A Picture’s worth: Usage of imagery in PR

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In the quest to send out a press release and generate immediate coverage, most agencies and clients forget the importance of the accompanying images or lack thereof. Among PR agencies in Dubai and the region, there is often less attention paid to the power of imagery and its impact on a story.

It could be because of a number of reasons but often it is due to the unwillingness of clients to allocate budget for photography which is an out of pocket expense charged by the agency to the client. Hence the Public Relations agency often has to invest in photographers who are amateur but affordable as per client’s budget. Often with budgets approved at the last minute, the brief given to the photographer isn’t the best either hence the less awe inspiring images.

The old adage that a picture speaks a thousand words still holds true and it is important to drive home this fact to generate visually impactful piece of news.

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