In the last newsletter, we discussed that the majority of media people do not want photographs included in press releases for a variety of reasons, some of which are 1.) It just adds to the paper pileup 2.) It isn’t necessary 3.) If they want photographs, they’ll ask for them.

There are three exceptions, which are 1.) To clarify a concept that is difficult to explain in words such as an invention that has never been seen before. 2.) To emphasize a scenic area 3.) To accommodate the media person who likes them to be included and makes that clear to you before submitting.

Let’s assume you submit press releases for one of the above exceptions that will include photographs. How do you go about it? First you must supply the photograph, whether by shooting it yourself or obtaining stock photos from Public Relations firms.

10 Easy Tips for Shooting Good Photos

If you choose to shoot the photos yourself, here are some easy tips to produce dramatic photos. Whether you use a digital camera, a point and shoot easy target camera or a complex professional camera, these rules will apply.

1.) Always shoot outdoors with outdoor film, which is generally 200 speed for bright days, but speak to the photo professional at the place where you buy film.

2.) Shoot motion with a higher speed film and night shots with still another speed. Check the technical details in your camera instruction booklet. It varies according to camera type.

3.) If using digital, don’t worry. You can practice shoot as many times as you like until you get it right. The only thing you might wear out is your battery. That can be costly with digital cameras. It’s a good thing to check before you buy a digital camera.

4.) Always try to have a person or people in your photos. Unless you are shooting a true scenic wonder and just want a still life-type- painting photo, people always add interest. After all, it’s people who are seeing the photos, and people like to see people. Animals can sometimes do as well if not better than people as subjects, depending upon your audience.

5.) Even if you shoot the Grand Canyon, people in the background dramatize the vastness of the natural wonder. One person looking like a tiny dot while gazing down at the Grand Canyon says what a thousand words could not.

6.) Avoid shooting groups of people, either all posed, looking at the camera or wandering aimlessly, some with backs facing the camera. This is like a generic hodge podge of unknown people who look unnatural when posing and worse, when their backs are facing the camera.

7.) Shoot daytime photos with the sun behind you. Never shoot into the sun.

8.) Watch for shadows when shooting later in the day. Don’t put your subject in a shadow.

9.) Ask subjects to remove hats, especially long billed or visor hats, as they generally cause shadows on the face.

10.) Always ask permission before shooting a person, no matter who or where they are. Even people in foreign countries who do not speak can make sense of a request for a photograph.

Next newsletter will cover the use of stock photos, how to get them, how to use them. Meanwhile, keep looking for those photo ops!

With the advent of the scanner, photographs are easily scanned, copied, stored by your hard drive or printed out on your printer. More and more hard copy contains photographs, graphics and other window dressings for the written word. Yes, no matter how high tech we get, we still have to write the word, in one form or another.

In general, most editors and other media people do not want photographs included in the mounds of press releases they receive daily. The word is clearly out among insiders. “It just adds to my paper bundle,” said one harried editor. Another comment heard in the press room in answer to the photo question was, “Oh, no, not another reason to paper my office.” Still another statement was, “I’m being buried alive under paper. Pretty soon I’ll be digging my grave with it!”

Having said that, however, there are some exceptions. We have seen attractively done photo squares included within the context of the press release. Particularly effective is the photograph that helps clarify or explain something that may be unclear or difficult to describe in words. For example, new inventions that are totally unfamiliar to the reader would be difficult to explain visually. That is why the U.S. Patent office requires drawings or photos of all new inventions for which patents are being applied. Scanning a photo in a press release about a new invention or unfamiliar type of device would be most appropriate and helpful.

Sights of interest are another area where photos can enhance. For example, the giant redwoods in California are hard to imagine. You can describe a tree in just so many words. Scanning in a photo of a person standing near a giant redwood would exemplify the enormity and magnificence of the tree in relation to humanity.

Another exception is, of course, if the media person requests photographs. In that case, you would most likely submit an entire press kit, including press releases, informational fact sheets and photographs. Many press releases also contain slides and more recently, CDs. The best-case scenario would be to write such a good press release that the media person requests more information, photos included. Then you’d better be prepared to deliver.

We’ll go into more detail about photographs, picking the right ones, shooting them yourself versus using stock photos and artful ways to include photos in your press releases in future newsletters.