In an increasingly visual and interactive world, photography—let me emphasize, GOOD photography—has never been more important.
Far too often, photography is an after-thought, a line item that receives low priority in the marketing/PR budget and is not clearly understood by the client. Today, more often than not, photography is relegated to an employee or staffer who has more interest in the subject than skill.
Perhaps there is no place where image-building photography is more important than in the PR industry. Photos can make or break a story. They promote a brand. They deliver a message. There is no doubt that good photography helps influence a journalist’s decision on whether to publish your material.
Images do more than grab a reader’s attention. They aid in recall. Per research compiled by 3M, the corporation behind Post-it Notes, visuals are processed 60,000 times faster than text, which means you can paint a picture for your audience much faster with an actual photo. It’s no surprise then that HubSpot’s social media scientist Dan Zarrella found that tweets with images are 94% more likely to be retweeted than those without pictures.
At Marketing Strategies, we emphasize the importance of working with professional photographers and in choosing the right photographer for the job.
So that your result is as good as your intention, here are five things to look for when choosing a photographer:
• Technical Proficiency
• Creativity
• Ability to work on tight deadlines and within budget
• Personality, and
• Appearance
I usually get a few odd looks when I mention ‘appearance,’ but your photographer is representing your organization. Their professionalism is important. That doesn’t mean that they must wear a shirt and tie. It does mean that they don’t look like they have just rolled out of bed or been blown in by a storm. Likewise, personality is key. The photographer must interact with both you and the client and must be open to suggestions and constructive criticism.
Outside of appearance and personality, it may be harder to gauge the other three items. Therefore, it is essential to ask for references and to review the photographer’s’ portfolio. Today, most professional photographers have a website and love to share their work.
One of the most critical and fundamental steps in working with your photographer is having a conversation with them well in advance of the shoot. Talk to them about the job. It is vital for them to understand your needs and those of the client. What is the scope of the project? What are your objectives? How will the photos be used, i.e., online, in print, etc.? And on the flip side, they can tell you the best time of the day to shoot, along with clothing and staging that will enhance the photography.
Always ensure that the photos are royalty free. You do not want to contact the photographer each time you wish to use one of his/her photographs, and you do not want to pay on a per-photo basis. I suggest developing a contract in which these items are specified. Spell out the project in detail.
While there is no substitute for great photography, there is a time and place for those of us who love to shoot with our digital cameras and iPhones. We’re all storytellers after all, and as you’ve heard a thousand times,
‘a picture is worth a thousand words.’