The creative use of photography can have a large impact in any public relations or marketing campaign.Marketing and PR professionals understand the importance of photos when used to introduce new corporate executives and key staff additions. However the use of this medium should not stop there.1. Photography can be used to add clarity and vision to any marketing initiative. “Action” images of products in use, executives speaking to groups or organizations, and employees at work and/or company outings, can add a different perspective for stakeholders and target audiences.2. Award presentations are ideal for photographs. Receiving a plaque, trophy or certificate always makes for a good visual. A company may get better marketing value, however, by actually sponsoring an event where awards are presented. Speaking time is often included as part of the package and photos snapped.

Better yet, presenting the awards to the winners and posing for photos with them, adds even more punch. The presenting company CEO or President is included in each and every photo as winners get a memento they will always keep. Should the winners decide to post the award photos on social media, in print, and their company newsletter, the CEO and his/her company will get even more play from the event.3. Speaking of social media, photographs are ideal for use on corporate websites, blogs, email newsletters, and marketing materials. They also are a perfect fit for links on Facebook, Google+, LinkedIn, Twitter etc. Depending on the product or service other sites like Pinterest also come into play.4. Photos can also be made into a video. A digital album of your images at a product demonstration or event can be easily made into a short movie for either in-house or outreach purposes. A skilled videographer can work with the photos and add transitions and other effects. They can insert words and additional graphics, and add music if necessary.5. One of the keys to a successful photographic effort is to utilize a skilled professional photographer. One who understands the perspective, outcome and goals desired. This does not include “selfies” or “Anyone have an iPhone” type photos, but rather someone experienced in visual staging, lighting and image production. This type of photographer has the right equipment to accurately capture the moment and add depth and value to the presentation.

6. Done properly, a set of well executed photographs adds warmth, understanding, and assists in the perceptive value associated with the overall strategic goal of the campaign.Photography, when used correctly, can take the marketing initiative to a whole new level. Elevating the campaign beyond words and text.

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