How to capture great photos for use in press and social media
Mark joined the Clearbox team in September, and has been able to combine his passion for photography with some super cool PR and social media projects. Today, he shares why taking great photos is essential for press and social media use, as well as some practical tips on how to achieve the best photos possible. Take it away, Mark.
It’s incredible to think that just over two years ago, I picked up my first camera, seeing it only as a hobby. Fast forward to today, and photography has become part of my daily life both inside and outside of work. Whether you’re looking to elevate your skills or take your business to the next level, this guide will hopefully inspire you to level-up your photography game.
But why are great photos important?
Great photos play a crucial role in PR, often determining whether a publication chooses to feature your story. Both print and online media aim to attract as much audience attention as possible, and a high-quality image on the front page, homepage or social page can make all the difference. Photos can bring a story to life; if they’re noticeable or eye catching, then it’s more likely to grab the audience’s attention. This increases the chances of a click, a read, or a share – which means it’s a job well done!
The same concept applies to social media photos. Today, people scrolling through social media have an attention span of seconds. As a result, imagery and visuals are essential in social media, allowing you to grab the attention of the user. Think about it, which social media accounts would you share content or buy from? Would you buy from a company with low-quality imagery? Probably not. High-quality photos are so important building a strong social media presence.
How to take press-ready photos
Now that we understand the importance of a great photo, the next question is: how do we capture one? Before even picking up a camera, think about the composition of your shot. Avoid those boring group photos where everyone is awkwardly crammed into centre. Instead, get creative and make the most of the space on your frame. Try different perspectives and angles to capture images that will differ from others in the publication and will engage your audience. And as for dull cheque presentation photos, forget them! There are far better ways to celebrate a fundraising campaign.
Once you have an idea of the photo you want to capture, the next priority is lighting. Always opt for the brightest possible location and consider using additional lighting such as an external flash when shooting indoors. Natural light is always a plus, whether shooting indoors or outdoors. If using a smartphone, maximise the settings and work with lighting to capture photos in the best resolution possible.
When capturing photos for use in a press release, take plenty of pictures. Take more than you need, especially when photographing groups of people. You want to ensure you have that perfect photo where no one has their eyes shut! Providing a variety of photos gives the agency flexibility to offer different options to different publications. Since each publication may have different preferences, having a diverse selection ensures you can meet everyone’s needs.
Finally, when submitting a photo with your press release, be sure to list the names of everyone in the image, from left to right. Don’t forget to include the photo credit as well!
(Questioning why you even need a PR strategy in the first place? Check out our blog on why PR is essential to driving brand success.)
Creating visual content that pops on social media
The same rules apply for social media. Composition and lighting are fundamental parts of capturing a high-quality image. To maintain that quality across social platforms, your content should be sized to the ideal dimensions for your intended social channels. Images that are not correctly sized may end up appearing stretched, blurry or cropped. Resizing images for different social channels is incredibly simple with a wide range of apps available.
When it comes to photography, making use of depth of field can help to create something called “subject separation”. This is where the focus point of the photograph stands out against the background. This can instantly make your social photos look professional! Sharing images that are immediately recognisable as part of your brand is a powerful way to strengthen your brand identity. The key is maintaining consistency across all your social media channels. When people encounter the same colours or visual style elsewhere, it will naturally remind them of your brand.
Editing tips for social media
The final step in my process is editing the raw images I’ve captured. While you can’t transform a bad photo into a great one, the right editing tools can get you pretty close. Thankfully, you don’t need extensive knowledge to edit your photos—free and user-friendly editing apps make it easy to elevate your images.
Maintaining an online presence takes a lot of work and so does building up your photography skills. The number of likes and shares your photos get is great, but the most valuable part is what you learn throughout the process!
In need of a team to help bring your brand to life in the press or on social media? Look no further… get in touch today at hello@clearboxcommunications.com. We can’t wait to get started.
