Taking photographs for program publicity

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Abstract

Volunteer and community service programs need clear, well-composed photographs for a variety of publications and public relations purposes. Guidelines for taking photographs, developed for the AmeriCorps Promise Fellows program by Campaign Consultation, Inc. and distributed at the AmeriCorps Director's Training in August 2001, are shared in this effective practice.

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Issue

Taking appropriate photographs for program publications and public relations can be both a fun teambuilder and an effective marketing tool, but poorly composed or otherwise faulty images can be counterproductive.

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Action

According to guidelines developed by Campaign Consultation, Inc., photographs should show volunteers or members pursuing their mission(s). When taking photos:
  • Select a focal point in order to avoid an unclear subject matter.
  • Pay attention to the background and how it affects the focal point.
  • Capture the energy and action involved in the activity.
  • Choose strong compositions without detracting from the activity or focal point.
  • Capture the interaction of volunteer and service members with each other and community members without staging scenes.
  • Try different distances and perspectives—the more experimental, the more choices.
  • Try to capture more than one person in each photograph.
  • Keep the scene as natural as possible —even if artificial lighting needs to be used.
  • Shoot for good, clean detail.

What works:
  • Close-ups
  • Photos in-focus and properly lit
  • Faces
  • Smiles
  • Program caps and shirts and other logo items
  • Action: getting things done
  • Hard hats and safety gear
  • Before and after shots of projects
What doesn't work:
  • Distant shots
  • Dim, overexposed, or blurred shots
  • Backs
  • Frowns
  • Other caps and shirts
  • People standing around
  • Unsafe practices
  • Shots of parked trucks, piles of lumber

  • Remember to label all photos with captions and names on the back.

  • Avoid using ballpoint and felt-tip ink, for it has a tendency to come through or rub off.

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Context

Photographs are used for fundraising and publicity—raising awareness of service programs—on the Internet and in printed materials. Some program directors use photographs taken at service activities throughout the year to honor members at the end of their service terms, framing the photographs or compiling them into a yearbook.

Founded in 1988, Campaign Consultation, Inc. works with individuals and organizations at local, state, national, and international levels to achieve community development, fund raising, diversity utilization, issue advocacy, media and marketing, public policy as well as organizational and business development success.

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Outcome

Clear, dynamic, and usable photographs help service programs convey program mission and accomplishments, increasing public awareness and sensibility of the role of service members.

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Posted On

August 28, 2002

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For More Information

Campaign Consultation, Inc.
Campaign Consultation, Inc.
2819 Saint Paul Street
Baltimore, MD 21218-4312
Phone: (410) 243-7979
Toll-free: 1-877-234-2253
Fax: (410) 243-1024

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