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1. It must be a professional, high quality photo.
2. It should be a photo that stands out from the rest and leaves a memorable impression.
3. It should be a photo that fulfills the purpose of the PR photo: to attract the public's attention.
4. It should be a photo that can be easily resized for use in different media.
5. It should be a photo that is well composed and well lit.
6. It should be a photo that is tailored to the audience it is aimed at.
7. It should be a photo that conveys a positive message and connects with the brand.
8. It should be a photo that responds to the current zeitgeist.
9. It should be a photo that leaves an emotional impression.
10. It should be a photo that is legally sound.