Behind the Lens

A picture paints a thousand words, and it is those behind the picture that create the words.

Photography is a key tool of public relations. Both in the traditional and modern age of PR, visuals are important.

The question of why to use photography in public relations has many answers. Photography is used as a tool and as it coincides with press releases and other PR tactics, it elevates the message or announcement that is being made. It also gives an explanation, tells a story and allows people to visually understand the message while at the same time capturing people’s attention.

There are three key players in PR photography, the photographer, the organisation announcing news and the PR advisor. The relationship between them is critical to making a visual more impactful.

Articulating the essentials in a brief before the photocall takes place is crucial. It gives everyone involved an understanding of what is needed. Location, people, props and timing all must be planned for. With Ireland’s unreliable weather a rainy-day contingency is also a must!

Choosing a photo that fits the message is the central creative challenge for all photo calls. The photo should pose a question, and the reader or viewer should find the answer in the caption.

Looking forward, photography in PR will always be a valuable tool. Its importance to a story or a message cannot be overlooked. With the continuing prevalence of Artificial Intelligence (AI), the difference between what is real and what is fake must be made. Those behind the photo must differentiate this and not allow other players to alter the wording or messaging of a campaign.

The evolution of smartphones, social media and the digital world has transformed how we capture, share, and experience images.? The average person takes up to 20 photos daily resulting in an estimated 4.7 billion images created globally per day.

Social media platforms like Instagram, TikTok, Facebook, VSCO and Pinterest have become powerful tools where both amateur and professional photographers can showcase their work through virtual galleries. These platforms provide a space for creative expression and foster communities of like-minded people. Trends, hashtags, challenges, and events encourage users to experiment with new photography styles and techniques, pushing the boundaries of creativity.

Social media platforms provide an interactive element to photographs through likes, comments, and shares. Photographers have the ability to connect with their audiences in real time, gaining insights and recognition that would not have been possible 20 years ago.

As we celebrate World Photography Day, it’s clear that the digital world has not only expanded the reach of photography but also redefined its role in our lives.

Thank you to all the fantastic photographers MKC has had the pleasure of working with over the last 25 years, here's to?many more!

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