PR Tips: 21 ways images can make or break your press releases

8. Be prepared for all shapes and sizes

Take a landscape and portrait version of the same photo then it will seamlessly fit in any broadsheet, magazine or website layout.

9. Focus

Blurry images won’t do. Neither will images that are centred on the wrong subject.

TIP: Think about what focus of the image is and check the focus is on that

10. The bigger the better

Don’t scale your photos down, use images directly from the camera and make sure they are high-resolution (300dpi or above).

11. Everyone loves the Joint Photographic Experts Group

Also known as the JPEG! Send images as JPEGs – everyone can open them.

12. Don’t incorrectly caption photos – especially names!

Is it Nicholas, Nickolas, Nicolas or Nikolas? – Starbucks may not know but you do.

TIP: Check, check and check again – especially with names.

13. Name your image files as descriptively as possible

Company name, people in the photo and the product or subject.

14. Credit your photographer

Photographers deserve love too.

15. Don’t embed images in your press release

They will be small, low resolution and unsuitable for print.

TIP: Either attach one or two photos to the email (remember – high-resolution and JPEG, they should be around 1MB each) or for multiple photos (or larger size images) include a download link

16. Save ‘fancy’ editing for Instagram and go #nofilter

No watermarks, trims, date-stamps and definitely no filters.

TIP: Use the original photo exactly as it is

17. Think about what’s really behind your image

Literally check what’s in the background of your photos. Nobody wants a plant growing out of their head and you certainly don’t want people to see your messy office.

TIP: Check the frame before the photo is taken and check the photo straight after you’ve captured it

18. Always take more photos than you need

Different angles, different backgrounds, different orientation.

19. If you can include a company logo…

Then include a logo. You could take the photo outside the office, in reception areas or by an exhibition stand. Anywhere with a logo or branding works well to associate the company with the news.

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