public relations

(Note: By popular request, our magazine will offer a column on Public Relations hints and suggestions. This request was made because so many now recognize the need for skillful PR management, and the sharing of new ideas for working with the media. Also, this will serve our magazine in that materials submitted will lie more innovative and of higher quality. We hope that our readers will feel free to send in ideas, suggestions, and share experiences with other park and recreation readers. The Editor)

Regarding Photos

First of all, if you are releasing a copy for publication remember it starts with you, and if the copy is given a mediocre start it may have a terrible ending. After the copy leaves your hands it can be damaged in the mail, it can be treated ruthlessly in rewrite or in photoengraving. If you want your story treated well, be sure it gets a good start—supply good, accurate copy and good photographs.

Technically the photograph should be Black and White, printed on glossy paper, no smaller than 4x6 for portraits and 5x7 for other copy. If you are supplying color photographs, these should be transparencies no smaller than 2 1/4" x 3 1/4". The common 35 mm. transparency on the average, is not suitable for publication. The problem with the average 35 mm. photo is grain and no photo, BW or color, is welcome if it is grainy. Also the extremely flat, or very soft photo rarely reproduces satisfactorily for publication. The print must be sharp and have a full range of tonal values. In other words when a picture is to be taken for publicity purposes, have a photographer who knows reproduction requirements do the job.

If you get a good photograph, handle it carefully. NO PAPER CLIPS PLEASE! Also do not attach a piece of paper over the photo and then write the caption. Invariably the ball point pen, through the paper scars the glossy surface of the print. Do not crop the print. Send the whole print as printed or enlarged, between cardboard, well protected from abuse in the mail.

Supply a caption with every print, giving full name, correctly spelled, with titles if any "from left to right". DO NOT write or type the caption on the reverse of the print. Type it on a separate piece of paper and paste it on back of the print. Rubber cement can be used but if it contains too much solvent, the solvent will show through the print and spoil its usefulness. Use common flour or "library" paste, free of lumps.

How about the "picture" itself. Certainly it must be relevant to your story. It should "tell a story" and "be natural". It should have people in the picture doing something and not merely posed. It should have human interest and an appeal that will attract attention to the printed copy. It should have a center of interest, and be free of unessential detail. The picture should carry a message with a minimum of caption. Large pictures are always more impressive than small; and the greater the emotional appeal, the greater the power to attract attention. Finally, in publications dealing with parks and recreation, like architecture or gardening, the aesthetic shot is preferred over the "realistically frank" or directness of the journalistic record shot. Another reason for using a photographer who is capable, and knows what he is doing. And if you have a good photographer, give photo credits on the caption.

Illinois Parks and Recreation 149 September/October 1970