Organising a photocall

'A picture is worth a thousand words’, so the old saying goes. A good photograph often more than doubles the amount of editorial space given to a news item.

  • The angle:
    As with the news release, you must have an angle before you start. Keep clear in your mind what the story is and work out ways of showing it. 'For example if it’s a story to promote your participation in the London Marathon why not do as Errol (picured above) did and do something comical like a shorter 'chicken-run' to raise funds?
  • Ingredients:
    Favourite ingredients for a successful photocall include:
    • fancy dress
    • celebrities – is there a well-known local figure who would be happy to help publicise your event – a local MP, band or sports person perhaps?
    • local children (e.g. school interested in Oxfam)
    • humour (e.g. as with Comic Relief)

    Make sure there is sufficient branding (display of the current Oxfam logo) so that it’s obvious from the picture that this is an Oxfam story. Maybe an image of a poster or Oxfam Shop.
  • Photos should:
    - tell a story
    - include smiling subjects looking directly at the camera   who ideally are filling the frame
    - be clear and crisp

How to set up a photocall

Step one: location

  • Choose an outside location if possible, one that’s easy to get to, where there’s space for a group of photographers to gather without causing problems.
  • Have a contingency plan in case of last-minute problems such as rain or illness.
  • If you decide to have the photo call inside a venue, remember to clear floor space and consider exits, fire escapes and general health and safety hazards.

Step two: photocall notice

  • Write a Photocall Notice to send to picture editors.
  • This will be shorter than a News Release but must include the five W’s (who, what, where, when and why).
  • 11am is usually a good time, meeting the needs of both morning and evening papers.

Step three: follow up

  • Phone picture desks a day or two beforehand, to make sure the event is in everyone’s diaries.

Step four: photo record

  • Arrange for your own photographer to take pictures, so you have a record of the event.

Step five: be prepared

  • Make sure that everyone is ready, and that all preparations have been made in advance. Photographers often attempt to take “unstaged” shots, which can be unflattering.

Step six: photocall

  • Have written information including names and titles of anyone appearing in the photograph. Keep a note of which journalists and photographers turn up.

Step seven: post-event

  • If you had your own photographer at the event, get the pictures developed quickly (6" by 8" is the usual format) and offer them to any papers which didn’t turn up at the event and to local news and picture agencies, labelling each with the ‘Five Ws’.
  • And please send some to us in the Oxfam Events Team – we like to see our supporters in action! We might be able to use your photos in Oxfam publicity materials, so please confirm that this is OK when sending your photos to us.

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If you have any questions about fundraising or about Oxfam events in general – get in touch