This past week I spent a few days in the small town of West Point, Georgia, photographing a reasonably new college at Point University.

Colleges need strong images to sell their campus life to prospective students and parents.

If you need to recruit, you must show and tell your story. Photos will be a great way to convey what it looks like and feels like to study or work with you.

If you want to do this type of photography, then master lighting. Know how to use off-camera flash and reflectors to make the light work for you.

What A Professional Photographer Provides

Now compare that top photo to the one below. Can you see the difference?

The difference is the light on the subjects. The photographer added light to the people to make them pop out in the photo.

The majority of the students play a sport. Approximately seventy percent of those who helped us with the photos were athletes.

With approximately 500 students, you get to know everyone pretty quickly.

Whenever I went to make a photo, we needed to add some light to the image. There are a couple of reasons for this, but almost everyone can understand that they have already been shooting lots of photos with their phones and could tell from the results that they wanted something better.

I loved doing a lot of portraits of the students. My favorite during my time was these three volleyball players, who you could tell had become good friends.

The town welcomed the school a few years ago. Many of the buildings were donated to the school, like this house they use for Alumni events.

Every school needs to show its dining facilities. I always notice that if the food is good, the conversations are also good. If it isn’t, then they are looking to leave soon.

Today I think every college must also show some places to hang out and get coffee.

While seeing classrooms is essential, people want to know what to do outside of class, like playing pool with friends.

How big are your classes? That is always something I try and show through photos.

Now the wide shot shows quickly how small their class size is. For most classes, you also want to see engagement.

I encourage all my clients that I need time for these moments to happen. I try and schedule about 20 minutes to be in a classroom to get those moments of engagement. You have to be there long enough that the students relax and then for a moment to happen. It would be best if you had a few moments from each classroom to pick your recruiting guide.

Every school has a few unique things to offer. For example, this school has a network of churches for those students who want to do Biblical studies and have a chance to work in the local churches. Some work as pastors or youth leaders, for example.

I kept this photo as an example of why using flash makes a difference in the photo.

The school is right on the Chattahoochee river and has parks for the students to enjoy.

Some of the education students have internships in town with different schools. For example, here is one student working in early childhood education.

Some students are in the downtown of West Point, Georgia, which offers shopping and restaurants.

Communication plays a critical role in everything we do here on earth. We communicate in so many ways.

When we talk to another person face-to-face, we have our words, tone, body language, and the ability to have a dialogue. Using our ears and eyes, we can observe how our message is received or how we interpret what we see and hear.

We lose tone and body language when we use words in an email or text. Even the most skilled writers don’t consistently deliver a message received and understood as it was intended.

Without dialogue, which is about helping us get feedback and our ability to clarify our message, we are left to the person receiving the message’s interpretation of what was sent to them.

There is another way we communicate, and that is in what we do every day. Our actions each day help people interpret what we are speaking. This is where people can observe how we treat other people than just ourselves.

If you know someone pretty well and you get an unusual message from them that doesn’t match the tone of how you perceive them, this usually makes you want to clarify what you are hearing from them.

Now, if you don’t have a relationship with that person, you may or may not take the time to clarify their message.

I fail every once in a while in my communications with others, and most of the time, it is due to rushing my communications. The place I fail more often than others is in written communications.

This is why I have bought software for my business that comes with email templates. I wish I had software with every possible email. I need a template to help me in those situations I need to communicate quickly. It will help me avoid those pitfalls due to needing more time to craft a message that conveys a statement in an appropriate tone and creates a positive response.

If I know that I will have to write a similar email in the future, I save an email I crafted and save it as a template.

When proofreading our work, we know the meaning we want to convey. Because we expect that meaning to be there, it’s easier to miss when parts (or all) of it are absent. It isn’t about just catching grammar issues.

This is why you can make a mistake even if you try to be careful.

Another part of the problem with communication is that your audience also has a role in this. It isn’t uncommon for the audience to read a tone into something that has more to do with how they interpret than the words themselves.

Your choice of words or a saying can even trigger an audience’s emotions. The way you said something might remind them of someone they despise.

Summary

Take the time and proofread your work. Try and read for tone.

When reading someone’s words, if you are concerned with the tone of the email, take the time to get some clarification. If possible, talk to them in person, via zoom call, or via phone call.

The relationship is what communication is built upon. It is also true that how you communicate is how you develop a relationship.

If you think about it, even your best friends and you will often go through a rough patch due to communication breaking down.

The key to being a good communicator is caring for others.

Whenever I create a blog post on gear, I get five to ten times the number of people reading those posts.

There are a few things that people are looking for when they click on one of my blogs on gear.

First, if it is new to the market, they are looking for information to help them know if they should buy this lens themselves.

Second, they want tips on how to use their new piece of camera gear. This is very true regarding camera bodies and different shooting situations. So, I can take the same camera body and do separate blog posts on how to shoot things like Sports, Portraits, Strobes, and Landscapes, and people are interested in my experience.

While not everyone will agree with my assessment, they are interested in seeing if there is something I discovered they haven’t yet experienced.

DSLR to Mirrorless Challenges

My transition from DSLR to Mirrorless was the most challenging change of any camera body, including getting started with the Pentax K1000.

To summarize the difficulty is to understand that with an introductory film camera, you had these adjustments:

1. ISO – But only once. You set it for the film you were shooting and only changed it when you changed a roll of film.
2. Shutter Speed
3. Aperture
4. Focus – you turned the focus until the image looked sharp.

With the latest Nikon Z9, you have so many options for each of those settings. What makes it even more complex is when you start combining all the options for each of those main settings with others. This is where you get Aperture priority, but do you want to set the ISO or use Auto ISO?

So here is a simple tip to add to your camera bag. Download the manuals and keep them on your phone or get them printed and put in your camera bag—linkhttps://downloadcenter.nikonimglib.com/en/products/589/Z_9.html.

Nikon even has special manuals for Sports, Video, and even shooting in RAW video, for example. If they are on your computer or phone, you can search for the setting you are trying to understand and know the right one to pick for your shooting situation.

They also have a troubleshooting guide. Check it out here.

Footnote

Don’t go on social media and complain that the camera will not do something if you haven’t first read the manual. You will only undermine your credibility in those social media forums.

In his Lettres Provinciales, the French philosopher and mathematician Blaise Pascal famously wrote: “I would have written a shorter letter, but I did not have the time.”

While most people understand this when it comes to writing, the same is valid for photography.

It takes a great deal of time to cut perfect photos down to outstanding ones.

Lately, I am finding that many clients are asking me to help narrow down their selections. So I have to be sure that in my estimates, I have options for clients to request tighter edits, which will be an additional charge to the project.

Cull In, Cull Out

Culling is a process of finding the keepers and discarding the undeliverable images. So, the first thing you must do is determine the keepers.

When shooting negative films like Black & White, we use contact sheets to help in the editing process. The negatives were in plastic sleeves that would hold 36 images and then printed on an 8” x10” sheet of photographic paper.

The photographer would use a loupe that would help them look at each photo, and they would then use a Sharpie or Grease Pencil and check the frames. The checks were the Star Rating system, and now that is what you see in the software programs. We didn’t draw stars in the past by hand.

Today’s photo editing software still uses the 5-Star system.

1. Fair
2. Average
3. Strong
4. Excellent
5. Outstanding

Most photographers and editors would do the first cull of images, checking those usable and thus getting one check or star for fair or publishable photos.

With Slides or Transparency, we would toss the unacceptable images. But, unfortunately, you kept all the negatives due to needing the longer strip to put into an enlarger to make prints.

I still do this today with digital images. I treat them just like I did my Kodachrome slides. If they are good, I will keep them and do an edit using Lightroom/PhotoShop.

2nd Round of Culling

The process of now going through all the keepers and rating them is the most time-intensive process of culling. I do not do this for most of my clients. I offer this if they want me to do this for them, but I do charge for what is an additional service.

While working on staff at a magazine, I would go back through all my images and then rate them from usable to outstanding; I would do this to help an editor pick the best photos for a story’s publication. However, most of my clients today need the images for more than just a story; they put them into a library they pull from for various projects. So they are asking for a stock photo shoot. Sure there may be the first use in mind, but they want them in their files for other services in the future.

When editing for a magazine story, we would show only the 3s, 4s, and 5s. If they were looking for something we didn’t include, we could always go back to the 1s and 2s to find something.

Sometimes you have enough excellent photos of a person that the designer can pick based on what would work best for a layout—having the person looking left would work better than facing right.

We all know the problem with a group photo. The more people in the picture, the odds of someone having their eyes closed or not having a good expression are most likely to occur. For this reason, I usually don’t get rid of photos where one person has their eyes closed in a snap because the other people may look best in that photo. It is not uncommon that after a client reviews all the pictures, they ask me to cut a person in one of the group photos and replace them in another. This way, everyone looks great.

My default mode for delivering images to clients is to give them all the pictures that are Fair or better than Fair.

If a client wants me to go through all the images and give them the best picks, I must charge for the extra time to do this cull. It can usually take twice as long to narrow down the best speaker image from 50 or more shots to the best 2 or 3 images.

Ideally, you want to have all the images you keep rated. This way, when you need to find pictures, you can search through the metadata that helps you explore the caption or keyword fields. Once you have all the images of “John Doe,” you will most likely want to find the best. Since the photos are already rated, you can narrow your search based on the star rating.

Creating a separate folder/gallery of the best images is something I often do for clients. I have chosen to make this an add-on rather than my standard package because most clients don’t want to pay the higher rate for me to spend more time on their images.

I think it is something to spell out to your customers either way. Your price estimate should tell them what they are getting. If you go that extra mile in your base rate by rating the best images or just giving them the best photos, then charge for this additional work and tell them you are doing this for them.

The group photo is the most crucial shot for this event. The client needed the plane included.

I arrived early and set up strobes to light the group. Nothing is worse than having a lot of dark eyes due to overhead lighting creating raccoon eyes.

This photo with no people was my test shot from above, and I would put the people down on the ground in front of the plane.

I am shooting the meeting before this group photo. So I ran up just before they came over and turned on all the lights. I composed the image as I usually would do with a group photo.

Now later, as I was editing, I panicked. I was too tight, but I like this more. Since I still had my test shot, I thought there was a good chance I could merge the two photos to show more of the plane.

This screenshot from PhotoShop is what it looked like after I Auto-aligned the layers. Then it was just a matter of blending the two by matching exposure. Here is the final result from combining the two photos.

I cropped it a little closer, but I also have that option if they want more of the plane.

Now I gave them one more option as well for this group photo.

I have never had to do this before, but I have had to take people in a family photo and put them in another frame due to expressions. I was familiar with using Auto-Align in PhotoShop from my time shooting flash and ambient real estate photos and combining them into what we now call Flambient photos.

Now you have a way to do more intentionally with a group photo. Shoot test shots and save them if you want to use them in post-production.

The adage from the for-profit world, “You have to spend money to make money,” is widely accepted— but not so in the nonprofit world.

Sometimes we see nonprofits develop exciting strategic plans but need to integrate those plans into the budget.

There are about 1.5 million nonprofits in the United States. Forbes states that fifty percent will fail in the first twelve months. Other data suggests it’s less, with the National Centre For Charitable Statistics putting the figure nearer thirty percent.

Nonprofits often approach photographers, videographers, and writers to do work for free.

To meet your goals, realistically count the cost.

It would be best if you had a strategic plan for your business as much as any other business or nonprofit needs a business plan.

Any work you do should involve negotiation. Chris Voss points out that if you are looking for a Win-Win outcome, you are prone to be taken advantage of by others.

Chris Voss wrote Never Split The Difference: Negotiating as if your life depended on it. Voss says there are two types of negotiators: 1) Create Value and 2) Claim Value. Now those who are looking for a Win-Win outcome as long as they are dealing with another Create Value mindset will come out OK. However, Voss says that when the Create Value person comes up against a Claim Value mindset, they are often slaughtered.

While an excellent deal is usually a Win-Win, you must understand what this involves to be truly good for both parties.

The Claim Value negotiator will often toss the Win-Win mindset to see if you light up. If you do, then they go in for the attack.

The Create Value person will often look at the deal and say we can make this deal, but here is the problem. You have started a relationship with someone who isn’t a true Win-Win. The agreement you worked out will stop you from growing your own business.

Voss teaches you to understand how important it is for Tactical Empathy. The client is being transparent enough to see they are looking for a mutual commitment to be strategic in reaching their long-term goals.

When you know if you can grow your business by accepting specific deals is why having a strategic plan is so important.

While it is great that you may have the ability to give your time and talent to a nonprofit, you may be setting up the organization for an early demise when you are no longer working for free.

Every organization needs line items for communications. However, you may be wasting time if the organization doesn’t understand how professional communicators are affecting their budget to meet their strategic plan.

Any business needs to understand Corporate Social Responsibility.

It’s important to give back and be involved. Donating to local organizations fosters goodwill. Also, you’ll create evangelists for your brand. Finally, consistently giving will get the attention of the people working and volunteering at the organizations you support.

Howard Chapnick was an American editor, photo editor, and long-term leader of the Black Star photo agency. Many nonprofits would approach Black Star, asking them to donate. First, Chapnick would explain how they do pro bono work, but when they do, everyone else involved in the project is also donating. Then Chapnick would ask if everyone else involved is also contributing for free. For example, are the caterers, the venue, and so on all doing this for free? Chapnick then would ask the person why we should give for free if others are not doing so.

I give away a lot of my time and talents each year. I encourage you to do so as well. However, do this with your strategic plan in mind. Also, be sure that the organization you are donating your talent has a strategic plan and that you are not setting them up for failure when you can no longer do work for free for them.

While you cannot get a tax deduction in the US for charging for your time and then donating that money back to the organization, this could be a great way to help the organization to understand how this needs to be a line item in their budget.

Over the past year, I have had to upgrade my cameras. While my older cameras could have worked longer for me, there is a moment with technology when you can still get a good value on your used gear, and if you wait too long, you might as well keep it.

I upgraded first from the Nikon D5 to the Nikon Z9. This was a significant change for me. While I had bought the Nikon Z6 to see if I liked how Nikon was handling mirrorless, it was the letting go of my last DSLR Nikon D5 cameras that I finally made that break.

Mind you, I had to upgrade my computer to handle these 45.7 MP files. At the same time, I was upgrading to handle bigger files; Adobe introduced AI technology in Lightroom and PhotoShop, which also required a great deal of computer speed, RAM, and more storage.

The good news was I could still use all my older lenses with the new Nikon Z9 with the Mount-Adapter-FTZ.

This past week, I bought the NIKKOR Z 24-120mm f/4 S and the NIKKOR Z 14-30mm f/4 S. I could use them for some events I was shooting this week.

NIKKOR Z 14-30mm f/4 S

I replaced the Nikon 14-24mm ƒ/2.8 with the NIKKOR Z 14-30mm f/4 S. Today’s ISO was not as big a deal as in 2007. I have been using it for some 15 years. Here are photos from the event where I used the 14-30mm.

I felt great about the lens’s sharpness, the color and contrast, and how light it was to carry. My experience with the 14-24mm ƒ/2.8 was always awkward. It’s always great to lighten my load when I can.

NIKKOR Z 24-120mm f/4 S

Now, here are some of the range of focal lengths I enjoyed about using the NIKKOR Z 24-120mm f/4 S. It just isn’t convenient for me to shoot an event with my 35mm ƒ/1.4 and my 85mm ƒ/1.8 no matter how much I love them the NIKKOR Z 24-120mm f/4 S is a much better solution for event work.

While none of these photos will win photography contests, these are the bread and butter type of images event photographers are asked to capture.

The lenses are sharp edge to edge. I found no problems whatsoever with their performance.

Silent

One of the most significant upgrades with these lenses is that they are so quiet I couldn’t hear anything while taking photos. There is no shutter noise on my Nikon Z9 cameras unless I turn that sound on to attend. With all my other DSLR lenses, you can hear the motors focusing the lenses and the apertures closing down when taking photos.

Both of these lenses are making me excited to shoot some video with them so that I can experience no noise from the cameras with video.

Did you know? One-quarter of all the candy sold annually in the U.S. is purchased for Halloween.

Pope Gregory III designated November 1 as a time to honor all saints in the eighth century. Soon, All Saints Day incorporated some of the traditions of Samhain. The evening before was known as All Hallows Eve and later Halloween. Over time, Halloween evolved into a day of activities like trick-or-treating, carving jack-o-lanterns, festive gatherings, donning costumes, and eating treats.

Besides the candy on Halloween, people love dressing up. At our house through the years, this photographer had some fun.

Here are some different things I have done through the years to capture my kids dressing up.

In 2002, my daughter was about to turn four years old. So I decided to use a high-key background. The lights on the background are about one stop brighter than on the subject to give a clean white background.

The high-key is a simple lighting setup that I have used over and over the years.

There are ways to get a little creative with the same setup. For example, I climbed a step ladder one year to capture my daughter.

Her brother and his friend decided they wanted to join in on the fun that year.

Now you can use a regular background as I did here with a muslin-muted blue background.

Very similar lighting setup with the background lights, just keeping the light even.

Now you don’t have to do studio lighting. Instead, go outside and take photos.

I just used one light off to the side for this photo of my daughter dressed up in our backyard.

Now you can have some fun with a smoke machine and lights outside.

Nighttime Look In Daytime

Using an off-camera flash, I set the flash to be 2-stops over the available light, and the camera I underexposed by -2 stops.

While this improved the photo, the color didn’t pop on the background.

Here I added a CTO +1 and did a custom white balance for the flash on the model’s face. I could have also just dialed the white balance to tungsten and been very close.

The last photo, I put a CTB +1 on the flash and then did a custom white balance. Because the camera compensates for the blue in a flash, it adds orange to the scene. So where the flash is hitting the model is now the proper color temperature.

Just Add Smoke

Dan Cathy is hosting some Chick-fil-A people at his home this month that I have been covering. Each evening, there is a call time for the vendors and staff working the event. The call time is very similar to how hotel staff has a meeting before a big event where they go over the expectations for the evening.

The vendors are all the restaurants located at Trilith Studios.

Trilith Studios is one of North America’s largest purpose-built movie studios, emphasizing world-class facilities, state-of-the-art technology, and premium content. It is home to blockbuster films and independent shows like Avengers: Endgame, Zombieland: Double Tap, WandaVision, The Suicide Squad, and Moon and Me. Set across 700+ acres, Trilith Studios has more than one million square feet of production facilities, including a first-of-its-kind virtual LED stage that offers the highest quality production values in the industry, 24 premium sound stages, construction workshops, costume shops, virtual production technologies, and an extensive 400-acre backlot.

Trilith is also the name of the master development featuring custom homes and micro-villages, chef-driven restaurants, and schools targeted at those in the film and creative industries.

Dan is taking the opportunity to pass along some of the hospitality secrets that have made Chick-fil-A successful at each call.

SERVE Model

Chick-fil-A isn’t so secret about most of its leadership secrets. So Chick-fil-A had Mark Miller, vice president of training and development, and Ken Blanchard write a book you can buy called The Secret: What Great Leaders Know–And Do.

Since Dan is hosting multiple groups with the same vendors, he decided to teach them the acronym Chick-fil-A uses for SERVE in the book.

• See The Future
• Engage And Develop Others
• Reinvent Continuously
• Value Results And Relationships
• Embody The Values

Dan has been doing this throughout his career. He was creating structures to foster leadership and high-performance teams.

We walked along from his meeting with the vendors to a meeting with his staff. During that short walk, I told him I thought it was great that he was helping these new restaurant entrepreneurs with hospitality lessons that they might have never had an opportunity to learn about hospitality before now. Dan smiled at me and said that was precisely why he was doing this for them.

Dan realized that not everyone has the same opportunities. Dan commented that some may not have had but one parent or none to raise them. His dad Truett had started many foster care homes that are still running today.

If you are lucky like Dan and I have been, you have had people care enough for you to teach you some hospitality lessons. Maybe you have had teachers, coaches, and friends who have poured into you and taught you many other incredible life lessons that have made you a better person.

Maybe like me, you have also had some deficits in areas of your life. I didn’t know how much I was on the Autism spectrum until my 30s.

Once I knew I lacked some knowledge, I found as many books on Autism, especially Asperger’s Syndrome, as I could.

Maybe you are aware that you a lacking in something to make your business or even family life better than it is now.

I want to remind you what the R stands for in SERVE for Chick-fil-A. Reinvent Continuously is their mindset.

“1% Better Every Day”

Few words can better describe Chris Nikic’s mindset. He is the first person with Down syndrome to complete an Ironman triathlon, and despite all the obstacles life has thrown his way, he is never deterred from his trajectory in pursuing his passion. His mentality and resilience are unmatched, and we know there is a lot to learn from true passion chasers like Chris. We are proud to support him in his continued mission to inspire and achieve greatness and look forward to standing by his side for every swim, cycle, and run along the way.

Over forty years of experience have led me to choose clamshell lighting for my headshots when doing a large number of people for an organization.

The main reason for choosing this lighting setup is that I can have people face left, right, or straight on without moving my lights.

You can choose different backgrounds with this setup. Right now, my preference is white or light grey for a set.

Here are some recent headshots I did with a muslin grey background and white background using the clamshell lighting technique.

Taking photographs of speakers is like dancing with your partner; you are not leading but following.

In partner dancing, dancers seek to work together to create synchronized or complementary movements. The leader is mainly responsible for initiating action, whereas the follower’s role is to maintain this movement (though they may choose not to).

Knowing your speakers is why organizations should stay with photographers rather than just getting someone to take photos. Some speakers are more difficult to get the moment where you capture the essence of the style of the speaker.

Many people are often hard to capture due to how they blink. For example, some people, when speaking, are slow to blink. Therefore, you must be careful not to catch them with their eyes closed.

There are three photos I am looking for when capturing a speaker.

1. Tight photo
2. Medium photo – often showing their PowerPoint and them in one photo
3. Wide or including some of the audience

The ratio of photos you take to those you keep is more significant than you would have with a portrait session.

I may take more than a hundred speakers with others, usually forty or so, to get great expressions and storytelling moments.

My tip to anyone photographing a speaker is to be ready with three types of lenses.

1. Telephoto – For those tight shots
2. Medium – to capture the screen and them in a photo or to use with the audience
3. Wide Angle – Depending on the size of the room, sometimes you have to go wide if you are close to the speaker to show elements.

Another tip is to listen.

Be sure you are aware of the tone and message. Do your photos match what they are saying and how they are saying it to the audience? If this is serious, do you have concern showing on their face? If they are energized and entertaining, do you have something that shows this?

Summary

It will help if you plan to take lots of photos to get those authentic storytelling moments.