Save agency costs, work directly with your photographer

Turbogenerator manufacturing plant in Wroclaw, Poland. Photo by Bryan McCartney

In a tough economy, trimming back agency costs is a necessity for business communicators. Many clients are now working directly with us, rather than turning to their creative agency for image requests. Whether you are experienced or a novice at working with photographers, here are five simple tips you should know:

1. Provide a written brief. A well-written briefing document helps ensure that the photographer understands what you want and what it will take to get the right images. A written brief should include image requirements, important contact details, delivery formats and timelines. 
2. Develop a “shot list”. The photographer must be clear on what he has to deliver to you. If the project involves shooting at another location, be sure to share the shot list with personnel who are on the ground at that location so they can help coordinate access to the products and areas required for the shooting. 
3. Guidelines are great. If your organization has visual guidelines for photography, take time to review these with your photographer. If you do not have guidelines, provide your photographer with reference image similar to what you want him/her to produce for you. 
4. Speak the same language. Be sure that you and your photographer are using the same terminology. We often hear clients mention that they want 'buy-out' rights, but in most cases, a temporary rights agreement will be much less expensive. 
5. Don't waste time. Photographers normally bill by the hour, so the more you can do to reduce the time the photographer needs to spend on-location, the less it will cost you. At the very least, have someone on site who is familiar with the project, able to answer questions and able to help coordinate activities (people, places, products) needed for the photo shoot.

In upcoming posts, we'll look closer at some of the topics we mentioned here, including how to prepare for a photo shoot, what to include in a shot list, and understanding copyrights.

Save time and money: Know what photos you have and where to find them

“Just having the photos isn't enough.
They must be cataloged, searchable and easily accessible or they are worthless."
~ Beth Stuever, Communications Manager, Michigan State University

It’s frustrating, and unnecessarily costly, to discover that you just sent a photographer out to shoot photos when the images you were looking for were already done last year; they just were not in a location where you could find them.

1. If your communications team, business or company maintains a digital media asset library (photo library or image bank), make sure you are familiar with how to use it and what images are available for you to use. Take the time to remove outdated images, update photo captions and add contact details. Make a list of the visual media you need to add, also known as a Gap List.

2. If you don’t have a centralized media library, consider taking steps to organize one for yourself and your department. Start with the photos on hand. Be sure to check computer files, desk drawers and bookcases and collect existing photos into one physical and one virtual location. Remove outdated images in the first round of reviews. As you build your library, adding file names, keywords and captions will make it easier to search, find and use just the right photos next time you need them. Include a way to keep track of the images that you use, so you do not over-saturate your communications with the same images.

There are many options for media libraries, from simple, online systems to complex proprietary software solutions. Image Engineers can help you get started with a simple evaluation of your current media library or an assessment of your media library needs. In future posts, we’ll look at some examples of global systems set up by corporate communications and smaller scale, solutions that make use of simple online photosharing systems.