Not too long ago a reader approached me with a question about sending a photo with a media advisory. She had a professional speaking engagement to announce and had two potential photos she could use. The first was a headshot or studio photograph of the speaker, and the second was a candid photo of the speaker in front of an audience. She wanted to know which photo would work better with her release.

Before I get into my response, I’ll take a moment to discuss each style. The biggest difference between the two styles is that a headshot is a formal image and a candid is not. Studio images show viewers what a person looks like, and candids give readers a feel for what they do.

Headshots

Headshots or portraits are high-quality official images. They appear in press releases, marketing materials, on websites, and in portfolios everywhere. They promote one person by giving the reader a professional photo of them from the shoulders up.

We know these portraits well. Every yearbook we've ever owned is loaded with them. These photographs appear in press releases frequently. They draw attention to an individual spotlighted in a news release.

Think of a newspaper or online article. Many regular columns include a headshot of the author. Over time, readers will begin to associate the content of the column with the face they see in their newspaper or on their computer screen.

Use headshots to create a brand around a person. Include a headshot when your CEO, commissioner, or president issues a statement to the press in the form of a news release. Use the same image every time he or she makes a statement. Your audience will hopefully learn to associate their portrait with content from your organization.

Here are some examples of releases with headshots:

• Champlain College

• SUNY Cortland

• New York State Bar Association

Candids

Candid photos are images of people in a natural setting. Instead of just showing you what the person looks like, they show you the person in action. Unlike headshots, candids are not staged.

They give readers a feel for a situation, instead of a person. A candid photograph paints a picture and summarizes of an event. Use them to evoke feelings or elicit an emotional response from your audience. For example, if your organization regularly volunteers in the community, provide your readers with photographs of your coworkers helping others.

Candids, however, are not a good method of branding your news. They capture events happening in a specific place at a specific time. Use them to help tell the full story of what happened at the event in your press release.

Here are some examples of releases with candid photographs:

• New York State Office for Technology

• Michael Arnone’s 20th Annual Crawfish Fest

• American Lung Association of the Midland States

Headshots Vs. Candids

Now that I’ve discussed candid photos and headshots individually, I want to get back to the original question from one of our readers: “Should I use a portrait or candid with my media advisory?”

I would recommend including a professional headshot along with most media advisories. Draw attention to the speaker, not the speaking engagement. Try to build a brand around the speaker and help the audience recognize them as an important source of news.

It can’t hurt to also include a candid photograph of the professional speaker in action along with a media advisory. News outlets have different layouts, and some may prefer action-oriented photographs. However, if you do decide to send multiple photos with a release, always make your headshot the first one they see. Remember that this image will brand your news over time.

After distributing a media advisory with a headshot, I would send a follow up release after the event with a candid photo accompanying it. Not only will you make a bigger splash in the media, you will showcase two different sides of the same person/organization. Use a photograph taken at that specific event and make the audience part of the story.

While it’s obvious that photographs enhance news releases, it isn’t always clear what type of photo to use in a given situation. Both candid photos and portraits offer distinct advantages. Use the style that suits your needs.

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