Text and picture cost the same
For press offices and PR agencies there should be no question as to whether a suitable picture will also be supplied with the text. Of course, no topic, should be the answer. The demand of the media is high. In the practice of PR, the hurdles for the two formats seem to be however different. A press release is commissioned and written faster and easier than a press photo. Both could happen at the same time. While the copywriter composes the press release, the photographer sets about creating a motif. Text and image are simultaneously coordinated internally, released and published together.
The costs for the external production of both materials are approximately the same. A good press text of an appropriate length of about 3,000 characters costs as much as a good photo. We assume that standard formats are quick and easy to produce. Photo shootings, as they are used for advertising, are not meant in this context.
Why isn’t it as simple as it could be?
In most cases, a company has a corporate design rulebook that defines font types, colors, and shapes, among other things. But seldom are guidelines set for a uniform, individual picture language. This lack makes it difficult for the photographer to produce suitable motifs in a short time.
Image PR: an art, but no witchcraft
We have taken some facts and estimations from the standard publication about PR with pictures by Prof. Dr. Dieter Georg Adlmaier-Herbst and summarize them here. At the same time we would like to recommend the book to you for an entertaining reading about the basics for a professional picture PR.
In order for you to be able to read this article more comfortably, we have refrained from using page references in consultation with the author.