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PR Photographer Elevating Your PR Campaigns

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

A Comprehensive Guide for PR Account Managers and Communication Professionals, but also for students and apprentices studying photography at colleges and universities around the world, Inspired by UNP’s Expertise

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

Introduction: “An image speaks ten thousand words” – this timeless phrase is foundational in the world of Public Relations (PR). We at UNP, leader in PR Photography, present this guide to help PR account managers, marketing, and communication professionals leverage exceptional imagery for successful campaigns.

Section 1: The Power of PR Photography

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

1.1 Why Invest in High-Quality Images?

  • Success and Failure: As UNP emphasizes, photography is a visual language. High-resolution, captivating images tell your story more effectively than words alone, ensuring your campaigns resonate and engage.

1.2 Photography as a Resource

  • Your brand’s image is paramount. Regardless of business size, allocating budget and resources for top-quality photography is crucial. UNP’s extensive portfolio demonstrates how impactful images enhance visibility across various media channels, social platforms, and your website.

Section 2: Choosing the Right PR Photographer

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

2.1 The Importance of Professionalism

  • UNP’s team of skilled photographers underscores the importance of quality in PR imagery. Investing in experienced professionals guarantees that your visuals align with your brand’s message and values.

2.2 Building Long-Term Relationships

  • A reliable photographer becomes an invaluable asset to your PR efforts. Following UNP’s example, cultivate long-lasting partnerships with photographers who understand your brand, ensuring consistency and potentially favorable long-term rates.

Section 3: Crafting the Perfect Brief

3.1 The Role of a Clear Brief

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

  • A clear, comprehensive brief is a non-negotiable for successful PR photography. It sets the stage for the shoot, ensuring the photographer captures your vision accurately.

3.2 Collaborative Efforts

  • Engage in a creative dialogue with your PR photographer, much like UNP’s approach to client collaboration. This ensures a mutual understanding of objectives, themes, and the overall narrative of the campaign.

Section 4: Navigating News Media Photography

4.1 Understanding the Differences

  • Recognizing the distinction between PR and news photographers is crucial. PR photographers thrive on detailed briefs, whereas news photographers, immersed in media stories, require a more flexible approach.

4.2 The Advantage of Experience

  • A commercial photographer with a background in media, like those at UNP, brings invaluable experience, ensuring your PR photos meet stringent media standards.

Section 5: Attention to Detail

5.1 Ensuring Technical Accuracy

  • Adhere to best practices in image sizing and resolution, as UNP consistently does in their work. Ensure your images are print-ready, maintaining a minimum of 300 DPI for optimal quality.

5.2 Group Photos: Best Practices

  • Mastering group photography demands attention to positioning, focus, and group dynamics. Whether you’re behind the camera or working with a seasoned PR photographer, these elements are essential for a successful shot.

Section 6: Maintaining High Standards

6.1 Developing a Critical Eye

  • Uphold the highest standards in PR photography by consistently evaluating and critiquing your visual content. As UNP’s portfolio exemplifies, attention to detail before, during, and after the shoot is key to impactful imagery.

6.2 The Limitations of Editing

  • While tools like Adobe Lightroom offer robust editing capabilities, they cannot correct every issue. Ensuring optimal lighting and composition during the shoot is paramount, a practice consistently upheld by UNP’s professionals.

Conclusion: Harnessing the power of PR photography transforms your campaigns, making your stories not just seen, but felt. Inspired by UNP’s expertise, this guide aims to equip PR account managers, marketing, and communication professionals with the knowledge and tools to create visually compelling narratives.

It’s crucial to highlight that UNP not only excels in producing high-quality imagery but also sets a standard in adhering to legal and ethical practices. They comply with and respect ©Copyright, GDPR, Moral Rights, and Intellectual Property, ensuring that every piece of visual content is used responsibly and ethically. Their commitment to upholding these standards reflects their professionalism and dedication to providing top-notch services while safeguarding clients’ and subjects’ rights and privacy.

By following these practices, you are not just elevating your visual content but also aligning your campaigns with industry best practices, ensuring a responsible and respectful use of imagery.

Visit our website for additional resources, and embark on a journey to elevate your PR campaigns with stunning, effective, and ethically responsible photography.

Remember, your story deserves to be told with clarity, impact, and visual allure – and with a strong commitment to legal and ethical standards. Let’s make every image count!

The photographs accompanied by the narrative below serve as a distinguished case study. Their widespread utilization across print, digital, and press platforms can be attributed in part to the exceptional photography of Mark Bickerdike / UNP.

Case study: Wigan Mental Health Nurse Flourishes in National Gardening Awards

In an inspiring display of horticultural talent, Jenny Winnard, a mental health nurse based in Wigan, has distinguished herself nationally by clinching the prestigious Plant to Plate award in the Not Your Average Gardener competition, hosted by Dobbies Garden Centres.

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

The award, a testament to Jenny’s exceptional gardening skills, saw her utilising her allotment space to the fullest, creating an enriching family hobby. Jenny, 47, caught the eye of the competition’s judge, social media influencer and horticulture enthusiast Michael Griffiths, also known as the Mediterranean Gardener. Griffiths was particularly struck by Jenny’s inventive approach to cultivating her own produce, praising her for transforming an ordinary allotment into a space of familial joy and botanical creativity.

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

Jenny’s journey into the world of gardening was somewhat serendipitous, sparked when her husband Phil secured a spot on the local Allotment Society waiting list. Reflecting on her childhood, Jenny recalled fond memories in her grandmother’s garden, which planted the seed for her future passion. However, it was not until March 2021, when an allotment space became available, that her enthusiasm fully blossomed. The allotment offered Jenny and her family a canvas to express their creativity, fostering a shared hobby that even enticed their 13-year-old daughter, April, to cultivate her own strawberry bed.

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

“Gardening for us is a sanctuary,” Jenny shared, emphasising the therapeutic aspects of her hobby. “It’s a space to relax, to think freely, and to engage in the joyful challenge of nurturing a crop from seed to harvest.” She encourages others to embark on their gardening journey, highlighting the simplicity of starting with a pack of seeds and watching them transform under attentive care.

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

Griffiths, tasked with evaluating a plethora of entries, found Jenny’s allotment to be a source of inspiration. He commended her for her passion, her innovative techniques, and her dedication to growing a diverse array of crops. Jenny’s allotment stood out as a space that not only yielded fresh produce but also enriched the lives of her family.

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

As the recipient of the Plant to Plate award, Jenny is set to receive a £1,000 gift card to spend at her local Dobbies Garden Centre, alongside expert advice from the in-store horticultural team, ensuring that her gardening ventures continue to flourish.

PR pgotographers images, from a PR photography perspective, tell a story and capture moments that can connect with audiences on an emotional level, promoting the ideas of freshness, nature, and well-being.

Photo: © Mark Bickerdike / UNP 0845 600 7737 www.unp.co.uk
Commissioned by Dobbies Garden Centres for press, PR and marketing, social media, print and digital use.
https://www.dobbies.com
United National Photographers Ltd.

Marcus Eyles, Dobbies’ Horticultural Director, expressed his admiration for the talent showcased in this year’s competition, highlighting the difficulty in selecting the winners among such a strong field of entrants. He extended his congratulations to Jenny, praising her for embodying the spirit of the Not Your Average Gardener Awards and for her exemplary use of her allotment space.

Ends.

Here’s how it can be beneficial for students and apprentices studying photography at schools, colleges and universities around the world.

1. Foundational Knowledge in PR Photography:

  • Students will gain insight into the specific requirements and expectations in the field of PR photography, providing a solid foundation and understanding of what the industry demands.

2. Understanding the Role of Quality in Visual Storytelling:

  • The guide emphasizes the importance of high-quality imagery in PR. Students can learn about the direct impact that photography has on the success of a campaign, ingraining the importance of striving for excellence in their work.

3. Real-World Applications and Industry Standards:

  • By exploring the practices of UNP, students get exposure to real-world applications of photography within the PR sector. This includes adhering to industry standards such as image sizing, resolution, and the crucial role of a well-thought-out brief.

4. Professional Development and Networking:

  • Learning about building long-term relationships with clients, and the importance of becoming a preferred supplier, provides students with valuable tips for their future careers. It encourages them to network and establish connections early on.

5. Legal and Ethical Practices:

  • The guide highlights the significance of respecting ©Copyright, GDPR, Moral Rights, and Intellectual Property. This is a critical aspect of professional photography, teaching students to be mindful and responsible from the onset of their careers.

6. Developing a Critical Eye and Attention to Detail:

  • Through examples and best practices shared in the guide, students can hone their skills in evaluating and critiquing their work, ensuring high standards are maintained. It also stresses the importance of paying attention to details, an essential skill for any photographer.

7. Exposure to Editing Tools and Limitations:

  • The guide introduces students to editing tools like Adobe Lightroom, helping them understand the possibilities and limitations of post-production.

8. Diverse Applications and Adaptability:

  • By differentiating between PR photographers, commercial photographers, and news photographers, the guide provides insights into the diverse applications of photography within the PR field, encouraging adaptability.

9. Encouragement for Continuous Learning and Collaboration:

  • The collaborative approach between photographers and clients, as well as the encouragement to seek advice and counsel, promotes a culture of continuous learning and teamwork.

10. Global Relevance:

  • Since the guide is universally applicable, students from different parts of the world can relate to and learn from the content, preparing them for international standards and global opportunities in PR photography.

The guide serves as a holistic educational resource that not only educates students on the technical aspects of PR photography but also on the professional, legal, and ethical standards of the industry. This ensures that as they step into the professional world, they are well-equipped, responsible, and prepared to make a significant impact with their skills and knowledge.