Quick Answer

A polished, high quality headshot is a vital investment for any PR pro because it will serve as your calling card across your website, press materials, pitches, and any time you interact with the media. Your headshot conveys your expertise and trustworthiness at a glance. To represent your brand well, partner with a professional photographer to capture an image that looks natural yet confident. Use your headshot consistently on all your marketing assets. A great headshot gives journalists a positive visual association with you and establishes you as a credible authority in communications. With PR being such a visual field, your portrait makes an immediate impression. Put your best face forward with a properly lit, well-composed shot that highlights your professionalism and approachability.

Introduction

In the visual world of public relations and communications, a quality professional headshot is one of the most valuable investments a PR practitioner can make. Whether displayed on your website “About” page, attached to a media pitch, or printed on your business card, your portrait will likely be the first impression someone forms of you and your expertise. An excellent headshot can convey confidence, approachability and trustworthiness at a glance. On the other hand, a poor quality selfie or blurry snapshot undermines your professionalism and makes building connections more difficult. As the saying goes, “a picture is worth a thousand words”, so be sure yours represents your brand positively. This article will explore what makes an effective PR headshot, why hiring a pro photographer is recommended, how to use headshots across platforms, and tips for choosing images that accentuate your strengths while reflecting your personal brand. Invest in a headshot you’ll proudly put forward throughout your career.

What Makes a Great Headshot for PR Pros?

There are a few key elements that set a great PR headshot apart:

Image Quality

• High resolution image captured with a DSLR camera or high quality point and shoot. Cell phone photos lack the resolution for printed materials.

• Sharp focus and good lighting. Eyes should be bright and skin tones even. No shadows or harsh lighting.

• Clear color and depth. Vibrant but natural coloring. Avoid heavily saturated or filtered images.

• Attention to detail. Stray hairs, smudges, etc should be retouched.

Composition

• Close up from chest or shoulders up.

• Eyes forward, looking directly at camera. This gives an open, honest impression.

• Relaxed but professional expression. Pleasant slight smile or neutral expression.

• Upright, straight posture. This conveys confidence.

• Leave space above head to allow for headlines/text. Don't cut off top of head.

• Fill the frame. Subject's face and body should fill a significant portion of the composition without too much empty space.

Attire

• Solid color shirt or blouse in muted tone that flatters skin tone. Avoid distracting prints and showy jewelry.

• Neat, professional hairstyle. Swept back out of face or neatly framing face.

• Minimal makeup. Focus on looking natural.

• For men, clean shaven or neatly trimmed facial hair.

• Clothing in line with your personal brand. E.g. formal business attire or smart casual.

Why Invest in a Professional Photographer?

While it may be tempting to save money by having a friend or colleague take your headshot, working with a professional photographer who specializes in portraits and headshots is worth the investment for several reasons:

Expertise with Posing and Expression

An experienced headshot photographer will know how to pose subjects to look natural yet polished. They will coach subtle adjustments to posture, expressions, head tilts, etc. to achieve the optimal look.

Artistic Eye for Lighting and Composition

A professional photographer will pay attention to lighting, camera angles, lens choices, and all photographic elements to capture the most flattering, compelling shot. They will understand principles of portraiture and composition.

Quality Equipment

Photographers invest in high end cameras, lenses, lighting equipment and more to produce top notch images. Their gear will far surpass smartphone or amateur cameras.

Efficiency

A pro will work quickly and efficiently during your session, maximizing the likelihood of getting excellent shots in a short amount of time.

Retouching Skills

Most professional photographers include light retouching to perfect images. They can eliminate blemishes, smooth skin tones, enhance eyes, adjust color balance, and make other subtle enhancements.

Brand Consistency

Working with one photographer over time provides brand consistency across your headshots over many years and across different uses.

Artistic Perspective

A professional photographer brings an artistic eye that you or an amateur likely does not have. They see angles, posing, lighting and other technical factors you won't notice.

Backup Equipment

Pros have backup cameras, lenses, lighting etc. to ensure the shoot goes smoothly even if gear fails. Amateurs likely do not have backups.

Headshot Styles to Consider

There are a few common headshot formats to consider:

Classic Portrait

The traditional head and shoulders vertical composition remains the preferred choice for many PR pros. It has a formal, dignified feel that conveys professionalism.

Environmental Portrait

An environmental portrait includes some of the location/setting with the subject. This could be an office, event venue, client site, etc. Helps convey personality and work context.

Casual Portrait

For those who want a less formal impression, a relaxed pose in casual attire can humanize your image. Keep expression upbeat and warm.

Close Portrait

A dramatic close crop on eyes and face fills the frame. This intense, straight-to-camera style conveys confidence and focus. Eyes must be pinpoint sharp.

Black & White

Draining color emphasizes eyes, expressions, lighting. Can feel classic and timeless. Ensure contrast is strong.

Creative Concepts

Some PR pros opt for a conceptual headshot linked to their services. For example, a speaker holds a mic or a consultant carries a briefcase.

How to Prepare for a Headshot Session

To make the most of your headshot session, keep these tips in mind:

Pick Your Outfits Carefully

Bring 2-3 outfit changes to your session to give options. Keep silhouettes simple and untrendy. Avoid loud prints, logos, or distracting patterns.

Style Your Hair and Makeup Naturally

Aim for a polished, professional appearance that looks like the best version of your real self. Avoid heavy makeup or overstyled hair. Men should shave or tidy facial hair.

Hydrate and Rest Up

In the days before your shoot, follow skin care routines to minimize blemishes and dark circles. Hydrate. Get plenty of rest. Avoid alcohol which can flush skin and dilate blood vessels.

Come Relaxed and Confident

The camera will pick up on tension or nerves. Arrive relaxed, well-rested and thinking positive thoughts. Trust your photographer and don't force expressions. Good energy will come through naturally.

Communicate Your Goals

Let your photographer know the uses for your portraits, your brand identity, and adjectives you want portraits to project (e.g. approachable, professional, authoritative, warm)

Share Inspiration

Provide examples of headshots you like from others in your field. This helps the photographer understand the style you're after.

Know Your Angles

We all have our most flattering face angles. Position yourself at a slight angle rather than straight on. Follow the photographer's direction too.

How to Use Your PR Headshots

Once you have fantastic headshots from your session, put them to work for you!

Website About Page

Your profile image is one of the first your visitors see. A warm, trustworthy headshot makes a great impression.

Press Releases & Bylines

Add your headshot to corporate press releases, thought leadership articles, and other content to put a face to your company or brand.

Social Media

Use your headshot consistently across all your social media bios, profiles and avatars. Helps humanize your brand online.

Pitches & Client Meetings

Attach a headshot when email pitching media for interviews. Bring headshots to leave behind after in-person meetings.

Speaking EngagementS

Provide your professional speaker headshot to conference organizers for their website and program, as well as on your presentations.

Printed Collateral

Integrate your headshot on business cards, letterhead, brochures, direct mail pieces, and any other collateral.

Office Wall

Proudly display your headshot in your office or on your desk. Also makes you easily identifiable to visitors.

Press Kits

Include a bio headshot in press kits distributed at events, trade shows, and sent to media contacts.

Professional Profiles

Upload your headshot to your LinkedIn, Spokeo, Alignable, and any industry profile directories.

Company Intranet

Add headshots of all PR team members to your company intranet site to help put names to faces around the office.

Advertisements

For PR agencies, incorporate headshots in print, online or outdoor ads to promote your team.

Video Conferencing

Upload your headshot as your virtual background for teleconferencing on platforms like Zoom, WebEx or GoToMeeting.

Tips for a Seamless Headshot Experience

To ensure your headshot session and resulting portraits are a success:

Research Photographers' Portfolio

Review examples of a photographer's portrait work to ensure it aligns with the style, quality and branding you want to convey. Meet by video call if possible.

Book for Golden Hour

Schedule your session during the "golden hour" 1-2 hours before sunset for most flattering light. Morning golden hours also ideal. Avoid midday harsh light.

Relax Between Shots

Bring water, do deep breathing, shake out tension, and clear your mind between shots to remain relaxed and increase smiles.

Understand Posing Instructions

Listen to the photographer's coaching on adjusting posture, expressions, placement of hands, etc. Their guidance leads to great shots.

Capture Different Crops

Take tight headshots, medium waist-up shots, and full-length body shots to have options for different uses.

Keep Expressions Natural

Allow real smiles to emerge rather than forcing them. Close eyes fully when blinking. Laugh if photographer's jokes land!

Take Time Selecting Images

When viewing your gallery after the shoot, carefully review all images and narrow down favorites. Don't feel rushed.

Customize with Retouching

Provide clear guidance on your preferences for retouching - how much smoothing, enhancement etc. suits your brand image.

Update All Your Profiles

After getting retouched final files, diligently update any outdated headshots on your website, social profiles, etc. Maintain consistent branding.

Consider Black & White

Try converting some headshots to black & white. The dramatic effect highlights eyes, skin textures and expressions.

Schedule Regular Updates

Aim to update your professional portraits at least every 2-3 years as your look evolves. Annual updates are ideal.

Why a Great Headshot is Worth It

An authentic, relatable, high quality professional headshot conveys the confidence, credibility and personality needed to represent a PR pro or agency well. It demonstrates self-awareness and attention to detail.

In PR and communications, image matters. A polished headshot helps establish you as an authority, helps humanize your brand, forges connections, and gives the media a positive association with your name and face. It is well worth the time and investment.

Conclusion

A stellar headshot is a foundational element of your personal branding and should be regularly updated as a key component of your PR strategy. Just as your experience and skills evolve over time, your professional portraits should reflect your growth. Much like crafting the perfect elevator pitch, developing go-to speaking points, and creating a media kit, investing time and budget into fantastic portraits pays dividends throughout your career. Your headshot reinforces your expertise to clients, journalists, colleagues and the public every time it appears. Schedule a headshot session every two to three years to keep your images fresh. Maintain consistency in your brand image by working with the same photographer for top quality results. Approach each shoot with clear goals in mind for how to represent your abilities and expertise. Discuss appropriate styling and backdrops with your photographer in line with the impression you want to make. Partner with an experienced photographer who can draw out your best angles, expressions, posing and lighting. Then consistently use those portraits wherever your name and reputation are on display. Just as with the services you provide, fine details matter in your visual branding. A great headshot is well worth the effort and cost to get right. Keep it updated regularly as you progress in your career. With regular investment in professional headshots, you will always have flattering, polished images ready to use as you progress in your PR career. Your headshot is your calling card - be sure it makes the first introduction a positive one.