public relations

Press releases need a good story to tell

No Comments

Years ago when I worked at a daily newspaper, the photo editor would each morning sort through the pile of press releases on his desk. On busy days, he would simply throw all of them in the garbage without reading any.

“Sorry folks, we’ve got real news today,” he would say as he pushed all the press releases into the trash.

On slow news days, he would look through the press releases and summarize the bad ones as: “Help me make more money,” “Help me sell more crap,” or “Give me some free advertising.”

“Don’t these people know we’re a newspaper? Where’s the news?” he would say as he dumped the rejected press releases into the garbage.
Continue reading →

Are press releases dying off?

No Comments

A journalism site recently posted an article titled “Has social media finally killed the press release?”

Here’s a truism: any time a headline is in the form of a question that can be answered with a yes or no, the answer is invariably always no. If the answer was yes, the headline would be in the form of a statement not a question.

Social media makes it fast, easy and free to send out information to the masses. But that was never the purpose of a press release, or at least a press release from a smart company.
Continue reading →

Public Relations and Publicity Photography

No Comments

Celebrities (and wannabe celebrities) depend on this. Politicians depend on this. All professional sports depend on this. The entertainment industry depends on this.

Publicity and public relations photography are exceptional marketing tools because photography is the number one way to get attention. The public loves looking at photography and they trust photography. News editors love free hand-out pictures not only because it’s free content but also because photos can greatly increase readership.

One of today’s catchy(?) buzzwords is “content marketing” but many folks will remember when it was called “public relations”. The Merriam-Webster dictionary says:
Continue reading →

Memorable (part 2)

No Comments

In his 2011 book, Moonwalking with Einstein, science writer Joshua Foer describes how someone can increase their memory. He learned of a technique while covering a national memory competition. The following year, Foer won that same competition using this very technique.

To improve one’s memory, Foer learned that one has to associate an image with the information that needs to be remembered. The more memorable that image, the better the chance of remembering. It’s possible that Allan Paivio’s Dual Coding Theory (visual explanation here ;-) ) might help explain this.

Alexandra Horowitz, a PhD in cognitive science who teaches psychology at Barnard College in the US, wrote, “… a simple fact of human cognition: we naturally remember visual images. … The less banal, the better. Quotidian scenes are forgettable. What snags the cells of our brains are disgusting, bizarre and novel images.”
Continue reading →

Increased earnings

No Comments

It’s often said that there are three general types of media that a company can use to spread its business message:

Paid: the company buys an advertisement.
Owned: the company places information on its own web site(s).
Earned: the company gets free coverage in the news media.

Paid and owned are easy to understand and implement although most companies under-utilize their web sites. In these two cases, the company controls the message but both suffer from credibility issues especially with paid media.

Paid advertising only increases brand recognition (i.e. exposure). It does nothing for brand acceptance (i.e. trust).
Continue reading →

Photography for press releases

No Comments

If a company’s press release gets published but no one reads it, did that company get its money’s worth?

News editors know that a photo can increase readership of a story by up to 300%. In fact, just any picture can boost readership by at least 34%. Readership studies have always confirmed that the first thing a viewer notices on a page is a photograph. The last thing they read is the copy.

If a press release is published without a picture, it literally may be the last thing a reader sees.

A photograph is the entry point to a page and the invitation to read the article. Studies have proven that including a photo with the text will increase both reader interest and comprehension in that article. The corollary to this is that readers feel more involved with a story when it’s accompanied by a photo.
Continue reading →

Press conferences

No Comments

Last week, I covered a large press conference staged by a federal political party inside a big factory. The party’s media flacks told photographers where to stand, what to shoot and what not to shoot. As one of them said, “It’s our press conference. We tell you what to do.”

When reporters asked questions that the party didn’t want to answer, the reply was, “We don’t want to talk about that today” or “We’ve answered that in the past.”

The political party could’ve just sent out a press release but it wanted the photo-op showing its leader standing next to its new slogan-covered sign and mingling with the blue-collar workers at the factory.
Continue reading →

css.php