TNR

In this economic down turn, with the purse strings being tightened on advertising budgets and your clients getting ever more demanding, you need to be more productive with your PR activity. Newspaper circulation across the UK is still relatively strong and with the explosion of news online you might want to consider the power of media photography against advertising, the cost alone should entice you. 

Online news readership has increased by 50% since March 2008, so PR’s need consider the impact and potential this will have for their clients. Newspapers are looking to increase their online content, as there seems to be too much focus on advertising and not enough on content. You could argue that news online is where print was twenty years ago. Newspapers are now pushing a content- centred strategy, as well as fully embracing the net as a publishing medium. The irony is that what web publishers learn from the print industry, they can then teach back in return.

Adopting strong photography can work wonders for any PR activity especially when the success of a campaign depends on the amount of coverage you receive. The power of photography is unquestionable – journalists are always on the lookout for the shot that will both draw in customers and tell a story. Media demand for pictures has never been so great, but with papers cutting back on their own photographer resources, they are relying more heavily on pictures from agencies and PR’s. The BBC online pages rely heavily on the ability to source strong images that make an impact i.e. ‘Big Picture’ of the day and a week ‘in pictures’.

Pretty Polly Billboard. Geoff Caddick/PA Photocall

 The internet no longer only appeals to the Y generation it is a platform that can be accessed by all, depending on the content. That is not to say that print no longer has a place in the market or that it is no longer relevant, but you need to educate your clients into realising the importance of both mediums. The Telegraphs online audience differs somewhat to that of their print, making for a broader opinion in their online content. There maybe someone on the train reading The Daily Mail or The Times but there is also the probability that their neighbour is downloading the same content if not more on their mobile phone. 

The Introduction of social media has now become a part of the overall PR mix – the ability to share photos will only maximise the strength of your campaign. Brands are actively selling themselves on social media sites and with easy image upload programmes like Twitpic, you no longer have to just say it with words. Life streaming platforms can help organisations reach their customers in new and effective ways. 

It is worth considering that the investment in the production of photography is small compared to the potential value to your clients. When considering your budget for a campaign, always think about the importance and relevance of a good photography service that will work across all platforms.

Post by Penny Joyner (Marketing Executive for PA Photocall)