The Power Of The Images in PR

Written by María Elizabeth Freire Campos

Photography plays a crucial role in the communication process within businesses and among individuals in today’s digital age.?

Whether for large corporations, small businesses, or everyday individuals, we all share a common factor: we have become storytellers in our own right, aiming to deliver messages in a sometimes desperate bid for the attention of the observer behind the screen. Undoubtedly, the ultimate goal is to create a connection between the message and the audience and this scenery we encounter two main protagonists: on one side, the message (constructed with words, phrases, and a communicative intention), and on the other side, the images that can sometimes speak louder than words. It is the images that we will focus on.

It is said that photography is the art of creating realities through a camera, and it has taken on a valuable role in both marketing and public relations. In an era where everything advances fast and attention spans are often short, photographs have become essential. They have the ability to tell stories, evoke feelings, or create realities from an image quickly. Therefore, a well-crafted photograph, with a clear and determined purpose, can transcend any screen and create a deep and powerful connection with the audience.

According to Victor Saavedra, a Chilean Professional photographer, talks to us about what a company or brand should look for when choosing a good photographer:

1. Express professionalism: With over 15 years of experience working with hotels in Chile and Canada, real estate, and various brands, Victor has a distinctive stamp when it comes to showcasing his work.
2. Project assessment: A good photographer should take the time to understand the goals and requirements of the project. They should be able to communicate effectively with the client, grasp the brand’s image and message, and tailor their approach accordingly.
3. Photograph quality: The quality of the photographer’s work is paramount. Look for a portfolio that showcases a diverse range of high-quality images that align with your brand’s aesthetic and values. Consistency in style, composition, and technical execution is key.
4. Online presence: A photographer's online presence can provide valuable insights into their professionalism and reputation. Check their website, social media profiles, and online reviews to gauge their level of expertise, client satisfaction, and overall credibility.
5. By considering all these factors Effectively communicating the message will lead us to better connect with the audience; hence, it is important to consider all the factors that participate in this process.