Photo-op

One way for an organization to gain media attention is to create an opportunity for a news photographer to get a great shot. A picture can be a powerful message, and by having the right photograph picked up by media, an outstanding opportunity can be created. A photo opportunity (photo-op) is a planned act that will sum up the entire public relations campaign in a picture. When creating a photo opportunity to promote an event, it is essential to visualize how the event will be portrayed in pictures rather than words.

To get coverage of an event featuring a great photo-op, a news release or media alert is sent to media to notify them of the photo opportunity. The photo-op has a greater chance of getting noticed if the event is truly newsworthy. Notification of a photo-op spells out a unique visual for print and broadcast media outlets and should be formatted like a media release or media alert. It should be a condensed version of a news release limited to one page that spells out the details of the event and also intrigues its recipients. The alert should be formatted with headings like “who,” “what,” “when,” “where,” and “contact information.” Special attention should be given to describing the visual appeal of the event.

Some examples of common photo-ops are a tree planting, a ribbon cutting, a signing ceremony, a plaque or check presentation, or a ground breaking for a new building. Although these examples may get media coverage, in order to truly attract media attention, a photo-op has to be creative. One must imagine the photo as it will appear on the local broadcast of the evening news or on the front page of the newspaper and make sure that it conveys the right message. The organization's logo should appear prominently in the photo. The logo will provide immediate identification with the organization or company and can appear on the podium, a backdrop behind the speaker, or even on a T-shirt or hat.

A single glance of the photo should reveal the entire thrust of the event, or the entire public relations campaign. A photo-op should be simple so as not to confuse the audience and the image. It is best to avoid a photo opportunity that is time sensitive. [Page 621]An everlasting image will appear in newspapers and magazines for some time to come, but if a photo's timeliness is limited to one day, such as a Fourth of July celebration, its circulation will be greatly limited. The photo opportunity should also appeal to all media. One must imagine how the event will play out on television, in print, and on the Internet.

The appearance of a celebrity or other public figure will create intrigue and interest in the photoop. A classic staged event to promote the film The Seven Year Itch was developed using special blowers installed in the grate underneath Marilyn Monroe's feet. Photographers captured the memorable planned image when her skirt “accidentally” flew up. This staged photo-op has everlasting appeal.

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