What do we do with pictures in PR? From visual door-openers to our best practice cases
Part pf our education series "what's the point?" If you think the only thing public and media relations consist of are words, your'e wrong. PR is based on successful communication. And good pictures, that support the content are part of it. We show how ist works!
If Messages reach their target audiences, is also a question of time. Nowbody has the time to struggle trough informations, just to get the key of a message. We instantly want to what'the topic is and then we deside if we want to know more about it. Expressive pictures are essential to ensure that - in every communiational channel. Especially target audiences from the architecture and interior industry have an visual affinity and pay attention to a high quality pictures
Do you want some practical knowledge?
In this short interview we show how one of our longterm customers creates a unique visual language. Best Practice: Bauwerk Parkett.Since years the company inspires not only the media but also customers, with it's aesthestic visual content.How is this compelling, convincing, and appealing visual language created? We spoke to Juri Roemmel to answer this question. he is an Art Director for the company and is responsible for the visual and creative directionof Projects, in the sections advertising, design, image and film.
Juri, what's imakes a good PR-picture?For me , a good PR-Picture has to be authentic, it has to emotionalise and it needs something recognizeable. It needs to be reliable and emotional on the first look and it must represent the Brand in a distinctive way, at the same time.
«I envision the Brand as a higly characteristic individual, who doesn't need to follow every trend .»
How does thee process from the design-concept to its implementaion work, by Bauwerk? Do you work with longterm partners?The Concept is completly created intern. But wer have presieslly selected Patners who support us with the implementation of our Projects. For example for our studiorecords we work with a photogrpher, who also works in the whatch- industry. this cooperation leads to extremly precise Pictures, that have their really own character. It's important to have longterm Partnerships to be efficent and work good together as a team, on the one hand and to have a staple visual language , with a high niveau, on the iother hand. However, sometimes we work with new partners to grow and get fresh impulses.
Which up and downsides does real photogrphie has comparing to Renderings?his was a big topic in our company. Because of our products are natural, our focus was on clearly on classic photogrphie. But in my first year by Bauwerk Parkett i recognized that our processes are to slow nowerdays. The costs and efforts for real photoshotings whwere just to high and just not defensible in regards of the budget and sustainabilty. Therefor we desided to work more with Renderings. In this way we can start producing contnt while developing a product and be more more flexible.
«A Rendering doesn't reach emotionale deppness of a real photographie.» In my opinion a Rendering can't reach the emotional deepness of a real photo. But today the priority is to create enough content, to be able to interact flexible on the market. AI- pictures, which we use to create moodboards, also improve in qualtiy by time. Im optimistic that the difference to real photographis will become less and less.
“Not everything needs movement.”
How important are moving images at Bauwerk Parkett?We have already produced a number of items, such as the Spinpark film, smaller animations, and a video promoting our showrooms. These formats have been very well received, and we plan to expand this area in the future. However, since high-quality productions also involve considerable effort, we are focusing on carefully selected topics. Not everything needs movement—some content is just as effective in its static form.
Thank you, Juri, for the insights into your work and for the exciting conversation.
Image rights & co. – we support our customers throughout the entire process
Visual language and composition, rendered or photographed, for what purpose, moving or static, what can AI do, and what about image rights? We understand the wishes and requirements of different media and channels and support our customers every step of the way – from strategic consulting on design to the concrete organization of photo shoots or visualizations. We also know what to look out for when it comes to the sensitive issue of image rights. Our partner network includes photographers specializing in product, architecture, interior, and portrait photography, as well as agencies specializing in visualizations. If you need support in designing your visual worlds, please feel free to contact Rainer at rainer.haeupl@bering-kopal.de.
You can find more articles from our “What's in it for you?” series on our blog, LinkedIn, and Instagram.
⮕ No. 4: How much does PR work cost? Our PR costs and services explained transparently.
⮕ No. 3: How much is enough? How often should you provide information to the media?
⮕ No. 2: References are the magic word!