Try googling “PR Photography Tips” and the resultant list is huge. Two themes run through every article you will find on the subject;
- Keep it simple
- Tell a story
Many also hi-light “planning”: this of course is also vital, absolutely vital but the thing about photographic shoots on location with real people (as opposed to actors and models) is that things just do not or will not go to plan and the photographer will have to improvise. This is where an experienced professional photographer will earn their money (and you will probably not even realise); changing the positions, switching the emphasis, thinking on their feet in a matter of seconds but still telling the same story, just in a different way.
Take the following shot, it was not what we planned, how we planned nor has it the emphasis we planned but it still tells the same story, probably in a more powerful way.
The thing about a strong image is it can keep sending the message and as long as it is not over used (or the client does not change direction) it may be used many times. This particular image is now being used by CARE International in its second campaign: “Voices Against Violence” .
Not using a professional? Can they cope when the plan changes in a flash? Is taking the risk really a cost saving? Call me to discuss your requirements.