Photoshoot Secrets for Entrepreneurs

Businesses aiming for media coverage should ensure they have press photos ready to send. Guardian business journalist Jon Card reveals the five things you need to know

Let me tell you a secret: newspapers don’t have much money these days and they rarely pay for photoshoots.??

Of the hundreds of features I’ve written for the nationals (Guardian, Times, Telegraph), a photographer was commissioned just a handful of times.??

Yet, editors want their publications to look good. They need colourful, impactful, high resolution pictures. So it makes sense for publicity hungry businesses to ensure they have plenty of these. Sometimes, stories are selected on the basis of the accompanying pictures (yes, really).?

A good story without a picture just isn’t much use. There’s only one lesson for businesses to take from this: Get a photoshoot.?

Here’s how to make it a good one.

1) Find the best photographer you can afford

The simplest way to create press quality pictures is to hire a photographer with a track record of press coverage. A good ‘Fleet Street' pro will likely set you back ￡750 for a day. Your photoshoot might be an annual event and it’s an excellent investment if you’re serious about getting publicity.??

In the absence of a professional photoshoot, a friend or colleague with a good quality digital camera can be very useful. But be wary of pictures from camera phones. Generally, the images they take are not high enough resolution to be blown up big, a necessity for print publications. However, they might suffice for web articles.?

2) Dress and groom well

It’s all about what happens in front of the camera, so let’s get you looking good. You should?spend more time in front of the mirror than usual prior to a shoot. A little extra styling and/or make-up might be a good idea.?I recommend people dress well and wear newish clothes or smart ones. Exactly what you choose depends on your personal style. If you never, ever wear a suit, then don’t put one on.?

Bright, single colours work best. Red or orange are often good as they contrast with the black and white pages of newspaper. Meanwhile, black and white clothes aren’t great for press - avoid unless that’s really your thing.?Of course, avoid shirts with big slogans, inappropriate messages or controversial designs.?

3) Set a bright scene

Find a good location for your shoot, one where you feel comfortable. A place that has a strong connection to your personal story is ideal. Generally, outdoor spaces are better than indoor ones - parks, balconies or places with good backdrops. Hotel lobbies can be good meet-up spots and often have some nice art and backdrops.??

Lighting is very important and the sun is the best light of all. So aim to do plenty of shots outside. I’m constantly checking the weather forecast prior to photoshoots and praying it doesn’t rain.? Summer is the best time to do a shoot in my opinion, winter is worst. Although a moody sky can be visually impactful.?

Offices aren’t always the best environments as they are too dark and have white walls that look grey in pictures. However, some shared spaces can look cool if the photographer knows what they are doing.????

4) Create illustrative pictures

Journalists like shots that are illustrative and describe what your business actually does. If you have a product based business, get your products into the shoot. If you’re service-based then think about how you help your customers, or what you feel your brand represents. Look for themes, bring props, get creative.?Look for ideas that stand out.

5) Make it fun

Enjoy yourself as much as possible. You need to be able to smile or ‘smize’ (smile with your eyes). Good energy helps create good pictures.?

Generally, a good shoot takes a couple of hours and no more. Don’t rush, but remember: shoots are surprisingly tiring for the subject and this will start to show in the pictures.

Not everyone likes photoshoots, so you're not alone. Be professional and do it with a smile on your face. Best of luck.

Jon Card is the author of How to Make Your Company Famous and has worked as a business journalist for The Guardian, Daily Telegraph and The Times. He is a public speaker and has delivered talks and workshops on business storytelling, media and press for entrepreneurial audiences at Innovate UK, University College London and The Supper Club.

Need more information on business storytelling, press and media? https://fullstorymedia.co.uk/sign-up/

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