the Photography

Photographers charge different rates, but be realistic. You aren't going to get a top-rated fashion photographer for the same price as a freelance snapper who takes photos for the local weekly newspaper.

Always allow for traveling time and traveling costs. If you set a day rate for the job, ensure you leave enough time to get the job done.

How to Layout Photos on the Page

Once you've got your photos, ensure you explolit them for maximum impact by laying them out properly on the page. Whether the image is for an external website, internal site or a printed publication, always:

• Make sure that the photo is ‘inside’ the story and headline and not elsewhere on the page.
• Make sure that the photograph is immediately relevant – don’t leave your readers wondering why the picture is there.
• Clearly caption all photographs – even if it’s just a head and shoulders shot and the caption is just the name. (Don’t expect your reader to look through the whole article to try to ascertain who is in the photo – it should be spelt out for them in a caption under the picture.)
• When captioning a photograph featuring more than one person, always name them left to right. If there’s more than one row of people, start with the back row and move down.
• For long captions consider a brief two-word intro, followed by a colon, which sums up the subject of the photo like a mini-headline.
• Put captions in bold text to make them stand out from the rest of the copy.