The
Value of a Good Executive Image
 There
are few photo assignments that give corporate communicators
more grief than the executive photo shoot. Manipulating the
corner office image can be as treacherous as navigating through
a minefield. A poor executive photo doesn’t just reflect
poorly on the company, it can touch off explosive egos aimed
in your direction.
Being in command of the operation puts you on the front line.
Protect yourself with strategic planning and proper preproduction.
It is your body armor against mission failure. You can shoot
your boss and live to tell about it. Here are some tips that
will help you survive.
Discuss the importance of the photos with the executive
As a corporate communicator, you understand how important
the executive image is to company communication. But sometimes
the executive forgets. They have been known to think of the
photo shoot as a waste of their valuable time, or at best,
something that must be endured. This less-than-relaxed attitude
can result in photos that look tense and impatient—not
the image you want for your company leadership! It is your
job as the communicator and executive liaison to obtain the
optimum cooperation and yes, I’ll say it, enthusiasm
for the photo session. Good attitudes make good people photos.
Always tell the executive how the photo will be used and who
the audience will be. Remind the executive that their photo
represents their personal pride in being a part of the company
team. Lending their image to a story demonstrates their willingness
to stand behind the company’s products and services.
And it gives employees, investors and shareholders a chance
they may not otherwise have to look into the eye of the person
making the decisions. That’s important stuff.
Suggest appropriate wardrobe
Warning: This can be tricky! Most executives are
experienced enough to get the basics correct, while others
need help. Some will get offended if you make suggestions.
The smart ones will welcome advice from a professional. If
a group shot such as a board of directors is planned, make
sure all participants are informed. Just because executives
know to show up for a board meeting, doesn’t mean they
will dress appropriately for a photo shoot. Be doubly cautious
if the shoot is on a Friday. You could end up with half the
board in casual attire and the rest in corporate finery. Sending
a reminder memo a day or two before is essential. Don’t
assume anything!
 Double
check location and subject availability
Plan a location scout for you and your photographer.
Use part of the time to discuss the details of the shoot.
Are you SURE the right conference room has been booked? Flights
are on time? Executive’s schedule hasn’t changed?
I’ve seen these vital details go wrong too many times
in the past not to mention it here. Don’t let this happen
to you!
Get haircuts two or more days before the shoot
To look it’s best, hair needs a couple of days to relax
after a clipping.
Get a Manicure
Men, too! I’ve seen men so embarrassed that they wouldn’t
let their hands be shown in photos, thereby limiting our composition
and design options. A manicure not only makes hands look good,
it gives the executive a subtle sense of confidence.
Hire a stylist
At the very least, I always apply a light dusting
of translucent powder to change the executive’s complexion
from a glossy finish to a matt finish. Everybody’s skin
contains oil. When light strikes an oily surface it bounces
back hard like a reflection in a mirror. When this happens,
little or no light is absorbed by the slick surface and the
result is an unattractive ‘hotspot’ of overexposure.
Today’s stylists use an airbrush system that smoothes
and improves complexions without looking made-up.
 Don’t
wear photo wardrobe to work, bring separately
This is particularly true if the shoot is in the afternoon.
Sometimes just putting on a fresh shirt will revive a person’s
outlook.
Don’t overdo the post-production enhancements
Photoshop and other similar photo enhancement software have
made it possible to take 10 or more years off a person’s
looks in less than 10 minutes. But beware. Just because you
can enhance doesn’t mean you should.
And lastly, relax on the set
Let your photographer do the directing. For best results,
the executive’s attention should be focused on the photographer,
not on you. Talking will distract. As tempting as it may seem,
this is not the time to discuss business or conduct an interview
with the executive! An audience is likely to make the executive
feel uncomfortable about his/her performance. You can help
by politely clearing the room of all unnecessary people. If
you act and feel confident, your executive will pick up on
the good vibes and the photo session will be a success.
Suzanne Salvo and her husband/partner Chris are co-owners
of Salvo Photography, an international award-winning studio
based in Houston, TX. Specializing in location shooting, assignments
have taken them to nearly 50 countries. Typical projects include
annual reports, ad campaigns and capabilities brochures. For
information on their digital photography for corporate communication
seminars, visit their web site at salvophoto.com.
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