Nailed your website copy? Why PR and publicity should be your next move

Guest blog post by Photography PR & Marketing Consultant, Zoe Hiljemark

As you’re here on Zoe Barnett’s website, chances are you’ve already nailed your website copy. Your creative or photography services are clearly outlined, your story is engaging, your ‘eyebrow copy’ (as I know Zoe calls it) is on point, and your calls to action are working hard for you.
So, now that your website is ready to impress potential clients, you might be wondering, “What’s next?”

Well, if your goals include boosting your visibility, attracting more enquiries, increasing sales, and building your reputation, it’s time to venture into the world of PR and media publicity.

Hi, I’m Zoe Hiljemark, a PR and marketing consultant for photographers.

In this guest post, I’ll break down what PR is (and what it isn’t), and why it’s a game-changer for businesses of all sizes—including professional photographers. I’ll also share how you can take simple, actionable steps to start leveraging the power of PR and publicity in your small business today.

What is PR and why should you care?

At its core, public relations (PR) is about managing your reputation and building credibility. There are many ways to do this, and securing publicity is one of them.

Unlike advertising, which you pay for, PR is about earning positive media coverage and brand mentions, and it is free!

Rather than money being exchanged, it’s a simple value exchange. By sharing your expertise, unique stories, and insights, you gain money-can’t-buy visibility in return.

The power of PR and publicity

The objective of proactive PR activities is often about getting featured on third-party platforms. Think magazines, newspapers, podcasts, or blogs. Strategic collaborations with industry organisations and influencers also fall under the umbrella of publicity.

These features and collaborations boost your credibility, help you reach larger audiences, and position you as a trusted authority in your field.

Ultimately, being featured by respected content creators, journalists, and publications is a massive credibility and awareness boost for your brand.

This is invaluable exposure that could be game-changing for your small business!

How PR can help you

For photographers (and other small business owners), PR can help you:

• Reach larger audiences: Media outlets and established content creators have huge audiences, giving you access to potential clients you may not have reached otherwise.
• Build trust and credibility: When a reputable publication features your work or quotes you as an expert, it’s a powerful endorsement and indicates their respect for you and your credibility as an expert.
• Boost your website SEO: Beyond brand awareness, PR also links in seamlessly with your wider digital marketing efforts. Online articles including a link to your website (known as a backlink) from high-authority sites like newspapers or blogs can improve how well your website pages rank in search engines such as Google. This makes it easier for your website to be found online.
• Increase demand for your services: The more visible and credible you are, the more likely you are to attract your ideal clients. Simple as!

What photography PR is NOT

Now, let’s clear up some common misconceptions about PR and publicity, as it’s essential to pursue publicity with an appreciation of how it works:

• Publicity is not advertising. You can’t pay for it; you have to earn it by sharing compelling stories and providing value to media outlets. You need to be prepared to share your expertise/stories/insights and to accept that you will not get paid for your contribution.
• Publicity is not something you can fully control. Editors and publishers have the final say on what gets published, so you’ll need to be comfortable relinquishing some control over the final piece.
• Publicity is not a quick fix. It builds visibility and credibility over time. Think of it as a long-term investment, and something to work on continuously, rather than as a tactic for boosting sales in the short term.
• Publicity is not a guarantee of success. Media coverage drives awareness but converting that interest into enquiries and bookings is still up to you.

PR pieces—features, articles, interviews, mentions—drive visitors to your website, then your website must capture their attention, keep their interest and entice them to take the next step. That may be to subscribe, download a freebie, book a call, make an enquiry or a purchase.

PR supports your other marketing

Publicity is incredibly powerful on its own, but when combined with other strategies—like great website copy, SEO, and blogging, it becomes a game-changer for your business.

That is why I support photographers with SEO, blogging and PR, not just PR alone. I believe that these three strategies are a potent combination, and when implemented together, they will amplify your efforts to stand out online, get noticed and attract more of the right fit clients.

Think of PR as something that will work best when implemented together with your website, copywriting and wider marketing efforts. The days of being able to rely solely on social media are over. An integrated and diversified approach to marketing your photography business is what I recommend in 2025 and beyond.

How to get started with PR: Actionable tips for photographers

So, if you’re ready to dip your toes into PR, and publicity is on your wish list this year, here are three steps you can take today:

1. Identify your story

As you will have done when you set about working on your website copy, think about what makes your photography business unique.

Do you have a compelling backstory? A niche or speciality? A recent project with an interesting twist? These are the stories journalists and media outlets most love to feature.

You’ll have more luck with PR if you are open to sharing aspects of your personal and business journey, rather than expecting every piece of publicity you secure to be about your photography services and products.

Remember, journalists, the media and other content creators do not exist to promote your business for free!

Example: If you’re a wedding photographer, you could pitch a story about trends in intimate elopements or how you incorporate storytelling into your shoots.

2. Research media outlets

Start by identifying the media outlets your ideal clients follow. Relevance is key.

This could include local newspapers, online blogs, niche magazines, or even podcasts. Thankfully these days, there’s a massive number of potential outlets that you could target.

Once you know where you want to be featured, research the journalists or editors who cover topics related to photography, business or lifestyle.

Pro Tip: Check the “Contact Us” or “Editorial Team” section on their website or within the publication itself to find the right person to pitch your story to.

3. Send a simple pitch

Traditionally, press releases have been considered the best way to approach the media but nowadays you can simply craft a short, engaging email.

In this email pitch, introduce yourself and your business, and explain succinctly why your story is relevant to their audience. Be concise—journalists and busy professionals don’t have time to waste and are inundated with pitches.

Make your pitch stand out by including a compelling hook and offer to provide high-quality images (of which you, as a photographer, obviously have thousands).

Pro Tip: Avoid generic pitches! Tailor your email to the specific outlet or journalist to increase your chances of being noticed. Use their name (and spell it correctly) and demonstrate your knowledge of the publication and why what you’re pitching could be a good fit.

The benefits of PR and publicity for your photography business

By putting yourself on the radar of journalists and editors, and by pitching yourself to collaborate with respected industry professionals, organisations and influencers, you can unlock opportunities to:

• Reach thousands (or even millions) of potential clients.
• Secure valuable media mentions without spending a penny on advertising.
• Build your reputation as a trusted expert in your field.
• Enjoy long-term SEO benefits from online press coverage.

Interested to learn more about photography PR and publicity? Join our webinar!

I’m excited to be teaming up with Zoe of Zo Connected for an exclusive webinar on Wednesday, 12th March 2025 at 12:00 PM. If you want to learn more about how to use PR to grow your photography business, then come along!

Together, we’ll teach you how to craft compelling website copy that appeals to clients and journalists, and how to make your website a powerful tool for securing PR opportunities.

Register for the webinar here.

More PR and publicity resources for photographers

For more actionable tips and guidance, download my free Visibility Guide, packed with strategies to get your work in front of more people.

You can also visit my website for additional PR insights and resources tailored to photographers, connect with me on Instagram and LinkedIn, and join my free photography community on Facebook.

Good luck with your PR efforts!
Zoe Hiljemark

Author bio

Zoe Hiljemark is a PR and marketing consultant and mentor to photographers who wish to get more visible to attract their dream clients. 

Zoe offers bespoke ‘done-for-you’ marketing and PR support, as well as ‘done-with-you’ style PR services. Everything she do is about helping photographers to get consistently visible and to grow their businesses. 

A note from Zoe: go-to website copywriter for photographers!

Thanks so much, Zoe H (the other Zoe!). This blog post is ace, and just what clients need when they step out after a website overhaul — giving you everything you need for marketing momentum. I can’t wait to talk more during the webinar!