ABSTRACT
This chapter explores where to source images, how to select them and how to get the most out of each use. It looks at the challenges and common traps for communication professionals when using imagery, and considers what the next trends in visual content might be, so people can be at the forefront of the industry. The chapter explores how to create content that meets the audience’s and clients’ needs, rather than a rushed point-and-click approach. A good media strategist considers their message, budget and access to content, then picks the best visual to fit their goal. Most news and advertising is consumed digitally, with smartphone and tablet use also on the rise, as many people get their information via apps. Photographs have been accompanying news stories and press releases since the advent of the camera, as the use of imagery captures the reader’s attention and helps them remember content.
