How Photographers Can Turn Their Expertise Into Media Story Ideas

When you think about getting featured in the media, you might assume you need a remarkable project, a major award or a big announcement.

Those can certainly give a journalist a reason to cover your work. But there’s another way to contribute: help them explain a subject you know well.

As a photographer, the questions you answer for clients and the lessons you’ve learned through your work could be useful to a journalist’s readers, too.

Photographers see things that other people don’t. You hear clients’ questions, notice changes in what people want from images and learn what works through years of practical experience.

Sharing those observations as media story ideas can help you become a useful source for journalists.

How to come up with media story ideas as a photographer

Start with a question people are already asking

Think about the questions you answer regularly:

• As a family photographer, you might often be asked how to help camera-shy children feel comfortable.
• As a commercial photographer, you might explain why businesses need different images for their website, press coverage and social media.
• As a wedding photographer, you might often be asked how to plan enough time for relaxed photographs without spending hours away from your guests.
• As a travel photographer, you might be asked how to photograph a destination respectfully while capturing more than its best-known landmarks.
• As a wildlife photographer, you might explain how to photograph animals without disturbing their natural behaviour.

If you find yourself giving the same answer to several clients, there may be a wider audience for it.

The key is to turn your answer into advice that would help the journalist’s readers, rather than a description of your services.

For example:

• Instead of: “I offer relaxed family photography sessions.”
• Try: “Three things parents can do before a family photo session to help children feel at ease.”

The second idea gives a journalist something practical to work with. It also lets your experience come through naturally.

Four ways to find an interesting media angle

1. Explain a change

What are you noticing in your area of photography, and what does it mean for the people affected? A wedding photographer, for instance, might be able to explain how couples’ requests for their photographs are changing. Be specific about what you’ve observed, without claiming it represents the whole industry.

2. Offer a realistic view of what’s next

If you can see a pattern emerging from your own enquiries or assignments, explain what you think may happen and why. Keep predictions grounded in your experience.

3. Highlight a common mistake

What do people misunderstand about choosing, commissioning or using professional photography? A branding photographer might explain why a business should plan where its images will be used before the shoot.

4. Share a lesson from your work

A challenge you’ve solved can become a useful piece of advice. You don’t need to reveal a client’s private details to explain what you learned.

Make your idea easy for a journalist to use

A good media pitch gets to the point quickly.

Say what the media story idea is, why it matters to the journalist’s audience and what insight you can offer. Include a short introduction establishing your relevant experience, and make it clear that you’re available for a quote or interview.

Before sending, ask yourself: Would this story idea still be interesting if my business name were taken out? If the answer is yes, you’re probably closer to a useful editorial idea.

You don’t need a major announcement to get featured in the press. And, you don’t have to comment on every trend or present yourself as an expert on subjects outside your experience.

Your strongest angles are often the ones closest to the work you do every day.

Related: How To Measure PR Success: Does Media Coverage Really Work?

Want help finding your strongest angles?

If you know you have valuable experience but aren’t sure how to turn it into media opportunities or a clearer visibility strategy, we can work through that in a Visibility Strategy Session.

We’ll look at where you want your photography business to go and identify practical ways to strengthen how people find, understand and trust your work.

Get in touch if you’d like to book, and in the meantime, follow along for more practical PR and visibility tips on Instagram, join my PR Savvy Photographers Facebook group, and subscribe for occasional tips in your inbox.

Zoe