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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.

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