Make Your Event Photo Count

Landing Earned Media’s a Snap with Great Images

The media won’t always be able to cover your organization’s event or happening. Sometimes they might lack the staff, have competing priorities that day, or in the case of some hyper-local newspapers, simply don’t generate their own content, relying instead on submitted material like yours.

Whatever the reason, your photo and messages can still find placement if you can provide a great photo after the fact. Unfortunately, many clients and organizations don’t plan for this, and as a result, the photography comes up well short of what newspapers are looking for.

 

Best Practice Makes Perfect

The are plenty of resources and tips for great photography just a click or two away, so we’re not going to get into the basics of great image-making here, but there are some things your front-line event people, social media staff, public relations personnel and franchise offices or ambulatory care centers should keep in mind to elevate their results, and increase the chances of landing a photo in the local paper.

High-Resolution Rules. Print publications need images to be 200 x 200 ppi at the bare minimum in order to reproduce sharply, but higher is preferable. High-resolution is a minimum of 600 x 600 dpi. Make sure whoever is shooting photos has their camera set to the highest resolution setting. This can’t be overstated.

Make Sure Your Camera’s Up to It. It used to be a hard-and-fast rule to avoid taking photos for press purposes with a cell phone, because the quality was usually poor. That’s changed with newer, more photo-friendly phones, so if you’ve got the goods, flaunt them. Of course, a digital SLR remains a great choice. Either one, in reasonably skilled hands, will get what you need. And be sure to send or upload the image at the highest resolution.

Go for an Interesting Element or Angle. Try to capture people doing something active or expressing emotion whenever possible. But even cliché photos such as check or award presentations can be made more compelling with a great background, an end-user beneficiary, or when shot from an unusual angle, or with a wide-angle lens. Look for color, such as flowers or shrubs or artwork, to add life to your photos too.

Focus on the Subject. Frame your photos to get in tight on the subject – whether it’s a physician or inanimate object such as a new medical imaging machine. The fewer walls, ceiling tiles or electrical outlets in the photo, the better.

Identify. A great photo is virtually useless to a newspaper if you don’t have the names and affiliations of every person prominently featured. This isn’t necessary for everyone in a candid group shot, but those whose faces are easily identifiable should be identified. And get their home towns too, particularly if you’ll be submitting the photo to hyper-local publications.

Remember HIPAA. You’ll need to get a signed photo release from each person in the picture, possibly even staff, and be cautious to not include any sensitive medical information in the image or caption if a patient doesn’t provide consent. A patient undergoing a specific procedure, for example, or being treated by a particular doctor or even in a specific room could provide health information they’d prefer to keep private.

Strike Fast. Newspapers want news, so send your photos as soon as possible. This might mean while the event is unfolding, but certainly the same day or within 24 hours. Weekly papers generally have more flexibility, but check their deadlines so you can get them photos for the next edition when possible.

Avoid Large Attachments. You’ve got a great picture, in high-resolution, but many journalists are wary of opening attachments, or have servers that will slow them down or reject them entirely. Unless you’ve made prior arrangements to send a large file, upload your images to Dropbox or a similar site, or a proprietary file-sharing platform if you have one (SPRYTE’s is called Docco), and provide a link to download instead. As a bonus, you’ll often be able to see whether said file has been downloaded, and possibly by whom.

Not every photo you send to newspapers will be used in print or online, but you can stack the deck in your favor by giving editors what they need, in the form they want, in a timely manner.

Make Your Media Event about People

Transcend the Photo Op with Human Stories

Every organization has media events, and everyone thinks theirs is special, different, or worthy of news coverage. The truth is, journalists have seen many of these happenings before, covered them ad nauseam, and maybe even ignore them altogether.

One way to entice cameras, of course, is creating a really great visual, something that they just can’t live without. But sometimes there’s nothing you can add visually, and some photo ops just don’t get reporters excited because they’ve been there, done that. That’s when it’s helpful to turn to the human story inside of your media event to generate great health system PR.

That party for underprivileged children? Not a big deal to jaded editors, but imagine if one of those kids is reunited with a military parent on leave during the party? We’ve seen these stories time and again, but there’s always interest because of the emotions involved.

Take a deep look at not only WHAT is happening at your media event, but WHO it is happening too. In any group, there’s usually one or two participants for whom the event is most meaningful. If you can find those people, and learn their backstories, you can more easily sell your event, because now it’s not merely a “photo op” but a human interest story.

A Love Story…Broken

Take our health system client’s recent “virtual dementia tour,” for example. This is a recurring opportunity for caregivers and family members to literally walk in the shoes of dementia patients, such as Alzheimer’s sufferers, seeing what they see and experiencing what they feel through special goggles, gloves, headphones and shoe inserts. The virtual dementia tour is provided by a handful of companies around the country, which contract with hospitals, hospice companies, nursing homes and other organizations to deliver the experience to those with an interest.

In our research, we found that TV stations and some newspapers have covered virtual dementia tours when they’ve occurred in other markets, and one or two even covered a prior event in this health system’s service area of Philadelphia. On the one hand, that meant there’s proven interest in the topic among the media. On the other, it’s not particularly new. So how could we excite the media for this latest tour?

Upon learning that one woman signed up for the dementia tour because her husband, a patient at our client’s assisted living facility, had Alzheimer’s and wanted to see what he was going through, we were sold, and we thought we’d be able to entice the media with it too. We were told she’d be happy to talk with a reporter, and even accompany one through the dementia experience for the cameras (within the constricts of what the tour provider allows, for proprietary reasons).

This couple had been married for 65 years, and the husband has been suffering from dementia for the past nine. This was her chance to better understand what goes on inside his head, particularly since he is no longer able to speak. A local television health reporter was intrigued, and she determined early in the process that her story about the virtual dementia tour would be focused on this woman. The reporter even requested still photos of the couple in better times, which the wife was happy to bring along.

Coverage was not only assured, but it was now a highlight of that evening’s newscast. While most photo ops might, at best, merit a 45-second voiceover, now that this was about people, rather than a high-tech, visual event, the result was a nearly three-minute feature story.

Build People into your Media Event Planning

When planning outreach for your media event, build into your plans the people who will be attending. Attempt to learn the following:

  • What motivates them to be there?
  • Why is this important to them?
  • What is their “backstory” as it relates to this event?
  • What will happen to them after the event, or how will things be different?

Not everyone’s going to have a relevant story, let alone one that might be newsworthy, so you might have to speak with several people, or staff or organizers who know some of them personally. But you’ll find it’s usually worth the effort.

It’s academic to say that all news is about people, but if you have a human face and a great story to complement an otherwise ordinary activity, your event becomes much more than an event.