CREATIVE IDEAS FOR MARKETING, PUBLIC RELAT IONS AND WORKING WITH THE MEDIA
Say It with Photos
If "staff photographer" is one of the many hats you wear at your agency, then review these 13 tips for better photos before your next assignment
BY SUSAN DENNISON
We all want it—the perfect photograph that sells our programs and events. It is a photo in which the light is just right, the people are in focus and, most of all, everyone is smiling. What we often get, however, is the back of people's heads, posed shots that look fake, and garbage cans and telephone poles you'd swear weren't there when you pressed the shutter.
Taking photos worthy of putting in your brochure or sending to the media can seem like a daunting task, one accomplished more by dumb luck than skill. If you're fortunate enough to be able to hire a professional photographer, congratulations. If, however, you're like most park districts, the photographer is either you or someone on your staff who may or may not have experience taking photos. If you fall into the latter category, here are some tips to make those "Kodak moments" worth more than a thousand words.
A camera primer
A single lens reflex (SLR) camera is the most versatile camera you can own. It allows you to set the shutter speed and aperture (determines how much light is allowed in to the camera) and to focus manually, automatically, or both. Unless you are very skilled and/or have a lot of time on your hands when shooting, keep the aperture on automatic. Adjust the shutter speed upward if you are shooting in low light or want to "stop the action" of quick movements.
With a SLR camera you can add a variety of lenses— wide angle, zoom, etcetera—to stretch your picture-taking options. Best of all, these cameras are reasonably priced or can be purchased secondhand from a camera store.
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You never know when that great photo opportunity will happen, so keep a camera with you at all times. |
Keep it simple
Avoid clutter in a photo because it competes for the viewers attention. If possible, select uncomplicated backgrounds and move close to the subject. Just how close, is too close? You want to be close enough so that the subject is the main point of the photo, but far enough away to tell what he or she is doing.
Christopher Trela, an award-winning photographer and playwright and owner of Paradise Photography in Costa Mesa, CaL, says when photographing kids, you need to "get right in there with them and have fun. You need to be quick with kids and, because they love to show off, they will share what the are doing with you."
Pay attention to other objects in the photo
It helps to scan the site with your camera to your eye before taking the shot to see if there is anything distracting in the frame. Litter, parked cars, and signs should be avoided if possible. Spend a little time removing things, such as trash or an errant ball. Look for another angle or viewpoint to take the shot from if you can't shoot around intrusive stationary objects.
Use the correct film speed
The activity you are shooting will determine the best speed of film (e.g., 100, 200, 400, etcetera). For most activities (indoors and outdoors) 100 speed film is fine. If you're shooting a sporting event where you want to stop action or you're shooting in low light, try using 400 or higher speed film.
Try to frame the photo
Framing is using trees, animals or other objects to sur-
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round your subject and give it more interest. Framing also helps to give the picture depth.
Remember the rule of thirds
When you look through the viewfinder, draw imaginary lines like the graphic opposite and try to place your subject at the intersection of two lines. Avoid placing a subject in number 5, which can make the picture rather boring. If you are photographing a moving object, remember to leave "visual space" for the object to travel.
Use a flash when photographing people up close and outdoors
Trela notes that this photography trick helps keep people from squinting. "Put the sun behind people when you photograph them and use a flash to fill in the shadows on their faces. You don't want to use a flash, however, if you are shooting sports outside."
Use natural light whenever possible
Even indoors you may be able to use the daylight coming in from a window rather than overhead lights. Trela says that when using a flash you should be within 15 to 20 feet of the subject. Indoor shooting may require you to adjust your film speed to accommodate too much or not enough light. Trela suggests using a filter that attaches to the lens of your camera to eliminate lighting problems.
"There is a filter that will correct the blue tint of fluorescent lighting," says Trela. "Most filters are fairly inexpensive and can be purchased at a good camera store."
He keeps a filter on his camera at all times to protect the lens and make his outdoor shooting a little crisper.
Keep the camera steady
Keep your elbows tight against your body and your feet apart for better balance. An auto-focus camera still needs to be held with a steady hand.
Take lots of photos
Film is cheap. Always bring double the amount of film you think you will use. Take notes on the speed of the film and the camera settings so you can learn what works and what doesn't.
Always keep a camera with you
You never know when that great photo opportunity will happen, so keep a camera with you at all times. You don't necessarily need to keep your best, high-end camera with you either. A simple automatic with a lens that zooms out with the push of a button works great in a pinch.
Learn the basics of good photography
There are books to teach you everything from f-stops to composition. Consider taking a photography class or seminar at your local community college.
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Remember the rule of thirds.
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"Don't be afraid of the camera," Trela says. "Taking good photos is easier than you think. If you know the basics, you can shoot great photos."
Break the rules
It may seem contradictory, but everything creative comes from a foundation of basic technique. Once you've mastered the technique, you have the opportunity to create extraordinary photos from ordinary subjects. All it takes is a little practice and the willingness to see beyond the lens of the camera. Aim for capturing the unique aspects of what is before you and your photos will be remembered long after you've put your camera away.
SUSAN DENNISON
is the Public Relations Supervisor for the Des Plaines Park District and a member of the
IAPD/IPRA joint Publications Committee. She is never without her camera.
42/ Illinois Parks and Recreation