photography

Photocalls… aaaargghhh!

On the day when several US wire services took the principled decision not to distribute images from the White House that they had not themselves taken I thought that the timing was right to resurrect one of my own opinion pieces which expresses how I, and many of my colleagues, feel about the pre-arranged photocall. At their very best they can provide useable photographs, but the rest of the time they merely offer up banal images. The question is…does it have to be this way?

Organising photocalls should be a separate profession, but it isn’t. Public relations firms seem to have the knack of setting up ridiculous tableaux with pointless props and “C” list celebrities whilst many companies have their own in-house marketing teams who try to shoehorn as many executives in grey suits into a photograph as possible.

No matter how many of the assembled highly skilled and hugely experienced professional photographers tell the PRs that their idea of a photograph will never make it into their newspapers, the PR people still seem to make it a matter of pride to stop us getting good pictures.

Just when you think it couldn’t become more farcical they hand out the press releases. Many of these documents weigh more than a decent SLR (lens included) and a large photocall may well account for a couple of trees (branches included). How many times do we have to tell the PR people that a single sheet of paper with the relevant names and a one paragraph summary of the event would be a lot more desirable? (and environmentally friendly!). These days the release could even be on a USB memory stick or even passed around by bluetooth, which goes even further to reduce the carbon footprint of the event.

In these days of digital photography and laptops you would think that they would at least organize a bit of space so that some of us could use it to acquire and send our pictures – maybe even lay on some wi-fi. Apparently what is actually needed is some fatty canapes, white tablecloths and wine at 11am. We would really appreciate some thought about parking (not plentiful in London) and rapidly approaching deadlines, but the PR would rather fuss about name badges and being seen to be working hard trying to accommodate some obscure request from someone with little or no need to be there. PRs – get your priorities right!

So, if you are organizing a photocall soon here are some tips:

  • Make sure that the photocall notice is issued in good time and doesn’t make inflated claims about what is on offer.
  • Organize parking or make it clear where the nearest public parking can be found.
  • Keep any signs and logos to a minimum – if it doesn’t need to be there, get rid of it.
  • Welcome photographers and give them a run through of what might be likely to happen.
  • Listen to the constructive criticisms of experienced photographers who will suggest changes and improvements to your plans.
  • Make sure that the photographers are given enough time and space to do their jobs. Keep bystanders at bay and, if you have employed your own photographer, make sure that they allow the invited photographers priority.
  • Provide an accurate and concise press release – it could be on a USB flash stick to save paper and help photographers cut and paste correct spellings
  • Arrange space, power points and even wi-fi connections to enable photographers to file their images

Photocalls are the jobs that none of us want to be sent on. It need not be like that, but a small army of PRs out there seem determined to promote mediocrity and banality.

Getting the viewer’s attention without them knowing how?

From time to time I deliver seminars to fellow photographers and I give lectures to students, PR people and just about anyone who will listen. If I get long enough, there is a central theme to what I try to say. It really amounts to defining the difference between a photographer and somebody with a camera. It’s about how we see the world and how we show others that world.

Professor Heinz Wolff. ©Neil Turner/TSL, May 2005

Photographers do more than push that button. We bring creativity, experience and thought to the process to give our images something that “just push the button” photographs would rarely ever have. At this point in a live lecture there are usually a few worried faces, a few that are toying with calling out b***s*** and a majority that are just puzzled. Let me explain.

What a successful photograph has is a view of the world or of people that the viewer instantly recognises but will give them an interpretation that they would not see with either the naked eye or their own pictures. Successful pictures contain the information that the photographer wanted to include but exclude all sorts of stuff that doesn’t need to be there. Good photographers use a whole bunch of techniques to deliver a view that is familiar but sufficiently different to make the viewer look again. By now the audience members who will benefit from the lecture are trying to work out what I mean by techniques. A two dimensional image of three dimensional reality frozen in time is what still photography will always give – that’s “just” physics. We can do so much more.

In days gone by photographs were always an interpretation of the world because they contained no colour. The vast majority of the population see in colour and so delivering them a picture in tones of black, white and grey has always been the simplest way to make the real unreal but recognisable. Make the black and white print properly and you are really starting to produce the kind of pictures that I am talking about.

Converting an image to monochrome is the oldest and simplest technique but we have so many others. Shooting from different angles lets the photographer show their vision. I wrote an essay many years ago called “six feet up is bad” which basically said that photographs taken from a normal adult standing height had a much harder time of making the viewer see something in a scene that they wouldn’t have seen themselves. Take the picture from below two feet or above eight feet and your perspective shifts and the photograph stands a better chance of catching the viewer’s subconscious eye. Similarly, using longer or wider lenses than the human eye would relate to gives the photographer a way to pass on their vision. Using shallow depths of field or interesting light, having saturated colours or leaving colour casts normally corrected by the human eye all give us extra tools and techniques for making our images far more interesting.

Of course you can go too far – but that’s all part of what makes photography so interesting. Use too many tricks in the same image and you just end up with a statement about how you took a picture rather than having a great picture.

On almost every assignment I shoot wide and I shoot tight. I shoot from low angles and from height. I light a lot more of my work than most photographers but I try to give my clients choice between obviously and subtly lit images. If I do shoot a picture at f5.6 in average light on a 50mm lens from five feet ten inches of of the ground with the subject ten feet away it’s quite a shock to me!

The most successful images are those that get the viewer’s attention without them knowing why.