What exactly is that picture worth? Heather Burns VP, Educational and Training Services, Ragan Communications October 4, 2005 With special guest, Jean Clough

Begin with the brand Photography (and the expense associated with it) must reflect organizational values Ask yourself the tough questions Can you communicate without it? Can you afford it? Can you afford not to? What’s your real objective and does it make business sense?

Begin with the brand Create a business plan (a strategy) to share with the boss Why must we do this? What will be sacrificed if we don’t? Where will the money (and the education) come from?

A four-step sample Bad “Glamour Shots” of executives and clip art What worked (hint: not much) What didn’t Better editorial photography A “branded book” Have we gone too far? A more realistic approach

Photography Making good pictures Hiring a freelancer Using photos well in your publication

Caveat All the images shown in this presentation are copyrighted and are used here only for educational purposes. Please do not copy or use these images.

Why photos? Photography can be more than decorative Photography has POWERFUL story-telling potential