The business side of photography
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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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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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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In my tiny corner of the Web, (i.e. this blog), I’ve mentioned that the best thing a business can do for its marketing photography and public relations photography is to hire a photographer with a journalism background.
I’ve also written that one of the best things a company should be doing to enhance its brand, increase public awareness and even do a little good for their community is to put editorial content on its corporate web site, (e.g. photojournalism, photo essays, documentaries).
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A Columbia Journalism Review article by former New York Times reporter John Sullivan and titled True Enough, the second age of PR, talks about how public relations has become the dominant source of information for the media:
Some experts have argued that in the digital age, new forms of reporting will eventually fill the void left by traditional newsrooms. But few would argue that such a point has arrived, or is close to arriving.
“There is the overwhelming sense that the void that is created by the collapse of traditional journalism is not being filled by new media, but by public relations,” said John Nichols, a Nation correspondent and McChesney’s co-author.
Nichols said reporters usually make some calls and check facts. But the ability of government or private public relations to generate stories grows as reporters have less time to seek out stories on their own. That gives outside groups more power to set the agenda.
A previous post on this blog touched on this same topic.
For reporters, this should be a big concern. Although, at many newspapers, this doesn’t appear to be an issue. More press releases means less work for a reporter and less expense for a publisher.
For businesses, this should be a happy wake-up call.
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The Oriella PR Network just released its 2011 Digital Journalism Study. This annual survey looks at the impact of digital media on journalism. It also studies how journalists use social media in their research.
A key finding of this survey is that 62% of journalists depend on press releases and media handouts for story ideas. Press releases are the first stop for journalists looking for information. Press releases are viewed as more valuable and more trustworthy than blogs, Facebook pages, Twitter or any other type of social media.
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Here are some of the best ways for a business to waste its marketing efforts. These have been proven to produce poor results and push customers away. If your business has too much money and you need to waste some of it, these tips should help you accomplish that goal:
• Send out press releases without any pictures. This is the best way to let editors know that your press release isn’t really important and you don’t want attention.
• Use stock photography. Nothing says “we don’t care” more than the use of cheap, stock pictures. Custom photography won’t waste money since it provides useful information to customers.
• Make sure your About Us or Contact Us web page doesn’t have any pictures of your key employees. Why risk gaining credibility and trust with your customers when you can be another impersonal business?
• Use only low-resolution pictures on your web site. Large pictures have the problem of attracting and holding customer attention which can encourage them to open their wallets. Going small is a great way to waste your web efforts.
