Public relations has always been about telling stories that people want to read, share and remember.

While words do much of the heavy lifting, it’s often the accompanying image that proves most memorable. From press releases and sponsorship announcements to digital campaigns and social media, photography is often the common denominator that brings a story to life.

In particular, an eye-catching photo can make the difference between a story that lands and one that doesn’t. Journalists are far more likely to feature a brand story when it comes with a high-quality, relevant image. Sponsors want to see their brand captured in ways that feel authentic and eye-catching. For consumers, a striking image can be the element that prompts them to pause, engage and remember.

In an age of short attention spans and endless entertainment, the right image is more than decoration. It’s your ticket to being noticed.

Irish campaigns that made their mark

Ireland has no shortage of examples where imagery has played a starring role in communications. On a recent company visit to the Guinness Storehouse, I was struck by the Guinness toucan, still one of the most recognisable brand mascots in the world. The toucan wasn’t just a quirky design, it was part of a carefully crafted brand story that helped Guinness stand out on a global stage.

The poster was inspired by a rhyme written by author Dorothy L. Sayers: “If he can say as you can, Guinness is Good for You, How grand to be a Toucan, Just think what Toucan do.” Debuting in 1935, the terrific toucan proved so successful that it returned in a new poster series in the 1950s and then again in TV commercials during the 1980s. Nearly a century on, it remains a symbol of how a single, well-conceived image can leave a lasting cultural legacy.

Viral images in the social media age

As PR and marketing objectives have shifted towards digital-and-social-first communications, the importance of photography has only grown. A campaign image that can cut through the noise online and capture attention in an instant is a priceless asset.

Take Specsavers’ 2024 stunt campaign as an example. Crashed vans were staged in locations such as Edinburgh’s Castle Street and outside Dundrum Town Centre. The moment you see the image, the iconic slogan comes to mind: ‘Should’ve gone to Specsavers’. While passers-by witnessed the spectacle in person, it was the photographs shared widely across social media that propelled the campaign into the spotlight. The viral spread of those images showed how quickly a clever visual can amplify reach and relevance for a brand.

Photography in sponsorship and events

The same principle applies in sponsorship and event communications.

A perfectly timed shot of an athlete in motion, with a sponsor’s logo visible in the frame, is often more powerful than any press release describing the partnership. Similarly, a candid image from a community project showing genuine human connection can convey authenticity that no statement can replicate.

This is why, as PR professionals, building long-term relationships with trusted photographers is invaluable. A skilled photographer doesn’t just take pictures, they understand the brand, the brief and the story that needs to be told. They’ll capture moments others miss, anticipate what editors want and consistently deliver images that add value. Having that kind of professional support ensures agencies can respond quickly when opportunities arise and maintain a standard of quality that strengthens reputation.

Photography as strategy, not afterthought

Photography should never be an afterthought. The best campaigns consider it from the outset, weaving strong visuals into the very heart of the creative idea. If a concept doesn’t lend itself to a compelling image, it risks failing to land with the impact a client needs.

It’s tempting to think photography is easy now that everyone carries a camera in their pocket. But as the Guinness archive and countless other iconic campaigns remind us, the images that endure are the ones that are carefully planned, artfully designed and thoughtfully captured. In PR, a picture isn’t just worth a thousand words. More often, it’s the difference between coverage and silence, between a campaign remembered and one forgotten.

At Cullen Communications, we know the value of strong photography in media relations, sponsorship and brand storytelling. If you’d like to find out more, contact us today for a free PR consultation.

About the author

Claire Smyth is a Senior Client Executive with Cullen Communications, specialising in media relations, social media, influencer marketing, lifestyle, and mobility.