Why your B2B company needs better photos – and tips for how to get them

Public relations photos are often an afterthought in B2B industries. Even business owners who recognize that they work usually regard photos as secondary to press releases, interviews and other tasks considered essential to PR.

The difference between good photos and mediocre ones, however, can be critical. Great images will catch the eyes of editors and readers. They create deep impressions and generate powerful positive associations. They give your brand an enduring visual profile that can inspire long-lasting emotional connections. And in industries where images aren’t always a priority, good photos offer a way to differentiate yourself from the crowd.

Great photos don’t just happen, though, and a photo that’s appropriate for one context might not work in another. A quick smartphone picture of your team members in a training exercise for Instagram, for instance, will look a lot different from official portraits of company executives. But there are some common guidelines that can help most B2B companies get the best selection of photos for common PR situations:

  • Capture people and faces: Photos of employees are better than shots of office buildings or trucks – especially when those employees are facing the camera and smiling. It’s great to see people at work, too, instead of standing in a line against a wall.
  • Go pro: Casual in-house snapshots are fine for social media updates and other informal uses. But most companies should have a selection of professional business images that are updated every two or three years: group photos, product images, interior and exterior office photos, casual portraits and management/leadership headshots.
  • Maintain quality control: Keep large, high-resolution JPEG files accessible and organized. A great photo won’t help if it’s too small, the wrong format or impossible to find.
  • Variety matters: Make sure to keep a couple of different versions of the photos you expect to use the most: vertical, horizontal, close-cropped, from a distance. It allows you to stick with what works without repeating yourself.

Getting and maintaining a pro collection of PR or marketing photos isn’t always easy for B2B companies. But an experienced B2B public relations agency like Ripley PR can help businesses coordinate the photos they need. We’ll work with you to identify your company’s specific needs, connect you with pro photographers in your area and develop strategies for social media and other platforms that maximize what you have.

If you’d like to learn more about how Ripley PR can improve your B2B company’s public relations photos, call (865) 977-1973 or contact us online.

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Matthew Everett

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