Make Your Photos Count So Your Writing Stands Out

Using boring photos is among the top pitfalls in public relations writing.

Sure, photos aren’t writing. But boring photos can detract from your interesting writing. If the image you use makes me want to take a cat nap, why would I read your story, press release, blog post, etc.? It’s important to choose compelling images that will make your audience want more. Here are a few tips:

Avoid big checks and cheesy grins

I beg you, for the love of all that is holy, stay away from the big check photos. Those photos are way overdone. Look for something different so that your message will stand out.

Sometimes you have to use those because your boss wants them. In those cases, find ways to make them unusual. For example, a nonprofit could show a client receiving a big check from a funder. That makes the donation more personal.

Yes, the CEO can still be in the photo

But perhaps the CEO isn’t the focus of the photo. How about including other staff, too?

Keep diversity in mind

We’ve all seen too many photos of a bunch of old white guys congratulating themselves. We can — and should — do better.

Make your captions count

• The caption should be a mini version of your story.

• A reader should be able to grasp the most important information by looking at the photo and the caption.

• Don’t just repeat what’s in the main text.

• But make sure that if your audience just looks at the headline, photo and caption, they will get the gist of your message