If you're looking to ensure media coverage of your story, look no further than the images reporters and photographers will use when they cover your event. As we at Mack Communications have often said, a picture is worth not a thousand words; it's worth 10,000.
To understand why, consider your own viewing and reading habits. We are all drawn to compelling images. They can help us understand issues. They help capture the emotions of a moment. They simplify what may otherwise be complex. They often get us to click on the accompanying story.
The bottom line: your press release may contain solid information. You may be excellent at presenting your remarks. Your news conference may go off without a hitch. But, a photo or graphic can make a story really come alive. In fact, the right image can become the brand for your story.
Conversely, the wrong image does just the opposite. For example, a CEO sitting behind a large mahogany desk in an ornate office suite is likely not the best image to convey sensitivity at a major layoff announcement.
So, as you plan your next press release or media event, think like an editor and imagine how your story will be presented. Then help the media find just the right image to present your story.