By Ellen Bartholomew
Last year at CUES' CEO/Executive Team Network™, our new CEO/president, Charles E. Fagan, III, was announced. We needed to get a photo of him for several reasons. We were in the final stages of production for our December issue of Credit Union Management™ magazine and the program book for CUES Symposium 2013: A CEO and Chairman Exchange. Both pieces needed to feature our new CEO.
We thought we could take a "nice" photo at the conference and make it work until we could have a professional photographer do a new one. We were sending one of our graphic/interactive designers to the event. He is well trained in lighting and photography and would use a brand-new, high-end camera and lighting package to capture the event and shoot video footage for us. Surely, he could take a head shot that would work.
In fact, he did get one that worked, but there's more to the story.
Shooting a professional portrait isn’t something any of us at CUES do every day and definitely not ever "on the road." The stars were aligned against our able, onsite designer. Everything we knew we needed for this important shot was unavailable to him at the conference center. The schedule was hectic and there was only a short time available to capture the shot. After scouting around for a location, the only background available was a drab yellow wall. Lighting was difficult, but he got the shot. Later, he did extensive retouching to remove the background and fix the lighting. The image above is the original; the one just below this line is the retouched photo--greatly improved by his talents.
Though this second photo met our immediate needs, we needed to reshoot Chuck’s portrait for several reasons. The most important was that because it was shot under less-than-ideal circumstances, it didn’t portray him as the genuine, approachable person that he is. It lacked personality.
Bottom line: You must plan when taking such a shot. It is very important you get this right, because oftentimes that photo makes your first impression on others. And first impressions are important.
Here are the seven steps I suggest using to get just the right professional portrait for yourself or the executive you're helping. The next (and last) photo in this post is the wonderful one we got when we applied these guidelines.
Step 1: Get a "feeling."
My first meeting with Chuck was important. I needed to know how to present him to the members. First impressions are important but you need to dig deep to find what makes the person tick.
It didn’t take me long with Chuck. In an instant I knew that I needed to help our members see him for the genuine, approachable person he is. In our short first meeting, I could tell why our board had chosen this man. He is unassuming and truly cares about people. The backbone of the credit union spirit. I needed to capture that.
Step 2: Choose a professional commercial/corporate photographer.
Finding a good photographer that is trained in corporate photography is key. They are easy to find and a good photographer will have an online portfolio for you to flip through. Because they are trained and do this every day, they will help you plan the shot and find the right location at your office or credit union. If you decide to shoot at the studio, they will help you choose the correct backdrop. Time is money. They will save you time and show you in your best light. (Pun intended.) It's better not to chance it with a hobby photographer, or someone who shoots only weddings or babies.
Step 3: Do your homework.
It is helpful to the photographer if you have samples to show them of what you are looking for. If you liked one of their portfolio samples, be sure to share this with them. Don’t limit yourself to their work. Look around at what other people are doing. Collect samples of photos you like and share them with your photographer.
Step 4: Meet with the photographer to plan.
Most photographers will include a pre-shoot meeting. This helps them get a better understanding of what you want and helps them prepare lighting for the shoot. You may want to have the photo taken in your office or in your credit union. Have them visit you and look around. They will need to make sure there is plenty of room to set up lighting in the locations. Share your samples and ideas with them. Be open and listen to their ideas also. Remember, they do this every day.
Plan everything from what to wear to the possibility of having a professional hair and makeup artist available. Be sure to tell your photographer what image you want to portray (the things you discovered in the initial meeting with the photographer or what it is about yourself you want the picture to demonstrate). Choose backgrounds for the shoot or locations in your credit union.
Step 5: Prepare for the shoot the day before.
Review your wardrobe choices and organize them based on the order of the shots you plann to take. Make sure everything is cleaned, pressed and ready to go. If you have booked a hair and makeup person, oftentimes he or she will help with minor touch-up on clothing (lint brushes, etc.).
Step 6: Arrive early the day of the shoot.
You want to be relaxed and well rested. You would be surprised at what the camera will see. Then relax and smile!
Step 7: Choosing the right shot.
Your photographer will take many shots. Have him or her help narrow down the photos to the best ones. Then have a colleague, friend or family member help choose the final. We are oftentimes too critical of ourselves or not critical enough. Either way it is best to have someone who knows you well help you here.
If you don't already have a great (and current) professional portrait on hand for that next news story or other opportunity to make a strong first impression, what are you waiting for? Follow these steps and you'll find saying "cheese" a pleasure.
Ellen Bartholomew is CUES' art director.
