Content which uses visuals such as photographs or videos performs 94% better than those without, but how do you know what makes a good photograph for the media and how can you get stand out pictures on a budget?
Victoria Wilcox of local creative and photography studio Pictoria has worked as a Picture Editor and Photographer at newspapers up and down the country for over 25 years. Progressing to the Midlands Regional Picture Editor heading up imagery across a mixture of titles she certainly knows a thing or two about how to take a good photograph.
Having captured images of celebrities from rising stars to world leaders including four British Prime Ministers and even the late Queen Elizabeth and a young King Charles, she now supports businesses looking to get the most out of their photography.
I have been catching up with Victoria to find out what businesses can do to up their photography game and how the wrong picture can end up not only costing you PR coverage but business as well.
What do you think is the biggest mistake businesses make when it comes to photography?
The biggest mistake businesses make has to be under rating the value of good photography. People can sometimes see good photography as a nice to have and don’t believe they have the budget to get great photos.
I always say you wouldn’t turn up to a business meeting in a onesie. You make sure that you are dressed for the occasion and making a good impression. Why would you not do the same with your website, marketing and media coverage?
Victoria Wilcox, Pictoria
There is a solution for every budget though and it is all about protecting your brand image and getting the best return on investment for all your activity. Your imagery is what will hook people in and get them to read your content, a poor image is only going to get people questioning your professionalism.
I always say you wouldn’t turn up to a business meeting in a onesie. You make sure that you are dressed for the occasion and making a good impression. Why would you not do the same with your website, marketing and media coverage?
Having worked on the picture desk at regional publications for a quarter of a decade, how important is imagery when submitting a press release to the media?
Images are enormously important. When I worked as Picture Editor we would often get great stories which were sent through with poor pictures, which often felt like an after-thought from whoever was contacting us. You are automatically limiting the size of coverage you can gain as main lead stories all carry a photograph so if you don’t have a suitable picture then your copy could be cut to fit in a smaller side piece.
You may think it is the story that gets you great publicity, but it is actually the mixture of content and image. As Picture Editor my role was to make the newspaper appealing, to make sure that the photos used stood out and encouraged people to read on.
The better the art, the more prominently it can be used. A good story can even be moved up to front page with a standout image.
What can businesses do to make sure they are portraying their business correctly in photos?
Great photography starts by understanding what you want to do with the image. Whenever I take someone’s photograph I always take the time to get to know their values and dreams, where they are going to use what I make, and what they want to achieve.
By understanding their goals and wishes, it helps to make sure that the image hits the mark.
Poor photography and low quality images give a bad impression. It is all psychological, when you see a business with great imagery it makes you feel they take pride in their work.
It isn’t about being vain, it is about giving the best impression you can.
If funds are stretched, what can you do to get the most out of your budget?
It is important to remember that professional photos aren’t always needed for everything. There are ways you can make just as much impact as a small business by being savvy in how you work. It is about getting the right balance.
Invest in a series of headshots and images that capture your brand which you can continually reuse. Most photographers offer a simple portrait package so that you can update your head and shoulder pictures for social media and online content. Then look at ways you can improve your own image quality.
There are ways you can make just as much impact as a small business by being savvy in how you work.
Victoria wilcox, pictoria
For example, I had a lady that ran a small glassware business, and she wanted help with taking a picture of each of her products every time she created a new design so that she could upload it to the website. She didn’t have the budget or time to ask me to come out every other day to photograph each product.
Working with her I looked at how we could help her invest in the right equipment and training so that she could create higher standard images herself. By elevating her knowledge I was able to show her the lighting, positioning and equipment she needed so that she could replicate that style for each product, as and when she would need it. I get great satisfaction in serving people who care about how their business speaks to others, enabling them and not simply making them reliant on my skills.
During COVID, I also helped several businesses by enhancing images on their phone camera roll. It meant they would take the image as best they could and then I could edit and improve it to give it a more professional look. I would improve the lighting, bring things into focus, or edit out elements that didn’t sit right so something in the background spoiling the view or where the picture wasn’t framed right. It would never give as good a result as if I had taken the picture, but it was about helping people to do the best they could with what they had.
At the end of the day the most important thing to do is invest in as good images as you can. They are showcasing your brand and just as we care about how we look when we turn up to meetings, what we say and the content that we use, we should be thinking of the image being portrayed.
Quality photography doesn’t have to be expensive. Talk to your photographer and see what they can do to create imagery which you can reuse or ways they can train you to take certain pictures so that you can save your budget for when you really need to splash out. If you collaborate with an artist, and they understand your passion, they will speak passionately about you to others too, so it’s a wonderful way of getting introductions to their network as well and not simply a visit to a photo studio.
What was the one thing you looked for when working on the picture desk? What would make a photograph stand out over others?
Often it would be something that made us smile. We would be looking at lots of pictures day in and day out so it had to be something bright and vibrant which really stood out.
We had a saying, “Will it stop a man on a speeding horse?”
It really was that simple, the images had to grab people’s attention. They had to make people stop and want to buy the newspaper, which was on a news stand and printed back then – but now it’s a case of stopping a scrolling thumb from moving!
We had a saying, “Will it stop a man on a speeding horse?”
Victoria wilcox, pictoria
It really was that simple, the images had to grab people’s attention.
When you are choosing a photograph to go alongside your press release you really want to think about whether it is going to grab someone’s attention. It shouldn’t just be anything that you can find. It should be an image that tells a story and reinforces the message to grab people’s curiosity and encourage them to read on.
Have you got any advice for someone thinking about where they should spend their photography budget? What should they prioritise?
Firstly, look on LinkedIn within your network and ask other businesses that you admire who they used for pictures or who took that head shot. Find out how they look so fabulous.
When you have a photographer in mind, call them and ask if they offer pop-up portraits or a chance to meet or do some kind of trial with them. If you meet me networking, I offer a quick, small fee sample natural photo if I have my camera with me, too.
I offer a deal for head shots where you can book a session, then if you commission more work with me straight away afterwards, you get your initial investment taken off as a discount from the future session. So essentially it has been a free trial.
Photography is a very specialised skillset and comes at a premium, but if you get the opportunity to collaborate with an artist with minimum investment to start with, you can then find out if the chemistry is right with a low risk arrangement. Picture-making for me is a collaborative project and not simply someone “shooting” you.
Prioritise with a head shot – if the photographer understands how you present yourself, making beautiful pictures that your nearest and dearest recognise you from, it will make everything else come naturally in the collaboration.
I have done so much work with brands after those initial portrait sessions, it has enabled me to tell so many wonderful stories and long may it continue. I think my flexibility, efficiency and curiosity empower me to give business leaders what they are looking for, whichever way that we find out what it is!
If you are looking for help in telling your business story in the media, then why not get in touch to find out how I can help.
Media coverage is a great way to elevate your brand. However, there is an art to getting it right and making sure your imagery and content align.
Looking for photography to support your PR and content?
Pictoria offers more than just photography. With more than two decades of experience in the media industry she creates innovative solutions to help small businesses and solopreneurs to get the very best photography for their budget.
Combining her talents as Picture Editor at regional newspapers with training award-winning professional photographers and leading a network of more than 500 local photographers Victoria is passionate about supporting small businesses in telling their story.
Find out more by contacting pictoria@myself.com or calling 07377 530723.
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