What is Public Relations (PR) for Photographers?
If you’re a professional photographer looking to attract more of your ideal clients, you’ve probably explored marketing methods like social media, paid ads, SEO, and networking. But there’s one powerful tool that often gets overlooked, and that’s PR.
Despite what you might associate with the term PR (public relations), it is an accessible and effective marketing strategy for photographers.
No, it’s not just for celebrities, big brands or politicians! It can actually be one of the most effective and cost-efficient ways for independent professional photographers to build credibility, raise visibility, and stand out.
In this post, I’ll explain what PR for photographers actually means in the context of photography marketing. I’ll also outline how you can start using PR to grow your photography business.
What is PR for photographers?
PR stands for public relations, and at its heart, it’s all about how you communicate with the public and shape how others perceive your brand and work.
Through the process of securing media coverage and via networking and building positive relationships, it aims to increase visibility, build authority, and attract potential clients.
For photographers, getting PR for your photography business could mean:
- Getting featured in a magazine or newspaper, or on a website
- Appearing on a podcast as a guest expert
- Being interviewed by a local radio station or blog
- Publishing thought-leadership content or opinion pieces
- Sharing behind-the-scenes stories or personal projects that attract attention
- Showcasing your expertise in industry press or community media.
Why photographers should focus on PR
You and I both know that photography is highly competitive and that getting seen by your ideal clients can feel incredibly tough at times. The great thing about PR is that it can help you to achieve visibility and stand out from the crowd.
If you choose to become a photographer who is proactive about PR for your photography business, then you could end up securing publicity. This will help you and your work get noticed, seen in all the right places and talked about.
Strategic PR features put you in front of more of your ideal clients and could become the reason why that potential client decides to contact you rather than your competitor!
PR and publicity give you instant kudos – you’ll be seen as a trusted and respected photographer – and you’ll benefit from the exposure it brings too. And, to be honest, these are just some of the many benefits of PR and publicity. There are lots more!
What’s the difference between PR and advertising?
PR is often misunderstood and can be confused with advertising. But PR is actually very different from advertising. With PR you earn visibility rather than pay for it.
You can secure PR coverage or publicity simply because someone thinks your work or story is worth sharing. Should that be the editor of a popular magazine or newspaper, or a podcast with a large or highly relevant audience related to your photography niche, for example, that visibility and endorsement can obviously be incredibly valuable!
You might wonder, “Well, what’s the catch then?”, but there isn’t one! Journalists, editors, podcasters, content creators…they need content for their publications. They need stories, news, people to interview, interesting perspectives and yes, photography!
You can provide all this as a professional photographer, so it’s entirely feasible that you have something that they could be interested in. It’s a simple value exchange that could lead to publicity that would benefit your photography business.
Some of (the many) benefits of PR for photographers
As I’ve already touched on, publicity, features, media mentions, interviews…they don’t cost you a thing. Media outlets provide free exposure in exchange for you providing them with something they and their audience value, and that’s interesting content and images.
You may need to invest a bit of time and put in a bit of effort to share your stories and photographs, but (usually) no money is exchanged, and the benefits can be significant if you are successful!
The best thing about it? If you are proactive about PR and include media outreach within your marketing mix, you won’t be so reliant on the whims of social media algorithms or paid advertising. Let’s be honest, this is a trap many photographers fall into and often don’t know how to get out of.
Publicity pieces such as features and interviews can quickly help you establish a positive reputation, make you highly visible and help to drive valuable traffic to your photography website. What’s not to love?
Why does PR matter for photographers?
In case you’re not fully convinced yet, remember…many photographers rely heavily on word-of-mouth or referrals. These are brilliant when they work, but they can be unpredictable.
PR offers a way to build long-term awareness, generate leads, and increase traffic to your website more consistently and strategically.
Some of the benefits include:
- Raising awareness of your photography brand locally, nationally or within a niche community
- Building trust with potential clients by showcasing your expertise and values
- Boosting SEO with high-authority backlinks from media websites
- Attracting collaborations with other businesses or creative partners
- Creating opportunities for speaking, teaching or expanding your influence
And crucially, PR helps position you as more than “just another photographer.” An editorial about you may well highlight your personal and business story, your values, and what makes your work unique.
What kind of stories get picked up by the media?
Journalists, bloggers, and podcasters are always on the lookout for content that’s:
- Timely (linked to seasonal events, campaigns or awareness days)
- Emotional or inspiring (e.g. a personal journey, a powerful cause, or a transformation story)
- Unique (an unusual project or unexpected approach)
- Useful (educational or full of helpful insights)
As a photographer, you likely already have a goldmine of content that fits one or more of those angles. You just need to know how to frame it and who to send it to.
Where can photographers get featured?
There’s a huge range of media opportunities beyond national press. Think:
- Local and regional media (newspapers, radio, lifestyle magazines)
- Online publications (wedding blogs, pet sites, parenting platforms)
- Trade press (photography magazines, industry blogs)
- Podcasts and YouTube channels
- Business and creative communities (guest blogging, speaker opportunities)
While it’s great to aim big, don’t make the mistake of thinking that you have to “go viral” or land a feature in The Guardian for PR to be valuable. A small feature in a niche publication where your ideal clients hang out can be incredibly impactful.
While you may be operating globally and travelling all over the world with your work, meaning your photography has international relevance, if you are a photographer serving local clients, your local press could be a great place to be seen. Don’t dismiss the power of small, local and niche audiences!
How to get started with PR as a photographer
If you’re new to PR, here are a few simple steps to begin:
- Clarify your message – What makes your photography business unique? What stories or topics could you share that others would care about?
- Identify media outlets – Start local or niche. Make a list of blogs, magazines, podcasts and radio stations you’d love to be featured in.
- Create a media-friendly pitch – Think of it like writing a short, punchy email that explains why your story matters.
- Build relationships with journalists and bloggers – Follow them on social media, comment on their content, and introduce yourself.
- Get help if needed – PR can feel overwhelming, but you don’t have to go it alone. There are experts (like me!) who can support you.
PR: A Powerful Visibility Tool for Photographers
PR is a powerful tool for photographers who want to increase visibility, stand out from the crowd, and grow a more recognised, respected brand.
It’s not about chasing fame. It’s about sharing your story, amplifying your message, and connecting with the people who need what you offer.
If you’d like help figuring out what stories you could pitch, or how to approach the media with confidence, I can support you. Find out more about my PR services for photographers and get in touch if you’d like to apply for a free consultation.
Oh, and you’re welcome to join my photography community! The PR-Savvy Photographers Facebook group is where 1,200+ professional photographers from around the world connect with me and each other and can gain access to my top PR and marketing tips. Perhaps see you in there!
Zoe
