editorial photography

Last-place finish

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During the past few weeks, there’s been much criticism over some portraits of US Olympic athletes shot by an AFP photographer. Let’s just say that these portraits won’t win any medals. All of the pictures can be seen here on the Getty Images site. While some of the pictures are okay, many are definite last-place finishers.

To be fair, these types of portrait sessions are usually done in an assembly-line fashion whether it’s Olympic athletes or players on a pro sports team. A number of photographers will each set up their own mini-studio, all in the same room, and the athletes will rotate from one mini-studio to the next, spending only a few minutes with each photographer.
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Advertising or Public Relations

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What’s the difference between advertising and public relations?

The short answer is:

Advertising is bought from a media outlet’s sales department.

Public relations is received free from a media outlet’s news department.

Guess which one has more credibility?
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Pricing editorial photography

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When it comes to pricing their work, photographers need all the help they can get. fotoQuote and Blinkbid are two common software tools used.

An overlooked tool for editorial photographers is Editorial Photography Estimator. The free version is still available but not the commercial version which included data for advertising photography. A new edition of the commercial version was supposed to have been released in 2011.

It’s very important to remember that Editorial Photography Estimator (EPE) is from 2001 and its numbers are out-of-date. However, the underlying concepts are still valid. Editorial fees, for both assignment and stock, are based upon the circulation of the publication and that publication’s ad rate for a full-page colour ad.
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Importance of marketing collateral

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The key to enhancing business image and winning consumer trust is through the use of marketing collateral.

Marketing collateral refers to the various forms of communication a business publishes on its own. By contrast, paid placements, such as advertising, are not a form of marketing collateral. Advertising is part of the sales process whereas marketing collateral supports the sales process. To a small extent, marketing collateral might be considered “advertorial” content produced by the company.

Advertising often fails because consumers simply don’t trust ads. Advertising claims are not always backed up by any information. Customers are very skeptical because they know that advertising is only concerned with taking their money.
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Annual Report photography

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Annual reports contain a mix of corporate photography, editorial photography and maybe a tiny amount of advertising photography. Other than to publish a company’s financial numbers, an annual report has to show what the company does, how it does what it does and show its accomplishments from the past fiscal year.

As we move into the traditional season for annual reports (i.e. late winter / early spring), here are some suggestions for annual report photography.
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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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Public relations and the media blessing

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There’s no doubt about it. Favourable media coverage will increase the credibility of any business. If the news media report on a company’s press release or interview its executives, that business will benefit from the “media blessing.”

A business that gets mentioned in the news will have its image enhanced and gain public attention. A favourable public perception also means that company can avoid competing on price. When the media “blesses” a business by running a positive story on that company, the public will consider that business to be reputable and worthwhile. This can help justify that company’s pricing.

Paid advertising only increases name recognition but good public relations can increase consumer trust. People do business only with those they trust.
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