| The photography world is broken down into two | | | | for convenient timely review?o A site visit. If |
| main categories - retail and commercial. | | | | possible, have the photographer do a site visit prior |
| Retail generally involves wedding, family, school and | | | | to the shoot. You will gain immensely in quality of the |
| pet portraits, while commercial photography | | | | images, execution, and potentially more set- ups, by |
| encompasses photography tailored specifically to | | | | utilizing the walk-through as a dress rehearsal for the |
| support the marketing/advertising/investor relations | | | | real shoot.o Usage rights. If there is any standard |
| efforts of business concerns. | | | | criteria here it's that there is no standard. Generally, if |
| Most retail photographers are generally not well | | | | there is no agreement in advance of the photo |
| equipped or experienced with high pressure annual | | | | shoot, the photography vendor controls and has legal |
| report shoots, architectural photography, product | | | | right to the intellectual property value of the images. |
| illustration or location photography. | | | | This is a critical issue to discuss up front - decide in |
| If you are in the market for a commercial | | | | advance what you think your project might require in |
| photographer, there are a number of elements to | | | | the way of usage and consider asking for a buyout |
| consider.o Decide what type of commercial | | | | or unlimited use clause in your agreement. Expect to |
| photography you will require. Are you looking for | | | | pay an additional line item for this privilege.o Model |
| architectural photography or trying to illustrate a | | | | Releases. Double check that the employees being |
| service? Are you shooting on location or do you | | | | used in the photographs have release forms on file |
| need a studio setting? Are you focusing on people or | | | | as part of their employment process with your |
| products?o Find a photographer. Word of mouth | | | | company. If you are not sure, have them sign |
| referral, especially in the communications community, | | | | another one. This could protect you down the road if |
| is probably one of the best ways. If you need | | | | a terminated unhappy employee finds an eager |
| someone in another city or you have very specialized | | | | attorney that is willing to sue for non-authorized use |
| needs, you can Google or Yahoo your search terms | | | | of their likeness. If you have contractors in your |
| and/or check local chapters of the International | | | | images, make sure you get a signed release form.o |
| Association of Business Communicators, American | | | | Digital capture. Most high-end pros will provide a 4000 |
| Advertising Federation or other local creative | | | | pixel file that may have an image size somewhere |
| directories.o Request For Proposal. Provide a list that | | | | around 10" x 15" @ 300ppi. Will that be sufficient for |
| is as specific as possible delineating the photo shoot | | | | your output needs?o Finally...Don't base your decision |
| objectives shot by shot. Will all the shots be in the | | | | solely on the estimate. Use phone interviews with the |
| same building or area? Will some of the shots be off | | | | vendors and ask specific questions about how they |
| site? Are there any time constraints that need to be | | | | work. Does the vendor have good people skills? Are |
| communicated? How soon will you need the finished | | | | they punctual? Do they have enough experience to |
| images? Does the vendor have the technical | | | | solve problems on the photo shoot? Do they have |
| knowledge to shoot to specifications provided by the | | | | prominent tattoos or body piercings anywhere? |
| client home office? Does the vendor have the | | | | Oh yeah, one more thing. The ultimate question - |
| bandwidth to take on your project and fulfill it within | | | | aside from the vendor's expertise, will this person |
| your expectations?o Post Production. Inquire about | | | | work well with me, keep on schedule and deliver the |
| editing . . . is it a separate line item on the estimate? | | | | images when I need them, keeping me informed via |
| Is cropping included . . . web optimization? Will the | | | | email and phone. If the answer is yes, sign off on the |
| photographer post the images to his or her website | | | | agreement and expect the best! Good luck. |