What makes an event photograph suitable for press use?

Editors receive many photographs and use few. The ones that get used are clear, timely, correctly captioned and cleared for release. Technical quality matters, but it is only one of those four.

This guide explains what makes an event photograph suitable for press use. The live process for getting images out quickly is covered by the live-event rolling photo production planner. The wider business context is in using event photographs for business and reporting.

Is there a news moment?

Press use starts with a reason to publish. A launch, an announcement, a signing, a prize or a visit by a notable person gives a journalist something to report. A crowd shot with no clear subject rarely does.

Decide the news moments before the event. Write them in the brief, with who is involved and when each is expected. Our page on launch and press-event photography shows how this works for a launch.

What does a usable image look like?

Editors tend to look for the following.

• A clear main subject, with the face visible where people are the story.
• A moment of action or interaction, rather than a posed line-up, unless the group itself is the news.
• Background that does not distract or carry other organisations' branding by accident.
• Enough space to crop for different layouts.
• Sharp focus and correct exposure.

We cannot promise that an outlet will use an image. We can plan positions and timing so the news moment is covered from useful angles.

Context and captions

A press photograph travels alone. The outlet may see only the image and its caption. If the caption is wrong or missing, the image is often dropped.

Write one for each image: who is in the picture, what is happening, where and when. Check names and titles against an agreed source. See accurate captions, credits and event context and use the event photograph caption worksheet to hold the answers.

Approval and release

Release is a decision, and it needs an owner. Agree who approves images for media, how fast they respond and whether any image needs a second reviewer. Leadership, legal and sponsors may all have views, so settle the order beforehand. Our guide to image approval across marketing, agencies and leadership explains how.

Some images should be held until a set time. The guide to embargoes and photographs restricted from publication explains how to do that safely.

Law, contract, venue rules and business policy

Keep these apart.

• Law. The Personal Data Protection Department explains that the Personal Data Protection Act 2010 applies to personal data processed in commercial transactions. Whether and how it applies to a particular release is for your legal adviser.
• Contract. Our written quotation sets who may use the images. MyIPO states that copyright protection arises automatically when a work is created, so the licence you give the media should match what you hold.
• Venue rules. The venue may limit photography or the use of images of its premises.
• Business policy. Who may speak to the media, and what may be shown, is your decision.

We do not give legal advice. Ask your adviser about any proposed wording for press licences.

An example scenario

For example, a company announces a partnership at a short event with a signing, two speeches and a group image. The communications lead names the signing and the handshake as the news moments, and lists the four people who will be pictured with their titles.

The photographer plans a position that sees both signatories. After the signing, the lead chooses six images, writes captions and obtains approval from the chief executive. The set goes to three outlets by link. The fuller gallery is kept for the website and the annual report.

Sending the images

Agree the method of sending. A private link with downloadable files is common. Check that file sizes are suitable for the outlets, and keep the caption text in a document and in the file information if possible. Ask recipients to credit as agreed.

Keep a record of what was sent, to whom and when. The image-use and approval register is a convenient place.

When a different pack is better

Media do not need the same selection as sponsors or staff. Our guide to different image packs for media, sponsors and internal teams explains how to keep them separate without confusion.

What to tell the photographer

• The news moments and their expected times.
• The people likely to be pictured, with titles.
• The approver and the speed required.
• The delivery route for media files.
• Moments or people that must not be released.

We confirm the date, venue, crew and deliverables in writing before the event, and we say what depends on your decisions.