Great Photography is Key to Solid PR Coverage

Lavoh, a Vancouver-based makeup removing faceloth, who I’ve been working with on gift guides over the holiday season, is the perfect example of strong photography earning placement. Lavoh is consistently a leading or header image in round ups and gift guides featuring multiple products. It’s a great product but the branding photography by Rob Trendiak is what is making this a leading product this holiday season. 

Picture this (pun intended): You’ve got a fantastic story to tell. Your business is doing incredible things, you’ve got your megaphone up and you’re ready to shout it from the rooftops. But when it comes time to pitch your story, the visuals fall flat. Journalists put you at the bottom of the roundup, influencers scroll past while other brands take the headline spot. Your story and business aren’t getting the coverage you deserve, you’re not grabbing the attention you want to get seen properly. 

Spoiler: Good PR needs good photos.

In fact, if you want that killer press hit, that shiny feature, or that viral post to pop, the photos are just as important—if not more—than the words on the page. You could have the juiciest story, but without eye-catching images, you might as well be invisible in the media world.

Great photos are the secret sauce to great PR. Photography is always worth the investment as your photos can make or break your media coverage.

First Impressions Are Everything

Let’s start with the obvious: good photos make a killer first impression. Journalists, bloggers, and even your target audience are scrolling through a sea of content every day. If your photos are subpar, blurry, or boring, they’re not going to stop and give your story a second look. The media loves a good image—and so does their audience. A well-shot, high-quality photo will make people stop scrolling and start paying attention.

When a journalist is deciding whether or not to feature your story, your photos will be one of the first things they look at. An interesting or dynamic photo can be the reason a story gets picked up. Why? Because the media needs visuals to grab attention. If you provide them with amazing images, you’re making their job easier, and they like that. 

Media Loves Images (and so do their readers!)

When scrolling through an article, what catches your eye? It’s the visuals. Strong photos make you stop and pay attention. They enhance a story and give it life. Whether it’s a product shot, a behind-the-scenes peek at your team, or a dynamic action shot of you and your service, images help people connect with your brand on a human level. They draw readers in and keep them engaged.

Photos Tell the Story

They say a picture is worth a thousand words and in media coverage, that’s an understatement. A powerful image can convey your brand’s story, vibe, and value in an instant—no caption required.

Think about what story you want your brand to tell and how you want your story perceived. Are you classy? Fun? Dark and mysterious? Do you want to highlight your innovative product? Capture the culture and spirit of your team? Show off your community impact? The right photos can do all of that without a single word.

Attention spans are short. In a world where people are skimming headlines and scrolling feeds, your photos might be the only chance you have to make an impact. 

Not All Photography Gets It Right

There’s a big difference between a good branding photo and a not so good one. Not all images will do the job right. Here are some things to keep in mind and to discuss with your photographer to make sure your photography is media ready. 

  • Quality matters: Blurry, poorly lit, or low-res images aren’t worth sending. Make sure your photos are sharp, clear, and professionally shot. 
  • Tell a story: Your photos should support and enhance the narrative you’re trying to share. A simple headshot might work for some stories, but action shots, lifestyle images, or creative compositions take your coverage and storytelling to the next level.
  • Be authentic: People can spot a staged, stock or overly polished photo a mile away. Show the real side of your business, the heart and soul behind your brand, and let your authenticity shine.
  • Think ahead: When planning your photos, think about how they’ll be used. Vertical shots work better for some social media platforms, while horizontal shots are great for websites and articles. Variety is key— different outlets will have different needs and you want options that will work easily. 

You’ll Look Professional (and Journalists Will Love You)

Making their job easier will make journalists a fan of yours. Sending high quality photos, well labeled and appropriate for your pitch or story will get your pitches read more often. When writers and editors don’t have to scramble to find a suitable image or turn to stock photos your story looks more polished. 

Journalists are always under time pressure. If you can give them something that’s visually appealing and usable with minimal effort, they’re more likely to use it. The more you help them out, the more likely they’ll come back to you for future stories.

Good Photos Are PR Gold on Social Media

The media landscape isn’t just limited to traditional press. Social media is a massive part of the PR game, and with short attention spans and content overload, good photos are social media essentials. 

Instagram, Facebook, Pinterest and others are visual platforms. They’re designed to showcase beautiful, engaging images and videos. If your photos are on point, they’ll get shared, liked, and commented on. That’s passive publicity that can keep working for your brand long after the original press hit has been published.

Invest in Professional Photos for PR Success 

If you’re serious about getting good PR coverage, then you should be serious about quality photography. They’re not just a “nice-to-have”—they’re a must-have in today’s visual world.

Before your next pitch, consider your visuals. Are they telling the story you want to tell? Are they making your brand look as good as it truly is? Do your photos tell your story clearly? A professional photographer or videographer can bring your brand’s image to life.

The difference between a text-only press hit or falling to the bottom of the gift guide list and a wow-worthy, hero shot moment comes down to the photos. Don’t let your story go untold just because the pictures didn’t grab the right attention. 

Check out my list of Small Biz BFFs for my recommendations for photographers and videographers. 

Want to chat through the opportunities photography can create for your small business? Book a PR Power Hour and let’s dig in!

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