A good photo conveys a message, strengthens the brand, and often determines whether content is noticed at all. After all, no press release, social media post, or article can do without visual support these days.

Images evoke emotion. They give a company a face and build trust – especially when people are the focus. Studies also show that images are much easier to perceive, process, and remember than text. Thus, good photos have an enormous impact. Portraits of executives or teams should therefore look professional, yet as natural as possible – not too stiff, but authentic and approachable. But what makes a successful press photo – and how do you professionally prepare for a photo shoot?

Five Tips for Successful Press Photos for Businesses

1. Clearly define your goals: What will the images be used for?

The most important step takes place before the first click. Clarify the following in advance:

• Who will be photographed? (Management, team, employees)
• Where will the images be used? (Press, website, social media, print)
• What is the available budget?

2. Determine the visual style, subjects, and setting

Define in advance which subjects are needed – a professional, consistent look is crucial:

• Portraits: frontal and slightly from the side, with different expressions (smiling, neutral)
• Group photos: various groupings (e.g., management, teams), including dynamic shots for flexible cropping
• Situational photos: “in action” (e.g., meetings, workplace) for greater authenticity; conversation and interview situations are particularly in demand

3. The right setting

For a cohesive press photo, it’s not just the person that matters, but also the surroundings. Make sure the images remain versatile.

• Background: bright, calm, and as neutral as possible – e.g., in the office, in front of branded surfaces, or outdoors
• Timelessness: avoid seasonal elements like Christmas decorations or snow
• Visual calm: no graphic patterns, strong shadows, or dark lines in the background – they make cropping difficult
• Formats: ideally capture subjects in both portrait and landscape formats to allow for versatile use

4. “Vestis virum reddit”

Even the Romans knew: clothes make the man. Clothing shapes the impression – and thus also the perception of the company.

The following have proven effective:

• Classic business outfits such as suits, shirts, or blazers
• Casual alternatives to foster approachability
• Multiple outfits for different visual styles (e.g., with and without a jacket)

What to keep in mind:

• Clothing should be clean, wrinkle-free, and well-maintained overall – including shoes
• Avoid fine or busy patterns as well as eye-catching prints
• Subtle jewelry that doesn’t distract from the face
• Choose colors carefully: light or muted tones (e.g., blue, green, burgundy instead of skin tones)
• No sleeveless tops or turtlenecks, as they detract from the visual impact

Tip: A coordinated dress code ensures a consistent overall look—especially in group photos.

5. Legal, Technical, and Post-Production: What Needs to Be Clarified in Advance

One often underestimated aspect is usage rights. Especially in public relations, it is crucial to establish clear agreements here. In principle, copyright belongs to the photographer. Usage rights – such as for use, duration, or editing – should therefore always be contractually regulated.

In addition to legal aspects, technical implementation also plays a central role:

• High resolution (at least 300 dpi for print)
• Additional web-optimized versions, approx. 150 KB – 200 KB, for fast loading times

Post-processing is equally important: Determine in advance how many images will be delivered and the extent of any retouching.

Good press photos are no accident

A professional photo shoot thrives on clear preparation and a well-thought-out concept. By defining goals, visual language, styling, and usage rights early on, you’ll get exactly the images a company needs: authentic, versatile, and media-ready.