A CBC video shows how political parties stage campaign photo opportunities. Canada is currently in the middle of a federal election.
The most important part of any political campaign event is the visuals, specifically the photographs. Visuals are the easiest and fastest way for people to see and understand what’s happening. Sound and text may help fill out the message but the image is noticed first and remembered most.
All political campaign events are staged. Everything is preplanned and controlled. There’s rarely any real life or personality on display. But campaign photos, like public relations photos, should not look like stock pictures.
The fact that any “good moment” is captured during a political campaign is entirely due to the talents of the photographers involved. These news photographers are very experienced in looking for and anticipating real-life moments.
Of course you need to manage your message. But this is done with good preplanning and with proper picture selection after the event. It should not be done by over-controlling the action. It should never be done through the use of Photoshop.
Trust Public Relations Photography
There’s no relating to the public without photography. Every political campaign has proved this.
When your company is planning public relations photography, work backwards. What is your message? Who should be sending that message? How do you make that message? In most cases, you will need people in your public relations pictures because people always interest people.
Don’t automatically assume your CEO should be in the pictures. Don’t assume your message is always “buy from us” or “we make good products.”
A business message, like a political campaign message, usually revolves around trust. You can build trust by showing that you’re friendly, honest, competent and confident.
Think about your public relations photography as if you’re campaigning for office. You need the vote of your customers.
