If you’re writing a press release for your own product or business, chances are you either have photos in stock of the thing you’re promoting or you will shoot your own photos.  In that case, you don’t need to worry about using stock photos for press releases.

If, however, you want to write a press release and you have neither photos nor a desire to shoot your own, stock photos are a great option. Most all public relations firms have a supply of photos, slides, CDs, to publicize their clients’ properties.  You can request a photo to use and as long as you give photo credits to them, they usually don’t mind your using the photo.

Let’s look at a hypothetical example.  Say you’re selling golf clubs.  You may have a photo of that particular golf club.  You want the picture to feature your golf club.  That’s fine.  Consider also using another photo to enhance your product.  For example, a beautifully manicured green at a picturesque golf club, say, with lakes and fountains in the background would nicely complement the photo of your particular golf club.  So you call the golf club and tell them you’d like to use a photo of their club in your press release.  Chances are, they will either give you one of their own in stock or refer you to the public relations firm that handles their business.

There’s also the possibility they may say no.  That’s unlikely.  But there are a lot of golf clubs out there, and they don’t have to be in your hometown either.  The good old U.S.  mail is a wonderful convenience.  Just be sure to always return the photos with a big thank you.

Well, you get the idea.  This example can apply to anything you are promoting in your press releases.  If it’s a book, a sharp photo of the book cover and artwork or even of the author, really spruces up a press release and adds untold interest.  The same goes for jewelry, cars, computers or any widget you can imagine.  If you’re promoting a new business, a photo of the building or the people who run it can add a personal touch.

Once you secure some stock photos for your special press release, you can either scan them into your release on your computer or you can have it done professionally at a print shop or Internet company.  Be sure and keep the photo images small to enhance the press release, not overpower it.  Photos can be used in headings, borders, margins and in logos on press releases.

An artsy way to feature a photo in a press release is to have it as a faded background beneath the print.  Be careful here though as you want your press release to be easy to read.  Bold colors will detract from the words.  Muted colors should be used or just faded black and white.  The wave of the future may be visually-enhanced press releases that have both “I” appeal and eye appeal.

The next time you write a press release, think of how you can use photos to enhance its appeal.

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!