Five ways to prepare the perfect PR photograph

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You know the saying – “a picture is worth a thousand words”, well this is never more true than within the media industry. In the battle to make your content stand out from the crowd, it is essential to have punchy, engaging and high quality imagery that illustrates the copy and can be maximised across the media; on websites, social media, newsletters and in print.

To help guide you through this process we have listed our top five tips for the perfect photo:

  1. Reflecting the content – if you’ve got a great story or product to shout about, then make sure your image reflects this. A good way to ensure you’re hitting the nail on the head is to look at the article’s headline, then make sure your image encapsulate this.
  1. Captioning – for the sake of the both PRs and journalists it’s important that you caption the photograph with a few well chosen words that explain what is happening or lists the names of the people who are featured.
  1. Quality – in a world where the majority of people have either a smartphone or a digital camera, there is no excuse for fuzzy, poor quality images. A sleek, crisp image will make your organisation look far more professional and will be particularly important if you want your story to be published in print media.
  1. Size matters – high-resolution images are often very large, so its important to make sure that the actual size of the image file is no more than 1MB. Many journalist’s systems reject emails that contain extremely large attachments, so by making sure your image is a 1MB or below, you will ensure that it will reach the intended recipient.
  1. Permissions – for any photos that are going to be used publically or commercially, it is important that permissions are gained from your subjects. The easiest way to do this is to prepare consent forms that can be filled out in person, or alternatively make sure to record names and email addresses so that they can be contacted and their responses seen in black and white.

Understanding ZMOT

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ZMOT, or Zero Moment of Truth, coined by Google, describes the revolution in the way consumers search for information online and make decisions about brands.  Traditionally, the marketing ‘Moment of Truth’ described the climax of the consumer-purchasing journey – the moment of the purchase.

Smartphones are the most common starting place for online activities, according to Google’s own research over 65 per cent of searches begin on someone’s mobile. Mobile web browsing and the ever-dominating Internet, have radically changed our shopping pathways. The Zero Moment is the precise moment when a consumer has a need, intent or question they want answered online.

 ‘Where can I buy organic dog food in Chipping Norton?’ or ‘Which Oxfordshire restaurant has the best TripAdvisor rating?’ A company which can answer these questions scores, what Google calls, a ‘double win’, it improves the consumer experience, providing helpful information, and has a competitive advantage over other brands that don’t provide the same level of customer service.

What does ZMOT mean for PR?

The consumer journey is no longer a marketing funnel but a flight path. Google found that there might be as many as ten different touch points or sources of information before consumer action or purchase takes place – between online search, websites, reviews, friend endorsements and print media.

Ultimately, it’s down to finding which website, social media user, blog, forum or magazine holds the most influence for your target audience and working with them to build positive coverage – the good news is, that’s what PRs have always done! Same skill set, new arena.

Understanding ZMOT

Understanding ZMOT


Writing good web content


What catches our attention on the web? A good picture or headline grabs attention, and then it’s down to the quality of the copy to keep the reader interested.

The rule of Charles Dickens still applies, but now it has to be applied with 21st century speed. Great Expectations was written to captivate the reader each week; captivate them enough to buy the next issue of ‘All Year Round’ in which it was serialised. Dickens was looking for sales and many of us writing for the web are also looking to achieve sales, ultimately.

This chart from Convince & Convert in the US is great for showing how we should approach writing content for our clients, but I think the balance isn’t quite right. Surely capturing and maintaining the audience’s interest is far more important than any other factor?