Want to put your story in the spotlight – then think pictures. Re-wind to this morning’s newspaper, which story caught your attention most? Chances are the story led with an intriguing image that drew you into reading the article.
The saying “a picture speaks a thousand words” is true – just look at the newspapers. For example, The Guardian newspaper runs a stunning double-page Eyewitness picture story each day with just a caption, yet the images are so compelling it’s hard to bypass those pages. You are compelled to read the short story behind the images.
Telling your story with a creative photo can stimulate media interest. The operative word is creative – you need to create a ready-made image for the photo-journalist to shoot. That often means some kind of stunt for a photocall. You need to do the creative thinking and planning, so the photographer (and videographer in this digital age) can turn up and capture the picture easily and go on to their next assignment.
Never promise a photocall, that doesn’t materialise – you must deliver what you promise or you will have some very upset photographers to deal with and you may be trusted when you do have a great picture story in the future! Make sure your story is worthy of a photocall.
Be ambitious, even daring with your photo story and make sure it’s appropriate for the target media. To get inspiration, look at the images in the newspapers you’re targeting and then brainstorm ideas with colleagues. When you have settled on a theme and worked out the logistics of the photocall (participants, location, props, any health & safety issues, date, timing etc), take these steps to alert journalists.
- Write a press photocall notice – a one page document that gives details of the event: story title, date, time and venue, a paragraph describing the photo opportunity and contact details. You may also include a paragraph of information on the business in notes to editors.
- Draw up your media lists with the names and contact details of the picture desks, then call the relevant contact to give them very brief details of the event. Keep a record of the outcome of your conversation so you can monitor the titles for anticipated coverage, or can send additional information requested by the publication.
- Follow-up by sending the picture desk editor the photocall notice so they have all the information to hand and can decide if they wish to assign a photographer to your photo opportunity.
- Have a more detailed, but short, press release prepared for anyone who wants to write a story as well as carry a photo.
- Consider including picture agencies on your media list – if you are fortunate one may attend, take a photo and syndicate generating even wider coverage.
- Hire your own photographer for the event so you have a supply of photos of the event and can send to media unable to send a photographer.
- Someone from the company or public relations agency should attend the photocall to manage the logistics, props etc and to meet photographers to direct them to the right place and provide any assistance needed.
Tags: photo, photo editor, photo story, photocall, photoshoot
