Some moments only happen once. A product launch. A company milestone. An award presentation. A grand opening. The kind of occasion that your organisation has invested significant time and money in creating.
Those moments cannot be restaged. If the photography doesn’t do them justice on the day, there’s no going back. That’s what makes PR photography one of the disciplines where the quality of the photographer matters most — and where cutting corners has the most visible consequences.
What PR photography actually needs to achieve
A PR photograph has a specific job: to make a journalist or editor want to use it. That means it needs to tell a story at a glance. It needs to be visually interesting, not just technically adequate. It needs to capture the energy and significance of the moment rather than simply documenting that it happened.
A stiff, posed group shot in front of a pull-up banner will rarely get used. An image that has genuine human energy, clear visual interest and a composition that draws the eye — that’s the one that ends up in the paper, the trade press, or the local business news.
The range of PR photography we cover
We’ve photographed PR events across virtually every sector over 30 years: award ceremonies, product launches, charity events, business anniversaries, community projects, new premises openings, staff achievements and more. Each has its own rhythm and its own specific requirements, and experience across all of them means we know what to anticipate rather than reacting to situations as they arise.
When food or drink is involved — a restaurant launch, a food brand event, a hospitality opening — our food photography background means we can handle the product and the people in the same commission, which is more efficient and produces a more cohesive set of images.
What makes dpix the right choice for PR photography
Speed of delivery matters for PR photography — the news value of an image diminishes quickly. We aim to deliver edited, press-ready images within a timeframe that keeps them usable. We also understand that not every image from a PR shoot is for press — some will be used on social media, some on your website, some in your own communications. We deliver files suited to all of those purposes.
Both Darren and Julie hold current DBS checks, which is relevant for any PR events involving schools, children’s organisations or similar settings.
Got a PR event coming up? Get in touch as early as possible — the best PR photography starts with a proper brief, not a call on the morning of the event.
Our PR photography page covers our approach to event and reactive photography.
Related reading: What Makes Advertising Photography Actually Work?.
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