Web editors love photo galleries.
I repeat: Web editors love
A well-built, well-placed photo gallery or slideshow on a website is a surefire way to watch those page views stack up.
Public relations professionals should get in on the action.
One example that comes to mind happened during my tenure as an editor with FoxSports.com
. Nike was releasing a new line of college uniforms. The renderings looked awesome—sharp, exciting, and interesting—and we knew fans would love to click through and see them.
The gallery got great placement on the site for three days and a ton of click-throughs. Check it out here
Here's a few tips if you're looking to pitch a photo gallery to a site:
1. Make sure there's a hook to your pitch that makes it timely.
This should go without saying for all PR pitches, but sometimes the timeliness factor gets lost in the shuffle. There should be a solid reason you're pitching this. An event, a product release, a major announcement—make sure there's a news hook to it.
2. The photos must be captivating and professional.
As much as news outlets say they love user-generated content, they don't want it to look or feel like it's user-generated. The photos you submit for a gallery should be high quality and interesting enough to make people want to click through.
3. Supply well-written captions that go beyond “This is a photo of ...”
Nike’s cut-lines explained why certain choices were made for each uniform. Of course, avoid writing short novel as a caption that the Web editor has to spend time paring down.
4. Submit no more than 10 photos as a general rule.
Web editors don't want to create epic galleries. They can be time-consuming, depending on a site's content management system. At Fox, it was a chore. At the Chicago Sun-Times
, it was punishment. Feel free to let the Web editor know that you have more images if they'd like to take a look.
5. Don't suggest photo gallery topics.
I've been pitched several times on gallery topics that began with things like “Top 20 ...” “The 10 best ...” and so on—all with the suggestion of including their clients in the fold. I never liked this type of pitch. Some Web editors may even steal your idea and exclude your client out of spite.
6. No matter how many times you ask, no one wants to publish a headshot of your CEO.
So, don’t even bother.
7. Don’t waste your time—do your research first.
, for example—don't often publish galleries. If a site doesn't regularly publish galleries, you're just wasting your time.
8. Renderings sell.
If you're pitching a gallery of renderings—that is, anything that depicts how something is going to look—people will likely click through, especially if the phrase “sneak peek” is involved.