Recently I went along to a PR photography workshop organised by the Press Association.

Having organised a photo-call not that long ago, I realised that a couple of things perhaps could have been done a little bit better, and with another photo-call in the pipeline, I was looking forward to returning to the office armed with new ideas and insight.

That's certainly how I felt when I was making my way back to the office after the workshop, but it wasn't long before my initial excitement was replaced by one or two doubts.

You see, the main thing I learnt that day - no matter what client one works with, no matter what story lies behind the pictures - is that the photos sent to a picture desk have to stand out from a very large crowd to catch the picture editor's eye. Creativity really rules in the photography world, and picture desk editors never read the press releases accompanying the photos they receive.

A successful photo must look appealing on its own merits, without relying on the context that comes from a press release. So it has to be bold, creative and visionary.

Sadly, not attributes that accompany every client-agency engagement and every PR person has worked with clients that are very conservative but still desire high-profile results.

Few clients are bold enough to emulate Richard Branson's commitment to a PR stunt.  And even fewer wouldn't want his successes.

But how easy it is to tell any client to do something like this?

I'd imagine that not all of them would find a photo like this suitable representing their business.

But truth to be told, publicity might as well be Richard Branson's middle name. And whatever one might think, he was definitely on the right track there. This photo was picked by print and online all over the UK.

Do I want this sort of success for my clients?

Hell yes! Forget the handshakes and giant cheques and bring on the wedding dress.

Ingrid