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.
Sure, it doubles the cost of a press release. But it multiplies the chances that the text will be considered at all. In this respect, we recommend that you rather do without press releases and instead invest in photo material for those who are really important to you.
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. (Please read our interview with press photographer Erol Gurian on our blog).
In a corporate picture design, the picture language is outlined in line with the corporate design and corporate identity. This includes, among other things, photo style, perspective, staging of people, format variations, colorfulness, image division, clarity, background and emotionality. These aspects should best be worked out and defined together with the photographer. Once the style has been determined and suitably implemented, the production of all subsequent images will go smoothly.
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.
The author Herbst offers you a variety of checklists to support you in practice. Among them are, for example, lists for image concepts, image composition and, above all, a list of points on how to brief a photographer. This will help you to be well prepared for the first meeting.