So what is a PR Photographer? and what makes a good one?

A very good question and one I must admit I struggled to answer when it was put to me the other day. My immediate reaction was to say its to promote something, be that an individual or a company. But that’s just a bit woolly and not very concise. It could also refer to commercial photography, product photography or even advertising photography.

My own opinion I think its a hybrid between press photography and editorial photography. Normally there are pretty tight time constraints on delivering a set of images and more often than not the images do appear in the press so lots of similarities there then. On the other hand you normally get to be a bit more creative and you certainly get more time to actually do the shoot. But really its just the ability to be able to answer a brief by creating great images.

The following three images are all press work all shot for and used by a newspaper.

The next three are all PR shots. Notice any difference? no? then I rest my case.

Its not always about people either a new restaurant or supermarket opening some of the best images are of the detail.

So how should you actually choose the right PR Photographer for your job?  Ask as many questions as you can. For example do they shoot much PR?

Experience doesn’t always account for everything but an experienced PR Photographer will instinctively make sure that any branding is prominent in every shot. They will know what editors or designers like to see.

But do you agree with me? I’d like to hear what you might think.