Photography and Photoshop
Understanding what makes a good photo is crucial, whether you are pitching to journalists or you’ve been asked to create content for a client. Photoshop is a great tool for all PR professionals. Capturing and editing a photo of a press event or client speech or producing a short video will enable you to use it in your PR strategy to help tell the client’s story and communicate the message effectively.
Communication is becoming far more visual, and social media is completely changing the traditional landscape of PR. As PR professionals, we therefore have to take on new responsibilities. Instagram, Tumblr, Pinterest and YouTube are all photo-centric and can easily be applied to PR.
Understanding how the design process works—from brainstorming to the final product—will help in organizing events and creating invitations, brochures, presentations, and coverage reports.
You will often have to work with designers in order to create visual content for clients. Knowing how the process works will help you to fully explain your specifications to the designer. You don’t want to order 100 invitations for a press event and find out too late that they are not what the client wanted.