Caption/Cutline

A caption, or cutline, refers to those identifying words that appear beneath a photograph when it is used to accompany an article or to stand alone in a news publication. If a photograph accompanies an article, the caption or cutline should summarize the article, as the reader may rely only on the caption or cutline for information.

The intention is that captions or cutlines should be interesting enough to entice the reader to read the entire article. “Research repeatedly demonstrates that photographs with captions are most effective at increasing readership and understanding than news stories standing alone. Studies also show that news stories are more effective than photographs without a caption” (Morton, pp. 17–18).

Photographs can be considered among the most effective publicity tools. Single photographs with captions or cutlines are sometimes called “wild art” by editors. These are photographs that are taken with the intent to draw reader interest.

Captions or cutlines should identify all individuals who appear in a photograph from left to right. Be sure to include their titles and their involvement as they relate to the photograph's purpose. Photograph consent forms should be obtained, especially for anyone under the age of 18.

Most often, public relations practitioners are responsible for writing captions or cutlines for their organizational newsletters or for photographs being submitted to the media. When submitting a photograph with a press release, or as a stand-alone item, submit the caption or cutline in press release format, including contact information. Write in the active tense and try to limit it to no more than three sentences.

Public relations practitioners may be responsible for taking photographs or directing a photographer at special events. Plan out the shots ahead of time by making a list of who needs to appear together in photographs. For example, if board members or staff members will be present in honor of a special guest, work to get these people together for a quick photograph during the event.

When directing or taking photographs, public relations practitioners should try not to have more than four individuals appear in each picture. Photographs that capture people in their natural state as they are talking or looking at objects are preferred over those that are posed. Avoid, if at all possible, publishing (or taking) photographs of individuals who have alcoholic drinks in their hands or are smoking cigarettes to avoid any liability issues that could ensue.