Published On: 16/02/20232.4 min read

The old adage “A picture tells a thousand words” is truer than ever in this Instagram era. Read more about how traditional media outlets are driven by PR Photography.


Nowadays our appetite for what’s going on in the world can be satisfied by scrolling through a series of pictures. We can get a snapshot of a situation by viewing curated photography instead of reading a lengthy article.

But it’s not just social media platforms that are driven by images. Traditional media such as newspapers and magazines are hungry for good photography too. A powerful picture generate a double page spread in a newspaper if it has the right ingredients.

If you manage a brand you should keep this in mind when pulling together collateral for a PR campaign. Supporting PR Photography is important for media sell-ins because it increases the attractiveness of a story. PR stories can be rejected simply because there’s no suitable image to run alongside it. On the other hand if a story has a strong image it could double the editorial space it commands.

Here’s our 5 PR photography golden rules to help brands get their images published by media outlets.

5 PR Photography Golden Rules:
  1. If you want your PR photography to be used in print then ensure the resolution is high enough – 300dpi is ideal. When selling in a product story offer journalists a range of options. ‘Cut outs’ or products shot against a blank backgrounds and lifestyle shots featuring your product. Give media outlets the choice!
  2. Don’t be too branded. Unless you are trying to get straightforward product coverage, a photograph should be more editorial in style. If your aim is generating coverage in the news section of a national news outlet, the less branded the better. If you’re hoping for corporate coverage on the business pages then visible branding is useful.
  3. Use a professional news agency photographer. Firms such as PA Images or Solent News and Photo Agency can provide consultancy on what image will most effectively generate coverage. They may also put the image on their news wires if they’re strong enough. This could significantly increase the chance of being published.
  4. The cuter, the better. It sounds flippant but think about involving an animal in any photography you want to land on the news pages of the nationals. Picture desks and photo agencies openly admit that having animals in an image increases its chance of being used!
  5. Never send multiple images attached to an email. If you have a number of images they can choose from then send them a WeTransfer link or a Dropbox folder. Nothing will ruin your chances of editorial coverage more than blocking a journalist’s email inbox with large images.

If you would like to speak to someone about how photos can enhance your PR campaign, email