How to Take Fantastic PR Photos

Advice, Advice series, Business, Culture

You know that feeling when someone tells a joke and muddles up the punchline? You still get it, but you’re left feeling dissatisfied and a little sad inside. That’s how we feel about lousy PR photos.

Okay, maybe we’re being a little dramatic, but you get the point. A picture is worth a thousand words, and we just don’t want those words to include ‘oh, no.’ You have worked too hard for a bad photo to harm the possibility of you getting an article in that publication you’ve always dreamed of featuring in.

Here are our golden rules (and some from fellow media and PR industry friends) for better photos, fewer sad PR people, and most importantly, no more disappointed journalists and readers.

No second chance at a first impression

Why are good photos so important, you ask? Why can’t I just use my old Facebook profile pic, circa 2004? We’re fickle creatures, human beings. And no matter how often we tell ourselves we shouldn’t judge a book by its cover, our brains do anyway, without our permission. Research shows that within the first seven seconds of meeting someone, we have a pretty solid impression of them; some research suggests a tenth of a second is all it takes to determine qualities like trustworthiness — a TENTH OF A SECOND, PEOPLE. And, as the image is one of the first things we look for when we open a link in a new tab, it will determine our first impression of the article! So, make sure your book cover, so to speak, is the best it could be.

Show us who you are

Let your personality, story, and business story shine bright like a diamond. We want to see the golden thread of your company’s narrative all the way through to your photographs; you need to embody what you represent and what you do. Sifted says, “Great founder photos should always give an indication of the product or service they’re selling.” If someone is reading an article and sees yet another generic, boring photo of three white guys in jeans, a ‘could-be-on-Shutterstock’ image (especially a bad one), at best, they’re likely to lose interest; at worst, it will link your startup to a lack of creativity (not to mention diversity!). In this article, Sifted says that building a great company is kind of like dating (yikes!) and that it’s about more than just selling investors on an idea; it’s also about selling them on the idea of you! This is why you’ve always got to put your best photo forward. Think of all the investors, potential partners, and future employees reading the article. How do you want them to see you? You put a huge effort into your pitch deck, and, well, you should do the same with your founder photos!

Quality is key

Your photographs should be taken seriously and by a professional photographer on a professional camera; take it from Dan Taylor; photographer, broadcaster, and 4, 5, 6, 8, and 12 String Player, in his article in Tech.eu – Why your headshots and PR photos suck and how to fix it. There’s a very slim chance that your friend, co-founder, or mum has a good concept of visual composition. The same goes for lighting – a deep understanding of using lighting to make an image better is key! You can get creative with this too.

Less is more

This particularly applies to what’s in frame and editing. Sometimes, you can’t get everyone there for the group picture. And that’s fine. But for the love of God, please do NOT Photoshop them in. Editing needs to look natural and effortless – ensuring a professional and accurate representation of who/what is in the frame – no Instagram filters. Please don’t try and cram too much into one image – overcrowding is just a no-go.

Get on our level

You don’t want it to look like your team is on a boat or have the viewer question their sobriety. So, keep your horizon level! And while we’re on the subject of backgrounds, make sure you pay attention to what’s in yours – is it something that represents your company well? Or have you got a dirty sock loitering in the back, stealing everyone’s attention?

Keep focused

We know; we’re surprised we have to say this too. But please make sure the image, particularly the subject, is in focus! And leave the jumping shot in 2006 with the cast of High School Musical.

Pose practice makes perfect.

One word: movement. Try a different pose every few shots to ensure you have various options at the end – don’t just stand in one position the entire time! And when in doubt, be the boss! (Dan has some great tips on this!) Have you ever noticed the amount of raised chins on hip-hop album covers? There’s a reason for this. These artists project an air of authority; they own their product, brand, and image. Sifted chats through “a few basic poses most founders choose when taking their founder photo. Crossed arms, hands on hips or hands in pockets,” but you don’t have to be basic. You can get creative as long as it’s authentic and on-brand. Check out some more ideas here.

It’s called fashioooon

Have various clothing options for your shoot, including casual wear and branded clothing (t-shirts, hoodies, yunno, all the merch). This will ensure that the shoot is worthwhile, with images useful for multiple scenarios. For your casual wear, we recommend something that you’d wear to the office; it must look authentic. Make sure there is no visible branding on your clothing unless it is your merch; you don’t want to accidentally become a billboard for another brand. Considering photos will be taken in full-length, be mindful of footwear. Make sure whatever you wear is very ‘you,’ if you feel confident, you’ll look confident. Oh, and please don’t wear anything striped or checked.

Got more tips for great photos? Send us a message – we’d love to hear from you.