One of the most difficult uses to price is public relations. The client who wants to buy a picture for PR use wants to allow magazines and newspapers unlimited use of that picture forever, completely free of charge.
The client is usually not willing to pay more than a few hundred dollars for this right. Some photographers have receivede as much as $1,000 for certain PR usage of an unusual image. Printing charges are always in addition to this usage fee.
Whether such a use is even worth considering for a stock photographer or agency will depend on the restrictions that can be placed on the distribution and usage.
Sometimes the buyer will agree not to send the released image to major publications, but only to weekly or local newspapers, which would be unlikely to buy from the photographer anyway.
The following factors come into play:
- Is there any likelihood that you will ever be able to make a sale of this image to a major magazine or newspaper, and will the PR release of this image preclude such future sales?
- If the picture were assigned, what would the buyer have to pay?
- Are there other images from other photographers that might be used as a substitute?
- Is it difficult for anyone to get an appointment with the subject? (Often such images are portrait.)
- Was the subject particularly pleased with your work and insisting that to be used?
| Number of Kits |
|
| Over 500 |
1200 |
| 500 kits |
900 |
| 250 kits |
700 |
| 100 kits |
550 |
| Under 100 |
500 |
CONSULTATIONS
In the event that you want to discuss the specifics of a particular use Jim Pickerell is available for telephone consultations at 301-251-0720. The fee for such consultations is $2.50 per minute. Most only take a few minutes.