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How To Hire A Photographer

© 2008 Syl Arena

QUESTIONS TO ASK WHEN HIRING A PHOTOGRAPHER

  • Do you want a photographer to take images or to make images? If you only need a photographer to take pictures – to create a record of an object or event – then you might not need an extremely skilled photographer. Most often, however, you will need a photographer who can make pictures. In the hands of a true professional, photography has the ability to convey what we otherwise cannot see – personality, form, motion, gesture, perspective…
  • What type of photographer do you need? In today’s digital era, you should want your photographer to be a specialist rather than a jack-of-all-trades. If you are getting married, hire a wedding photographer. If your child is graduating from high school, take her to a senior portrait studio. If your images will sell a product or service, hire an advertising photographer. If you are publishing a magazine, hire an editorial photographer.
  • Do you know how the images will be used? Begin with the end in mind. Consider how you will use the images – on your website, in a brochure or catalog, in a magazine article, on the wall of your office or in an album on your coffee table. Consider where they will be used – locally, regionally or nationally. Consider how long they will be used – news images are often short-lived while editorial and advertising images can have extended lives.
  • Do you have a layout prepared? Magazine and advertising photography often must conform to an established layout. If you have a draft layout, share it with your photographer. Communicating that you need vertical shots, horizontal shots or a mix will avoid headaches later.
  • Does your photographer really care about what you need? Be sure to communicate your needs and expectations to your photographer. Use the amount and detail of the questions that he or she asks you as a barometer of professionalism. Be wary of photographers who talk more than they listen. Walk away from photographers who cannot explain things in terms that you can understand.
  • Does your photographer have the expertise and resources to meet your needs? Your photographer should be able to show you a portfolio of a caliber equal to your needs. Your photographer should be able to discuss the technical aspects of making the images in a manner that you can understand. Your photographer should be able to tell you what kind of equipment and personnel will be needed for the shoot.
  • Does your photographer belong to any professional photography associations? There are a number of professional associations for photographers. You should expect that a commercial photographer belongs to one or more associations. Most have online directories so that you can verify membership. These association sites often have valuable resources available to the clients of their members. While online, take a look at the membership requirements to determine if your photographer is a member a member just because he paid a fee or because he met several stringent requirements.
  • Has your photographer been published? Can your photographer show you copies of books or magazines that have used his or her photography? Putting ink on paper is quite expensive. Published images are a testament that others have found value in your photographer’s work.
  • What happens after the shoot? Photographs often require post-production work. Architectural images need perspective correction. Portraits may need a blemish removed. If your shoot is color-critical (fashion, food, product…), color-correction will likely be needed. Discuss the post-production aspects of your job with you photographer. Be sure to understand who is responsible for the work and what fees cover these services.
  • Who will prepare the images for publication? Images destined for the web must be prepared differently than images that will be printed in brochures and magazines. Perhaps your web designer or printer is handling these conversions. Are you expecting your photographer to prepare the images for the specific means of publication? If so, bring this up early in the conversation.
  • How and when will your photographer deliver the images? Make sure that your photographer understands how quickly you require images for your project. Likewise, get a commitment as to when the images will be delivered. Discuss whether you will be receiving prints or a link to an online gallery.
  • What rights will you be obtaining to the images? Photographs are intellectual property. They are subject to copyright law – which pertains to who has the rights to reproduce the photographs. Under the vast majority of circumstances, your photographer will own the copyright to the images that he creates during the shoot. The only exceptions are photographs made by employees and photographs made by independent-contractors working under a contract that specifically states “work-for-hire”. A copyright is created the moment that the photograph comes into being (at the instant an exposure is made). Fear not! While you may not own the photograph or the copyright, it is customary that your photographer will grant you a license for the specific usage that your job requires. It is best that this license be in writing so that there is a clear understanding between the parties. For more information on copyright, see “The Basics Of Copyright” on this site.

OTHER RESOURCES ON HIRING PHOTOGRAPHERS

The American Society of Media Photographers (ASMP) provides many online resources that can help you work with professional photographers. Working With An Assignment Photographer is a good place to start. ASMP also provides a guide to licensing photography.

Depending upon your location, the nature of your assignment and the method in which the photography is delivered, you may be charged California Sales Tax. This new guide to Sales Tax for California Photographers can help you understand when photography is taxed and when it is not.

The Advertising Photographers of America (APA) provides an online business manual for photographers that provides insights into the many considerations for hiring an assignment photographer.