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Chapter 8: Selecting Publicity Photos and Graphics November 7, 2010

Filed under: PRCA 3330,Reading Notes — amberlaurin @ 3:01 pm

Chapter 8: Selecting Publicity Photos and Graphics

Components of a Good Photo

Technical Quality- Professionals use digital cameras, and the traditional process of taking photos on film, developing film, and making prints has practically disappeared.  The key elements of a good photo remain the same.  Photos must have high resolution and sharp detail to be used.

Subject Matter- There is a wide variety of subjects for a publicity photo.  On one level, there are somewhat static photos of a new product or newly promoted executive.  On another level, photos are used to document events such as a groundbreaking or a ribbon-cutting ceremony.

Composition- Keeping the photo simple and uncluttered.  The photographer should move into, not way from, the central focus of the picture. Experts have made the following suggestions about composition and clutter:

  • Take tight shots with minimal background
  • Emphasize detail, not whole scenes
  • Don’t use a cluttered background.  Pick up stray things that intrude on the picture
  • Try to frame the picture
  • Avoid wasted space
  • Ask subjects wearing sunglasses to remove them.

Action- Action is important because it projects movement and the idea that something is happening right before the readers eyes.

Scale- The picture should contain some element of known size so that the viewer can understand how big or small the object is.

Camera Angle- Interest can also be achieved through the use of unusual camera angles.

Lighting and Timing- Indoor pictures often require more than a flash on a camera.  Depending on the subject, a photographer may have to use supplemental lighting to remove or enhance shadows to highlight a key element— a person’s face, a product, or some aspect of the background.

Color- color photographs are now the industry standard and used by all kinds of publications as printing technology has become more sophisticated and less expensive.

All information in this post can be found in Public Relations Writing and Media Techniques 6th Edition


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