Getting media coverage? Don’t overlook the visuals

Good stories need good pictures

When you’re after media coverage, the story comes first. But the right photos or bit of video can be what actually gets it noticed.

Journalists and editors get hundreds of press releases. A strong visual can be the thing that makes yours stand out - or even the reason it gets picked up at all.

Images that support the story

Your image shouldn’t be an afterthought. It should add something - whether that’s showing the people involved, the setting, or just giving it a bit of life.

A photo that captures a real moment, not just a posed group shot, is far more likely to get used. Editors want something that shows what the story’s about, at a glance.

Why using a proper photographer helps

You can take a decent snap on a phone - but there’s a difference between that and the kind of photo that gets picked up.

Good photographers know what to look for. They understand light, timing, and how to make things feel natural. We work with photographers we know and trust to get it right first time.

Give them something to work with

If you're sending out photos, include a mix. Portrait and landscape. People doing something, not just standing still. Natural beats staged, every time.

And make sure they’re high enough quality to use in print. If they’re grainy or low-res, most outlets won’t touch them. The more options you can offer, the easier it is for journalists to find the perfect fit.

Setting the scene

Think about what’s in the background. A nice bit of natural light in a clean space goes a long way. It doesn’t need to be flashy - just not messy, busy, or distracting.

If there’s branding, make sure it’s meant to be there. If not, leave it out.

We usually get to photocalls early, check out the space, and work out what’ll look best.

Photocalls need managing

Photocalls don’t run themselves. A bit of planning makes all the difference.

Someone needs to brief the photographer, get people in the right place, and make sure the shots tell the story. That’s where a good PR team earns its keep. It’s not always glamorous, but it works.

Sometimes, it takes a bit of gentle bossiness to get everyone in the right place for the perfect shot - but that’s all part of the job!

In short

A good image won’t save a weak story. But it can give a strong one a much better chance of being seen.

Put the effort into both and you’ll be giving your story the best shot at getting the coverage you’re after.