For Customers

Better Press Releases

Most press releases don’t get published.

This is partly due to the sheer volume of incoming press releases and partly because of the lack of news value contained in the releases.

But the chance of a press release being published is greater today than ever before. All newspapers, magazines and news web sites, need and want content, especially free handout material. Demand is high. So what’s the problem?

After working for almost two decades at Toronto newspapers, here’s what I’ve learned about press releases:
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What’s in a category?

For income tax purposes, the Canadian federal government uses a set of Industry Codes to categorize all jobs.

Not sure if this means anything but the government puts “Photography” in the same category as “Janitorial Services” and “Miscellaneous Building or Dwelling Services.”

Apparently the job of photography is not a profession but “Online Advice” is. Photography is not a business service but “Chimney Cleaner” is. A photographer isn’t even similar to “Authors” or “Artists.”

However it’s nice to see that the government is keeping up with the times. It has new industry codes for the jobs of “Online Escorts” and “Online Psychic.”

 

Take My Job, Please

Fresh off the press (okay, fresh off my computer) is the United States Bureau of Labor Statistics’ Occupational Outlook Handbook, 2010-11 Edition. The electronic version was released in December 2009 and the print version should be released within a few weeks.

[Edit: Unfortunately, the US Bureau of Labor Statistics web page content changes with time so there are few static pages with archived data.]

Although it’s been described as “up-to-date and reliable”, it seems rather simplistic and behind-the-times in its descriptions. For example, it explains that “photographers take pictures of people, places, or things.”

It also mentions that photographers use film to create a picture but digital technology is being used more and more. It goes on to say that some photographers even use computers!
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Annual Reports for Small Business

Just the words alone, Annual Report, sound impressive and big league.

Most corporations are required by law to publish an annual report. But what about a small business that doesn’t have any investors or shareholders and isn’t required to do a yearly summary?

Annual reports are not just for the big corporations anymore.

It makes perfect marketing sense for a smaller business to get into the game.

It’s a great way to be different, to stay in contact with your best customers, and to draw in new customers. Serious customers want information about what they’re buying and with whom they’re doing business. An educated customer is the best kind.
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Best Romantic Photography Lines

Very off-topic but just for Valentine’s Day:

These may make little sense to non-photographers but here are some of the best photography pick-up lines:

Let me focus only on you.

Picture us together.

I’ve got you in my viewfinder.

Will you be my long-term project?

I Leica you.

Do you do it RAW?

True love can never be Photoshopped.

Let’s get together for a horizontal composition.

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Photo Surgery

I’m not sure if this is an indication of anything but last month I received three similar photo requests. I wasn’t asked to shoot any photos but instead, the customers wanted me to fix pictures they had shot themselves:

• The first was to fix a group photo that an employee had taken. The people in the picture are now back in their respective hometowns so there’s no chance of a reshoot. The group picture was under-exposed, slightly out-of-focus, had red-eye and was poorly composed with some bad shadows. Photoshop can only do so much but the customer was happy with the results of the emergency retouch surgery. The picture will now have a happy life in a company newsletter.

• The second request was another do-it-yourself picture. But unfortunately this one was inoperable. I diagnosed a terminal case of the blurs. A photo may look okay on the camera’s tiny LCD screen but when viewed at a larger size, any and all imperfections become very obvious. I suspect the company already knew this and just wanted a second opinion.

• The third request was to pull out one person from a group photo and make it look like a business portrait of that person. This image was rushed into the operating room for some complicated photo surgery. It was touch-and-go and, sadly, a few body parts had to be amputated in the process. The photo, now reduced to a head-and-shoulders, is recovering and will be strong enough to appear in a Powerpoint presentation.

Everyone loves to take pictures and this is great for personal photos. But if your company is thinking about doing your own business photos, here are three suggestions:

(i) Don’t.

(ii) Take lots of pictures and hope one hits the target.

(iii) Know where the closest photo emergency room is located.

 

Portraits that mean business

Q: What’s the difference between an Executive Portrait and a Business Portrait?

A: About $500.   (It’s an old joke but sometimes it’s true. Read on.)

Business Portrait:

This is usually a head-and-shoulders photo against a plain background. Eye contact with the camera is important and a bit of a smile never hurts. A plain background, while not absolutely necessary, won’t distract the viewer. It’s also easy for any other photographer to duplicate a plain background in any future business portraits of other employees, should the need arise.

This type of portrait should never look like a passport picture, a driver’s license photo or a family snapshot. On the other hand, depending on the company, a business portrait doesn’t have to be a serious suit-and-tie picture.
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