58 . Glasgow Business December 2014
BIG TALKS Peter Carroll, Senior Account Manager at The BIG Partnership
A picture is worth a thousand words
» Firms must think in pictures, not just words, when promoting themselves T
he origins of the adage “a picture is worth a thousand words” have been atributed to a number of sources over the years. Te phrase has been
linked to a New York newspaper editor in the early 20th century, a US advertising manager from the same era, 19th century Russian novelist Ivan S Turgenev and even Chinese philosopher Confucius. Whether coined in the Big Apple almost
100 years ago or in ancient China, its message still holds true today – that a complex idea or message can be conveyed with just a single image. A good picture can be a blessing,
particularly if you have a story to tell. As a former one-man-band journalist
responsible for every facet of the paper I edited I always liked a good picture, even if the content seemed a litle dry. Tat is why, where possible, it is important for any business to think in pictures, and not just words and figures, when promoting its own successes in public. Granted, a strong or quirky image will not
work every time as taste and suitability of content will ultimately dictate, but where possible, it is important to use a bit of creativity and lateral thinking. Picture desks are under increasing pressure
to produce more images than ever before to fill both print and online editions, with the later showing a growing appetite for gallery- style content. It is important to commission your own
photographer where possible, as picture desks now have fewer staff members than previously. Supplying images will get your foot further in the door, so hire a good freelance who has imagination – normally they are the ones who always say “just one last shot”. Tey may keep your subject, whether it is the CEO of your company or new
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For more information on The BIG Partnership, visit
www.bigpartnership.co.uk
”Supplying images will get your foot further in the door, so hire a good freelance who has imagination”
appointment to the business, a litle longer than they would like, but trust me, a pedantic and thorough photographer is worth it. If they produce that one stand-out
shot, there is a good chance it will catch the eye of a picture editor. Pique their interest and you are almost there, which leads me on to arranging the photography session itself. Te truth is, arranging any
photography work can oſten take a colossal amount of time, effort, energy and sanity – all just to get that one shot. Te subjects you have corralled and
possibly press-ganged into taking part will turn up on the day completely unaware of the 50 emails, 20 calls and 10 diary date re-shuffles that were required to make the photo call possible. But if you do your homework,
cover all the bases and are not afraid to think outside the box, the end product should hopefully result in a picture that is worth far more than a thousand words to your business and it will all have been worthwhile.
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