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Do-it-Yourself News Releases for Small Business
How do you create some serious buzz about your online or offline company on zero budget? That's what Celina wanted to know. She's the owner of a website that specializes in desktop publishing and site design. It's a small, fairly new company...
Effective Meetings by Phone - Part 2, How to Hold a Teleconference
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Function Modelling - What Is It
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Perfectionism Will Hurt You
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The Wages of Science - Part I
In the United States, Congress approved, last month, increases in the 2003 budgets of both the National Institutes of Health and National Science Foundation. America is not alone in - vainly - trying to compensate for imploding capital markets and...
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Get the media to use your photos and press release
Is it easy to get a picture published in the media? This is a
question I am often asked by companies with a news item they
wish to send out as a press release. The quick answer is no it
isn't. However, that isn't to say it is impossible.
We have pictures published in the national and regional media as
well as the trade press on a regular basis and your chances
dramatically increase if you follow a simple set of
instructions. As a general rule of thumb, the nationals are the
hardest in which to have a photo published while the regional
dailies, weeklies and trade press offer a far easier target.
The first and foremost thing to consider is whether your 'news'
is in fact newsworthy. The fact that you have a new director or
a new product is probably very important to you, but will it be
of interest to the readers of all the publications you send it
to?
Look very carefully at the audience you think will be interested
and the publications they are likely to read. Having established
this, take a look at those publications and analyse the style of
articles and pictures they use. The closer you can match their
style, the increased likelihood of your article being used. Is
is often worthwhile using the services of a professional
copywriter to do this for you.
When analysing the style and type of pictures used, especially
in trade publications, be aware they are only too often sent a
boring head and shoulders shot and a bog standard product
picture. Because that is all they are sent, that is what they
end up having to use. If you can offer them a picture that
breaks this mould and still meets their house style, they will
probably be only too happy to receive it from you.
Now you know what type of picture you need, choose a
photographer to shoot it for you. Just because you have always
used a particular photographer to shoot your product shots for
you, that does not mean he is necessarily the right photographer
to take this picture for you. If he has a proven track record in
having pictures published in the media, that's great. But if he
hasn't, maybe it is time to look for someone who does media work
on a regular basis. If he doesn't know what an IPTC field is
then you should be looking elsewhere.
On the subject of IPTC fields, they are simply hidden fields
embedded in an image which hold amongst other things, caption
and image title information. Recent research, (source: Pixmedia
Picturedesk report, Q1, 2005 - http://www.pixmedia.co.uk) has
shown that 75% of images submitted to the media fail to have
completed IPTC fields and are regularly rejected because they
lack them.
These fields are easily completed using PhotoShop. The File/File
information menu will take you to the required fields. If you do
not have a copy of PhotoShop, simply ask your photographer to
fill the fields for you.
The format of the photo is equally as important as the content
of the photo itself. Send it in the incorrect format and it will
rejected out of hand, or bounced by the server. (This probably
doesn't need saying, but do not send prints or transparencies by
snail mail.)
The 'print size' or dimensions of your photo should be large
enough to allow the publication to use it at a decent size, but
not so large it causes the file to crash the journalist's
mailbox. (This guarantees your article will not be used!) I
recommend the longest side of the image should be 8 inches at
300dpi or 2400
pixels.
Save your image in RGB JPEG format. This is a whole other topic
which I will try to cover succinctly. The JPEG format is a lossy
format. This means it discards image information to decrease the
file size using a complicated algorithm. You do not want to
throw away so much information, the image quality is degraded to
such a degree it cannot be used. But if you leave it on the
highest setting the file will probably be too large for the
email address of the publication to accept. So you need to find
a compromise. I recommend a high quality/low compression setting
of 10 or 11.
As you can see there is more to preparing an image to send to
the media than you might have originally thought. If you are
briefing a photographer, say you want your 'final high res
images to be 8" longest side x pro at 300dpi, RGB JPEGS saved at
JPEG 11 compression with completed IPTC fields'.
You should always telephone the publications in which you want
your article to appear before you email the release and photo.
Give them the bare bones of your story and ask if they want more
information. Tell them you have a photo/photos available. Ask
what email address you should send it to. The address for the
photos will usually be different for national newspapers, so it
is especially important those IPTC fields are filled in! Without
them your photo and copy will never meet again.
Given that your photo meets all the right technical criteria,
all you have to worry about now is how important your story is
compared to the others competing for the space on the day, in
the view of the editorial staff. If your 'news' is not rated
highly enough then no matter how good your photo is, it has
little chance of being used.
Supposing your news angle is good enough and they want to use
your copy, they will then look at the picture. It needs to run a
separate gauntlet against all the other photos the publication
has available for that page. They are extremely unlikely to run
a photo for every story so you really want your photo to beat
the competition in the creative photography stakes.
This is where all the aspects of the photo have to come
together. The publication will probably be looking for a main
photo for the page and then one or more smaller supplementary
ones for other stories. The lead story nearly always goes 'above
the fold' or at the top of the page and that's where you want to
be. It is entirely possible your story may qualify as the lead,
but if the photo is lacking, your story will be knocked back to
a lower, less desirable position or not make the page at all.
In conclusion, if your 'news' is good enough to be published you
should always send an imaginative photo with the article which
meets all the technical specifications.
Good luck!
Written by Simon Apps, ex-staff press photographer and founder
of Professional Images, http://www.professional-images.com.
Professional Images provide PR and editorial photography and a
full photographic service to the business sector.
This article may be used freely provided a live URL link is
provided to http://www.professional-images.com. Used without the
link, you will be breaching copyright.
About the author:
Simon Apps is an ex-staff press photographer and founder of
Professional Images, http://www.professional-images.com.
Professional Images provide PR and editorial photography and a
full photographic service to the business sector.
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