Whether you’re shooting for a front-page feature or just a quick mention in the local paper, quality images can do wonders for your public relations strategy. In our recent Meet the Cannabis Press panel at CWCBExpo in New York, we discussed the role of images in public relations, asking prominent journalists to share how photos fit into their editorial decisions. While each editor had a unique take on the role of images, one thing was clear: it never hurts to include quality imagery alongside your pitch or story. In most cases, it increases your chance of securing press coverage. 

Why are photos important in public relations?

Newsrooms move fast, and when reporters receive the full package—a story with accompanying imagery—they will opt to run that story over one without photos. Reporters don’t have time to track down images for every story. By providing them with photos from the beginning, they can proceed with the piece knowing they won’t be left in a bad position without any visuals. 

While this doesn’t apply to every story, it’s a good rule of thumb to follow. If you want to increase your chances of a pitch getting picked up for a story, include some compelling images. Not only do images increase the likelihood of coverage, but they also cement you as a reliable source for reporters which can do wonders for relationship building—a key aspect of public relations. 

Tips for effective PR images 

If you’re wondering how to get the media to pick up PR pitches, start by looking at your visuals. Of course, not all photos are created equal. Here are some considerations for PR image optimization:

• Lighting is crucial: If you can’t master good lighting, hire a professional who can. 

• Photograph for the news: Your pictures should complement the story you pitch. Research your target outlets, study the sorts of images they tend to publish, and capture imagery that helps tell the story you want to convey. 

• Cut the clutter: Keep any background noise out of your images unless it directly adds to the story you want to tell. 

• Stay away from blurry images: Don’t bother sending blurry images unless the outlet specifies that they are not worried about quality. (For example, some outlets may have a mobile-only readership and can get away with low-resolution images.) 

• Provide a combination of image types: Include both product images and photos of key figures in the company, when possible. The more options the journalist has to work with, the better. 

• Avoid AI images: While tempting when you don’t have proper visuals, attaching AI images to your pitch can do more harm than good. This kind of imagery lacks authenticity and can even cause a sense of distrust. 

How often do I need new public relations photos?

We recommend capturing new images on a quarterly basis to keep it fresh. While you may have a handful of stellar photos you want to repurpose over and over, outlets don’t want to repeat the same visuals. The more options you can provide, the more likely you are to receive continuous coverage because the reporting won’t get stale from overuse of the same pictures. 

Aim for the cover story 

Stories never make the cover without a great photo. Aim big with your pitches. While you can’t guarantee that a good image will get you a cover story, you can be sure that pitching without one won’t get you far. 

Our clients are busy running their businesses, so we understand that capturing quality photos can fall off the list of priorities. That’s why we have a trusted photographer who can take the brands we work with and make them shine even brighter through compelling photos. If you aren’t confident about your visual storytelling, it’s worth hiring a professional to maximize your PR strategy. 

Need help telling your story? Proven Media has your back. Contact us today.