A Great Photo Tells the Story
When we consider what defines leadership, we often think about words – how well a CEO or executive can concisely, credibly and clearly articulate the vision and value of his or her organization. The way a leader uses words to express thoughts and get attention is critical.
There is another element, often overlooked, that works to complement what a leader says – images. Sometimes, a truly great photo can bring a message alive.
Quick example – a few years ago, my friend Ed Lallo, a world-class professional photographer, and I were working with Learjet to help the company redefine itself in the competitive field of business aircraft. Learjet had a new corporate jet, and the company’s sales department needed orders. Advertising had not worked.
Ed dreamed up a daring photo – to get Learjet’s then-CEO to stand, unassisted, atop the new Learjet in dramatic early morning light. Ed has a wonderful gift for storytelling through pictures. It was daring because the plane was covered with dew, and the CEO, a good sport, was wearing slick-soled loafers.
Ed was in position with multiple cameras, lifted high above the plane in a crane. Another crane gently positioned the CEO, Brian Barents, on top of the moist corporate jet. Brian folded his arms and smiled with the confidence of a true leader in his industry. Ed rapid-fired his cameras for about one minute, and the photo shoot was over.
We selected one photo, and I wrote a caption that began with the words, “On top of his world … Learjet’s CEO Brian Barents unveils the new Learjet 45 …” Ed then used the powerful Associated Press photowire to distribute our photo nationwide – not some faux newswire that are a dime a dozen these days.
Results included:
- The photo captured the attention of mainstream business editors around the world, expanding audience reach.
- The photo and my caption ran in more than 800 newspapers in the U.S. and worldwide.
- Learjet’s sales orders increased.
- There was not one single news release.
Filed Under: Featured • Photography
About the Author: David is a veteran communications strategist ... writer ... blogger ... online publisher ... and Emmy Award winning former CBS Network News correspondent. He lives in the Washington, D. C., area, and works worldwide.
