Originally when making my outline for the chapters
I would include for this book, Ethics, Professionalism, Trust and
Responsibility were to be separate chapters. In reality these topics
are so intertwined that any discussion of one will require an examination
of each of the others. I will now set down the parameters for these
important qualities of Professional Portrait Photographers based
on my over 30 years of experience.
When you think of a "Professional" in any arena,
what comes to mind? For most of us the term "Professional" conjures
up images of Doctors, Lawyers, Bankers, Corporate Managers and other
"white collar" types. (I must admit when I used the word 'arena',
it made me think of MMA professional fighters…) In any case the
term "Professional" denotes one who is specially trained, knowledgeable,
and imminently qualified to do a particular job.
The loosest definition I've ever heard is, "A professional
is someone who gets paid to do a job". While that is most generally
true, I believe that criteria is really just the opposite of the
definition of 'amateur' rather than an accurate definition of professional.
Think of when you have heard someone say, "He/she
is a 'true' professional". What does that mean? Certainly it means
that the person is trained, knowledgeable, well qualified to do
a particular job, and no doubt is paid for doing it, but it also
refers to certain qualities exhibited by the person. It implies
that the way he does the job, or provides the service is exemplary.
Many professions have a written code of ethics,
which must be adhered to in order to remain in the profession. For
example, doctors may have their license to practice medicine revoked
for violating the medical code of ethics. A lawyer may be disbarred
and have their license to practice law revoked for violating the
Barr's code of ethics. There are many other examples, but the point
is that a Professional is held to a higher standard.
We trust that a person who is a "Professional" actually
has the training, knowledge and qualifications to do a professional
job of whatever it is they are professional at. Most people also
expect that a "Professional" will conduct themselves in a "professional
manner" when engaged in their profession. It's very disappointing
when they don't…isn't it!
Have you ever hired a professional to do a job for
you, and they didn't seem to really know what they were doing? Or
when the job was done you found that it was done poorly? You come
away thinking that they really aren't professional after all! And
that's disappointing, isn't it? Doesn't that make you feel that
your trust was violated or taken advantage of? That's NOT the impression
you as a Professional Portrait Photographer want to make!
It is our responsibility as Professional Portrait
Photographers to first of all to have the training in our field
to really know what we're doing, and how to do what we want to do
to get the image we desire to make! That's basic. We need to know
our equipment and how to use it to get the results we are after.
That's also basic.
We must be honest with ourselves and our clients.
When you take on an assignment, you better know how to execute it!
How you perform on the job will be a big part of the reputation
you develop. And reputation is very important!
For some reason, negative word of mouth travels
much farther and faster than positive word of mouth! When your name
comes up in conversation and a potential client is talking with
a past client, which reputation would you rather have spread…"Oh,
we hired him once, and he was fumbling with his equipment the whole
time, and didn't really seem to know what he was doing." Or…"Oh
yes! She made our portraits and we had a wonderful time with her,
and our portraits are beautiful!"
Obvious, isn't it? For family portraits the average
interval is 5 to 10 years. That is, a family will have a fine portrait
made every 5 to 10 years. They may go to Sears or Kmart every year
for a snapshot, but they will hire a Professional Portrait Artist
once every 5 years or so. That means that if you do it right the
first time, and leave a good impression on your client, and keep
in touch with them, they will most likely hire you again rather
than go looking for a new photographer. And they will speak highly
of you when the topic of portraits comes up, and likely refer their
family and friends to you.
If you fumble around and don't engage your client
and develop your rapport with them during the session, even if the
portraits come out well, what kind of impression does that leave
your client with? Likely they'll think of you as a grumpy bumbler!
If that's their impression of you do you think they'll be likely
to refer you to friends and family? Do you think they'll hire you
again? Probably not.
Do you charge a Creation Fee, or Session Fee in
advance of the portrait session? (If not, you should!) When you
accept the Creation Fee from your client, and reserve their session
date, you are entering into a contract. Even if you don't have any
written contract, you are telling your client that they can trust
you to be there on the date and time reserved, that they can count
on you to do a professional job, and they can trust that you will
deliver portraits that they will be happy with.
That's a lot of trust on the part of the client,
and a lot of responsibility on your part! Now, artist's are sometimes
expected to be a bit "eccentric", but that doesn't give us license
to be jerks, or to be totally void of personality! Most people aren't
all that comfortable in front of a camera. If we desire to make
beautiful, sensitive portraits, it behooves us to put our clients
at ease. Make them comfortable with us. That way we can draw out
their personalities, and have their cooperation during the time
we are working with them to make their portraits. I think it's obvious
that when the client enjoys the experience, enjoys being with you,
you will have a much more successful session.
What is your "ethic"? How do you view your responsibility
to your client? How important is it to you that you give your client
a good experience in working with you, and that you deliver excellent
portraits? Do you always "give your all" when working with your
clients? How important is it to you that you be on time, and are
prepared to do the best job you can for them? Do you deliver your
client's portraits on or before the date promised, or is that just
not all that important to you…after all you have their money already…?
How you answered those questions defines your ethic
as it relates to your business. Again, as Professionals, we are
held to a higher standard, or ethic. Ours is a business that really
relies heavily on word of mouth and referrals, so it's very important
that we conduct ourselves in a professional manner.
We should always treat our clients with the utmost
respect. Use proper English and grammar when talking with clients.
Always speak of and act toward what it is you do, (make portraits),
with respect. If you desire your clients to respect what you do,
treat what you do respectfully. Speak of portraiture and the craft
of making portraits with respect.
There's another area of ethics I nearly skipped…Personal
ethics. This has to combine with your professional ethic. Remember,
your reputation is at stake. How do you feel about the senator who
sneaks around at night having an affair, hoping he won't be discovered
while his wife is waiting at home for him?
How about the doctor or psychiatrist who seduces
or molests his patients? What about the home security professional
who steals from his clients as he's installing their home security
system? Or worse. I'm referring here to moral ethics, and this is
very important. A couple of these examples here are down right criminal!
You may feel this is redundant as I already said
that you must treat your clients with the utmost respect. And certainly
respect would prevent you from making lewd remarks to your client.
However photographers are often in very close contact with a client,
and at times there can be a strong attraction. Your client may even
give you signs that she would be receptive to your advances. My
advice: STOP! Do not entertain any kind of personal relationship
other than Professional and client! At least until after you have
fulfilled all of your responsibilities including delivery of the
finished portraits.
I can easily imagine that there could be situations
where after the session, after the delivery of portraits, a more
personal relationship might appropriately be pursued. Be very careful
about this. Do not take undue advantage of the contact data you
have on your client! That would be unethical! And you could find
yourself at the receiving end of a restraining order for stalking!
This would not be good for the reputation! Not good at all!
Believe me, I'm a man and a portrait artist. I got
started in the profession of photography doing glamour and fashion
work. I have had many boudoir sessions with extremely beautiful
and sexy women. Fortunately for me I have a well developed moral
ethic that actually prevents me from even thinking about how sexy
and gorgeous the model is, who is right here in front of me completely
naked! At least until after the session, and we're previewing the
images.
It's very important that the comments you make
to a client, be they boudoir or family portrait clients, are positive
and complimentary without ever being overtly sexual or even double
meaninged. We want to give confidence to and reassure our client,
not make them uncomfortable!
Stick to business and do the best job you can do.
That's what a Professional does. Be personable and engage your client,
but don't become overly familiar and step over the bounds of professionalism.
Give your client a good, positive experience. Make them love you!
Our profession, as are all others that include sales, is relationship
based, but there is no sexuality in professional relationships with
clients in our profession.
To summarize, photographic portrait artistry is
a noble and high profession. To be a Professional Portrait Photographer
one must have special education in and knowledge of the craft. We
should be creative and truly love the work. We must have expertise
in the use of our equipment. We want to give our clients a good
experience all the way through the client-photographer relationship.
This requires that we be friendly, helpful, engaging and complimentary
while being very respectful of our clients and of our profession.
We need to be honest and "up front" with our clients.
If it's going to take 3 or 4 weeks for you to be able to complete
an order, don't tell your client you'll have it done in a week or
two. Put yourself in your client's position and earn the trust they
are putting in you. Be on time, do the best job you know how, do
a little extra in the way of service, and earn the privilege of
being hired to serve your client again in the future.
About the author: Stan P. Cox II runs a Portrait
and Commercial photography studio in Honolulu, Hawaii, and has been
a professional Hawaii photographer for 31 years. His web address
is: http://www.ParamountPhotography.com. This article may be freely
distributed if this resource box stays attached.
