For such a staple of the PR toolkit in the wider world, it’s surprising to me that photos aren’t used more often in the technology sector. Personally I have always tried to grab a good photo at every company event, whether they are visits of customers, industry luminaries, product shots, or other events of interest. Photos like these will always make internally generated documentation, like newsletters, much more ‘personal’ and interesting for readers.
If you have the budget, it’s best to use a professional photographer. Personally, for corporate and events photography I use Orla Murray at Ark Photography or Shane O'Neill at Shane O'Neill Photography where good results are always guaranteed. For pack shots, or close-in tech product shots, Orla once recommended David Cantwell Photography to me, and I found him to be great, giving a good range, from straight pack shots to more futuristic shots of technology components.
For start-ups – who might not have the budget – with the growth of camera technology, it is possible to take good shots yourself. Within most companies there is generally at least one camera enthusiast, so you should make use of them to get some good shots. In earlier days at DecaWave for example when there was no budget for such things, I took them myself, and later, Gavin – one of the engineers – turned out to be a dab hand with a camera, and his product photos frequently accompanied DecaWave press stories in some very important vertical and national media.
Photos should be of good quality if you wish to publish them – so using your phone won’t do. And try to get interesting shots – you are trying to get past a Pictures Editor remember. A good way to get ideas for your shot is to look at the photos in the publications you are targeting – but if possible, try to avoid “2 men in suits” type photos.
The main thing though, is to make use of this much underused tech pr tool!