The Western Canada Lottery Corporation today released this handout photo of a $40 million winner:
Maybe I’m being too critical but someone at the Lottery Corporation doesn’t know how to fill out a cheque properly.
It’s just a ceremonial cheque being used as a photo prop, but why not take an extra minute and do it right?
Big cheque photos are hokey clichés that should be avoided but that’s another post.
More PR Mistakes
Photo-opps at a construction site, factory, laboratory or medical setting must check that all appropriate safety equipment is being used and being used properly. This is the responsibility of both the PR people and the photographer. Ignoring proper procedure might risk a health-safety violation against the company and also make that company look foolish.
The PR folks and photographer should also check that any equipment or prop is being properly handled. Otherwise, the photo can backfire. Recent events:
• A publicity photo showed a company president holding a baseball bat. But for some reason, he was holding the bat cross-handed. This made the executive look awkward and “unsportsmanlike.”
• A handout photo showed a provincial government minister behind the wheel of an electric car. She clearly wasn’t wearing her seat belt.
• An annual fundraising bicycling event, backed by a large pharmaceutical company, released a picture showing an adult and two kids on bikes. The adult was wearing a helmet but the two children were not.
• A publicity video for a fashion designer showed an employee breaking glass bottles (the broken glass was used in a dress design). The person held each bottle in his bare hand, in front of his face with no safety glasses being worn, and then smashed it with a hammer. Each time, broken glass splattered everywhere.
This is not about being politically correct. It’s about showing that the company or organization behind the photo-op understands proper procedures and respects industry regulations and public laws.
If you’re not sure what’s proper then check, please.
