Rowan University Rowan Digital Works Theses and Dissertations 6-24-1999 Communicating through photographs: a guide for public relations professionals Carol Ann DeSimine Rowan University Follow this and additional works at: https://rdw.rowan.edu/etd Part of the Public Relations and Advertising Commons Recommended Citation DeSimine, Carol Ann, "Communicating through photographs: a guide for public relations professionals" (1999). Theses and Dissertations. 1790. https://rdw.rowan.edu/etd/1790 This Thesis is brought to you for free and open access by Rowan Digital Works. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of Rowan Digital Works. For more information, please contact [email protected]. COMMUNICATING THROUGH PHOTOGRAPHS: A GUIDE FOR PUBLIC RELATIONS PROFESSIONALS by Carol Ann DeSimine A Thesis Submitted in partial fulfillment of the requirements of the Master of Arts Degree of The Graduate School at Rowan University June 1999 Approved by Prof DateApProfessor Date Approved y O1 (fl IC? ABSTRACT Carol Ann DeSimine Communicating Through Photographs: A Guide for Public Relations Professionals. 1999. Advisor: Dr. Donald Bagin. Seminar in Public Relations, Graduate Division of Rowan University. The purpose of preparing this guide was to create a resource for public relations professionals to refer to when faced with the task of placing photographs in publications. The assumption is that most public relations professionals are not trained to think visually, partly because their education is focused on writing and virtually ignores aesthetics. Since readership surveys find that people prefer photographs over the written word, and that pictures capture attention quicker than headlines, it is essential that public relations people know how to use visuals to enhance a message. The primary research methods of this study were examination of literature appropriate to the photographic and publishing processes, interviews with experts in the field, and an investigation of electronic resources. The conclusions drawn provide the reader with limited basics of photography, such as how to plan a shoot, how to take a picture and how to submit a photo to the printer. Primarily, this guide is intended to teach public relations professionals how to increase the effectiveness of their publications through the use of important photographic elements such as composition, content and placement. MINI-ABSTRACT Carol Ann DeSimine Communicating Through Photographs: A Guide for Public Relations Professionals. 1999. Advisor: Dr. Donald Bagin. Seminar in Public Relations, Graduate Division of Rowan University. This guide is intended to teach public relations professionals how to increase the effectiveness of publications through the use of photographs. It addresses three areas: the basics of photography, the role photographic elements play in enhancing a layout, and the rising concerns presented with the advent of rapidly changing technologies. ACKNOWLEDGMENTS Special thanks to my partner, Richard, for giving me his love, encouragement and support, not only during this project but every day. Thanks, too, to my parents, Sam and Grace DeSimine, for teaching me to be my own person, and for always being there, even when I didn't realize that having someone "there" was so important. ii TABLE OF CONTENTS CH APTER I: IN TR O D U C TIO N .............................................................................. 1 N eed ............................................................................................................................ 2 Purpose...................................................................... ............................................. .3 Im portance ..................................................................................................................... 3 G lossary of Term s .......................................................................................................... 4 Lim itations ........................................ .......................................... ............................... 5 Plan of Study ....................................... ......................................................... ........ ..... 6 CHAPTER II: RELATED LITERATURE...............................................................8 Libraries ............................................................................................. 8 Other Sources ................................................................................................................ 9 Selected M aterial ......................................................................................................... 10 Related Research for Section 1: Photographic Technique ........................................... 10 Evaluating Technical Quality ..................................................................... 11 Com position ......................................................................... .. ............... 12 Taking the Picture ........................................................................... ......... ...12 Lighting ........................................................................................................ .13 Variation Through the Lens ........................................................................ 14 Related Research for Section 2: Using Photographs in Publications .......................... 15 D eterm ining the M essage ........................................ ......... ....... ...... 16 W orking W ith a Photographer ......................................................................... 16 Photo Selection ...................................... ... ........... .... .... 17 The Psychology of Perception ......................................................................... 17 Layout ........................................ .......... ........ .... .............................18 Black & White or Color? .................................................... ...... .19 iii Cropping .......................................................................................................... 21 Portraits ........................................ ................................................. 22 The M ulti-Photo Series ................................................................................. 24 Caption or Cutline? ................................................... ............... ................ 26 Related Research for Section 3: Emerging Technologies............................................28 D esktop Publishing ............................................................. .................. .29 Equipm ent ........................................................................... .......................... 29 Stock Photography ........................................................ ........... ••••........ 30 W orking W ith a Printer.............................................................................. 30 Ethics.............................................................................................................31 Sum m ary ...................................................................................................................... 33 CH A PTER III: PR O CED U RES ............................................................................. 34 Electronic Research......................................................................................................34 Literature ................................................................................................... ... 35 Interview s.....................................................................................................................36 A pplication...................................................................................................................36 C HA PTER IV : TH E G U ID E .................................................................................... 37 Introduction......................................... ................................................................ 37 Section 1: Photographic Technique ............................................................................. 38 Evaluating Technical Quality ........................................................................ 38 Com position ............................................ .................................................... 40 Taking the Picture ............................................................................................ 42 Lighting ........................................................... ..................... ..... .............. 44 V ariation Through the Lens ............................................................................. 46 iv Section 2: Using Photographs in Publications ......................................................... 47 Determ ining the M essage .................................................................. 47 W orking W ith a Photographer ...................................................................... 48 Photo Selection .............................................................. ................... 49 The Psychology of Perception ................................................................ 50 Layout .............................................................................................................. 52 Color vs. B lack & W hite................................................. ... .................. 53 Cropping ......................................................................