In the lead up to World Photography Day on 19 August, a North Wales-based photographer has shared his knowledge on achieving the perfect PR shot.

Freelance photographer Keith Freeburn has had his photos of royalty, celebrities, and every day people appear in national and regional publications over the past three decades.

PR photography requires creatives to tell news stories through their camera lens and Keith emphasises the importance of professionalism, good client relationships and exceptional attention to detail when it comes to bringing together the ultimate PR shot.

Keith’s tips to help produce the ideal PR shot include:

  1. Always use a professional. I could build a yacht in my back garden, but it might not float.
  2. First impressions count. You’ve got roughly the first 30 seconds to build a rapport with your subject, so make sure you make it count.
  3. Make sure you understand the brief and know what your client wants you to achieve. Remember you’re not there with a free rein, and PR photography is totally different to other types of photography.
  4. Compose your picture carefully. Pay attention to the light and shadows as well as making sure your background is always relevant to the photograph. You can use props to tell their story but make sure they are something specific to the client.
  5. Be decisive. Try and capture the story in a single shot. While it’s good to have alternatives, it’s always important to have a single image that tells the story and this makes you look more decisive. Be creative and try different angles to come back with something that’s always different within the confines of a commercial photograph.

In addition, Keith also provided a list of things to avoid during the photography process:

  1. Don’t rush the client or make them feel that you’re itching to get away.
  2. Don’t ignore the client’s suggestions if they make any during the shoot.
  3. Don’t give up! Avoid going along with the easy option when things aren’t going according to plan. Keep shooting, the photo’s there, it’ll come.
  4. Don’t play it safe. Keep your photos fresh instead of capturing the obvious and using the same style of picture over and over again. Editors will be grateful for the change!
  5. Don’t think you can sort it out afterwards in photoshop! Believe me you can tell. Get it right in the camera.

Keith is a freelance photographer who supplies photography in North and Mid Wales, Cheshire, Shropshire and Merseyside and he works closely with award-winning PR agency, Outwrite PR.

The agency specialises in integrated PR and SEO (search engine optimisation), crisis PR, online reputation management and social media training.