Public Relations Primer
Photography/Electronic Images
Plan Your Photo/Image Needs
- Know your
message.
- Define what
you are selling.
- Include all
four seasons, if you're a year-round destination.
- Include active,
people shots.
- Scout your locations in advance.
Know your clients' needs
- Digital images (JPG, TIFF) preferred for print media, broadcast, video production, travel agents and tour operators.
- High-resolution for print media. Minimum - 300 dpi/ppi and 5 ”x7” for general use. Cover shots, 8.5” x 11.5”.
- Low resolution - 72 dpi/ppi for Web pages, 150 dpi/ppi for presentations.
- Remember, image size and resolution is in direct proportion to file size.
- Images can be transmitted by email, Web links, FTP file transfers or provided on CD or DVD.
- Horizontals
and verticals for print media.
- Horizontals
for broadcast and slide shows.
Conduct a photo shoot that will meet your marketing needs
- Decide whether
to use freelance or staff photographers. Keep in mind that freelance
photographers often have specialties like food, skiing or gardens,
but require more of your time and direction. Staff photographers
understand your marketing needs and can be ready to shoot at a
moment's notice.
- Accompany
the photographer.
- Define your
point-of-reference.
- Vary your
viewpoint to create interest.
- Use models that represent the diverse ages and races of the general population. Always have model release forms signed whenever a person is recognizable.
Edit and Catalog Your New Photography
- Review all
photography from your shoot.
- Delete images that don’t meet your needs.
- Catalog and file all digital images or use a digital asset management program.
- Identify
all of your digital assets, slides or B&W prints.
- Always indicate
subject, location and owner/copyright of image.
- Images, if needed, must have good, clearly written, accurate captions.
- Set up master
files list for all of your photography/digital assets.
- Backup your image files on archival quality CD or DVD.
Create a digital image use agreement/contract for your photography
- Establish how digital images can be used by print media
- Establish a time line for use of digital images, if needed.
- Indicate how images can be used on Web pages.
- Indicate credit for use of photography.
Market Your Photography
- Conduct direct
mail campaigns to media and travel industry.
- As a reminder, send periodic mailings representative of new photography as a reminder.
Evaluate Uses of Your Photography
- Track the
photography sent out.
- Request tear pages of magazines and newspapers or samples of published materials such as book and brochures.