Photography PR Basics: How To Secure Media Publicity
Have you ever imagined seeing your name in print, being featured in a magazine, or even being interviewed on a podcast? It’s not just a pipe dream—these opportunities are within reach for photographers like you.
Media publicity is one of the most powerful (and free) tools you can use to:
- Boost your credibility as a photographer
- Expand your reach to new audiences
- Attract high-value clients who trust your expertise.
Earned publicity vs paid advertising
But here’s the catch: Media publicity isn’t something you can just buy—it has to be earned. Journalists and publishers are always looking for valuable content, so your job is to offer them something irresistible, like your expertise, insights, or stunning photography.
Photography PR: Starter Tips for Photographers
If you’re a newbie to photography PR and have never reached out to the media before, here’s how to get started:
How to secure valuable media publicity
1. Conduct Media Research
Identify the publications, blogs, or media outlets that your target audience reads, watches, or listens to. For example, if you specialise in wedding photography, look at bridal magazines, wedding blogs, or podcasts for engaged couples.
Tip: Start with local publications and niche outlets—they’re often more accessible and are a great way to build momentum.
2. Find the Right Angle
Think about what makes you unique as a photographer. Could you share behind-the-scenes insights, a recent success story, or expert tips for clients? Your pitch should align with the publication’s audience and provide something valuable or timely.
Tip: Journalists love stories with a human element—think about how your photography connects with people in meaningful ways.
3. Pitch Proactively
Don’t wait for the press to contact you! Contact the right journalists or editors and introduce yourself. Share what you have to offer, why you’re the perfect person to feature, and what makes your story newsworthy.
Tip: Keep your email short, focused, and personalised to the journalist’s needs.
Related: How To Successfully Pitch To The Press (In Seven Simple Steps)
4. Include a Timely Hook or Answer the question “So What?”
To make headlines, your story needs to feel relevant and timely. Use awareness days, seasonal events, or key dates in the cultural calendar to align your pitch with trending topics. For example, if Valentine’s Day is coming up, you could pitch a story about romantic engagement photoshoots or creative couples’ portraits.
Tip: The media don’t exist to promote your business—they’re looking for stories that engage their audience. Show how your expertise or story ties into current conversations or events while being sure to pitch well in advance!
5. Show Credibility
Make it easy for journalists to trust you. If they’re considering your pitch, they’ll likely look you up online.
Tip: Display client testimonials prominently on your website and social media. If you’ve won any awards or received accolades, spoken on podcasts or been featured in the media previously, be sure to highlight those too—they can help establish you as an authority in your niche.
Photography PR and Media Publicity
Publicity is more accessible than you might think—and it can be a game-changer for your business.
I’ve worked in PR for more than 21 years, and in photography PR specifically over the past decade. I’ve helped countless photographers get featured in magazines, newspapers, blogs, on radio and on podcasts.
These invaluable publicity opportunities not only boost visibility but also open the door to new clients who trust your expertise. So, why not give it a try? Start small, take the first step, and see where it leads.
Yes, even YOU can secure press coverage!
Related: Is media publicity the missing piece in your photography marketing strategy?
Photography PR Support
If you want personalised guidance on how to pitch to the media and land photography PR opportunities, book a 1:1 consultancy call. Or, check out my group mentoring programme, The Photographer’s Visibility Blueprint.
I’d love to help you take your visibility to the next level with savvy PR and marketing!
Zoe
