For those of us who have been around PR for more than a decade, we remember the time before email, and before digital imagery. The photographer you had commissioned would take the pictures, and then send (through the post) a contact sheet. From this you’d choose the best picture for your story and then order – either from the photographer, or if they had given you the negatives/transparencies – from a photographic production house (www.klphoto.co.uk was a favourite, but before they had a website!). Then you waited. Decent 7″ by 5″ prints would set you back around £2.50, so you knew how many you needed before you ordered. Then, you had to create photo captions – and often, not just stickers for the back of the pic, but a fold-down caption which would be glued on, so that the journalist could read the caption as they looked at the photo.
Well, today we went old-school for one particular job where we wanted the impact of something landing on someone’s desk in an envelope. We got prints (40p each at 8″ by 6″ size from Asda, with 120 copies printed in about 20 minutes!), stuck captions on the back (labels, I’m afraid – I’m not *that* old-school!) and then put them in envelopes to go off to journalists.
Will it pay off? I guess we’ll find out next week when the papers are published, but sometimes actually having a print of a picture in your hand – rather than just a digital image on screen – does help you connect to something far more. There’s something about a ‘real’ photo that has some durability about it.
Mind you, the digital versions that we sent out seem to be proving popular, too – http://www.yorkshirepost.co.uk/news/main-topics/general-news/alluring-scent-of-tudor-nobility-recreated-in-york-1-7398937?utm_medium=twitter&utm_source=twitterfeed