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Why a picture creates a thousand clicks

Tom Jones
Tom Jones

So you’ve got a great story about an amazing product that the world needs to hear about.  Just one thing – have you got a picture to illustrate it?  This can make or break whether the media uses it.

The Fieldworks PR team headed to CIPR headquarters on Monday night for the Science, Technology, Engineering and Mathematics (STEM) group and a ‘meet the media’ session with Jim Drury, Senior Producer for Innovations at Thomson Reuters and Rebecca Burn-Callander, Enterprise Editor at the Telegraph.

CIPR Event

For Jim, a video content specialist in Reuters’ Science and Technology department, handout films were an absolute must to accompany a well-crafted pitch. He said that new technology had a habit of going wrong and if the Reuters crew arrived and a robot or similar broke down, an interview with the inventor could still go ahead and the shortfall made up by the handout film.

Likewise on the Telegraph, if a full page ad in the business section is pulled last minute it leaves prime real estate for a technology story.  The copy is produced, but without a decent image the story can’t run.

In retail technology PR, we spend a great deal of time crafting customer case studies for clients only to be given a grainy 73KB JPEG of a shop front to sell in to the press, which hardly does the project justice.

The right image really can sell a story and it’s worth investing in decent photography – not only for PR, but to bolster your other marketing efforts and demonstrate you mean business.

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