This time last week I was knee-deep in press releases for UK Small Business Week.
Seriously, we’re talking about just under 100 of them.
I helped create the campaign with my client Entrepreneurs Circle and let’s just say that once they got their paws on it, well, it kinda escalated!
How far? Try 10,000+ UK small businesses registered for it in just 3 days.
Anyway, back to the story and also, back to the visual references because these are important.
Gorilla. Knee-deep. Escalated.
You see, many moons ago, (did it again there) I was chatting to an editor at the start of my PR career and he told me this crucial bit of information:
“Greg. You need to think in pictures.”
The reason is simple, enough. Imagine how many stories reporters get pitched daily.
What about weekly?
I sent circa 100 myself last week!
NB: this is NOT normal. It is usually around 6!
They are getting hundreds.
Many of which are frankly a bit pants (visual hook folks) but some of which would be oh so much better if they just had a decent photo with them.
The media want to inform, educate and entertain their readers. Often, all three.
So a pic of someone sitting at their desk or under a logo or shaking hands will not cut the media mustard. If anything, it kills the PR.
Conversely, a weaker story with a strong visual might just sneak through.
You need to think about it as if you are on a train and you spot something another passenger is reading because of the picture.
No, not THAT kind of material, get your head out of the gutter!!
Does your story do that?
Last week I pitched a huge volume of stories and as we speak we are at just under 60% in terms of press coverage for a campaign that started and ended in one week and with a majority of businesses that had zero media footprint.
How did I get this result?
- Well, there was the week itself as the hook, UK Small Business Week.
- It is powered by Entrepreneurs Circle and Nigel Botterill.
- I am pretty handy at this.
Also… There were pictures of dogs with people, cats with people, a lamb in someone’s arms (a butcher no less) and yes, someone in a gorilla suit.
These all help the story. Don’t let your next picture hinder yours.
“Oh but Greg, we do X, it isn’t very visually compelling…”
Really?
- Accountant – abacaus on desk.
- SEO consultant – telescope in garden/field or binoculars around your neck.
- Mortgage broker – “For Sale” sign over one shoulder and a mallet in the other hand.
- Lawyer – in court, outside court.
- PT – with barbell overhead squat position.
You get the picture?
“Greg, how about a Stock photo?” Behave!
“OK, what about an Ai pic of me doing X improbable thing with polished filters and me looking 10 years younger?”
Not in editorial. Unless you are an Ai expert.
Get the picture?
Happy headlines,
GS
PS no lambs were harmed in the making of this content or indeed with the butcher in question. Young “Larry” has been bottle-fed and raised by Steve and his daughter after he was rejected at birth and is very much part of the family.