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A Picture’s Worth a Thousand Words

July 3, 2013

Today’s post is courtesy of Kaitlyn Ethier, an account executive at Rhino Public Relations. Questions or comments? Contact her at, Twitter @RhinoPR_Kaitlyn or visit

Photographer's ReflectionThere’s a reason that the phrase “a picture’s worth a thousand words” has been repeated countless times in a variety of contexts – because it’s true! Apt use of photography can be the most compelling part of your marketing and PR campaigns, and the power of these visuals may render your audience speechless. Whether through print, web, or social media channels, photography can be a vital piece of a firm’s marketing toolkit, and can speak volumes without uttering a single word. Below are a few ways that photography can be used in a variety of mediums to help strengthen a firm’s brand identity.


Despite the influx of social media platforms, printed materials still remain an important part of the A/E/C marketing practice. Incorporating photography into proposals, press releases, bylined articles and other printed materials can make your firm stand out among the sea of text. A few things to remember:

  1. Include your firm’s logo whenever possible to increase brand recognition. This will help keep your company’s name top-of-mind when your services are mentioned in conversation.
  2. When making a personnel announcement, be sure to include a headshot to create a connection with the reader. To get the most out of your photo, be sure that these headshots convey your company’s corporate culture accurately. If your company has a more down-to-earth culture, make sure your headshots reflect that. For example, if you’ve ever worked with Margulies Perruzzi Architects, you know their headshots accurately depict their animated and energized team.
  3. Press releases are a critical vehicle for making important announcements, and photography is equally important to enhancing that news. According to PR Newswire Web analytics, a photo in a release can increase views by up to 1.8x and generates visibility for an average of 20 days versus 9.4 days for a text-only release. Whether you are announcing a groundbreaking, a completed project or an award, be sure to include a photo or rendering of the project or award winners to increase visibility overall.


Incorporating the use of photos into your website can enhance a dynamic marketing tool that catches the eye of your target audience. It is important to continually update the photos on your website, including those of personnel and projects that might be displayed on your homepage, project portfolio or news sections. Using photography throughout a website can help create an important connection between the firm and the visitor, and choosing images that portray your firm as experienced and professional, yet personable, goes a long way towards establishing that connection.

Social Media  

These days, having a social media platform or two isn’t enough to make your firm stand out among its competitors. In fact, photography is so vital to social media that apps such as Instagram, Pinterest, Twitter and Vine have been created for the sole purpose of sharing photos and video. More importantly, all of these visual-driven social media tools can be shared via Facebook and Twitter for enhanced visibility. These apps allow users to quickly capture a follower’s attention with a quick visual instead of lengthy text. For example, if your firm is moving offices, announce it with a few location shots of the new space on Facebook, or if you just hired an awesome new engineer, snap a quick photo and post it to Instagram. Your followers will appreciate the quick update without taking time to read all of the text.

Now, go grab some team members, snap a quick photo and post to your firm’s favorite social media platform, take a closer look at all of the photos on your firm’s website, and don’t forget to issue a fabulous photo with your next press release.

One Comment leave one →
  1. July 3, 2013 7:17 pm

    I could not agree more with this article! As a commercial photographer who shoots people I try and make sure the clients image tells who he or she is. Usually a happy expression conveys a confident person who is easy to work with! A serious expression is fine because it shows a professional yet approachable individual (when shot the right way!). Here are some recent head shots that I photographed for 2 companies. They wanted fun portraits that also showed competent, professional and able people-
    (cut and paste this link if necessary)

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