You need something to make your story stand out, and a decent photograph could be just the ticket. By commissioning a bespoke photo shoot for your story, you could end up doubling your coverage.
Here are some hints to help make it work for you:
1. Use the photo wisely
Not every story needs a professional photograph, but there are times when a photo is the story. Think about your story visually. The story might not be that strong, but a photo could make it get snapped up by journalists. If you can persuade your client to spend a little extra (time and money) on a photo shoot, it can really make a difference.
2. Be clever with your client
Some stories might not be directly linked to your client, but a photo can make sure they get a mention. For example, I recently did a press release for a law firm who helped a woman—the first person in the U.K. to use thermal imaging on pets—with the Terms and Conditions for her website. The story was the woman, not the law firm, but by organizing a photoshoot with her and the solicitor (not to mention a very cute Huskie dog), it was guaranteed that the law firm would get a mention in any coverage. And they did. The picture came out great and the story was used in every major business publication in southwest England and numerous national veterinary titles.