Creating a Great Story Narrative

Photo Storytelling & PR

When I was in my teens, I took a photography masterclass with my uncle who was a former Time/Life and National Geographic photographer in the 50s and 60’s. He introduced me to some of the great documentary photographers like Walker Evans, Robert Frank, Dorthea Lange and volumes of others.? He studied under O' Winston Link (famous train photographer) and friends with Danny Lyons and a young Francis Coppola so he was pretty awesome to trail behind. He schooled me on the importance of capturing moments, milestones and memories.? Often times in my early years as a journalist I took my own photos but over the years I have collaborated with many to tell the visual side of the narrative story.

“On a daily basis we see 3.2 billion images a day, so your photos better stand out in saturated always on lens of content we are exposed to daily.”

The importance of photography in PR is not just about documenting people and events; it’s a powerful storytelling medium that complements the written and spoken word. Whether it’s executive headshots, product photos, or capturing milestone events, photography is integral to creating a compelling narrative that resonates with audiences and humanizes brands.

Studies show that people process images 60,000 times faster than text. Visual content not only grabs attention but also has the power to evoke a visceral response—whether it's excitement, nostalgia, trust, or inspiration.

Photography is often the first point of engagement in PR content, setting the tone and context for the rest of the message. The right photo can make an article, press release, or social media post more engaging, ensuring that the audience not only notices but also remembers the key takeaways. In PR, photographs are more than just visual elements; they are strategic assets that enhance communication and amplify the narrative.

Putting a Face to the Brand

In the realm of PR, one of the most important types of photography is the executive headshot. Executive headshots serve as visual representations of the leadership behind a brand or organization, offering a human connection in an otherwise corporate world. These images are often used in press releases, interviews, conference programs, and websites, making them critical in shaping the public's perception of the company.

To often am I am provided a selfie, passport photo or AI generated headshot.? It might be quick but it’s certainly not portraying the most professional impact.

A professional, well-executed headshot communicates leadership qualities such as approachability, professionalism and power. The right pose, setting, and lighting can subtly signal an executive's style of leadership—whether they are a visionary tech CEO, a creative fashion brand director, or a trusted leader in healthcare. By humanizing leadership, executive headshots help build credibility and foster trust with both media outlets and the public.

In many ways, these photos do more than just “document” a person’s appearance; they contribute to the overall brand narrative. A photo of an executive in a relaxed, casual pose may convey an innovative and forward-thinking brand, while a more formal and composed headshot can signify reliability and tradition. Thoughtful photography choices for these headshots are critical, as they visually reinforce the values and identity that the PR team is aiming to convey.

Product Brand Building

Just as executive headshots personalize a brand’s leadership, product photography plays a crucial role in telling the story of what a brand has to offer. In industries like technology, fashion, and consumer goods, high-quality product images are indispensable to any PR campaign. Product photos need to go beyond merely showing the item—they must highlight the features, craftsmanship, and benefits that make it stand out.

For instance, in the automotive industry, sleek, dynamic photographs of a car speeding down an open road can instantly convey a sense of freedom, innovation, and luxury. In the tech world, close-up shots of a smartphone’s elegant design, coupled with images showcasing the device in action, can communicate both aesthetics and functionality. In fashion, beautifully composed product photos help create desire and aspiration, showing consumers not just what the clothing looks like, but how it might make them feel.

Great product photography enhances the narrative that PR teams are building around the brand. It’s no longer just about the specs or functionality of a product, but how it fits into the lifestyle and aspirations of its users. The visuals become a part of the story, deepening the emotional connection between the product and the audience.

Document Milestone

Milestone events, such as product launches, corporate anniversaries, or charitable partnerships, are pivotal moments for organizations. Photography plays an essential role in documenting these moments, not just for internal use but as a key part of external PR efforts.??

Moonshots of astronauts on the moon document history the same way Images of Steve Jobs with the Apple iPod are historic images now.?

Event photos provide a tangible record of a company's growth and evolution, helping to shape its legacy. These images can be used in press releases, social media, internal newsletters, and future marketing campaigns to commemorate significant achievements and foster a sense of pride among employees, customers, and stakeholders.

More than mere documentation, milestone event photography tells a story of progress, success, and celebration. For example, ringing the bell at NASDAQ, speaking at CES or unveiling the first of its kind product are milestones.

Custom vs Stock Photos

When it comes to PR, choosing between hiring a professional photographer and using stock photography depends on the message you’re trying to convey, the context of your story, and the need for customization. Both options have their place, but it’s essential to know when to invest in original photography versus relying on stock images from databases like Deposit Photos or Tony Stone. There are free services too but imagine everyone using the same photos…it doesn’t help build a brand.

When to Hire a Photographer:

1. Executive Headshots: As mentioned earlier, executive headshots are critical to building a personal connection with your audience. Stock headshots will never have the authenticity or credibility that personalized, professionally shot photos can provide. It’s important that the headshots reflect the actual people leading the company, rather than using generic images that don’t represent them.
2. Product Launches: Custom product photography is indispensable when showcasing new or innovative products. Whether you’re launching the latest tech gadget, fashion line, or automobile, you want to highlight the unique features and craftsmanship of your product. Stock photos simply won’t capture the details that make your product stand out.
3. Milestone Events: For major company milestones, like anniversaries, new office openings, or community outreach events, hiring a photographer ensures that you capture the energy, emotions, and significance of the event. Professional event photography can showcase your organization’s growth and tell the story of how these milestones impact your business and stakeholders.
4. Brand-Specific Imagery: If your PR strategy revolves around building a strong, identifiable brand image, original photography is a must. From behind-the-scenes shots to candid moments, customized images give you full creative control and ensure the photos align with your brand's voice and identity.

When to Use Stock Photography:

General Content Creation: Stock photos are a great resource for more generic content that doesn't require a personal touch. For instance, blog posts, social media filler content, or internal newsletters may not require a bespoke photo for every article. Using stock images can help save time and resources for everyday PR needs.

Abstract Concepts: Stock photography is particularly useful for illustrating abstract ideas like “innovation,” “teamwork,” or “growth.” These types of images don’t need to feature specific people or products, and stock libraries offer a wide range of visual metaphors that can complement written content.

Cost and Time Constraints: Stock images are readily available and affordable. When you’re working under tight deadlines or budget constraints, stock photography can be a quick and effective solution for filling visual gaps in your content.

Integrated Narrative Story Telling?

Photography in PR isn’t just about standalone images—it’s about enhancing and complementing the written and spoken word. Whether in a press release, blog post, or social media campaign, the integration of photography adds depth to the narrative.

For example, when launching a new product, a press release filled with technical jargon may struggle to engage a wide audience. However, when paired with captivating images of the product in action, the release becomes far more accessible and engaging. Similarly, in executive interviews or thought leadership pieces, a compelling headshot can make the story feel more personal and relatable, giving the words additional weight and credibility.

In today’s multimedia world, photography is also an essential companion to video content. Behind-the-scenes event photos or candid shots of executives working can provide additional layers to a story told through video, offering a more comprehensive look at a brand or event.

In a recent conversation with https://www.jaywatson.com/ about the importance of scripting the right photo narrative.? Ironically, we were at the Sonoma Raceway a great place for documenting the automotive segment. However, his fool proof list of questions will help you craft the right photo narrative to compliment your verbal and written narrative.? Here are his core questions to ensure the best outcome for your library of photos.

1. What is the purpose of the photoshoot?
2. Where is the shoot location?? At the office, outdoors or other.
3. What type of background is needed? Environmental? Or studio background (white, grey, or color background)?
4. What is the Shot list? Roughly how many unique scenes/looks are needed? Ie. If it’s a consumer product, do you need to shoot a lifestyle series vs a product creator headshot or purpose, it’s the creator with the product.
5. Do you have any unique art direction needs or extraordinary photography needs (like in-camera or Photoshop effects)?
6. What is your preferred photo style?? Edgy, contemporary or traditional style?
7. Where will the images be used? Are these for a website, newsletter, editorial or other?
8. Any placement in purchased print or purchased online advertising media? If so - Where? What size in print? Circulation? How long in duration??
9. What is your absolute deadline?
10. What is your budget—and yes you need one.?

Check out issue #8 of the PR Pulse on Storytelling via Cinematic Experiences too.

To schedule an office hour with me connect with me here or shoot me an email at [email protected]