How to Use PR Photography to Increase Your Press Pickup Rate

In the fast-paced world of B2B marketing and public relations, your story is only as strong as its visual hook. When a journalist or editor is scanning hundreds of press releases, a high-quality, professional image isn't just a "nice-to-have": it is the deciding factor in whether your story makes the cut or ends up in the bin.

For businesses looking for PR photography in Manchester, understanding the link between professional campaign visuals and media coverage is key to shifting photography from a "marketing cost" to a high-return investment.

Why High-Quality Visuals Drive Press Pickup

Editors at major publications and trade journals are under pressure to fill space with content that looks as good as it reads. This is why leading brands and public sector bodies prioritise professional imagery for their announcements. Here is why professional PR photography increases your "hit rate":

• Social Media Ready: Journalists need stories that are "shareable." A sharp, well-composed image is more likely to perform on LinkedIn, making it a more attractive asset for the publication.

• The "Thumbnail" Effect: In the digital-first era, your image is often the first thing an editor sees in their inbox. If the thumbnail looks like a low-resolution phone snap, they will assume the story is equally amateur.

• Brand Credibility: Professional visuals signal that your company is established and serious. Whether it is a high-profile brand activation for Camden Brewery or a major infrastructure announcement, professional imagery is the primary currency of trust.

Strategic Tips for Your Next PR Campaign

To ensure your campaign visuals get the attention they deserve, follow these three rules:

1. Variety is Key: Provide a mix of landscape and portrait orientations. This makes the editor’s life easier when they are fitting your story into a specific web or print layout.
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2. Capture the "Human" Element: Technical products and B2B services can feel cold. Including candid, high-end shots of people interacting with your brand, such as a local team at a McDonald's restaurant opening, adds an emotional layer that resonates with readers.
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3. Think Local: If you are targeting regional media, ensure your photography reflects the Manchester landscape or specific local context. It grounds the story in the community, providing the necessary "real-world" proof of your project's impact.

Turn Your News into an Asset

At decoy, we specialise in providing press release photography in the North West that does more than just "look pretty": it is designed to meet the technical and aesthetic standards of the modern media landscape.

From capturing the architectural detail of Systra’s Gatwick Train Station redesign announcement to dynamic street-level brand activations, we help you create a suite of assets that make it impossible for editors to say no.

Ready to elevate your next announcement?‍

Explore our PR Photography Services to see our recent work, or Contact Us Today to discuss your upcoming campaign visuals.

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