I often wonder if the founding fathers of photography ever envisioned that imagery would be adopted on such a massive scale as it is in media today. Images are no longer reserved for use by marketers in product packaging and advertising campaigns or for use by the top-tier media outlets. Today, both still images and video surround us across all forms of media – print, online, even on our mobile devices. And not only do images and videos have the power to engage and entertain us, but they also educate and influence us as consumers. 

For each of our client’s announcements or events, we strive to provide the media with images that capture the essence of the news. For example, with the recent launch of Bookbyte’s Guaranteed Buyback, we were able to provide journalists with a comparison grid illustrating the cost savings achieved through their program as well as a video explaining how the program works. The video and comparative graph complemented the press announcement and added value for our media partners who are often looking for dynamic content to distinguish their outlet from others and attract readers. 

If images are not readily available, suggest a few compelling ideas that the media outlet can capture if they bring their own staff photographer. When securing a company profile story on Earth Class Mail to The Oregonian, we encouraged the reporter to bring a staff photographer to capture images of how the company sorts, scans and stores mail so letters can be viewed online by clients (see images below). 

Broadcast typically require more visuals than online or print media outlets. In the instances when we are pitching a story to the TV news team, we identify the components of the story can be illustrated as ‘images’ to create a compelling broadcast segment. 

In September 2010, Bookbyte launched a digital learning pilot with Oregon’s Salem-Keizer school district to provide an enhanced learning experience in the K-12 classroom. To bring this story to life, we approached a reporter with Portland’s NBC affiliate, KGW-TV and not only offered her interviews with Bookbyte’s Andres Montgomery and the school’s faculty members, but also the opportunity to film students in the classroom using the Apple iPads as part of the pilot program. This visual element was a critical piece to secure the story for Bookbyte and for KGW-TV to create a compelling and informative segment for their viewers. 

When preparing to announce your next product or initiative, think about the visuals you can provide to convey your message and illustrate your brand. When doing so, it is important to remember the 4 Cs: 

• Characteristics (mood, tone);
• Content (objects, topic);
• Connotations (associations, meanings); and
• Context (story, happening).

Then ask yourself what emotional response do you want people to have when they see your imagery. If your imagery is simple and direct, while engaging at the same time, it will effectively communicate your message and create an impression of your brand in a matter of seconds. 

As my colleague Holly Zuluaga pointed out in her recent blog post, “Mastering the Nine Second Sound Bite,” it has become increasingly difficult to capture people’s attention in today’s rapidly moving society. If we now only have a matter of seconds to convey our message whether it is through print, online or on air, it is no wonder why imagery is used as frequently as it is today. It is a powerful form of communication that transcends any language and culture and as the old adage goes, “a picture is worth a thousand words.”