Ch 8: Selecting Publicity Photos and Graphics

It has been told time and time again that “a picture is worth a thousand words”. It’s true that more people “read” pictures than they do articles.

In public relations, professionals will need to know the elements of producing a picture for publicity uses. These elements include quality, subject matter, composition, action, scale, camera angle, lighting and color.

A good publicity photo must have high-resolution and contrast, sharp detail and be clear.

Other than using photographs to add creativity, you can also add other graphics. “Charts, diagrams, renderings and models, maps, line drawings, and clips are widely used (p.202).” However, these types of graphics should be organized and colorful.

Here are some pointers when using graphics:

  • Be creative
  • Do not use more than four people in one picture
  • Try to avoid posed shots
  • Keep focused on main subject
  • Avoid clutter
  • Always use a caption that briefly tells about the picture and its source
  • Do not use the caption to write a description

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