Publicity photos must be top-of-mind for  PR Pros and Publicists, Authors, Speakers, Entertainers, Business Owners, Nonprofits, Government Agencies and anyone who wants thousands of dollars in publicity

If You're Pitching Only Stories,
 You're Missing HALF
 Your Chances for Publicity  

Publicity photos and graphics can help you
 double the coverage you're now getting

When it comes to generating free publicity, people often forget the value of a good photo. So they spend all their time pitching story ideas that usually result only in articles. Why?

• Because they're stumped when it comes to pitching ideas for publicity photos and they can't think of any clever ideas.

• Or publicity photos are an afterthought.

• Or nobody has taught them the importance of good-quality photos.

• Or they don't understand that an enticing graphic can prompt an editor who's on the fence about a story idea to respond with an enthusiastic "Yes!"  Don't make the same mistakes lots of other people are making by overlooking photos as valuable publicity tools. 

Journalists say: "Let great photos be your trump card"

Pitch a story idea without publicity photos to a magazine editor and you might get a half-page article in the back of the magazine. Pitch a story with great photos and you could end up near the front--or even on the cover.

Craig Saunders, editor of Prism, Canada's magazine for eye care, echoes many other magazine editors when he talks about the importance of photos:

"In the front section of our magazine,
nothing gets in without good photos--nothing!"

Freelance writer Pat Luebke says one of her pet peeves is people who want publicity but don't have photos available, or make photos available only "on request." She adds:

"Especially with the digital cameras that are available today,
making photos available to editors
automatically DOUBLES the space you receive."

Gina Spadafori, who writes a syndicated pet page for Universal Press Syndicate, said she has a continual problem finding good publicity photos to fill a small hole on a page:

"The availability of high-quality, high-resolution art
can tip a 'maybe' item into the 'yes' category." 

Don't make these bonehead mistakes

Yet lots of people who want publicity still don't get it. They make these unforgivable mistakes:

• They pitch a great story idea but fail to give an editor even one idea for a photo that can anchor the page and pull readers into the story.
   

• They don't have a good-quality professional business photo that a newspaper could use if an editor wants to lift one of their quotes and put it on the front page in big type, under the photo.
   

• They try to promote a special event that's also a major fund-raiser. But when an editor asks for a photo from last year's event for pre-event coverage this year, they can't scrounge up even one.
   

• They have an online store, but no photo of themselves at their website--leaving visitors guessing who owns the site and exactly who is asking for their credit card. 
   

• They offer editors those ghastly ground-breaking, check-passing and ribbon-cutting photos, clueless that many editors make fun of these publicity photos, then dump them right into the wastebasket.
   

• They don't know how to operate their own cameras, so they give the media photos with the date showing, rendering the photos useless.
   

• They don't understand the role that lighting plays in good photos, so they take photos at mid-day when the sun is directly overhead, resulting in images that looked washed out and will look even worse in the newspaper or magazine.
   

• They offer a complicated story about a budget, unaware that a helpful pie chart would help readers better understand their story.
   

• They send prints to local media outlets but fail to put a piece of paper between the photos, so the ink from the sticker on the back of one publicity photo bleeds onto the front of the photo under it.   
   

• They whine and complain when a civic group up the road gets a full-page spread in the weekly newspaper two days before an event, drawing a huge crowd. They fail to understand that the PR person worked with the newspaper weeks ahead of time and offered four good-quality photos from last year's event for this year's pre-event publicity. 
   

• When an editor needs an above-the-shoulders publicity photo, they show how cheap they are by asking Cousin Brian to take their picture with his new cell phone camera. Then they offer a shoddy image to the editor, who ends up angry and frustrated on deadline.  
   

In my 22 years as a newspaper editor and reporter, I saw all these mistakes. And I STILL see them! It gets worse.

Publicity photos showing bra straps,
plants sprouting from people's heads,
and dogs with red eyes

Because I publish The Publicity Hound, an 8-page subscription newsletter, and often use photos with my articles, people submit photos they think I can use. Here's what I've seen recently:

• A photo of a businessman who looked as though he had a plant growing out of the top of his head. The photographer never took the time to position the man against a neutral backdrop
   

• A casual photo of a woman wearing a sleeveless blouse, with her bra strap showing!
   

• A photo of a writer with such a nasty scowl on his face that I decided not to publish it--or his article--or risk scaring my readers away
   

• A photo of a dog with red eyes, because the photographer didn't know the simple technique for avoiding the dreaded "red eye" problem
   

So I started looking around for a good book to recommend to readers who needed tips on how to use photos and graphics. I searched bookstores and the Internet and I couldn't find one good all-purpose book that addresses the topic.

My new 138-page ebook "How to Use Photos & Graphics in Your Publicity Campaign" shows amateur photographers, and even people who don't know how to use a camera, the quickest and most inexpensive ways to take great photos or create pleasing graphics that will enhance their publicity campaigns.

You don't need top-of-the-line equipment. You don't need to take time-consuming photo classes. You don't need to understand advanced photography techniques. You don't even need to learn sophisticated photo software programs like Adobe Photoshop®. Just read and follow my tips.       

By the end of this book, you will NEVER create a promotional campaign without making sure you have images to complement the words you use. That's because words are only half the story. Photos that capture the moment are the essential second half of successfully promoting your product, service, cause, issue or event.

Why listen to me???

Because I know exactly what editors of newspapers, magazines, newsletters, ezines and even bloggers want--and how to give it to them.

During my 22 years as a newspaper editor, I personally chose thousands of photos to publish in my newspapers, including many on the front pages. I also threw away mountains of photos that were out-of-focus, washed out, boring, unattractive, poorly cropped, amateurish--or photos that we couldn't use because of incomplete information for the caption.

Many of the 13,000+ people who read my popular weekly ezine, “The Publicity Hound’s Tips of the Week,” are public relations pros, publicists, marketers and even media people. When I asked them for their best tips on photos and graphics techniques that have resulted in thousands of dollars in publicity for their organizations, they responded in droves. You'll find not only my best advice, but theirs too--and even their photos.  (You can find quotes from three journalists who responded near the top of this page.)

My website has turned into a high-traffic destination for people who want free advice on how to create free publicity. My articles appear regularly in magazines and newspapers such as Public Relations Tactics, published by the Public Relations Society of America; the SPAN CONNECTION, a newsletter on how authors can market their books; and at Media Insider, the website visited frequently by PR people. Trade associations, corporations, non-profits and other groups hire me to present workshops at their conventions, or to conduct in-house training for their publicists.

More than 273 tips that will save you time and money,
and create dozens more opportunities
 for thousands more dollars in free publicity

You will learn:

• The  importance of publicity photos--why the best and most descriptive explanation of an event is only half the publicity battle.
   
• Why strong photos often capture a journalist's attention much more quickly than a strong story.
   
• 6 technical aspects of photography made easy, and why you can't just "point and shoot"
   
• 3 reasons why a good stand-alone photo will increase your chances for coverage, even it it doesn't have a story to accompany it
   
• "The Rule of Thirds" that will virtually ensure great photo composition
   
• How to make one person more prominent than others when there are several people in a publicity photo
   
• How to take a colorful photo without a rainbow of colors in the frame
   
• How to add real punch to photos by using contrast
   
• The importance of depth of field which keeps photos from appearing flat and uninteresting
   
• The most common problems with lighting, and how to solve them
   
• 3 reasons why using stock photos to promote events can hurt your publicity campaign
   

Your corporate publicity photos and website must be first-rate

Large companies have huge marketing departments that are devoted to making sure products look their very best. But if you're not part of a large company, and you don't have a large budget to match, don't worry. You'll learn:

• How to do classy corporate photography even on a shoestring budget
   
• Why you need a good-quality professional business photo...and the opportunities you'll miss if you don't have one
   
• 15 tips for looking your best in front of the camera
   
• Why hair and make-up artists are worth 10 times more than what they charge
   
• Why editors love using "environmental photos" of people featured in articles
   
• How to order photos so you don't waste money on prints you'll never use
   
• 4 important tips to remember if you're mailing your photo to editors
   
• 5 helpful suggestions if you're scanning your photo for electronic use
   
• Ideas for non-traditional approaches to the corporate photo...these photos will likely show up in newspapers, magazines and on other people's websites
   
• Why the 360-degree panorama view is a valuable addition to a website...it makes your visitors think they're actually there
   
• How action photos can help your customers better understand your product or service and how artistic images can help them feel good about you're selling
   
• 7 tips for shooting publicity photos of your products so the photos SELL THE PRODUCT    
   
• Why action photos of your products and services are so valuable to your publicity campaign
   
• How to get double the publicity if a reporter calls someone from your company for nothing more than a quote
   
• An example of a website where a state university does a great job of featuring photos of its experts...busy reporters on deadline probably love this website!
   
• A simple trick for encouraging a newspaper or magazine to include a small photo of your event in a calendar item
   
• What you must have in your print and online media kit...the media will expect nothing less
   
• Valuable tips for musicians on what entertainment editors expect to see in a media kit
   
• Why bigger is better when you're offering prints or electronic photos
   
• The major advantage of digital photos vs. prints
   
• 4 tips for storing your digital images safely so you can retrieve them within seconds when someone from the media calls
   
• A big no-no you must remember when submitting a digital image to newspapers and magazines...you'll be tempted, but don't do it!
   
• 14 tips to remember when using photos that accompany press releases
   
• 4 elements of a great pitch that will encourage the media to cover your special event
   
• 4 things to say and do if you're pitching by phone...and the one word you must NEVER use when you're pitching
   
• The one place many publicists never think about calling when they're pitching photos to newspapers and magazines
   
• The advantages of hiring a professional photographer for your special events...and how to avoid a huge bill if you're on a tight budget

Feel comfortable behind a camera
and take your own publicity photos

Being confident behind the shutter will save you money and still get many of the images you want. After all, it's your event. And you probably know your own event better than anybody else does. You will learn:

• 8 tips for taking and offering your own photos to the media
   
• 9 basics for writing captions to accompany your photos...editors love it when you make their job easy!
   
• The Nine Commandments of Good Caption Writing...these will drastically increase your chances of seeing the photo in print
   
• 10 ways to stay on a magazine editor's good side...written by a magazine editor
   
• How to generate ongoing publicity for a special event through photos
   
• The many advantages of digital cameras...and the few disadvantages
   
• Why you don't need a top-of-the-line camera to take great pictures
   
• 4 basic features to look for in a good camera, and 5 photo accessories that will come in handy
   
• What you must know about film speed and how it affects your photos
   
• Why shutter speed is important, and how to adjust it depending on the type of photo you're taking
   
• How to adjust the aperture to create depth of field...this is explained in layman's terms
   
• The difference between a megapixel, a megabyte and other electronic terms
   
• How lighting can make or break your image
   
• The 2 times when you'll need to use a flash
   
• 2 ways to avoid the dreaded "red eye" that we see so often in photos
   
• 5 tips for taking great sports photos...luck has little to do with it
   
• 3 things to keep in mind if you're taking a landscape photo and the most important element to a great photo
   
• 4 tips for taking great portrait photos so the subject looks as good as possible
   

Clever publicity photos turn routine announcements
of births, weddings, anniversaries into something special  

This is a special time in the lives of new parents, grandparents, the anniversary couple, and the new husband and wife. With more and more newspapers charging for these routine announcements, it's important that you do it right. This ebook will show you:

• The kinds of out-of-the-ordinary photos to send along with engagement announcements
   
• What to offer an editor along with a photo of a couple's 50th wedding
  anniversary...editors will love this and will often make room for it   
   
• A sneaky way to get more than just the standard one-column headshot for someone who has been promoted 
   
• Options for photographing the new baby in your family
   
• When someone in your family or company dies, the kinds of photos to submit so people remember more than just their face
   
• A nasty trick that reporters might try to play on you if they're writing a story about someone famous who has just died...don't fall for this!
   
• 4 tips to remember when choosing photos to accompany announcements     
   

Click here to purchase this ebook: ($47)

Alternatives to the dreaded "grip-and-grin" shots

You probably know them by other names: check-passings, ribbon-cuttings, ground-breakings and award-presentation shots. I've lumped them into one category the media refer to as "grip and grins." Avoid them at all costs. After reading this ebook, you will learn:

• Why editors hate photos from these staged events and often refuse to print them
   
• An online exercise you can suggest the boss do when he tells you he wants a
  grip-and-grin photo...this will convince him that these photos all look alike 
   
• The one thing you can do if the boss still insists on a grip-and-grin shot, without compromising your integrity with the media
   
• An easy way to come up with good alternatives to grip-and-grin photos
   
• What to offer the media instead of the standard foot-on-a-shovel shot during a groundbreaking
   
• The kind of photo to take to avoid the ubiquitous check-passing photo...editors will thank you, and so will readers who are sick to death of seeing giant checks
   

Why simple graphics pack a punch

• 4 reasons why editors love graphics to accompany stories
   
• 6 kinds of charts and graphics that can accompany articles...some can even be built in Microsoft Word
   
• Where to find public domain pictures to accompany your graphics
   
• How a PR pro pitched a simple chart to accompany a story and got placement in Shape, Fitness, Walking and Family Circle Weight Loss magazines
   
• How information for the same chart ended up being picked up by a wire service and appeared on more than 25 radio and TV stations across the U.S.
   
• How to pitch your statistics and graphics to the "Snapshots" editor at USA Today
   
• The kinds of topics that make the best "Snapshots" so you get publicity in the nation's largest circulation newspaper
   
• Tips for working with illustrators, including where to find them, where to meet with them, how they work, what to include in the contract, and tips for making the project go as smoothly as possible
    

Click here to purchase this ebook: ($47)

How to find professional photographers
who can make you look your best

Sometimes it's smart to hire professionals. I devoted an entire chapter to working with professional photographers because unlike reporters, they can be your most enthusiastic allies when it comes to publicity. The easier you can make their job, the better they can make you look. You will learn:

• How to find the right photographer for your job so you spend your money wisely
   
• What to do to avoid stressful, last-minute hiring decisions
   
• 8 qualities to look for in a great photographer...finding a photographer with all 8 will put your mind at ease
   
• 5 questions to ask during the interview to ensure you're hiring the best person for the job
   
• The one topic you shouldn't discuss during the initial interview...this will probably be the one topic you're tempted to discuss first
   
• Why you shouldn't get caught in the trap of shopping for price and giving up value
   
• The difference between asking for an estimate and asking for a bid...don't get tripped up on this
   
• 8 important questions to ask the photographer about how your photo can be used...and what copyright law says about who owns the photo
   
• How to avoid paying for something you might not need
   
• What to do when your needs outweigh your budget
   
• 8 things photographers hate about difficult photo subjects...I don't know about you, but I want to get on the right side, not the wrong side, of somebody who can make me look good
   

Don't let ethical dilemmas rattle you...keep a cool head

If you're taking your own photos, you'll eventually run into an ethical challenge. This isn't the time to use photos to stretch the truth. Or to invade someone's privacy. Or to present someone in a false light. You will learn:

• The 5 ethical problems that can get you into big trouble
   
• Precautions to take if you're photographing a child
   
• How to use model release forms and where to find sample forms for adults and children
   
• How even professional journalists get into trouble by crossing ethical boundaries and enhancing news photos
   
• The kinds of enhancements that are OK when you're working with antique photos
   
• 3 common-sense ways to protect yourself 

Click here to purchase this ebook: ($47)
 

How to use publicity photos and graphics at your website
so your pages load quickly

• Why fancy graphics and slow-loading special effects like flash are deadly for a website
   
• What to do as a last resort if you must use a large photo
   
• How to make the file sizes of the graphics and photos at your website as small as possible so they load quickly (Sorry, but dragging the corner of the photo to make it smaller doesn't decrease the file size)
   
• When to use a GIF and when to use a JPEG...there's an important difference
   
• The step-by-step process for uploading a photo that looks good, in the smallest size possible, to your website
   
•  Where to place images on a webpage and why
   
• How to "preload" graphics on a webpage...this is such a great trick that even advanced webmasters don't consider it!
   
• How to create a "transparent graphic" of yourself at your website that shows just your body in a pose, without the background...and without making you look like a paper doll that was cut out with dull scissors
   
•  6 websites where you can find clip art and animations for your own website

Click here to purchase this ebook: ($47)

Features of the book you will love:

You'll find boxes scattered throughout the ebook with the headline "Important!" These boxes include information that's so critical that you can't miss it, especially if you're scanning the book.

The 138 pages are in logical, easy-to-follow chapters.

You'll also find instructions on how to read and navigate a PDF file if you're not familiar with this format

And because this is a book about photos and graphics, you'll find lots of examples of great photos and graphics in full color

Here's who will benefit the most from this information

• Anyone responsible for the PR function at their company, nonprofit or government agency
   

• Publicists
   

• Authors, speakers, consultants, experts and other sole proprietors who maintain their own website
   

• Professional photographers who take publicity photos and want to learn more about how their clients and the media use the photos
   

• Anyone responsible for creating graphics that accompany stories
   

• Entertainers, authors, speakers and anyone who needs to create great publicity photos and media kits
   

• Marketing directors who are responsible for approving budgets for things like photo equipment and professional photographers 
   

• Even webmasters who work with photos and graphics
   

If you're committed to using the very best photos and graphics in your publicity campaign, make the most of this opportunity. Why waste hundreds of hours and hundreds of dollars taking lousy photos when you can read this book in less than two hours and learn everything you need to know to start shooting great pictures today?

It would take you weeks to find this information on your own

You'd have to interview dozens of photographers, editors, publicists, graphic artists and others just to find the information I came up with in this ebook. Your time is more important than that, so I've made it easy for you. For less than what you'd pay for only one hour with a professional photographer, you can learn all the powerful tricks of how to use photos and graphics to convince editors to cover your product, service, cause, issue or event.

"Hey, I saw your picture in the paper!"     

That's what you'll hear when you start applying the tips you'll read in this ebook. That phrase should be music to any Publicity Hound's ears. If you don't use photos correctly, you won't hear that phrase at all. And you'll be lucky if they see the tiny little announcement of your promotion in the back of the business journal.

So what are you waiting for???

Click here to purchase this ebook: ($47)

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