Cynosura

Photo ops

A photo opportunity is your chance to present the media with a staged picture of a VIP or event.  Used originally by politicians it has now become a rather hackneyed term.  Whenever you see groups of politicians at summits shaking hands, greeting each other with a kiss or signing a document this is what is termed as a photo op.

In business, photo ops do have their uses, but they have to be used sparingly and intelligently.

Preparing

Ask yourself – why am I calling a photo op?  Is it part of a larger media event or a solitary event; if the latter it had better be good because you don’t want to lose credibility with the media by staging an event that is not newsworthy.

• What is the subject of your photo op? 

If it is a person or persons standing around then don’t expect the media to get excited.  The only occasion where this might be worthwhile is at the end of an Annual General Meeting (AGM) or similar large event where there are lots of people and this is something that has been staged as an add-on for those ‘snappers’ (photographers) that want extra photographs.

If it is a product launch then the product should be pretty interesting.  Does it move (car, rocket, train etc), has it got moving parts (new machinery, quarry equipment), can it be played with (interactive game, bicycle, tennis racket), will it do something (bursting bottle of fizzy drink, explosive or chemical reaction). 

The photograph or video clip has to show action so if there isn’t any action forget doing a photo op.

• Is there a negative story to the photo op?

It is always worth asking yourself what the negatives might be in the story.  Since the ideal photo op is about action; how can that action go wrong?  What if the car won’t start, the explosive fizzles, the players in the game start arguing?  Think up every negative angle and then plan to prevent it from happening.

• What is the positive message you want from the photo op?

What exactly do you want to achieve.  History is strewn with examples of expensive photo ops that failed to result in an additional extra sale of the product or raise the profile of the company substantially.  So know why you are doing it. 

In most cases the photo op is part of a larger campaign which is building up a brand or profile; it rarely has standalone value.

• Who will you invite?

Often a fraught question.  Do you invite snappers only?  Do you want camera crews as well?  Do you invite the journalists as well?  The more people you invite the more you will need to be sure it is worthwhile.  There is no hard and fast rule, you have to judge based upon the media worthiness of the event.

• How long will you keep them there?

Snappers are notoriously impatient.  They may well have other events to cover and they won’t take kindly to being kept hanging around.  So make sure you provide them with good refreshments the moment they arrive.  Then make sure you get on with the photo op and let them get away as quickly as possible.

If you invite journalists as well, make sure you offer them some interviews or human interest stories; just being there will not be of interest to them.

• What about the location?

It needs to be photogenic.  Whilst the photo op itself may be good, think about the surroundings; are they a good backdrop or will they let you down?  Be prepared to allow the ‘snappers’ a chance to photograph additional material, so long as it doesn’t detract from your original purpose.

On one occasion I organised a press conference for the then Prime Minister, John Major, on the top floor of 1 Canada Square (Canary Wharf).  Just about every cameraman came and took the statutory photos of the press conference, but afterwards we had arranged for them to stay behind and take more photos of the building, models of Canary Wharf and views across London.  We got coverage for our press conference.  The cameramen got additional archive material and the owners of Canary Wharf got some useful additional media – a win, win, win situation! To add a little more spice, we took anyone who wished to do so by boat from Westminster to Canary Wharf – most did.

• What time of day and day of the week?

Keep it sensible.  Think about lighting.  Think about their schedules and any deadlines.  Think about when you want the cover.

Delivering

• Send out an operational note⁽¹⁾ with plenty of notice – ideally at least 10 days before
• Don’t forget freelance photographers, if they come they have a greater interest in getting their photos placed
• Check the day before that they are coming
• Make it a sensible date, time and place
• Give them refreshments when they arrive
• Make sure that you do a trial run of the photo op the day before and ‘iron out’ any glitches
• Make sure all the staff, contract workers, consultants, operatives, VIPs etc are there well before the media arrive
• Have a fixed time for the photo op and don’t go changing it at the last minute
• Give a short briefing.  Tell the cameramen in advance what it is they are going to see so that they can consider the best position for their shots
• Be prepared to do the photo op more than once; the photographers may want to take it from a different angle or get a quirky shot
• Always have your own photographers there so that you can add photos to your photo gallery as well as sending out photos to those that didn’t turn up
• Never try and corral photographers into one small area.  If there are areas that are out of bounds then explain during the briefing and give them a good reason why i.e. health and safety.  Otherwise give them the freedom to take the best photos for them
• Make internet/wireless facilities available to the media.  Most ‘snappers’ use digital cameras these days and may want to send any photos back to their media organisation  
• Be on time, do the photo opportunity and let them go.

Afterwards

• Thank the media for coming
• Check that they got everything they wanted
• Send out your own photographs to those who didn’t attend
• Put additional photographs into your online photo gallery/archive.

There is a big difference between knowing the theory and making it happen. For help in implementing your communications practices email us now.