October 13, 2022
In this month’s Impact Insights, Executive Vice President Kate Wark discusses the importance of photography in your PR, communications and branding efforts – both individually and as an organization or business. Kate is a 21-year PR veteran and a seasoned photographer. Her business, Kate Wark Photography, will celebrate five years in December.
Q. Why is photography such an essential part of a company or individual’s PR and branding strategy?
A. Consumers today have more ways of consuming content than ever before. From social media to television, podcasts, movies and traditional advertising, images are coming our way all day, every day. Professional photography stands out in a sea of imagery in this increasingly visual world makes messages many times more likely to take hold in your audience.
I uncovered a few stats that I found pretty compelling:
Even anecdotally, we know from our own consumption what a great image does to our minds. We stop, we look, we may engage – and we are way more likely to remember that brand. Q: What do you say to clients who insist on taking and using pictures from a cell phone, or don’t want to spend already tight budget dollars on professional photography?
A: To start, I’d say that cell phone cameras are pretty great these days! They’re a resource we all have in our back pockets to record stories for social media, film video clips and take snapshots that can be widely shared. However, if you’re investing in a smart PR and marketing strategy, professional photography is an invaluable piece of the puzzle. If budget is an issue, there are a few key areas to focus – and spend – on that are non-negotiables and won’t break the bank.
Q. Can businesses utilize stock images in their marketing efforts?
A. A stock image can fill a gap or two on your website, or in a presentation, for sure, particularly when you’re on a tight time crunch. However, professionally captured photographs of your team and its leadership in action – both headshots and branding images of all of you at work – accomplish something entirely different. Those personal shots of your team – when used correctly and shot professionally – can add clarity to your messaging. Furthermore, these images bring depth, personality and warmth to your marketing campaign and show your audience the humanity behind your business. At the end of the day, people want to do business with people that they connect with. Photography helps make connections with your audience long before you’re face to face.