press releases

A Good Example Of Bad Public Relations

A 1950s public relations photo to publicize Dairy Queen’s banana drink in Buzzards Bay, Massachusetts. This Main Street ice cream shop still exists today but it’s no longer a Dairy Queen franchise. (US Library of Congress)

Public relations photography is, or at least should be, much more advanced today.

Today I received an unwanted press release from a Toronto public relations company. It was a good example of what not to do especially if you’re claiming to be a professional communications company.
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Step by Step, Inch by Inch

An old, partially submerged, iron scow (barge) is shown in June 2017 grounded in the Niagara River above the Horseshoe Falls. The boat had been lying on its side and lodged in this spot since 1918.

A couple weeks ago, the old iron scow stuck in the Niagara River above the falls made international news. The boat had been stuck in place since 1918 but a storm on October 31, 2019, dislodged it.

Most of the headlines were about the boat breaking free and moving closer to the edge of the Horseshoe Falls. All very dramatic. Niagara Falls . . . step by step, inch by inch:
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Campaigning For A Public Relations Photo Op

A CBC video shows how political parties stage campaign photo opportunities. Canada is currently in the middle of a federal election.

A tired cliché photo opp is a politician standing in front of a group of “average” citizens and a big flag. Another cliché is having people in the background hold up signs with political slogans.

The most important part of any political campaign event is the visuals, specifically the photographs. Visuals are the easiest and fastest way for people to see and understand what’s happening. Sound and text may help fill out the message but the image is noticed first and remembered most.
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Public Relations Photography

This past weekend’s Globe and Mail newspaper, like many of its weekday editions, had several half-page and full-page advertisements that weren’t directly selling anything:

Who would spend up to $75,000 for a full-page ad (link to PDF) that’s not a hard-sell ad?

Universities, colleges and various non-profit organizations.

Why do they do this?
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Why your company needs a photojournalist

The British Columbia Liberal Party recently hired a former photojournalist to photograph its leader, the current premier of that province. The party is heading towards a 2017 election.

The Wildrose Party of Alberta did the same thing a year ago by hiring (on a part-time basis) a working photojournalist.

Almost every photographer, hired by the Prime Minister’s Office (PMO) to cover the Canadian Prime Minister, has been a working photojournalist.

In the first two cases, the photographers are paid by the provincial party, not the taxpayers.

Political parties could save a lot of money by hiring the lowest-bidder-with-a-camera, by doing the photos themselves, or by not hiring a professional news photographer at all.

But these political parties know that they need authentic, story-telling photography to communicate their message. This is today’s marketing 101.
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Driving Emotions

How often do you see a photo credit on a company’s press release pictures? Have you ever seen a credit line on a product photo?

For example, when you see a photo of a new car, supplied by the car manufacturer, there’s either no credit line or it simply names the car manufacturer that supplied the photo.

A few weeks ago, Ford Motor Company launched its advertising campaign for the 2017 Lincoln Continental. Newspapers like The Globe and Mail did their usual car review and included handout photos of the new car. But this time, the handout photos had a credit line. The November 10th print version of The Globe and Mail used:

(Photo – Annie Leibovitz / Ford)

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Toronto Film Festival 2016

Another ridiculously long post. If you’re not somehow connected to, or involved with, the Toronto International Film Festival then it might be better to skip this post. I’m just trying to reach a certain audience.

tl;dr:
• It took 41 years but Roy Thomson Hall finally got lights; they weren’t set up right. Red carpet made narrower. More advertising added. Photo pit made smaller and still left open to the rain. Most fans stuck far away from event. Publicists in the way.

• Princess of Wales Theatre still without lights at night. Still overcrowded. Publicists in the way.

• Press conferences are okay. Publicists occasionally in the way.

• The four-day street festival still a waste of time.

• From a photographer’s point of view, the Toronto Film Festival has improved very slowly over the past 41 years. Although some years, it regresses.

• From an onlooker’s point of view, the film festival is an overly big, confusing mess of films. It has lost sight of its purpose. A major overhaul is needed.

Reduce the numbers of venues to a handful. Cut the number of films by at least 50%. Eliminate many of the film categories. Have red carpets only at Roy Thomson and the Princess of Wales. Be more fan-friendly. (This year’s festival was 397 films, in 16 categories, scattered across 28 screens).
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