Home
Services
Coaching, Consulting, CreativeComm Audits and ResearchCustomized Workshops and WebinarsEditorial Workflow and StructureInternal Brand VoiceIntranet and Channel StrategyLeadership and Manager CommsSpeaking and KeynotesStrategy and PlanningTeam Retreats and Offsites
Events
Contact
Blog
About
Join the Strategy Studio
Customized Training Program
Home
Services
Coaching, Consulting, CreativeComm Audits and ResearchCustomized Workshops and WebinarsEditorial Workflow and StructureInternal Brand VoiceIntranet and Channel StrategyLeadership and Manager CommsSpeaking and KeynotesStrategy and PlanningTeam Retreats and Offsites
Events
Contact
Blog
About
Join the Strategy Studio
Customized Training Program

What do you do when the boss wants to stick a bad visual on a good story?

Steve Crescenzo

December 5, 2024

In my communication content workshops, I often throw up a bad visual, and say:

“You’d never see this in the real world . . . why do we allow it in the employee communications world?”

You know the bad visuals I am talking about:

  • A bunch of old white dudes standing around a pile of dirt with sparkly clean shovels, in squeaky clean suits, to celebrate a “groundbreaking.”

  • The groundbreaking photo’s hideously ugly cousin, “The Ribbon Cutting” action shot!

  • The “Execution at Dawn,” shot (also known as the “Soccer Penalty Kick,” where you line everybody up, the men cover their crotches, and you “shoot” them.

  • The “Group Shot” where there are so many people in the photo, you can’t make out anybody’s FACE.

 I could go on and on, but those are the biggest offenders.

Well, it turns out I was WRONG about these monstrosities not existing in the real world. I saw this shot in my local Chicago paper. It’s for an opening of a restaurant where all the workers will be former addicts in recovery.

What a great concept! What a stupid photo!

I mean, if you’re going to do a ribbon cutting shot, at least spend a few bucks and get the BIG scissors!!! And multiple scissors don’t work! It’s like a jury with a foreman. There can be only ONE scissors guy!!!

Just for kicks, I typed “I am writing a story about a new hospital opening up. Give me ten creative ideas for a photo to use for the shot” into ChatGPT.

It flunked. Here were it’s first three suggestions:

  1. “The exterior of the building.” Yes! Nothing is sexier than a photo of a BUILDING.

  2. “Ribbon Cutting Ceremony.” Enough said.

  3. “Hospital Staff.” There’s your Execution at Dawn” OR your Group Shot With Too Many People shot right there.

I had to get down to #8 before I got something worth considering:

 #8: “Interactive Moments.” Ding Ding Ding.

 If the Powers The Be want a ribbon-cutting shot, take the damn thing. But don’t put it on your intranet! Wait until the ribbon is cut, and keep shooting. Get people high-fiving or hugging or laughing or SOMETHING.

 And THAT is what goes with your story, which of course should be focused on the people in recovery, with fantastic quotes.

<All Posts