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Imagine the phone rings, and it’s a reporter with great news. They are covering a hot topic that affects your industry, and they want to use a spokesperson from your company as an expert source. The deadline is 5 p.m., but all they need is a quote and a headshot.

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.