Education and Skills
It stands to reason that a quality PR photographer would have a “good eye" and artistic talent. However, talent alone is not enough. While it certainly is possible to obtain whatever training is needed on the job, it is more advisable to obtain a formal education at an accredited university or college. A student may apply to an art college that has photographic courses to achieve a graduate degree, but many universities also offer courses in photography, which can lead to a degree.
Other courses recommended for those wishing to enter this field include marketing, advertising, business management and entrepreneurship classes. These courses can help a potential professional to learn what works and what doesn’t in the field of marketing. Since most photographers work freelance, courses in small business management and business startup should be considered for those who might not have run their own business. These will help a new business owner to avoid some of the pitfalls that come from running a business.
A photographer needs to obtain skills in contract writing, business plan writing, organization and marketing. He also needs to know how to hire the right model, technical and equipment skills, as well as dealing with clients. For a photographer selling their work to a client who will use it for advertising purposes, the PR photographer must also know and understand all laws surrounding copyright and creative content.