For Customers

Impression Management

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It’s said that you get only one chance to make a (good) first impression. One might think that no one would understand this more than a public relations agency.

Earlier today, I was browsing the web sites of a dozen Canadian public relations agencies. Eleven of these web sites not only failed to make a good first impression but they also failed to practice what these agencies preach to their own clients.

• Only three sites had pictures of their key employees. The portraits on one of these sites were amateurishly done: it’s painfully obvious that each person used whatever picture they had handy of themselves from snapshot to computer screenshot to out-of-focus cell phone photo.

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Monkeying Around

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One of the things commercial photographers complain about is the low barrier for entry into the photography business. Today, anyone and their cat can buy a digital camera and immediately call themselves a “professional photographer”.

The reason for this is technology. The hi-tech stuff packed inside today’s cameras is amazing. But technology is just a tool and not an end point. No one looks at a photo and exclaims, “Wow, look at that focus!” or “Gee, that picture has a great white balance!”
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Good purpose for corporate journalism

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This may be old news to some but ten months ago, public relations firm Edelman published its annual Goodpurpose survey that studies the relationship between consumer attitudes and corporate social purpose.

For those who are fans of the TV game show Jeopardy!, I’ll phrase it in the form of a question: How does a company’s community involvement affect consumer behaviour?

Some of the key findings from the survey:
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Check Please

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Earlier today, the Western Canada Lottery Corporation released this handout photo of a $40 million winner:

Maybe I’m being too critical but someone at the Lottery Corporation doesn’t know how to fill out a cheque properly.

Sure, it’s just a ceremonial cheque being used as a photo prop (which is much better than using the actual little cheque). But why not take an extra minute and do it right?
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Business and Environmental Portraits

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A business portrait is essential for any professional, executive or entrepreneur. Business headshots can be used for media handouts, press releases, public relations, social media, corporate publications, company web site, business cards, vCards, etc.

A portrait helps build a personal connection. There’s a reason why every politician uses a business portrait in their campaign, on their web site and in brochures. It works.

If a politician is caught in a scandal, a good portrait can help mend a lot of credibility problems. Why? Because we trust an honest face, a smiling face. For better or worse, we judge a book by its cover.
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Spend less or invest more?

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We all know that the economy isn’t what it used to be. Budgets for business marketing, public relations and advertising are tight.

This is precisely why a company should avoid cheap photography or doing the job themselves. Why spend less only to get less? A company’s reputation can never be enhanced by going cheap.

If a company has a limited marketing budget, why waste it? It’s important to spend wisely and make every dollar count. Make sure the photography produces a good return on dollars invested.

Commercial photographers don’t waste their client’s time or money. The photographer’s experience means they know how to get the job done right the first time. Their talent means first-rate photography that will make the best impression.

You might say that professional photography doesn’t really cost anything. If $2,000 worth of photography helps generate $20,000 worth of revenue, publicity or goodwill, then there was no cost for that photography.

Something that’s worth more than it costs is called an investment.

 

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