When companies consider how to boost PR and marketing, it’s tempting to think purely in terms of words - so great strap lines, powerful press releases and engaging editorials come to the fore. Whilst these are powerful and significant, effective wording can take weeks to prepare, but just one strong image can generate maximum exposure in a moment. For that reason, it makes business sense to channel marketing spend into both printed and graphic dialogue.

Build a firm foundation

Every day, market audiences make snap judgements about companies based on the imagery used to promote their products and services. By injecting cash into branding before tackling marketing campaigns, companies create a platform that ensures that the entire ‘product’ – the business and the products – are market ready. For an estate agent, the ‘brand images’ and press images of ‘spokespeople’ and ‘properties’ are highly significant. If a company uses poor, low quality shots the market will associate the brand with low quality service and poor attention to detail.

Image is everything

Agents are often asked to provide quotes for topical property articles. Industry leaders typically have a spokesperson as ‘the face of the company’ and take time to prepare professional shots of that person. Not only does this help ensure their images gain more media coverage in the prime spots but the strategy allows them (and the brand) to win mind space with consumers. It’s the reason we know Richard Branson so well, why he does so much public speaking and appears everywhere.
His face is synonymous with the brand. I’d urge any company to determine who their spokespeople are and commission a professional photographer to shoot key personnel (no gun required).

Thebrandeffect recently managed a photo shoot for a Bristol lettings agency. By commissioning a professional PR to source and brief the photographer you can be certain that 1) every type of shot that the press will require is taken, 2) your brand features prominently and 3) key personnel are portrayed in a way that speaks volumes about your brand identity.

Market leaders know a great photo can mean the difference between a story getting great coverage or none at all. Sadly, many stories never make it to press simply because the accompanying images are unsuitable. Successful firms undertake extensive research, or make a small investment in professional PR, to understand the type of images each local newspaper, trade publication, glossy magazine and national newspaper is looking for. Professional PR companies liaise with the media on a daily basis and are experts in advising which shots will achieve the best results.

An estate agent may repeatedly send interior photographs to a publication that favours exterior shots. The editor will choose stories with quality editorial and images first, and only then look to the others. Editors may request better shots but often agents don’t have alternatives or the time to take new shots.

First impressions count

Take great shots first time round and determine the format, picture resolution, style and colour of images that are needed. If an editor seeks ‘black and white’ ‘portrait’ ‘jpegs’ of ‘300dpi’ resolution it pays dividends to prepare them in house rather than send generic shots in the hope they will be formatted by the publication.

Looking good

Editors want to make their publications look good and both glossies and nationals employ picture desk editors to ensure they do. Images can easily become ‘brand plugs’ and the right shot generates new business because your company contact details are typically printed alongside. For example, a national newspaper may feature a celebrity who has purchased property in a certain road. The picture editor is commissioned to find properties for sale in the same area and so contacts reliable PR agencies and leading estate agents for property details and images. By generating quality jpegs and ensuring the company is on their lists, companies with prime brands secure instant press coverage in moments.

Danielle Simpson creates powerful marketing campaigns for market leaders in the property industry. Visit thebrandeffect.co.uk.