In the fast-paced world of public relations, images are just as important as the story itself. Journalists are time-poor and need quick, easy access to high-quality images that complement their articles. If your pictures don’t meet their needs, they may move on to another brand.
Why Are Pictures Important?
A compelling image can make or break a PR story. Pictures add depth, emotion, and visual appeal to an article, helping journalists decide whether to cover your brand. Publications have different preferences: traditional media outlets may favour clear, professional headshots and product images, while digital-first or lifestyle magazines often look for unique, eye-catching visuals.
It’s easy to think that more images are always better, but quality matters more than quantity. The right images can make a journalist choose your story over others, and in turn, can lead to improved brand awareness, organic web traffic, trust, credibility and SEO rankings.
What You Need to Know About Press Images
1. Image Quality Matters
Your images should be high resolution, ideally at least 1MB in size. Many publications require images to be at least 300 dpi for print and a minimum of 1920x1080 pixels for digital use. High-quality images improve your chances of being featured in media articles and enhance your website's organic search performance through backlinks and social shares.
2. Professional Photography vs. Smartphone Images
A professional photographer can ensure your images are sharp, well-lit, and properly framed. However, modern smartphones can produce high-quality visuals with the right lighting.
If hiring a photographer, provide a clear shot list in advance. A shot list is a list of photos you would like to be taken. A PR expert should attend the shoot to ensure you capture the most newsworthy and media-friendly images.
3. Organise an Image Bank for Easy Access
Journalists work on tight deadlines and need images immediately. Instead of sending large files via email, store your images in a cloud-based drive (e.g., Google Drive, Dropbox, or WeTransfer) and share a media-friendly link. Organise your images into clearly labelled folders for quick access.
How to Take a Good Press Picture
A great press picture should be visually engaging, high quality, and relevant to the story. Here are some key tips to ensure your images stand out:
Good Lighting is Essential – Natural light is best, but if shooting indoors, use soft, diffused lighting to avoid harsh shadows. Overhead lighting can create unflattering shadows, so position light sources at an angle.
Framing and Composition – Keep the subject centred or use the rule of thirds to create a visually pleasing composition. Ensure there’s enough space around the subject for potential cropping by editors.
Avoid Cluttered Backgrounds – A clean, uncluttered background helps keep the focus on the subject. Neutral or branded backgrounds work well for professional images.
Capture a Natural Expression – A stiff pose can make an image look forced. Encourage relaxed postures and genuine smiles for a more engaging picture.
Show Context and Action – Instead of just standard headshots, consider action shots that showcase the subject in their work environment or interact with a product.
Branded Elements – If relevant, subtly include branded elements such as a product, uniform, or logo in the background to reinforce brand identity.
Essential Images for PR Success
When sharing a press release with the media, ensure you have the following images available to share. It’s important to supply a range of images that meet any potential needs of a journalist to ensure that your story is chosen. If you don’t have appropriate imagery, a journalist may not cover you.
Your Logo – Provide multiple variations (full-colour, black and white, transparent background) for consistent brand recognition.
Product Cut-Outs – High-resolution images of products against a plain white background (ideal for eCommerce and media use).
Lifestyle Product Images – Showcasing products in real-life settings increases engagement and conversion rates.
Founder & Team Photos – Include formal headshots and relaxed, personality-driven images for different types of media outlets.
Team Group Shots – Provide both professional and casual versions to suit various publication styles.
Office & Work Environment – High-quality images of your workspace are useful for business profiles and brand storytelling.
Desirable Images for Added PR Value
When pitching to the media, ideally you will have a range of images to meet all and every requirement of a journalist. Depending on the story, a journalist may want additional images of the team, your company and your wins.
Individual Team Member Photos – Useful for expert commentary and thought leadership features.
Action Shots – Images of your team working, speaking at events, or engaging with your product enhance storytelling.
Behind-the-Scenes Photos – Showcasing the brand’s authenticity and personality strengthens brand credibility.
Event or Award Photos – High-quality images of award wins, conferences, or product launches increase newsworthiness.
Why Press Images Matter For PR
Many brands focus on crafting the perfect press release, but neglect optimising their visuals. Without high-quality, easily accessible images, you may miss out on securing top-tier media coverage and valuable backlinks.
At Lem-uhn, we specialise in PR strategy and media outreach, ensuring your brand gets the recognition it deserves. If you want to improve your brand awareness, organic traffic and search visibility, book a free consultation today.
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