Understanding Photography Usage Rights

Many of our clients have learnt the hard way when commissioning photography of their latest project. They spend hundreds or even thousands of pounds on the shoot, only to find out they can't send them to the press without paying hefty extra fees.

When you hire a photographer for public relations work, the creative side of the project—lighting, composition, storytelling—usually takes center stage. But behind the lens lies a crucial detail that determines how effectively you can use those images: usage rights.

In PR, images are more than visuals—they’re communication tools that support storytelling, media outreach, and brand visibility. Without the right usage rights in place, even the most stunning images can become a legal or logistical headache.

Who Owns the Copyright?

By default, the photographer owns the copyright to every image they create. That means your organization doesn’t automatically own the photos, even if you commissioned and paid for the shoot.

What you receive instead is a license—permission to use the images in specific ways, for specific purposes, and sometimes for a limited period.

If you want complete control over the photos—including the ability to edit, reuse, or repurpose them indefinitely—you can negotiate a copyright buyout or “work for hire” agreement. This transfers ownership to you, but it typically comes with a higher cost.

Common Types of Usage Rights

Understanding the different types of licenses will help you choose the right one for your PR needs.

Editorial Use

Covers press releases, media coverage, and news stories. This is considered non-commercial use, meaning you can’t use these images in paid advertising without additional permission.

Corporate or Internal Use

Applies to internal communications such as reports, intranet posts, and employee newsletters.

Commercial Use

Includes marketing, advertising, and promotional campaigns. Because these uses have broader visibility and commercial value, they generally come with higher fees.

Web & Social Media Use

Allows you to post photos on digital platforms like your website, social media channels, and online publications. Licenses may specify a duration, such as one or two years.

Full Buyout or Unlimited License

Provides permanent, unrestricted use of the images for any purpose, in any format. It’s the most flexible option and often the best choice for PR teams that manage multiple campaigns or brands.

Common Restrictions to Watch For

Photographers often include restrictions to protect their work. Common limitations include:

• Time restrictions: Rights expire after a certain period (e.g., 12 or 24 months).

• Geographic restrictions: Usage may be limited to a specific region or market.

• Media restrictions: You may only be allowed to use images online, not in print or advertising.

• Modification restrictions: Approval may be required before cropping, filtering, or editing images.

• Transfer restrictions: You might not be able to share images with third parties, such as media outlets or event partners.

For PR purposes, make sure your license explicitly allows distribution to the media—this is essential for effective press outreach.

What to Negotiate in a PR Photography Agreement

When negotiating with a photographer, request clear, flexible terms that align with your communication goals. Ideally, your contract should include:

• Perpetual, worldwide, non-exclusive license

• Rights for editorial, PR, and marketing use, including social media

• Permission to share images with third parties, such as journalists and event partners

• Ability to resize or crop photos for design consistency

• Optional attribution, unless required by a publication

A “non-exclusive” license means the photographer can still use the images in their own portfolio or marketing—this is standard practice and rarely a concern.

Red Flags to Avoid

Before you sign, look out for warning signs that could limit your PR flexibility:

• Only low-resolution images are provided without extra fees

• No clear rights for media distribution

• Additional charges for each platform or publication

• Vague or missing terms in the written agreement

A detailed, written contract is essential. Never rely on verbal understandings when it comes to licensing.

A Sample Clause to Include

To simplify the process, include a clause like this in your photography agreements:

“Client is granted a perpetual, worldwide, non-exclusive license to use the images for editorial, PR, social media, marketing, and corporate communications, including distribution to third parties such as media outlets and partners, in any format.”

This kind of clear, concise language prevents confusion and ensures both parties share the same expectations.

Great PR photography can powerfully enhance your storytelling—but only if you have the rights to use those images where and when you need them.

By understanding and negotiating the right usage rights upfront, your team can focus on what matters most: sharing authentic, impactful stories with the world—without legal gray areas getting in the way.