How to Take a Good Press Photograph

Being able to supply a good quality colour photograph with your press release can dramatically increase the chances of your story being used, particularly when it comes to local and regional newspaper.

We’ve put this guide together to provide you with some basic information about PR photography.

Employing a professional

For best results we would recommend commissioning a professional photographer to take your pictures. Photographers usually charge by the hour and cost is likely to be between £125 - £200, so if you are considering this option it is worth trying to get as many photos taken in one session as possible.

As with any other service, when asking for a quote always check what is included in the price. For example some photographers charge extra for mileage and processing photos while other quotes may be all inclusive.

Always tell the photographer what you will use the photos for and if possible provide them with a written brief. If your photograph is to illustrate a particular story, for example one of your employees has completed a skydive for charity, a good photographer will discuss several ideas with you to ensure your picture is as eye catching as possible and to tells the story.

Always try to choose a photographer with press or PR experience. If you don’t know of one in your local area, a good place to start is to ring your local paper, ask for the picture desk and see who they would recommend. Some photographers who work for local papers also do freelance work – if this is the case this is good news, they have a vested interest in seeing their work in print!

DIY photography

If you don’t want to pay for a professional to take your pictures, it is possible to take good quality photos with a decent digital camera. Follow these tips for best results:

  • Keep it simple. Avoid large groups of people – the more individuals there are the greater the chances someone will have their eyes closed!
  • Make sure the people in the photo look presentable. It may sound obvious but an un-tucked shirt or a ladies bra strap showing doesn’t create the best impression. If you think ties are appropriate make sure all the gents are wearing one. If one of your subjects wears glasses encourage them to take them off – the lenses are likely to reflect the flash.
  • Ensure your picture tells the story but don’t make it over complicated. If in doubt a good head and shoulders shot is probably the best option.
  • Consider your background. For head and shoulder shots plain white is usually best. Avoid office clutter and try to avoid grey as it tends to make people appear washed out. If you struggle to find a white background or your office is dark, outside on a bright day in front of some attractive
  • greenery can be a good option. Just make sure no one has anything growing out of their head!
  • Including your company logo in your photo can be a good idea as it promotes your company, although some newspapers and magazines may refuse to use your photo if the logo is too prominent as they class it as advertising. To be on the safe side take some with and some without your logo present.
  • Similarly it’s always a good idea to take some portrait and some landscape photos, and send one of each with your story. This makes the picture editor’s job easier when they have a certain shaped space to fill on the page if you make their job easier they are more likely to use your picture.
  • Once you’ve taken your photos and loaded them on to your computer don’t be afraid to crop them and – what can seem a poor photo can often be saved by some judicious cropping.
  • Always send your photos to the press in jpg format.
  • In terms of file size 1MB is ideal for magazines and around 300KB - 1MB is best for newspapers.


As a rule of thumb its best to send a smaller photo and clearly state a larger photo is available upon request. This is because journalists have notoriously small inboxes and if you fill it with a large unsolicited photo they are unlikely to run your story, although they may phone you up to complain!

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