A Wee Bit of PR Goes A Long Way

At the start of last week I was asked by University of Bath to come into the Department of Chemical Engineering for a photoshoot with a difference. They needed pictures to accompany a press release for their research into urine-powered fuel cells (see what I did in the headline? So droll…) So, forget rechargeable batteries, these new cells take a trickle charge!

It’s not easy working in gown and goggles (a prerequisite of being in the lab) and there was some time pressure and not a huge amount of space to work in, it being a working lab, but by the end of the session I’d captured a range of shots suitable for different outlets.

What I perhaps hadn’t appreciated was just how far and wide the images would go. I knew they were being distributed by the university press office and Press Association, and they appeared on the BBC and Sky News websites, many newspaper sites (as well as in print) and on industry and tech-oriented websites.

So next time urine the need for some PR, why not give me a call? Sorry, I couldn’t resist.

Below is a selection of hits from around the web. Click to enlarge.

Case Study: PR Agency Website

Following on from my earlier post about the joy of seeing my corporate communications photography used well in a print publication, this week I’m highlighting another client using photos well, this time online.

Briscoe French is a public relations, copywriting and media relations company based on the South Coast of England, but with a client list which is rapidly expanding into international territories they needed to refresh their website.

With this in mind, they came to me to see what I could do to bring their imagery in line with their aim of attracting larger clients both in the UK and Europe. The beauty of this project for me was that the photos were going to be prominent and would set the tone of the site.

While director Kevin Briscoe normally expects a detailed brief from his clients before the agency starts work, he had to admit to me that rather than handing me a brief, he wanted to hear my ideas. As much as I like working to a tight brief, I also enjoy being involved in the creative process, so I knew this project was going to be fun.

Having spent some time getting an understanding of the areas of the business which needed to be illustrated, the obvious starting point was to get the team corporate portraiture and group photos done. Because I did this during a team meeting session I could also get started on all those useful detail shots and action pictures which help illustrate a business in a less formal way.

Once the portraits, team shots and detail photos were in place, it was time to think about what other images were required to illustrate BF’s areas of expertise and their aspirations. A trip to London gave us a wealth of locations with a business feel to them and I was able to explore ideas that would help convey the notion of Briscoe French being a get-up-and-go agency, always there for their clients.

One example is the portrait of Kevin taken on Millennium Bridge with St Paul’s Cathedral in the background, a shot which risked being a cliché.

I wanted to create an image which would make him stand out from the background and also give a sense of him being steady while everyone else swirls past (it’s also helpful if members of the public aren’t identifiable in a corporate website). For my own professional pride this needed to be achieved in-camera, not with Photoshop tricks.

After three photo sessions in three locations we had everything needed to illustrate all the services Briscoe French offer, and stock images designed to communicate their style of doing business – professional, approachable, friendly and always there for their clients.

The only main photos on the site I didn’t take are the traffic control one and the one taken from space (maybe next time I’ll get to go into orbit for a client).

Now the project is complete, Briscoe French has an online library of nearly 300 media-ready images which they can use on their website, in their blog, social media, press releases and client pitch documents.

To read what Kevin and many of my other clients have to say about me and my work, why not take a look at my Testimonials page?

Dairy Diary Date

Saturday 12th September was blessed with surprisingly kind weather, even more surprising because I had an assignment which very much relied on being outdoors, which of course normally means torrential rain has been predetermined.

On this particular day though, I arrived at Littlewood Farm in the village of Frampton, near Dorchester, in brilliant sunshine to cover a sort of open farm event. I say sort of because this was open farm by invitation. Dairy farmer, George Holmes, invited suppliers, retailers, fellow farmers and politicians to see the operation at his farm so they could gain a broader understanding of how a modern dairy farm works, the products its milk goes into and to air the issues faced by farmers as milk prices come under pressure from falling world prices.

My task was to document the event for pictures to be featured on twitter as well as to capture a PR image for local press which would show George, the local MP Simon Hoare and Minette Batters of the National Farmers Union with a cow.

The cow part of the brief troubled me a little because they’re big beasts and not always easy to arrange for a photo, but when I saw the pens of young calves in the calving shed, I knew we had an opportunity for a picture that would jump right into the local press, carrying the story with it – which is the point of a PR piece after all.

I was on-site for a couple of hours, and in that time I built up a collection of images featuring people enjoying the tractor trailer tour of the farm, watching the cows being milked and interacting with the calves as well as getting a few stock images of cows for the client to use later.

The PR picture worked and made its way into the Dorset Echo as well as a good range of industry publications, which goes to show that a well-considered photo really can get useful coverage and exposure for an event and the brand behind it.

 

 

Where JP fail, others choose to follow

I had promised myself I wouldn’t re-visit the subject of Johnson Press or anything else quite as depressing for a while. The reaction to that article was incredible, receiving over 360 hits in two days which, for a modest blog such as mine is quite a big deal.

Indeed I had every intention of keeping things upbeat for a while, but then I got one more reaction to the article which I just couldn’t ignore; an email from someone whose situation perfectly illustrates the insanity which has overtaken newspaper publishing in this country. The victim of another publisher taking a short-term view and discarding both staff and reader loyalty in the hope of bigger margins.

There’s really nothing I can add to what this photojournalist says, so I’ll let their email speak for itself. Reproduced with permission…

Great to read your blog about Johnston Press.

Days after their announcement the publisher that I work for as a retained photo journalist also announced that it was going down the free content route and will no longer require my services!

The new model is to copy and paste press releases, and the associated pictures, thus removing my position.

I gather that everything is now geared towards ad revenue and pleasing PR people and press officers in the hope that they will advertise with said publishing group. As a result, all critical reporting has been banned in case it upsets said PR departments and everything will now be portrayed as sunny, regardless of the reality.

On the odd occasion a picture is needed from an event the ad man or webmaster will go along with their tablet, iphone etc and take a picture that is “good enough”. The parting shot was “with digital photography nowadays, we don’t need a retained photo journalist”

An editorial policy where PR people dictate content, as that’s what will happen, is an odd policy to adopt for a news publication. But hey, got to keep those PR people happy!

I was retained for 10 years and they just cut me adrift as if I never mattered. Over that decade the publisher would constantly apologise for not being able to pay me more (1k a month), but when they abolished my position this figure suddenly became a “considerable amount” . Loyalty, what ever happened to it?

Goodwill Hunting

I’m thinking it would be too easy to write yet another tale of woe about a small business getting caught with unauthorised images on their website, and if you read my blog regularly you won’t need me banging on about copyright yet again so I won’t. Of course if you want to know more about this, read The Guardian consumer column which will enlighten you further.

Instead I’m going to tell you a new and surprising fact; Photography is more crucial to the promotion of business than it has ever been.

That I’m saying this isn’t perhaps all that surprising. What IS surprising is that it’s been said by John Owens in PR Week. If you’re a photographer, you might be peeling your eyebrows off the ceiling after reading that. Yes, an organ of the public relations industry is extolling the virtues of photography in brand awareness. I utterly commend the article as essential reading to all PRs who either don’t know, or who might need a reminder of the importance of good quality, engaging imagery for their campaigns.

Richard Noble of Bloodhound SSC project on the phone

Behind the scenes, un-staged photos (such as this one of Richard Noble of the Bloodhound SSC project) are championed by the PR Week article.

The piece even concludes with an immensely useful check list written by Matthew fearn, picture editor of The Daily Telegraph, for PRs wishing to get exposure in national newspapers, but which is also a perfect outline of good practice for PRs sending images to trade and local press too.

There are one or two points in the article where I would advise caution, as you would expect me to (knowing what a cynic I can be), but I think they’re worth a little extra consideration.

The author sites a couple of examples where big name brands have engaged the goodwill of their customers to help with social media campaigns on Facebook and Twitter. In one case Lego asked customers to send in creative images of their models for use in what was a highly successful Facebook campaign. Lego’s head of social media Lars Silberbauer says, “At Lego, we are at a stage where we would rather build a stage around our customers’ content than a campaign using fixed assets.”

I say, “Yuhuh I bet you would.” Fixed assets are expensive and customer-supplied content is free. I’m not actually saying brands shouldn’t do this, but it must be done in good faith and brands need to be aware that crowdsourcing can backfire.

In the case of Lego, where customers knew exactly how their images would be used, the campaign was a success. In the case where Instagram wanted to grab rights from its users for unspecified use, the exercise blew up in their face. I wonder how many times a brand loved even as much as Lego could use this exercise. People are increasingly aware of the commercialisation of their non-commercial photos, and while I don’t condemn crowd participation per se, I would urge brands to ensure their use of freely-offered images is circumscribed and boundaries are clear.

You might conclude I’m worried about the public taking PR work away from me, but that isn’t such a concern. As long as the public aren’t being taken for fools and brands play fair, I’m comfortable with this. Any business doing PR properly will have a range of different avenues for exposure, including social media and low-end imagery alongside higher-end imagery, press PR and advertising. It shouldn’t be treated as a one-or-the-other equation.

PR is vital to any business of any size. It’s bad PR to use other people’s images without permission, it can be good PR to ask for pictures if the deal is fair, and a good photographer with real newspaper training and experience can help you get exposure at a fraction of the cost of advertising. So go hunt goodwill, just don’t shoot Bambi’s mother in the process.

2012 in Pictures (well, mine anyway…)

This being the last blog post for 2012 it seemed like a good excuse to do a round-up of some of the photos I’ve taken for clients this year – one from each month except July for which I’m posting two images just because I have the power and I felt like it.

I would like to take this opportunity to thank all my clients without whom I wouldn’t be in business and I would very much like to thank all my blog readers for putting up with my drivel over the last 12 months and for being patient when I didn’t get time to post anything some weeks. I’m sure you were grateful for the breaks anyway.

I do hope you enjoy this selection of photos, have a very happy Christmas and New Year and I’ll see you again in January 2013.

Acting college student Tom England of Frome

January: Tom England of Frome poses for his acting college portrait

Snowplough operative with truck and shovel

February: Overnight snow meant a last-minute task taking pictures in Cirencester for Mitie’s snow-clearance service

Dr Vince Cable speaks at the BBSRC Innovator of the Year awards, London

March: Dr Vince Cable addresses an audience of scientists at a bio-science innovation awards event, London

Empty warehouse interior

April: Warehouse interior near Exeter, soon to be the distribution hub for a toy importer

Olympic torch relay handover at University of Bath

May: Olympic torch relay handover at University of Bath

School science experiment with big yellow flash of flame with pupils looking on

June: Whitstone School website and prospectus

Rugby Sevens team captains in Bath

July: Programme cover shot for the J P Morgan Rugby 7s final in Bath

Christmas tree in office setting

July: As you would expect in July I’m photographing Christmas trees in an office setting

Millennium Square, Bristol, Triathlon England sporting event

August: An Olympic event organised by Sport England in Bristol’s Millennium Square saw all weather from bright sunshine to torrential rain.

Abstract image of wire page binding on a roll

September: Abstract image for Corsham-based digital print company Orbit

Pumpkin soup in a bowl, with sparkler lit in an apple

October: Exciting new venture Local Morsels online food magazine launches with an Autumn edition featuring pumpkin soup and sparklers in apples

Farmer in his Somerset milking parlour with two milkers

November: Marksbury farmer Stephen Bendall uses a robotic milking system in his dairy. I just like this portrait which I took at the end of the session

Cheese-maker cuts a round of cheese at Frome Super Market

December: Tom Calver of Westcombe Dairy cuts unpasturised cheddar at Frome Christmas Super Market

Homeless Portrait

The other week I was taking public relations pictures for a hotel in Bath. Their staff were volunteering to help at a local soup kitchen for the homeless, and they wanted shots of the volunteers and organisers preparing to hand out the food. I was told by a volunteer from the local church that was involved, I should avoid taking pictures of any homeless people as it might upset them. I’ll be honest, I felt a little patronized as I think by now I know what to do in delicate situations, but I got on with arranging the shots I needed. It was so dark, it would have been impossible to take pictures without flash so I was only ever going to take pre-arranged photos. The PR photos went well, and I used a small portable lighting system to try to make things look brighter and more inviting, and as I finished I turned around to find a man going by the name Squirrel sitting behind me. He was hoping to have his photo taken too, so I included him in some shots. Then his girlfriend, Hayley, came over. All she wanted was a nice photo of her and Squirrel together, and it was a pleasure to oblige. I did ask if they would mind me blogging the photo and they were fine about it, so here it is. Squirrel and Hayley, eating out together.

“Squirrel” and Hayley, Bath soup kitchen.

Groundhog Assignment

It’s inevitable that if a client retains you for long enough, eventually you’ll end up repeating a previous job.

This might be as simple as updating a portrait of the CEO, and you’re not normally looking to reinvent the wheel in that scenario unless the company imagery needs a change of style. On other occasions it’s about finding a fresh way to re-photograph an older idea.

Such it was last November when Wickes asked me to repeat what I’d done for them in a previous year. That is say, a press shot to illustrate the story that their call-centre colleagues would be operating the switchboard into the night in order to take pledges for Children in Need.

call centre lady

Hardly an original idea, but the wig, expression and phone receivers make it eye-catching

The lady in the red wig was the shot which went out previously, and it was very well received, but of course I didn’t simply want to repeat that. I had to come up with something similar, but not the same.

Luckily this time around the props were different, but the setting was the same – a dark, messy open-plan office space with light which wasn’t going to work for pictures. I decided to use the Pudsey Bear bunting and a different floor of the office which was closed for the night, therefore I could set up lighting and spend some time with the model photographing her away from all her colleagues to reduce the embarrassment factor.

call centre lady at Wickes for Children in Need

This time the bunting added colour and gave more clues to the story

The results convey a similar energy and use much the same “tight” newspaper style, but the content of the picture is subtly updated and more of the Children in Need branding is included, which I think helps to tell the story even more fully.

You might think it would be boring to have to repeat something previously photographed, but for me it was more of a challenge to come up with something new, and I enjoyed the challenge enormously. The thing about photography is you can always update and improve a good idea.

Case Study: PR photos for multiple titles.

Although I still take the occasional magazine assignment, I don’t deal directly with newspapers as often as I used to, their rates being low to non-existent. However, the many years I did spend working for newspapers means that when I’m commissioned to undertake public relations photography for a corporate client, I have a pretty shrewd idea of what’s required.

This case study centres on a recent assignment for EDF Energy, which is working with its charity partner ParalympicsGB to find ways to help reduce the environmental impact of multi-sports events and related training facilities. In this case, EDF Energy were working with ParalympicsGB athletes, coaches and managers and the University of Bath.

Over a period of two weeks in August, members of staff from EDF Energy sites around the country came to the ParalympicsGB preparation camp to assist as athletes trained at the rather excellent sports facilities of University of Bath.

What EDF Energy required of me was an individual photo of each of their volunteers that would go to the local paper in their respective home towns as a local interest story. Of course this would also give EDF Energy some PR too, as well as ParalympicsGB and the facilities at University of Bath Sports Training village.

For a couple of hours a day on three separate dates I attended the training camp and went around getting the required shots. We’d hoped to get pictures of the EDF Energy volunteers working closely with the teams, but for the most part this wasn’t going to be possible due to the tight schedules and the intensity of the training, so it seemed the best option was to work as inconspicuously as possible to get the job done.

What I ended up with was really a series of portraits with something of the training in the background, or a relevant backdrop to try to tie the portraits in with the context of the story.

The results, some of which I’ve featured here, got good showings in the regional press, so I’d say the whole exercise was pretty successful. I wish the ParalympicsGB teams all the best in 2012.

EDF staff member volunteering at ParalympicGB team training, Bath

Teams busy with training makes a good backdrop to the portrait.

EDF staff member volunteering at ParalympicGB team training, Bath

EDF customer service advisor from Hove, Louise Foreman of Newhaven, gets to chat with ParalympicsGB powerlifter Adam Alderman during a break in training.

EDF staff member volunteering at ParalympicGB team training, Bath

Sometimes a banner backdrop was all that was available, but a smile lifts the picture.

EDF staff member volunteering at ParalympicGB team training, Bath

These groovy banners also made an interesting backdrop for a simple press portrait.

Oi! Tim! What’s the best photo you’ve ever taken?

I don’t much enjoy trying to answer that question (especially when it’s asked like that), but since it’s a question I get asked, well sometimes at least, I thought it might be an idea to do an article on it.

Probably the simplest answer is that I tend to like whichever was the best photo from my most recent assignment at the time of asking. I do tend to prefer more recent work, perhaps because with every brief, with each new location, there are challenges to be met and overcome and I still love to learn something new from each shoot. And maybe it’s that having a press background, I tend to see older work as having passed its sell-by date.

Of my press photography, I’d still say my favourites are my photo of Tony Blair campaigning in Oldham in 2001 and the portrait of Tony Benn in Bath. Those pictures seem to sum up the evangelical character of the former prime minister, while the other sums up the thoughtful, statesmanlike manner of Mr Benn. More recently, the unguarded shot of Richard Noble of the SSC Project pleased me in its informality and got a decent showing in Director magazine

news cutting bath chronicle 1992 election showing chris patten defeat

Capturing a historical moment has a certain buzz.

When I look at my recent commercial photography, I’m often drawn to the simple, relaxed corporate portraits, especially where I’ve captured something of the subject’s character, but I also have a fondness for the beekeeper portrait, which was not only tricky to light, but was tricky to shoot since I was in full protective gear and surrounded by bees at the time. The beekeeper was a decent chap too, and gave me some honey after the shoot. Of course, what’s important is how the photo looks, not what was involved in getting it to look that way, but each picture has an emotional attachment for the photographer, which is why we’re often the worst judges of our own work.

Looking at my gallery of public relations photography, I’d single out the portrait of the barbary lion, partly because he’s so handsome and also because everyone who sees that photo reacts with a “wow” or similar, which is always encouraging.

Apart from the lion, I’m quite fond of the PR photo which I took for the Organic Milk Suppliers Cooperative. The idea of making it look as though the fridges in the middle of a field might actually be working tickles me, and adds an extra dimension of interest to the shot.

portrait photo actress penelope keith

Actress Penelope Keith in mid-interview. Never published, but still a favourite.

There are many photos and assignments I’d rank as favourites, but going back beyond the last 12 years leads me to that period when I was a staff photographer, so don’t have the copyright in those shots, which means I can’t publish them here.

There’s the shoot I did in Norway with the Royal Marine Reservists, which included a striking shot of a marine bursting up through freezing lake water during a survival exercise, his shocked expression and the water droplets cascading from his hair making it almost uncomfortable to view the photo. Or the single frame I managed to get of HM The Queen arriving at Portsmouth Harbour train station on a drizzly night, simple headscarfe and clearly not expecting a photographer, though smiling all the same.

Delving even deeper into the past, I’ve featured here a couple of favourites from the very beginning of my career, when I freelanced for the Bath Chronicle. Now I think about it again, it isn’t just my recent work I’m happiest with. I think I have some pretty cracking older shots too…

How about you?

Whether you’re a professional or amateur, do you have a favourite of your own? Or perhaps there’s a photographer you admire, or a particular photo that sticks in your mind. Feel free to share your thoughts in the Comments section below.