Once you've found your photographer, how well you brief them is the next crucial step to getting the results you want, and the importance of the photographic brief should not be under-estimated. For instance, it's no use just saying you want some portraits taken of your staff, or that you need some photos of an event, and then leaving it to the photographer to do the rest.
Don't forget that when you book your photographer, the brief you supply will serve as a
guide for them to follow, and that in some ways, the photographs will only be as good as the information that you've provided.
Portraits, for instance, can be shot in many different ways, and you need to think about how the style of portraiture you choose will reflect and enhance your business image. For example, do you run a very traditional business, where formal head-and-shoulders shots of your staff would be most suitable? Perhaps your business is aimed at a younger, more dynamic market where a relaxed and informal style, maybe shot in black and white, is more appropriate.
Here's a list of things which could be helpful to your photographer, and which I always ask my clients to supply.
WHO?/WHAT?
The names (and job titles, if relevant - if I'm photographing your chief executive or senior partner, I need to know) of the people to be photographed, or details of the event you wish to have covered.
If you need photographs of an event and have a press release, it's always a good idea to supply your photographer with a copy if possible. And if you have any VIPs turning up to make presentations or speeches, do make sure you let the photographer know in advance. Remember, there are many people who are famous faces within their particular industry, whether that be banking, law or retail, but this doesn't necessarily mean that those outside your industry will recognise them!
WHY?
The purpose of the photographs, e.g. are they for press use, your company website, brochures, newsletters etc?
WHERE?
Venue address and contact telephone number. And do check that security and reception know that there will be a photographer arriving. This is particularly important for events - on one occasion I arrived at an event to photograph a series of presentations, only to find myself locked out. Eventually, after a lot of door-banging, I gained access via the back doors of the kitchen!
Don't forget that for portraits your photographer will need as much space as possible for setting up lights, and also rearranging any furniture if necessary.
WHEN?
I always make sure that I arrive at events with enough time beforehand in which to do a quick tour of the venue and check where everything is taking place.
For portrait sessions extra time should be allowed for the setting
up of lights. I usually allow an hour for this, as it is the most
important part of any session and is vital for obtaining good results.
Do make sure that you get advice from your photographer about how long
the photography is likely to take, rather than making an estimate
yourself. It's all too easy to think that a few quick shots will
suffice and that five minutes will be sufficient.