There are several things you should look out for when selecting a PR Photographer for your press releases and PR photos.
PROVIDE A GOOD BRIEF
To begin with ensure that you provide the photographer with a good brief. Outlining the key message of the photos, intended publications, as well as who and what needs to be included (and excluded) will all contribute to effective shots and smooth running on the day of the shoot.
Obviously, these days it is fairly easy to look at a photographers portfolio online and it will give you a clear indication of their range of assignments and technical abilities.
Look at the photographers testimonials, either on their site or on resources like LinkedIn. Testimonials will give you an insight into how easy they are to work with and how they deal with people. Speaking to them on the phone will also help you assess the next point…
PERSONAL, AS WELL AS PHOTOGRAPHY SKILLS
Good PR photographers are creative, work quickly and deliver consistent quality images, enhancing the brief rather than just fulfilling it. In addition they need to be good at interacting with people so they can build a rapport with clients quickly and make them feel relaxed in front of the camera. They are equally confident in directing a CEO of a blue chip in his boardroom or a group of kids at a charity event, if necessary, for the purposes of the shot.
The photographer is also more often than not representing your company or organisation – they should be professional, presentable and approachable.