No matter what kind of business you own, there’s one thing that can really help boost the public perception of your brand. It’s an oldie, but a goodie, and that’s press coverage. While social media platforms have become the norm in marketing practices, there’s nothing like press coverage to boost your credibility. Because in the age of social media, anyone can open a Facebook or Instagram account; being featured in a magazine takes more effort, but it can have its long term effects.

However, getting the attention of a journalist isn’t an easy task. They are bombarded by emails everyday. On average journalists write one story per day, but they get over a hundred emails daily from PR firms and companies all competing for attention.

So what’s a new entrepreneur to do? Hire a PR professional? Well, if you have a ton of cash to bankroll this costly approach (a minimum $5000 per month on retainer), maybe. But the truth is, you are the best person to represent your brand because you know all about it.

Sure, maybe you’re thinking, but I want coverage in Oprah or Forbes. You have to work your way to get there. Media loves media. You can’t expect to get on a major mag without having been covered before. So start small.

There are courses on the internet about how to do your own PR. But if you are a decent writer, you can write your own articles and get it published too. There are a ton of independent magazines that are hungry for content to fill their digital pages. All you have to do is to find the ones that are a good fit for your story and pitch them an idea. Sounds simple, but there’s one thing you need to know first.

Regardless of whether you write your own story, get a journalist to write about you, or even if you do hire a PR company. If they say yes to your pitch, you’ll be expected to submit high-resolution photos to match your story. Unless you are dealing with a major magazine with big budgets, they won’t be sending over a photographer to cover your story. So before you pitch a story, make sure you have some magazine-worthy photos to accompany your pitch.

Running a business, you should budget photography as a cost of doing business. Having an image that conveys the essence of you and your company is priceless. So hire a professional who knows what they are doing. Here are 3 types of images you need to get:

Regardless of the kind of business you have, you will need a good headshot. You’ll be using this photo many times over, so getting it right is crucial.

You’ll also want shots to give your story context, to show what kind of business you have. Perhaps a shot of you at your desk. Or in your shop or office. Get some candid shots of you and your company at work.

And of course, if you sell products, get good, clean product shots. Products should be photographed with a pure white background that is editorial-ready. If you sell a service, get shots of your company performing the service.

Once you have these images, you’ll be ready to go and get the press you want!

Want to work with me on creating your VISION? What’s your LEGEND? How do you want to SHOW up in the world? An image is the most POWERFUL way to convey your MESSAGE. I want to share your VISION through photographs. Let’s talk about it. I’m based in Toronto, but I can travel to where you are.