Beyond the obvious

Take this to the bank. A good freelance photographer can make all the difference between getting a press release published and having it disappear forever at the click of an editor's delete button. Why? Because the photograph that accompanies a press release often determines whether the story gets published. "A good freelancer is worth his/her weight in gold to a company. When we look at press releases the photograph is often the deciding factor whether we publish a story. We 're always looking for good pictures for the newspaper. That's where it starts. Sometimes a story which is not as strong may be chosen because there's a good picture. And once we have a good image in the library we may use it again for another story at a later date," I was told by the deputy business editor of a large newspaper. And he's the guy that makes that decision. Keep it or delete it. He fails to understand how time and again companies send in press releases ...