Many publications have rules of thumb that encourage pictures with fewer than five people in them. "The more people there are in a shot, the more difficult it is to compose a good photo," says photographer Andrew Yale. So unless you or your photographer understand how to photograph large groups, avoid them in your publicity shots.
In general, the people in your art must not have their backs to the camera, and they must be identifiable. But if you're taking pictures of people in a confidential situation, such as a clinic or a hospital, it is OK if you can't see their faces.

Choosing an interesting angle can help make your art more compelling. "To the beginning photographer . all 'news' takes place at a distance of six to ten feet from the camera, and is always viewed from shoulder height. Because such photographers always assume the same position in relationship to their subject matter, all their pictures look the same.... To fight such redundancy," Douglis advises, "photographers must seek variety in vantage points.... The key to winning the battle against visual redundancy is to forcefully and emphatically shift camera position."

For specific tips on how to add interest to your photos through photo composition see David R. Yale's "How To Get Publicity Photos In Newspapers, Magazines, And On TV"