Not enough companies include visuals when they send out press releases and other material. This is a visual medium, and a great shot or two really adds some context and helps people get their heads around what’s being announced.

But not all photos are good. Every now and then I get what are known as grip and grin shots – two people or more staring at the camera with fixed grins, shaking hands. Or holding a check.

Resist all temptation. Tell your bosses, if they insist, that they will look goofy if someone actually runs the shot. I’d run it on my Sixteen:Nine blog, but for all the wrong reasons.

Stick to visuals that add to the story.

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