Have you pitched stories about your company or organization to the media, but haven’t seen them surface? Pay more attention to your photographs.

Beverly Bevis Jones, owner of public relations firm BB Jones Communications, makes sure her clients always have an up-to-date, high-resolution headshot that reprints well in print and online. The photo is usually taken from the shoulders up, against solid white, gray or light blue backgrounds.

“Portraits are reviewed annually just to make sure the person looks the same and the photo accurately depicts their current position,” she said. “I also keep an eye out in case a better photo becomes available.”

Diane Dultmeier, owner of Diane Dultmeier Photography, said photos are the first step to establishing a professional rapport with potential customers.

“The way you present yourself photographically on your website and in your marketing materials reflects your expertise and competence,” she said.

First impressions are so important, she said, that if she sees an advertisement with amateur-looking photographs, she’s less likely to do business with that company.

As for headshots, she said, don’t bother including a photo unless you look friendly and professional.

“And there are different levels of professional,” she said. “Your portrait should be done in a style that reflects the type of business you’re in. If you’re a banker, a coat and tie is appropriate. If you’re a builder, maybe a polo shirt is more appropriate. An interior designer could choose something colorful and fun. An artist could feature his work in the background and be a little more eclectic. A writer could use books or a computer as a prop, but it needs to be done creatively.”

Creativity is the key to make a photo visually interesting, said Steven Martine, owner of Steven Martine Photography. He learned early in his career as a photojournalist that the main purpose of a photo is to keep the reader from turning the page.

Too many photos that appear in print and online are unfocused and badly lit, he said. It’s important to invest in an experienced photographer who knows the light, knows the equipment and has the ability to capture the essence of the person and the sense of place.

“Every good public relations campaign has a visual aspect, and in this ADHD society you have just one second to capture the viewer’s attention,” he said. “A good image hooks the reader and draws them into the copy.”

What makes an situation or event photo-worthy? Jones recommends anything that involves the person or business supporting a non-profit, receiving an award, working with dignitaries or hosting a special event.

“Sometimes the photo won’t get published but it the story will,” she said. “Many publications are looking for interesting editorial material and need photos to illustrate the story. Plus, you can use the photos on a Web site or Facebook page.”

On a recent shoot for a Florida Oceanographic Society fundraiser, Martine arranged a handful of volunteers near the beach and had them hold signs spelling out “Save the Oysters.”

“I used props to help tell the story, but these people were already having a good time and the camaraderie helped create a powerful image,” he said.

To increase your chances of getting your photo published, Jones said, make the editor’s job as easy as possible. Include the correct spelling of everyone’s first and last name — no “Mr.’s” or “Mrs.’s”. Include their business affiliation if it’s a business story. You can also add a line of copy that explains what’s taking place in the photo, and make sure to include the name and contact information of the submitter.

Source: http://www.tcpalm.com/news/2010/jul/05/no-headline—bj05photos/