It’s common practice for news photographers and editorial photographers to pitch photo ideas to newspapers and magazines. In fact, many publications expect this.
A smart commercial photographer or corporate photographer could do the same thing with clients with whom they already have a working relationship. But in this case, just pitching an idea isn’t good enough. The photographer must also sell the reason for the proposed photo coverage and the benefits of that coverage.
For example:
Idea: “Your CEO is giving a luncheon speech to the chamber of commerce next week. What kind of photo coverage are you planning?”
Reason: “If you want me to photograph the presentation, I can have media handout pictures ready to go within an hour after the speech.”
Benefits: “When you send out a press release after the speech, having photos from the event will really boost the chances of it being picked up by newspapers and TV web sites. You can also add the pictures to the “News” section of your web site to keep it up-to-date.”
Other opportunities might arise if a client is hosting a press conference, doing a product launch, has expanded their facilities, installed new equipment, has partnered with a charity, has won a new supply contract, needs to counter some negative publicity, is sponsoring a public event, its employees are taking part in an event, etc.
The photographer must keep up with what their clients are doing and then, just like a news or editorial photographer, decide what photography would best highlight that activity.
Pitching ideas to clients is normally the job of a public relations agency or marketing department. Unfortunately, these folks don’t often think photography first. Instead, photography might be a last-minute add-on, eventhough photography is the number one attention-getter, the best way to “sell” a press release to an editor and the best way to build credibility.
The point to pitching photography ideas to corporate, commercial and other business clients is twofold:
1) It might get you additional work.
2) It keeps your name prominent in the mind of the client because it shows that you’re thinking of their business and you’re part of their team.
