While it might be heresy to write this in the world of PR, where we traffic in the written word, the visual is often more important than the copy. The impact of the NYT write up of 50 West 50, Francis Greenburger’s high-profile condominium tower rising in the New Downtown, NYC, was increased tenfold by the dazzling rendering by DBOX.

If your image illustrates the story you “own” the piece even if other brands are included and even if you are not mentioned until the end. Many readers never get past the photo and the caption, especially today when attention spans are at an all-time low.

Furthermore, a well-crafted image can inspire the media to write about you in the first place. It’s hard to image the many glossies that covered AKA's mobile suite doing so without the image above.

All our strategic plans include the need for high-quality, compelling images.