I feel sorry when I get an image to illustrate a quote for an article that has exceptional quality, but the completely wrong pose, background, or concept. I think about how much effort went into it (often a few hundred dollars, too). And, in the end, what very often prevents a photo from being published alongside the quote of the person featured isn’t the fact that it wasn’t shot by a top photographer – it is simply because people try too hard and miss the point while shooting a clean image to represent a serious business.

After years of working with corporate communications, mainstream journalists, and content creators all over the world, I have learned which photos do not work. Therefore, here are the 10 PR photo styles that are going straight in the journalist’s bin.

1

Avoid cropping images too much

Let’s start technical: when choosing the image you will send over to a journalist with a press release or quote, opt for a clean image that has, at least, a bit of space on top of your head and below your shoulders. This will allow the editors to slightly crop your photo, if needed, without the published image ending up being a botched close-up that will make your head look excessively big.

2

Skip overly artistic or photoshopped images

There are amazing retouchers out there. They are digital mavericks spending hours in front of their laptops to make us look better and our photos sharper. However, too much tampering with an image may result in something that barely resembles a human – and that is not what you want on a journalistic piece. The only occasions when artist images are allowed is when the article is about digitally enhancing files, or artistic related topics themselves.

3

Why group photos aren’t used

Time is everything. You have probably heard that journalists are busy people with tight deadlines and increased workloads created by staff cuts. So, think twice before sending a photo of your whole team unless you have been requested to do exactly that. Truth is: if I have to write a caption to help the reader identify you in a photo, then chances are I won’t be using that particular image. The rule is simple: a quote is attributed to one person. Even when someone is talking on behalf of a whole company, it is still one person.

4

Don’t cover any inch of your face

Photo: Christian Ferrer

Keep your hands away from your face. This is a tip that may sound like it is Covid advice. However, it is actually about credibility. Readers want to see you in order to believe what you are saying. Hands, large accessories, or shadows covering any part of your face are unwelcomed. The only exception is if it is a fashion feature and these things need to be on display to convey a message.

5

Avoid black and white images

Photo: Harris Memovic

I really like black and white images – but I also like them kept away from a journalistic piece.

It is 2021 – the world is technicolour. If you still send black and white photos to any publication you are reducing your publication chances by 95%. Just don’t.

6

Keep your holiday-style images to yourself

Here is something that no one dares to say: even travel-related features don’t need many photos of you in front of a tourist landmark.

If a journalist needs an image of, lets say, the Eiffel Tower in Paris, there are thousands of image banks with professional photos better than any attempt made by an amateur photographer on holiday. Most of the travel features aren’t even about a destination but the journey (how did you plan it, getting there, etc.) or a very specific thing (a traditional dish, the local lifestyle, your struggles, etc.).

Most importantly: If the topic you are submitting a quote for isn’t related to travel, this is one more reason to keep your photos of you wearing sunglasses, or sipping cocktails by the beach, solely to yourself.

7

You are not a 40s Hollywood star

Photo: Andrea Piacquadio

Images holding cigars, or any beverage, rarely will make the cut (even if the feature is about smoking or drinking). It just doesn’t look good. Well, unless you are a Hollywood star from the golden age, like James Dean or Rita Rayworth – but they are both dead.

8

No to awkward poses, please

You would be shocked by the number of people submitting images holding their chin, flicking their hair, or with their arms behind their head. Let me put it bluntly: photographers that recommend awkward poses to business owners and their teams should not get paid – they should be sacked for good. Keep it simple and don’t accept suggestions of poses that make you feel unnatural.

9

Side portraits are a big no-no

Photo: Viviana Escobar

Unless it is a feature about someone being arrested – and, in that case, I doubt very much I would be getting that image from you when I can easily have it directly from the police files – please never send a picture of you in a profile position. It will be deleted in less than a second.

10

Avoid distracting expressions

Photo: Austin Distel

I have received pictures of interviewees winking, blinking, wildly laughing, or looking away from the camera pretending to be in a candid pose.

Guess what? The more you try different things, the more you increase the possibility of distracting readers. Also, avoid fake, candid images of you looking away (it is very 2015, even if you are an influencer).

The bottom line and the main takeaway here is: less is more.

A simple clean image with good lighting is the only thing you need to professionally represent yourself while being quoted on a publication, be it a newspaper, a magazine, digital portal or business brochure.

Any distracting element or pose will cause more harm than good.

Ignore the basics of a good image to be sent to a journalist and it will be deleted, without publishing, faster than it took you to say cheese while taking the awkward photos you have been sending to media outlets with your quotes and press releases.

And here is how to do it right

Portrait ideas for entrepreneurs, artists, consultants and businesses owners wanting to leave a professional impression.

Are you a coach or writer? these portrait ideas would suit you:

Portrait ideas for fearless entrepreneurs:

Portrait poses for seasoned business partners:

Portrait ideas for consultants and self-employed professionals:

Also some portrait ideas for artists, architects and designers:

Proud small business owners, we have got your back:

Professional Portrait ideas for any niche of business: