How to Leverage Photography in Public Relations
They say a picture is worth a thousand words. But today the constant digital overload of content posted in real time with trending hashtags may be overwhelming and desensitize us to the real beauty and power of photography.
In honor of September being National #SaveYourPhotosMonth, which encourages the digitalization of printed shots and back up of online photo libraries for preservation, here are three ways in which photos can support your public relations efforts.
Photos can be used to accompany a print or online news story to generate awareness for a cause.
Before pitching a story, if possible, secure photos to offer media in advance. Photos put a human face to an organization’s mission and message. Photos also draw the eye of readers and make the article more likely to be read. And, having your own photos to supply to editors and producers takes one more task off their plates if they are interested in covering your story or event. Photos can also be used as still frame images to be shared as part of a TV news segment or interview. Photos can also be pitched with thick cut lines as standalone pieces.
A meaningful example can be found in this Boston.com story about Dana-Farber Cancer Institute’s annual Boston Marathon® Jimmy Fund Walk. With so many walk- and bike-a-thons in and around Boston, Teak needed a way to help this event stand out. On the day of, we offered photographers the opportunity to shoot the one-day fundraiser through the lens of the pediatric patients who benefit from the money raised that supports cancer care and research. The photos of youth in treatment with their families, tearing up while watching event participants walk in their honor from the enclosed bridge at Dana-Farber, really captured the meaning of the Jimmy Fund Walk and the hospital’s year-round work in an authentic way.
Photos can capture the magic of events to further fundraising efforts.
During an event, it’s important to take photos of everything from guests and activities to signage and vendors. Doing so not only documents what happened, but helps to capture the atmosphere, mission and people behind a gathering. Post-event, photo reels can be transformed into Facebook photo galleries thanking and tagging guests and sponsors, participant posts asking for additional donations for a cause, graphics for newsletters and your organization’s own social media and blog posts as well as content for annual reports and yearbooks.
The YMCA of Greater Boston does a great job with capturing visuals throughout the year of the nonprofit’s events and programs and services in action, which they leverage on Facebook and in its annual report, for which Teak would write some of the copy. Check them out!
Photo exhibits can depict the mission and work of an organization without words.
Public photo exhibits offer ways in which to expand reach in locations where target audiences already live, work and play. A series of action images or portraits can add perspective to your organization’s work and mission by showing, not just telling, the problem or social issue you are trying to solve, the solutions you are implementing and the greater societal impact as a result.
The Boston Uncornered Photo Project Exhibit is on display at Sea Green Park in the Boston Seaport through September 15. It showcases 22 5’x8’ black and white portraits including all of the Boston mayoral candidates alongside portraits of former gang members, Boston Uncornered leadership and other public figures. Short stories that accompany the photographs relay a time when the participants felt cornered by a negative experience such as racism, a traumatic event, or people not believing in them and how they found the strength, resilience, and support to become “Uncornered.” The series is helping to raise awareness for the nonprofit’s work to fight systemic racism and generational urban poverty, and it gets media coverage like this story in The Boston Globe.
Now that you have a sense for how you can use photos within your public relations campaigns, check out Teak’s post on creating a perfect photo!
