Briefing a Professional Photographer

Photo shoots go smoothest when businesses have given thought to various elements before contacting me.

When I work with marketing departments or creative agencies they usually deliver a photography brief for us to discuss before the job is agreed. That way I, as the professional photographer, know what they are looking for and I can add my thoughts and suggestions based on my experience. This enriches the outcome and the experience for our joint clients.

When commissioning photography directly, I encourage clients to consider the following main elements before or during the commissioning process.

What are the photos needed for

This may be a people shoot or a product shoot, for website or other marketing material. It may be for PR purposes, or a number of other marketing channels. The subject and how the images will be used as part of the business marketing plan is important for the photographer to know.

A professional shoot may cover headshots, lifestyle photography and images depicting working practices. For product photography, models may be required and thought needs to be given to where the shoot takes place and whether styling is required.

This information on 'purpose' will influence location and style of photography, who is there and any props needed.

Where will the shoot take place

Is the location for the photo shoot set in one place, like the business premises? Or is there a need for multiple locations? Has thought been given as to whether the place for photography is in keeping with the messages the photos are to convey and the business brand?

Often a business will say to come to the office and think the photos can just take place there, but the environment may not be suitable for a variety of reasons. A portable studio can be set up to give plain backgrounds but this may not be the image the business wants to portray and they may not have thought about it. Many people, naturally, haven’t had professional photos taken before and are therefore not thinking about the difference between a studio style photo and an environmental style photo.

My clients come to me because I specialise in natural light, on location photography which we work out in order to reflect their brand. Backdrop is important for branding and commercial photography, whilst for headshots it is usually reduced to colour and texture (out of focus) so less critical to decide in advance.

The other thing to think about location is that it affects the time allocated for photography and the budget. Multiple locations take more time and are bound to increase the required budget.

Time considerations

Is there a set date for the shoot or does it need to be done in a particular season? It may be that there is a certain day that a venue is available for hire, or the staff are all in one place for meetings. If there is a specific date this needs to be communicated.

You may want to do the photos at a certain time of day due to operational reasons, but for example, if in winter and using natural light there may be constraints on when this can be done. Again, talking to the photographer about this helps plan properly.

Equally, thinking about when edited photos will be returned for use, is there a deadline that should be made clear. For example, if the website needs to be launched by X date, consider how far in advance will you need the photos, or if there is a PR deadline this should be communicated.

Technical Specification of the edited photographs

It is really useful to give the photographer an idea of what is liked/disliked in terms of style or posing for photography. The images need to be in keeping with the business brand is so ‘do’s and don’ts’ are useful information for the photographer (and the clients!). When I receive information like this, I usually discuss it with the client and point out any elements they may not have considered.

In terms of the technical side of things, this isn’t always thought about when commissioning photography. However, it is essential if there is a specific end use in mind. Especially when creating photos for websites or for print, knowing what you are shooting and editing for is imperative. Pixel size, resolution and dimensions, if known, should be in the brief.

For example, a variety of standard portrait and landscape orientations could be required, but often the banner images of a website are letterbox shaped and that needs to be specifically identified and shot for. Sometimes space is required to one side, or above or below the subject, so words can be laid over the photograph, usually for social media or adverts.

Other things to consider are editing style and whether there is a preference for colour vs black and white images.

Budget allocation for the professional photo shoot

Finally, communicating a budget for the photography, if you have one, or ascertaining a day rate from the photographer (as well as understanding if editing is charged in addition or included). This helps to ensure that no one’s time is wasted on refining a brief and hours of discussions, should the professional photographer’s fees be outside of the allocated budget.

On the converse, if you communicate a budget then the photographer may be able to tell you what can be done within that figure. For example, you could agree a list of priority ‘must have’ shots. If you believe that the photographer you are speaking with will be the best for your business, it may be worth exploring what can be done within the budget.

Get in touch

If you are considering commissioning photography this autumn, do get in touch to chat through what your brief is. I’m happy to help develop the brief to a point where we can get on with the exciting bit of creating the images that will make your marketing material stand out from the crowd!

About the author

Jo Scott is a Professional Corporate Photographer with a background in Fine Art Photography. Based near Windsor in Berkshire, she primarily works in London and the adjacent Home Counties including Surrey and Hampshire with businesses, creating photos for all their marketing needs.

More information about Jo Scott can be found on her website Jo Scott Images

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