PR Photography can either be very dull or very creative. It is my job to make it creative, and this is something I feel I do well. Having started out working in newspapers over 20 years ago, I have a very good understanding of what will be valued in media circles. I know how to make a news image out of a business-focused photocall. I have an understanding of what will work for a publication as well as getting the client’s message across. Image is everything in this competitive arena. Dull pictures do not sell newspapers.