First of all, we’d like to suggest appointing a staff photographer for a couple of reasons. Specifically assigning this duty ensures someone is responsible and accountable for having the camera charged and ready. They should be responsible for asking the question, “Do we need photos of this event, person, meeting, etc.?”

Practice makes perfect and over time your staff photographer will become practiced at using the camera to achieve better and better images. Reading the owners manual is also an important step since cameras vary in their features, settings and icons. Fortunately, today’s high quality digital cameras, when used properly, do most of the work. Here are a few additional pointers to enhance results:

A Heads Up on Composition
Great photographers spend years perfecting their sense of composition, but the first step is just becoming aware of everything in the shot. Most of us have taken a really nice photo of someone only to realize later that there was a palm frond, lamp post or door jam directly in alignment with the top of their head. That’s just one example of a common problem with composition. The solution is for the photographer to develop a new habit of looking beyond the subject of the photo and actually seeing the background as well. Often a different angle or slight change of location will improve a photo greatly. Remember to pause and think about the composition of the photo and search the background for unwanted images before snapping your final shot.

Lighting the Way
Lighting is another major component of photography. Even with the best flash, photographers should plan carefully for the best lighting. If possible, plan outdoor photo sessions for the early morning or late afternoon. With the mid-day sun directly overhead, it is difficult to overcome the shadows that will naturally form. If you are planning to shoot a stationary object that can’t be moved, such as a building, choose a time when the sun is shining onto the façade. For example, a westward facing building should be photographed in the afternoon when the sun is in the west. In the morning, the sun will be behind the building in the east, casting it in shadow. Know the settings on your camera, and don’t be afraid to try different lighting options indoors. Often turning off florescent lights and turning on your camera’s flash will produce a more flattering outcome.

How to Pose
Not everyone feels natural in front of the camera, and it is the photographer’s job to coach the subject in the art of posing. If the subject is staring into bright sunlight, congratulate yourself on choosing good lighting, but it may cause them to blink a lot. Ask the subject to close their eyes and then open them on the count of three when you shoot. Encourage them to sit up straight. Is their head tilted too far up, or maybe it’s too far down? Be their mirror and look at every detail, from the way their clothing rumples to the way their feet are positioned. Success lies in avoiding unflattering details like stiffly crossed arms, a crooked tie or stray hairs.

Try Try Again
Photographers often feel rushed. The people in the photo are busy with other business priorities, ready to get back to the food and dancing at an event, or simply tired of posing. However, that’s exactly why you should keep trying until you get the photo you need. Once this photo opportunity gets away from you, there may not be another one. The best photographers engage the subject in the process. They put them at ease by making them laugh and explain why they want a few more shots. Make it clear you want to make them look good, and they are more likely to cooperate. Check the preview of each shot before taking another so you can correct composition, lighting and any other issues to get the best photo possible.

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Maybe this hasn’t happened to you yet, but you need to be aware that it could. This is a realistic scenario, and an example of why photography is such an important part of your media relations tool kit. Many managers think about photography on an as-needed basis, and unfortunately they are caught unprepared when a valuable opportunity such as this comes along.

In this case, headshots are at issue. All company spokespersons should have a current headshot available in a digital format that can be quickly disseminated to the media. Getting an appointment with quality photographers can take days or even weeks so don’t wait until you need it. Snapshots taken by a staff member on the fly may suffice, but how will that headshot look printed next to the professional image provided by your competitor?

Other photography essentials vary from company to company. For some companies, having quality photography of their products is absolutely essential. For others, having individual headshots of the entire staff may be important. Take stock of your company’s photography and determine what you need to bring the collection up-to-date.

Format is also important. If you haven’t already had old photographic prints scanned, do so now, and make sure you have high resolution files. The higher the resolution the better, since it is much easier to make an image smaller than it is to make it larger.

Also, be proactive and think about photography in everyday situations. Are staff members planning to attend a fundraiser, volunteer event or social activity? Be sure someone photographs them in the act! These photos can be used for newsletters, Facebook updates and more. They add a personal touch to the story that resonates with customers. You might be surprised to see them in a montage about your life at an award ceremony someday!

Of course, professional photography is ideal, and sometimes it is essential, but there are many times when it isn’t practical. Luckily, today’s high-quality digital cameras allow novices to achieve acceptable results with a little training. Our next blog post will offer some tips of the trade to ensure every photo taken by your staff is the best it can be.

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