This past weekend’s Globe and Mail newspaper, like many of its weekday editions, had several half-page and full-page advertisements that weren’t directly selling anything:
Who would spend up to $75,000 for a full-page ad (link to PDF) that’s not a hard-sell ad?
Universities, colleges and various non-profit organizations.
Why do they do this?
To get attention and build awareness through public relations and publicity.
Schools want to increase student enrolment and get donations. Organizations like the Ontario Medical Association want to create awareness of what they do.
What do these ads have in common?
They all use photography and often very large photos.
Why?
Using a photo is the best way to get readers’ attention and draw them into the text.
With advertising, you’re trying to get money from the consumer. But through public relations, you’re giving information to the consumer. Use public relations to build goodwill for your company.
If your company or organization is trying to get attention or build awareness then you have to use photography in your public relations.
Pictures with human interest are always more effective than product shots or photos of buildings and offices. Almost all of the above ads above feature people in easy-to-read photos. One of them uses a confusing mix of nine seemingly unrelated objects.
For your next public relations effort, whether it be print, online or both, and whether it be paid, owned or earned, think photography first. What photography do you need to effectively convey your message?
