In this blog post, I would like to address a seemingly unrelated question: “Would you use a plumber to service your car?”
Although this question may appear unrelated, it serves as a starting point to emphasise the significance of selecting specialised professionals for specific tasks. If a plumber’s website or advertising claims to provide car servicing in addition to the customary services, would you rely on their purported expertise and experience in vehicle servicing to service your car?
Similarly, many photographers advertise their services as encompassing various genres, such as legal, wedding, family portraits, and public relations (PR) and I am sure that the great majority are excellent at some of them. It is crucial to select a specialist for specific tasks. For instance, when choosing a wedding photographer, it is advisable to prioritise a photographer who specialises in wedding photography, ensuring that your expectations are met and that your booking is not compromised.
Is a press photographer the same as a PR photographer?
In most cases, the terms “PR photographer” and “press photographer” can be used interchangeably. However, it is essential to ensure that you have chosen a photographer who specialises in your specific needs. Some press photographers may primarily focus on news photography or work for agencies that fulfil this role and their need to supply photos for hard news stories will take precedence over your PR photography requirements. Our services have been called for on numerous occasions when this scenario has arisen and the originally booked photographer has cancelled the booking at the last minute because they have chosen to do a news shoot instead.
In the realm of a public relations photoshoot, it is also crucial to acknowledge the potential for unforeseen events to occur that could negatively impact a brand’s image, if reported. Such occurrences could garner significant media attention, potentially overshadowing the intended outcome and a news press photographer may be tempted to supply photos to the media. As a PR executive, the last thing you want is to find yourself explaining why a negative photograph has been prominently featured in the media, causing harm to your brand’s reputation.
To mitigate this risk, it is advisable to engage the services of a top professional PR photographer. These photographers are trained to handle such situations and ensure that any mishaps are captured in a manner that does not reflect poorly on the brand. While they retain their experience as press photographers and possess a keen eye for newsworthy events, their primary focus now is on serving PR consultancies, marketing and communications departments within organisations and companies and they know to whom their loyalty lies.
Should you invite the press?
It is essential to consider the potential benefits and drawbacks of inviting the media or freelance news photographers to cover your event, in addition to having your own official photographer.
On the one hand, having multiple photographers can provide a wider range of coverage and potentially increase the visibility of your event. Freelance news photographers can syndicate their images globally, resulting in greater exposure. On the other hand, there are risks associated with this approach. If an event does not unfold as planned or if the media photographers are briefed by their publications to provide a negative perspective on your PR efforts, you will have no control over the resulting images. This can be particularly challenging for PR executives, who must once again address the negative resulting publicity with their client.
In contrast, if you opt to hire only your own official and trustworthy photographer, you retain complete control over the narrative and the publications in which the photographs appear. This approach ensures that your brand’s image is portrayed in a positive light and that the media coverage aligns with your desired message.
Ensuring the Suitability of a Photographer for Your PR Needs
When selecting a photographer for your PR needs, it is crucial to ensure that they have experience working directly for a newspaper. This experience will provide you with the expertise you require to obtain high-quality photographs that align with the preferences of picture editors and are suitable for publication.
If you intend to find a top PR photographer in the UK through a search engine such as Google, use the search term “PR photographers.” Thoroughly review the websites returned in the search results and identify photographers with experience in the press but those whose primary focus is serving the PR and communications sector. Pay particular attention to photographers whose PR photography portfolio showcases a diverse range of example photos specifically tailored to the style you seek. If there are any specific examples that resonate with your brand identity, be sure to inform the photographer during the booking process.
When a PR executive requires a photographer to capture images for a news release, photograph a client’s latest PR activation or stunt, or provide photos to support an article in the trade press, it is essential to commission an experienced top PR photography specialist. Professional Images is an example of such a specialist that can deliver exceptional results.
Building Trust through Client Testimonials
One of the most reliable ways to gain confidence in a photographer you have not used before is to read their client testimonials. Carefully review any available testimonials to assess the level of satisfaction experienced by their previous clients. Do the quotes demonstrate creativity and innovation in PR photography? Do they suggest that the photographer has been engaged repeatedly for PR photography, indicating a high level of trust in their services? Do they portray the photographer as professional and reliable?
It's a people thing
In the realm of public relations photography, selecting a competent photographer is paramount. A skilled photographer with a proven track record of building rapport with people and effectively directing shoots is essential. This skill is honed through years of experience and requires a certain level of confidence and expertise.
Members of the public are often required to appear in PR photographs, and a photographer with the confidence to engage with and gain the trust of the public is crucial. This involves establishing an almost instant rapport and understanding with the individuals involved.
When selecting a photographer, it is important to exercise caution and thoroughly evaluate their qualifications. Avoid making hasty decisions, as you may end up with a photographer who lacks the necessary skills and experience. Make a careful choice and keep an eye out for the equivalent of a plumber offering to service your car!