The business side of photography
The Western Canada Lottery Corporation today released this handout photo of a $40 million winner:
Maybe I’m being too critical but someone at the Lottery Corporation doesn’t know how to fill out a cheque properly.
It’s just a ceremonial cheque being used as a photo prop, but why not take an extra minute and do it right?
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A business portrait is essential for any professional, executive or entrepreneur. Business headshots can be used for media handouts, press releases, public relations, social media, corporate publications, company web site, business cards, vCards, etc.
A portrait helps build a personal connection. There’s a reason why every politician uses a business portrait in their campaign, on their web site and in brochures. It works.
If a politician is caught in a scandal, a good portrait can help mend a lot of credibility problems. Why? Because we trust an honest face, a smiling face. For better or worse, we judge a book by its cover.
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We all know that the economy isn’t what it used to be. Budgets for business marketing, public relations and advertising are tight.
This is precisely why a company should avoid cheap photography or doing the job themselves. Why spend less only to get less? A company’s reputation can never be enhanced by going cheap.
If a company has a limited marketing budget, why waste it? It’s important to spend wisely and make every dollar count. Make sure the photography produces a good return on the dollars invested.
Commercial photographers don’t waste their clients’ time or money. The photographer’s experience means they know how to get the job done right the first time. Their talent means first-rate photography that will make the best impression.
You might say that professional photography doesn’t really cost anything. If $5,000 worth of photography helps generate $50,000 worth of revenue, publicity or goodwill, then there was no cost for that photography.
Something that’s worth more than it costs is called an investment.
Chasing a dream can sometimes turn into running from a nightmare if you’re not prepared.
There’s no doubt about it. Favourable media coverage will increase the credibility of any business. If the news media report on a company’s press release or interview its executives, that business will benefit from the “media blessing.”
A business that gets mentioned in the news will have its image enhanced and gain public attention. A favourable public perception also means that company can avoid competing on price. When the media “blesses” a business by running a positive story on that company, the public will consider that business to be reputable and worthwhile. This can help justify that company’s pricing.
Paid advertising only increases name recognition but good public relations can increase consumer trust. People do business only with those they trust.
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Business portrait, executive portrait, headshot, social media portrait or profile picture. No matter what you call it, a picture of yourself is important for your business. Really.
For social media, the most important picture is the author’s own portrait. For businesses, both small and large, having online portraits of key employees is very important. Really.
People trust what (and who) they can see more than what (and who) they can’t. A profile without a photo is like a day without sunshine. (Okay, I made up that last bit but hopefully you get my point).
From an Inc. Magazine article titled Fix Your Profile Picture:
Your profile picture is about branding you and the business you own. Are you handling it that way?
(. . .)
Invest the money in a professional photographer. Profile pictures are a booming sideline for many professional photographers. Hire one. It should cost about $200 depending on where you live and what you need specificially [sic].
(. . .)
Update your picture every couple of years.
In my tiny corner of the Web, (i.e. this blog), I’ve mentioned that the best thing a business can do for its marketing photography and public relations photography is to hire a photographer with a journalism background.
I’ve also written that one of the best things a company should be doing to enhance its brand, increase public awareness and even do a little good for their community is to put editorial content on its corporate web site, (e.g. photojournalism, photo essays, documentaries).
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