A good PR photo is essential to market your project, not just at the end, but ideally representing all stages of the work to show off the process and the relevance of the work. But firstly it is a glossy sales tool and you usually need to consider the following :
Always include 5-10 really good photos. Think headshots of key artists, expressive production shots [featuring key characters / participants, ideally front or side on, so we can see their eyes sparkle]. Always use sharply focused high quality photos, no blurry selfies, randomly shot after hours, unless dark party shots represent your project well.
Tell a story in 5-10 pics, no more. Your photos may need to be printable in glossy hi-res formats or work on large projection screens at a public conference, not just 50k pics for a web blog.
And yes, ideally have someone shoot these pics during production, so you don’t have to fuddle around with photoshop screen-grabs…
Film festivals or government organisations don't want to sift through your best-of folder with 65 images - you also would have less control on how your project will be represented - so make sure you select a range of images that really tell the story of your work.
Make sure to include who took the photos and who owns the copyright. It is best to label your photos as soon as possible with the relevant information, so when you need to send them out in a hurry, you don't just send a photo labeled IMG88345...
We usually label our photos like this:
Name of project_copyright_date_name of copyright owner_photo_by_name of photographer_photo number [IMGxxx or whatever your camera creates as the unique file number.
For example: WoC_Forum_Copyright_ChangeMedia_20120417_photo_by_Jen_Lyons-Reid_3177
That way your partner organisation or media outlet has all they need in the file. And you can easily find the photos in case you need to access the original files in your data base - and a word of caution: NEVER send the originals, always work from copies when you make web or email compatible versions! And tip: always give instruction ob how you want to be credited, and get them to agree to quote your project's webpage! We got a lot of traffic out of these arrangements - and as you are very likely to provide your photos free of charge, make sure you get some benefit from the work :)
And include your logo and all your logo and if need be funder logos where appropriate, when you send images to a community, media or funding partner. Ideally offer black/white and color versions, in landscape and vertical options. Again, check your funding agreements and make sure you deliver on what you agreed to.
The more professional you come across the better – and if you include good logo art work in workable formats, you won’t easily be misrepresented…
This is your chance to really shine. Consider what photos you may need for your production blog, have a selection of shots covering all aspects of the project ready from your participants and team members.
This can include behind-the-scenes photos, interviews, screenshots from your video, drawings, whiteboard– anything that can bring more attention to your project and why it is relevant to the users. Collect news clippings, comments, links to blogs etc and add them to your PR Kit.