The Four C’s of Annual Report Photography (continued
from the September Issue)
 Dull,
ineffective annual report (AR) photos are a result of unclear
messaging and a lack of creative inspiration. Solution? Set
goals for the photography that go beyond mere documentation
of people, facilities and events. Last month in this column,
we covered the first two: credibility and clarity. This month
we will continue discussing annual report photography with two
more goals in mind: creativity and control.
Creativity
The dictionary defines the word creative as “inventive,
innovative and original.” The opposite would be characterized
as ordinary or institutional. Which definition more accurately
describes your AR photos?
To achieve creativity you must first avoid clichés.
This will come as a shock to some—every company has
execs that meet in boardrooms and employees with computers.
There is nothing, I repeat NOTHING original about an executive
in front of a bookcase or an employee staring at a computer.
If you want creative images, you must think beyond the ordinary
documentation of people, places and events. Instead consider
the ultimate impact and effect you want to have on your audience.
Ask yourself, what is the connection between a guy at a computer
station and my audience? What is the emotional tie to the
viewer? If you think in terms of the message, thought or action
you want the audience to have, it will lead you to the right
creative approach to the subject. My definition of effective,
creative AR photos is as follows.
 Good
Imagery
- Is a quick read. It delivers the intended message clearly
in a flash.
- Engages your mind. It makes you pause and think. It makes
you consider a new idea or an old one from a new perspective.
- Engages your emotions. It makes you feel something, and
it elicits a reaction.
- Sets the mood. It adds nuances of meaning through the
use of lighting and composition.
- Contains a human element. Studies show that including
a person will always get better viewership.
Control
The annual report process is complicated. Because of the AR’s
high profile and diverse audiences, multiple approval steps
and sign-offs are to be expected. This can lead to a quagmire
of production delays, resulting in last-minute ill-conceived
photography. How to avoid it? Start the process early. Begin
by having everyone involved sign-off on a timeline that includes
the approval process.
Most ARs include location photography that highlights the
company’s products, services, facilities and people.
Experienced communicators know that off-site shoots are complex,
high-dollar items. The key to making the most of your photo
budget is good, solid communication with the contact person
at the remote shoot site. Establish a point person on location
and be clear and thorough in providing information to them.
 Make
sure everyone knows when the shoot will take place and what
will be included. Check that communiqués have filtered
down beyond the office or plant manager to the line employees
who will be used in the photos. The worse thing a photographer
can hear when arriving onsite is “Gee, I wish I’d
known you were coming, we could have (pick one of the following,
we’ve heard them all) cleaned/painted/moved something/dressed
differently/had something or someone available/etc.”
Emphasize the importance the photos have to the company and
stress how inclusion in the annual is a benefit and honor.
Believe me, communicating the benefits will increase cooperation
and result in better photos.
Location assignments, particularly overseas assignments,
take long lead times. You can literally save thousands of
dollars in expenses simply by starting the process early.
Nowadays visas, work permits and clearances take longer to
obtain due to heightened security measures. Plan accordingly.
Maintain control of the look of your book by crafting a well-planned
shot list. The basic list below includes all scenarios that
should be covered on any location assignment. Not all of these
ideas will be used for the impending AR, but my experience
has shown that if the story is important enough to send a
photographer out in the field, then eventually the story will
be told again in other venues and will need different images.
You will be glad you have them and smart for getting them
on your annual report dollar.
My Universal Shot List
- Overall wide shots of the facility and/or operation
- Shots of the local environment and/or culture
- Key personnel
- Close-ups of the product/process/event
- Employees at work
- Our top guy with their top guy
 Using
this template, fill in the specific details. Send a copy to
your onsite contact person and ask that it be distributed
to everyone involved in the shoot. Be sure to include logistical
info, wardrobe needs, product preparation, and facility clean
up and safety issues. You’d be surprised how many times
this has solved a problem we didn’t even know existed!
The Power of Imagery
Photos are the first (and sometimes the only) thing people
look at in an AR or in any publication for that matter. Setting
image goals that go beyond photo documentation will add visual
excitement and increase the overall effectiveness of your
next annual report.
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
more information, visit their web site at salvophoto.com.
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