In the last issue I told you how to send photos to media people both on and offline.  But what should your photo show?  Should it show one person or more?  Should it be an action shot or a head shot?  What about group photos?


If you’re sending out a press release that informs people about what you do, you should send a close-up head shot.  That’s a photo of you from your shoulders up.  But, be sure you’re wearing clothes that would be typical for your occupation.


For example, if you’re an attorney and you’re sending out a press release that talks about ways people can protect their assets, you should be wearing a jacket and tie or business dress for women. Be sure the photo is a close-up.


On the other hand, if you’re an auto mechanic sending out a press release about getting your car ready for summer, a photo of you in a jacket and tie would not be appropriate.  That’s not what you usually wear when you work.  You also wouldn’t wear coveralls in the photo.  A casual shirt would be fine in this photo.


The reason you’re sending close-up photos with this type of story is that you want to not only get your information out, you also want to get face recognition.  You want people to see you in the market, on the street, in church, etc. and say: “Hey, you’re the mechanic (or attorney) I always see in the newspaper.”


That way you’re getting double bang for your buck.  You’re getting your story (and contact information) out in your press release and you’re getting your photo out so that people recognize you.


On the other hand, if you’re sending out a press release that talks about an event, for example, you would send out an action photo.


Let’s say you’re a tax accountant and you offered to review the tax returns of all the teachers at the high school.  You wanted to be sure they didn’t make any mistakes and should be getting more money back.  You’re doing this because your son goes to the high school, gets a great education and you want to do something nice to thank the teachers.


You found that 31 teachers were due additional refunds, which you helped them get.


When they get their checks back, you pose with all of them waving their checks in the air.  Your headline is:


“Local Accountant Helps Teachers Get $76,438 in Tax Refunds”.


Do you think that would boost your practice?


Every one of you has information that the media could find interesting and turn into a story that would feature you or your business.  In addition to being a lot of fun, it could be very profitable for you.


But my guess is that very few of you are actually using publicity and doing it the right way.  Why is this?


Beats the heck out of me!


See you next time.


You can get full information about my complete publicity kit, which has helped thousands of people skyrocket their business, promote their products and literally alter their lives, at


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