IPTC data is a method of storing textual information in images defined by the International Press Telecommunications Council. It was developed for press photographers who need to attach information to images when they are submitting them electronically but it is useful for all photographers. It provides a standard way of storing information such as captions, keywords, location and captions. Because the information is stored in the image in a standard way this information can be accessed by other IPTC aware applications. It was developed by the International Press Telecommunications Council which is a consortium of the world's major news agencies, news publishers and news industry vendors. It develops and maintains technical standards for improved news exchange that are used by virtually every major news organization in the world.
http://iptc.cms.apa.at/site/Home/About/Membership_Q&A
The details are filled in via Lightroom, either at the import stage, or later on by filling in all the relevant information in the 'library' module. Below is a screenshot of an example of some IPTC and metadata I have filled in on one of my final images.
Included in the IPTC data is the EXIF (Exchangeable Image File Format) data of the camera, lens and settings used. Below is an example of EXIF data taken from an image file, showing all the cameras settings from the time/date right through to whether the flash was fired.
Unlike the IPTC data, the majority of which is manually entered, the EXIF data is electronically generated by the camera at the moment the shutter is pressed and is automatically embedded into the image.
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