PR takes time… from all parties!

August 26, 2015 by

motivation-success

So you’ve hired Fuzion, or indeed any PR company, to raise your profile/ increase sales/ make you famous/ “change your life”… you think your job is done. Sorry to break it to you, no it’s not!

A lot of people think that once they are working with a PR company, they won’t have to spend any more time on it themselves. In fact, when you hire a PR firm, you may initially spend more time (and money) on PR related activity than you did before.

But trust me, it won’t be like this forever, and it’s worth it in the long run when you’re seeing great results on a regular basis.

Before we start providing our PR services to anyone, we explain the importance of “looking the part” – having your brand in place, having professional photography etc.

If we are going to get you media exposure, it’s so important that your website is up to date when people log on after reading an article about you, and that you look professional when they see your face in shining lights. We will encourage you to invest in professional photos and we will advise you on who, in our opinion, will do the best job for you.

So now you’re ready to take a back seat and let us do our job… not quite, we still need a little help from you.

We need to build bios on your company and staff – once we have these in place, we shouldn’t need to “bother” you again about them. These bios will help us when pitching your company and you to the press.

Nearly there now… we’re now in a much better position to start PR’ing you and your brand. With the right “collateral”, we should be able to successfully pitch your story out, and this will possibly mean interviews with media (formal, or even informal coffee introductions) – you are the best person to do these interviews, not us.

If you want to achieve the objectives we set out initially, we need you to be involved in the process.

Don’t worry though, we’re not going to be on to you 24/7.

We will keep you updated on progress, and let you know about opportunities as they arise. Also worth noting, in all plans, we factor in time for review meetings (generally quarterly) – here we’ll assess how effective the activity is, and work on a strategy for the next phase of your campaign.

So there you have it, employing the services of a good PR company won’t free you completely from PR duties but it will however open the door to more PR opportunities, helping you to achieve your goals.

Alison O'Brien- Fuzion PRAlison O’Brien

Alison O’Brien is a Senior Account Director with Fuzion PR & Marketing which has offices in Cork and Dublin, Ireland

Artisan and things I can believe in

August 17, 2015 by

Artisan cheeses

Many years ago (in the late eighties/early nineties) I was the general manager of a Guinness owned company in Cork called Deasy’s. We manufactured soft drinks and we distributed beer and soft drinks to pubs, off licences and shops in Cork and Kerry.

We took great pride in our own soft drinks, which to this day are still fondly remembered by people in Cork. Our Deasy’s Orange and Red lemonade were big favourites. Well before my time they even manufactured their own beers and there was one called Wrestler (pronounced ‘rastler’), which people used mention to me.

For years we had been accepting falling volumes in our own soft drinks sales as there was a well accepted principle that it was all about ‘big brands‘ and that these would eventually wipe out all the other smaller brands. The belief was that there was nearly no point in trying with your own products.

As a former accountant for the company I could see the big margins and profitability that these products contributed compared to the products we bought in from other suppliers and I couldn’t see the logic in just letting them drift so we took a different approach.

Guinness - Pension Dispute

We felt that the branding had gone stale and did not reflect the quality of the products so we rebranded including an upgrade of all the packaging. We investigated in an advertising campaign and we also introduced an incentive programme for the customers.

Immediately the results started to shine through with increased volumes but there was also a renewed energy with the sales team who took great pride in their own products and were motivated by us investing in them. The sales pitch to the trade was relatively easy – they were manufactured locally using the best of ingredients and the quality was superb. However many still preferred the big well known brands such as Club Orange and Schweppes.

In a way we were selling ‘artisan‘ products at the time except we didn’t have this label for them and in any case it would not have been the selling point that it is today.

Sadly Deasy’s was merged into another larger Guinness subsidiary a few years later and the manufacturing plant was shut down and these much loved brands were allowed to disappear without a trace.

Phil Cullen Mountain Man Brewing

The Artisan Era

Now we are all about ‘artisan‘ products.

Artisan is defined as “a person or company that makes a high-quality or distinctive product in small quantities, usually by hand or using traditional methods“.

These now trendy products are unique, special, something made with loving care and most importantly they are something that we can believe in. We believe that these products are superior in quality and in some ways we can even accept little imperfections as they can confirm the somewhat ‘homemade‘ attributes that prove we are not consuming products that are mass produced. Retailers who are sharp make themselves unique and believable by stocking ‘artisan’ products, which adds to their overall offering.

Artisan is so much in vogue (and selling!) now that even large companies are trying to make us believe that their products are also artisan – check out the recent Guinness adverts for example.

Guinness advert

I strongly believe that one of the reasons for the popularity of artisan products is that when the recession kicked in there was a huge rejection of the ‘excess‘ that was so prevalent during the Celtic Tiger.

We desperately wanted to get back to things that were real and authentic; this included our food, our drinks, our restaurants, pubs and even our service providers no matter who they are. We had lost faith in so many things that we needed to be able to believe once again.

No matter what you do, try to give your customers an artisan service

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR, Graphic Design services from our offices in Dublin and Cork, Ireland

 

 

Wake up and smell the hops!

August 13, 2015 by

digital hub

I was enjoying my ‘Dublin Bike’ as I cycled through Dublin city on the way to a new client meeting in The Digital Hub. I did something I had not done for a while.. I stopped for 5 minutes in Merrion Square and looked up!

I was so busy in my head thinking about the clever rebrand we had completed for our client and planning the meeting, that I was totally unaware of my surroundings.  We are all so busy being busy, on our computers, phones and mobiles and working towards deadlines and keeping all our fantastic clients happy, that we forget to stop,  look and think.

I noticed the wonderful buildings and carefully crafted roofs and pillars that I had never seen before and thought about the rich emotional Irish history and all the folk that walked on those streets before us. My colleague Greg used to work at the Guinness Brewery at St.James Gate and at offices right on the same site as the Digital Hub, not knowing that Fuzion was coming down the line.

As I walked into the meeting I made a promise to myself that I would become more aware – aware of my team and their experiences and how we can share and work together for our clients. All the meetings, brainstorms and Google hangouts have added to the rich tapestry of experience that our team has. We all have a fusion of feelings, experiences, interests and personality types to bring to the table for our clients and this makes for a really creative dynamic where literally anything can happen and great ideas can come from any brainstorm.

This new level of awareness made me listen even more at the meeting and learn from our clients, who are being really bold and brave about their new branding.

The meeting went well, and Greg gave me a lift back to the office, nah it was in his car, enough bike riding for one day!

That was a really happy ‘aware’ day  

#WinHappy
Aisling White - FuzionAisling White 

Aisling White is an Account Director with Fuzion PR, Marketing and Graphic Design based in our office in Dublin, Ireland

Defamation and your reputation

August 11, 2015 by

Defamation

This week we had to deal with a potential defamation scenario for a client because of some of their online activity.

In this case they had received a solicitors letter accusing them of defamation because of something that they had posted in a personal blog post. This whole area is very interesting because it deals with the most valuable of assets,”your reputation” and it also had the element of online, which makes it even more intriguing.

Your Reputation

Your good reputation is one of the most precious assets that you have and it is in your interest to protect it at all costs. A good reputation is built up over time and it comes about from how you conduct all aspects of your business including the delivery of your products and services, how you treat your customers, your suppliers and your team and how you interact with the general public.

A good reputation will win you business, it will attract customers who will want to do business with you and it will give suppliers, banks, investors and landlords that necessary trust so they are happy to deal with you. If something does go wrong, as things often do then a good reputation will protect you because people will know that you are to be trusted and that whatever has happened you will sort it out.

A lot of the work we do with clients can be described as reputation management. We work hard to ensure that all the great things that our clients do are publicised and if potentially damaging incidents occur then we make sure that these situations are carefully managed so that any damage is limited.

A reputation often takes many years to build, but this can be destroyed easily in just moments by circumstances.

Defamation

Because your reputation is such a precious asset it is only right that their is legal protection available to you, should anyone ever defame you.

We have found that defamation can be quite a misunderstood term as many feel that it applies whenever someone ‘says something bad about you‘  which is certainly not the case.

A few elements must normally be in place for something to be deemed as ‘defamation’:

Precise information – You must know exactly what has been said or publicised about you and be able to demonstrate this.

Clearly identified – The parties claiming to be defamed must be clearly identified in the offending publication.

False statements – It can only be deemed as defamation if what has been said is largely untrue. You might not like what is being said about you but if it is true this is not defamation!

Publication – It is only deemed as defamation if the publication of the remarks was relatively wide. Being overheard by a few people would not be enough.

Defamation

Online dimension

The online environment makes this whole area even more complicated.

Does a post on a blog or on someone’s social media accounts such as Facebook, Twitter or LinkedIn carry as much weight as an article in a newspaper, some other publication or a comment on radio or TV? If I have 6,000 followers on twitter and someone else has 100 is a false statement by me a bigger misdemeanour?

It’s all a question of distribution and how many people may have seen or heard the false statements and then someone has the tricky job of assessing how much potential damage has been done by the false statement.

Another tricky dimension with the online environment is that if others make defamatory comments about someone on your ‘platform’ (blog/discussion board) then you could be liable as you did not remove the offending posts.

Defamation is a notoriously difficult area of law so even when all the elements are in place anyone considering a case in this area must have deep pockets and lots of time on their hands before considering legal action. (Check out some of the cases that have been tried in Ireland).

Our client

With the scenario that we had to deal with this week none of the critical elements were in place so our client had nothing to worry about and certainly nothing that would damage their own reputation – in fact it was quite the opposite.

In this case one of the people involved had written a blog post about the personal impact of an incident whereby they had been seriously wronged. They never once mentioned who the offending party were in their post and they were 100% truthful in what they had said.

Ironically the offending party ‘recognised’ themselves in the post and cried ‘foul’ and immediately ran to their solicitors who were happy to claim defamation, which it clearly was not. In this case the solicitor should have known better than to make such an incorrect and unprofessional accusation – is this a defamatory comment?

I’m always amused to see how it’s nearly always the ‘offenders’ who get most vigorous about protecting their rights!

Your good reputation is hard earned and it is a precious asset of huge value to your business. The best advice is to manage your reputation carefully so no one ever has a reason to say something bad about you.

If someone is making false, damaging accusations about you then you do have a legal mechanism but make sure that all the right elements are in place before going down this potentially costly and distracting road.

Your good reputation is everything.

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Reputation Management and Crisis PR services from our offices in Dublin and Cork, Ireland

The perils of opening a new business and great neighbours

August 4, 2015 by

Quinlan's Fish restaurant, Cork

Opening a new business is one of the most exciting and scariest things that you can do!

In my earlier life I opened many new businesses including fast food restaurants and music stores in different parts of the country. In each case you put your heart and soul as well as money into the new venture and you literally cross your fingers and toes that all of your assumptions about the ‘gap in the market’ are correct and that when you throw those doors open it is a success.

Of course you do your utmost beforehand to assess the opportunity but in truth from my own experience it is only when you actually open those doors that you discover if your venture will be a success or not.

I will admit truthfully that not all of my ventures have been successes – some of the businesses I have opened had to be shut within a year or shorter. In some cases external circumstances dictated against them but in others I just got my assumptions wrong and I overestimated the demand resulting in a loss making scenario. Thankfully I had other profitable ventures to carry these losses but it is very costly, painful and frightening when something doesn’t work.

When this happens it dampens your entrepreneurial spirit, you tend to become risk averse but after a time the true entrepreneurs will dust themselves off and try again!

These days in Fuzion I and my team are in the privileged position of helping many new businesses in Ireland open their new ventures. It’s exciting but as we all know only too well there is no guarantee of success.  All you can do is give yourself the best chance of success – ‘Prepare to win’ is a phrase my good buddy and ex-Cork City FC manager Pat Dolan used use frequently.

Every time I see a new business opening it thrills me as it captures that adventurous entrepreneurial spirit – another brave soul who believes enough in what they are doing to take a risk. We need to celebrate this and take it as a big sign that confidence is recovering in our economy.

Just two weeks ago it was fantastic to see the doors open of a new fish restaurant, Quinlan’s in Princes Street in Cork – things are definitely improving in Cork when you see people having the confidence to open new places.

Something even more fantastic was the little sandwich board that I spotted outside Nash 19, one of Quinlan’s neighbours.

Instead of listing the specials for the day “Welcome to our new neighbours” it read, which was a very generous gesture from another restaurant, who effectively would be a competitor of sorts of the newcomer.

This gesture must have been hugely uplifting and encouraging to Quinlan’s who were about to find out very quickly if Cork was ready for their new restaurant.

As usual I like to tweet when I see a new business opening and very cleverly Quinlan’s responded to my tweet by inviting me and the Fuzion gang in for our #FuzionFriday lunch, which is our team tradition, one that we have kept going for 15 years.

We duly accepted the invitation and enjoyed a really great ‘fish and chips‘ lunch (and some vino!) at Quinlan’s and when we were there I had a great chat with their owner, Liam Quinlan, a Kerryman from Cahirciveen.

The first thing he mentioned to me was the fantastic support and welcome he had received from his new neighbours, many of which would be competitors. He spoke about the welcome from Claire Nash and the Nash 19 sandwich board, he mentioned Ernest Cantillon from Electric, Salvatore and his mum from Rossini’s, some of his other close neighbours and some of the traders from the English Market who all popped in to wish him the best. He had been warned beforehand that an ‘outsider’ like himself would be ‘up against it’ in Cork.

This welcome has made all the difference to him – he explained to me how he has been months getting the place ready, which has resulted in him staying away from his young family a few days a week and at the same time he has an existing business to run. Getting the doors open is a colossal task but in truth that is only the start of it as you need to work hard to build a business so it is a success. Despite the excitement it can be an exhausting and lonely time for a business person. Why do we do it? ..we just do!

Personally I was absolutely thrilled and proud to hear about the genuine warm ‘Cork’ welcome that some of the business people in our fantastic city have given to Liam and his team – well done to everyone involved. Hopefully the word will spread and even more people will open their ventures in our fantastic city, creating jobs, filling those empty units and providing more choice to Corkonians and visitors alike.

We live in a competitive world and one where we have to focus practically all of our energy on our own business. It is too easy to forget about good manners and making a little effort to be nice and take a little time to offer a genuine welcome to another business person trying to make something positive happen. Even better buy some delicious fish and chips!

These small gestures can make a huge difference.

The really great thing about giving a warm welcome is that it speaks volumes for those who offer it – being a great neighbour is actually great for business and our great city.

Well done Cork!

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR, Graphic Design services from our offices in Dublin and Cork, Ireland

The “Great Lengths” we go to!

July 29, 2015 by

Cathriona's Hair Salon

We are known in Fuzion for always going the ‘extra mile’ for clients and this month we literally did, when I made a trip to Tralee.

One of my clients is award winning hairdresser and hairdresser to the stars (namely Miriam O Callaghan), Cathriona Rohan.

She is the owner of Cathriona’s Hair Salon in both Tralee and Castlegregory and has a very well respected and highly renowned reputation in the south of Ireland. She is known for the ‘Great Lengths’ hair extensions that she does and speaks about it with such passion and knowledge.

Last week I travelled down to Cathriona’s Hair Salon in Tralee to try out the ‘Great Lengths’ Hair extensions, and experience the service offered at Cathriona’s Hair Salon – after all how can I PR something I have never tried?

Cathriona's Hair Salon

It was a great opportunity to try out the product and the service and really get to know the ins and outs of what I was about to pitch to media…a very nice treat for me also :)

Cathriona talked me through the process and what makes Great Lengths different to its competitors on the market and left me in no doubt that they are the best extensions in the world. She really knows her ‘stuff’ and getting the chance to experience her in action gave me a lot more of an understanding of how she goes above and beyond for her clients, something I wouldn’t have known otherwise.

I arrived at the salon in Tralee, which is absolutely beautiful and extremely girly. The attention to detail in the salon couldn’t go unnoticed – the extensive drinks menu, vintage décor and the comfortable foot stools add to an overall relaxing and enjoyable experience, that the pictures simply cannot fully capture.

The girls are so friendly and gave me a cup of tea and a delicious cupcake while I was waiting which was a very nice touch. I was also offered a glass of prosecco which made the experience that little bit more exciting and special.

I was blown away by the hair transformation when Cathriona was finished, it was exactly what I wanted, and Cathriona is superb at what she does.

It made me realise just how important it is to do something like this and really experience the product or service of a client first-hand before trying to persuade others to, or trying to explain the essence of something to the media. I have a much better understanding now of what makes Cathriona and her salons different to her competitors and what puts her at the top when it comes to quality, service and happy customers.

No matter what you do, you should go to ‘great lengths’ to understand your customers.

Edel Cox - FuzionEdel Cox is a PR Executive with Fuzion

Fuzion are a Marketing, PR and Graphic Design firm with offices in Cork and Dublin

 

Spending ‘time’ habits

July 23, 2015 by

Betty Liu

I read an article today on Linkedin that got me thinking…it was called ‘4 Weird Time Saving Habits of Highly Successful People’ , written by a woman named Betty Liu who is a Bloomberg TV presenter and business journalist. I often read articles on Linkedin and while most are interesting, they rarely stick. But today, this one did.

In the article, Betty talks about saving time and some unusual ways for time saving that her highly successful friends have shared with her throughout the years. Some of the ideas were perfectly logical to me, such as making sure that you reply to all of the previous working day’s emails by noon the following working day, allowing yourself to then turn your attention to the upcoming work and not keep being dragged into things that should have been closed off yesterday.

Tips like this are useful and nice to know but there was one nugget in particular that stuck in my mind – Betty quit taking sugar in her coffee!

Not for health reasons and not because she didn’t like the taste but because of the time it took. ‘Such an odd statement!’ I thought. Or is it?

Betty describes how she repeatedly waited in line at the Starbucks for her coffee each day and after a while, spending a few extra seconds trotting over to the condiments to put two packets of sugar into her coffee and stir, started to seem like a few extra seconds too many.

Betty decided to quit that step and save herself time. After all, a few seconds a day adds up to a minute or two a week, and over months or years, adds up to something substantially bigger.

I don’t know why it stuck out in my mind so much, maybe it’s because my Mum has always told me, ‘You can’t save time, you can only spend it wisely.’

It got me thinking about my own daily habits, even simple things like the few extra minutes I laze around in the morning. Am I wasting precious time that I could be channelling into something more productive elsewhere in my day?

Can I save time in certain areas of my daily routine, that I could spend later that day on something more productive, fulfilling, or even fun?

Betty reminded me today that once time is gone, you can’t get it back and she has inspired me to not only apply this to my personal life, but my working life too.

Maybe sometimes, we all need to look at our spending habits…

fuzion pr pic1Emily Hughes

Emily Hughes is a PR Account Manager in the Fuzion Dublin office

Tell Your Story with Integrity and Soul

July 16, 2015 by

Caitlyn Jenner Arthur Ashe Award

The odd time, in between watching Kevin McCloud and his Grand Designs and the News, I sneak a peek at Keeping up with the Kardashians just to see what ridiculous subject they are talking about.

The way they seem to leave their whole life open to the public I find often crude, staged and so far from any sense of reality I know or would like to know!

The car crash show is about a blended family with Kris Jenner (The Momanager), her adult children from her first marriage, her (now former) husband, Olympian and great American hero Bruce Jenner, with his kids from his second marriage (the kids from his first marriage had the sense not to get involved with the show) and into the mix Kris and Bruce’s own two young daughters, who have grown up with cameras on them 24 seven.

It’s total drivel and I find it so fake – and just when us voyeurs thought it couldn’t get any more off the wall, Bruce, the all American hero,  announced to the world (via TV of course) that from now on he was a she; Bruce was now Caitlyn and proud to come out of the closet!

Any decent publicist worth their salt would have predicted the death of the programme, with people turning away in their droves from this far fetched, totally manufactured story line.

But you know what…..I think the whole family have handled it (OK there were a few fake tears from the former Mrs Jenner – Kris) with great compassion, honesty and openness.  Most celebrities would have hidden away and licked their wounds, far from the public they once courted.  That’s what I expected.

Not the Kardashians and Jenners!

Kim / Caitlyn Jenner tweet

Coming up trumps is Kim Kardashian and Caitlyn’s youngest girls Kylie and Kendall.  Kim, who got the whole Kardashian merry-go-round going with her infamous sex tape is coming across as supportive, understanding and so articulate and honest.  I’m seriously impressed and I never, ever thought I would say that about a Kardashian!

The two  youngest girls, still in their teens and living in such a high beam spotlight, obviously are having more trouble with it, but they are communicating in such a dignified way on TV and on their social media pages and it’s clear that they remain proud of their dad.

And there is a lot to be proud of.  Bruce/Caitlyn is out there telling her story with integrity and soul.  She is putting her hands up to the past failings as a father and a husband and she has sought and is finding redemption through her coming out.  The relief is all over her much surgically manipulated face.

Last night America showed its acceptance by awarding her the Arthur Ashe Courage Award at the ESPYs, an award presented annually to individuals, usually high profile sporting personalities, whose contributions to society transcend sports.  The respected reporter Diane Sawyer, the last person to interview Bruce as he announced his transition to Caitlyn was was in the crowd, cheering Caitlyn on; her presence at the Awards spoke volumes, supporting Caitlyn and her actions.

But the big thing for me was the presence of all of Caitlyn’s children, step children and his 88 year old mother, up front and centre supporting her.  Caitlyn will be an example to other people who are thinking of making a difficult transition – and her family I have to say I now kinda respect a little!

Kim Kardashian cheering on Caitlyn Jenner at Arthus Ashe Awards

It just makes me think of the odd client we have, who hesitate about telling their own story – nothing in anyway intrusive like the Kardashians, just their business story.

They really need to jump over the fear hurdle and just go for it. They have nothing to fear if they are honest and communicate with soul and integrity.  As long as this can be demonstrated people will want to connect with them and their businesses.  That is what PR is for –  It helps clients to tell the story of their business and allows them to connect with people.

Don’t shy away from any opportunity that could benefit your business.

Don’t think – what if; I shouldn’t; what would my peers think?  Because if you don’t take up the opportunities to tell your own unique story, you can be sure that your competitors are talking to us or agencies like us (but obviously not as great as us!) without that fear of telling their story.

Be brave, be honest, have soul and command your own airwaves – and if you need some help with that, you know where we are …

Deirdre Waldron - Fuzion PRDeirdre Waldron is the founding partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design firm with offices in Dublin and Cork, Ireland

 

 

A picture paints 1,000 words ..

July 7, 2015 by

Homeless man

How many times have we used the expression that “a picture paints a 1,000 words?

Arthur Brisbane - New York Editor and JournalistArthur Brisbane a high profile journalist and editor in New York is first credited with an expression close to this “Use a picture. It’s worth a thousand words.”

This very clever quote appeared in a 1911 newspaper article discussing journalism and publicity.

In our very busy, frantic, no time to stop, no time to read or study anything properly world with multiple media coming at us non-stop does this expression this hold up?

The idea that a picture is a powerful way to convey a message certainly holds up. The idea of using a multiple of 1,000 words is interesting – already I have used 116 words in this piece.

When I read that Arthur Brisbane penned this quotation I wanted to know what he looked like for some reason. He looks like James Stewart in the ‘It’s a Wonderful Life’ era. He looks like a wise man!

As an editor and a journalist Arthur probably had a very strong instinct about how many words it took to deliver a message and what job an equivalent image would do.

If you consider the likelihood of something grabbing our attention today and you think about the job an image can do and the equivalent article (or articles) to do the same job it makes you think about that multiple.

Is it more than 1,000? Is it 10,000? Is it 100,000.

Of course it all depends on the image and how well this is constructed to deliver the necessary message.

At Fuzion when we issue a press release to the media we will often insist that a strong photo accompanies the release – sometimes the picture will be the thing that will get the big space in the newspaper and sometimes we will get both the picture and the article.

For the reader if the image is strong enough it will convey the message or story that we wanted and it may be the hook that will make the reader stop and actually read the ‘words’.

Does a picture paint 1,000 words?

We guess it does and much more besides ..

The story of the photo (top of the blog post)

A family of a missing man spotted him in a photo taken of homeless men that appeared in a Sunday newspaper. Nicholas Simmons, 20, was in upstate New York on New Year’s Day, but he vanished leaving all his belongings behind, according to Fox News on Jan. 6.

Someone in his family spotted Nick in a picture that showed a group of homeless men. The men hovered around a steam grate trying to get warm on the streets of Washington D.C. recently. The homeless men looked destitute, including Nick, trying to get warm in the frigid temperatures. Nick’s parents called the police, who were able to locate their son.

The photographer who took the picture conveyed more than 1,000 words ..

For your website, brochures, posters, press releases get great photos that tell your story.

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR, Graphic Design services from our offices in Dublin and Cork, Ireland

The Art of Photography

June 15, 2015 by

Cork Lee baths

Yesterday during my lunch I was enjoying the sun and taking in the sights and sounds of our beautiful city, Cork.

As I walked past the Irish Examiner office, I couldn’t help but notice a whole array of old photographs displayed in the window.. you know the ones, black and white and of times gone by, a selection of imagery that has been printed in the paper down through the years.

As I stopped and admired the images, one thing that struck me was how all the people in the photographs were completely mesmerised by the camera. One in particular is of a swimming pool and there must be over fifty people in the shot. What is really impressive is how all of these people have stopped what they were doing and are now fixated on the photographer and his camera.

Firstly, a day out at the swimming pool in what looks to be around the late 60’s or early 70’s would have been a massive big deal, and obviously someone taking a photograph is equally amazing.

While a photograph in those days commanded so much authority this is in stark contrast to now when photographs are a regular everyday occurrence, so easily generated with our phones and shared digitally, with a huge percentage of them never even making it to print.

With such a large volume of photographs being taken, a lot of them have lost their beauty and intrigue, which was once so evident in these old photographs.

This ‘loss’ is from both sides; the photographer is not restricted by expensive film, they just want to get the photo as quickly as possible and share it. The people in the image don’t really care as much because they know another one will be taken again shortly.

Our new era is more than ok with me, because it’s a great thing being able to capture and share so many moments so easily and so instantly. Even better it is easy for us to browse through them, like and comment on them and share them even further when we want..fantastic!

However, what does bother me a little bit is when you think of those old photographs they were created by such talented craftsmen. They were so impressive in their appearance, that people really paid attention to them.

Whilst the advancements in technology is brilliant, it makes everything so easy for everyone and with a couple of tutorials everyone becomes a “photographer” or so you would believe.

This is clearly not the case – as a creative person I tend to observe a lot of things that others just would not and unfortunately I see that our visual intake everyday is completely polluted with photographs and imagery that have just been made by someone with a nice camera or the latest version of photoshop.

During the course of my graphic design work it is staggering to see the difference that a great photo can make – without great photos it can be very difficult to bring something to life properly. With our PR team a great photograph can help to tell a story brilliantly and get a story to “land”.

That is why it is so important in today’s world that if you want a great photograph that you should go to a professional photographer who loves doing what they do and someone who has served their time training to become what their heart desired.

At least then you know that this person will take that stunning well composed photograph even if it is a swimming pool packed full of people!

Ray Keohane

Ray Keohane is a Graphic Designer who works with Fuzion from offices in Cork and Dublin, Ireland.


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