Want to know how to nail the perfect headshot for PR use? This blog will guide you every step of the way; from choosing between professional and DIY approaches, to the technical aspects like resolution, lighting and composition. Top tips also cover style considerations such as outfit, hair and makeup and facial expression and body language.
A headshot is often the very first impression you make, and as anyone that works in PR knows, first impressions matter. Whether it’s the image you portray on your website’s team page, your LinkedIn profile picture or what you include in your media kit to accompany commentary and thought leadership, headshots have the power to make or break the words that accompany them.
If done right, a solid headshot not only boosts your professional image and what you have to say, but also says a lot about who you are from just a glance, whether that’s trustworthy, approachable or even memorable. A bad headshot, on the other hand, is, at best, forgettable, and at worst, can damage your professional reputation.
Professional vs DIY
With this in mind, the first question to ask is, do you need to hire a professional headshot photographer for the job or can you get away with doing it internally?
If budget allows, hiring a professional can be a wise investment, setting you apart in a competitive market. Not only does it relieve the stress of DIY attempts, but it also ensures high-quality lighting, composition and editing. Professionals – especially those with headshot experience – know how to capture your personality and industry appeal, creating an image that resonates with your audience. If this is an avenue that appeals, the team at Luminous PR have a number of photographers we’ve worked with in the past, so reach out for a recommendation and any help needed in terms of a photography brief.
If, however, you have budget constraints but access to the necessary equipment – a decent camera or even a good camera phone – and photography skills, you should be able to produce a polished headshot internally. With this option, following some basic best practices will help you capture a photo suitable for PR use.
What makes a good headshot?
Resolution/size/format
As a general guideline, capturing your headshot at a high resolution ensures that the image is versatile enough for both print and digital applications. While for digital use, a resolution of 72 dpi is generally acceptable, for print you should aim for 300 dpi as the final output size. Size-wise, typically 2–5MB is ideal, large enough for professional use but not too large for sharing via email, while JPEG is the preferred format for media.
Orientation
Both horizontal and vertical headshots are often needed in PR. Again, this is to ensure that the image is versatile enough for both print, which lean towards portrait and online publications, which often need horizontal images.
Background
Long gone are the times of white wall backgrounds. Opt for a natural / neutral environment – the office or even outside with buildings behind you can work, and with a slightly blurred background, a very professional look can be achieved.
Lighting
If you don’t have high-quality lighting equipment available, opt for natural lighting – take the images during the day and in a place with bright, natural light.
Consider the style
When planning your headshot, think about the style that best represents your brand or company and what will appeal to your target audience. Do you need to look professional, fun or easy-going? Consider the ‘feel’ you want the shot to convey. Someone working in the creative field, for example, might opt for something more casual and approachable, while a finance professional may lean towards a more formal studio shot.
Outfit
When it comes to what to wear, think about your industry and target audience. In the startup/SME world, for example, smart casual is usually the way to go – think a nice blazer paired with a shirt or a smart t-shirt, and no tie. However, a suit and tie might be appropriate if you’re C-suite, you’re targeting a more formal audience or you’re representing an industry where traditional corporate attire is expected. If unsure, go for options, but try to avoid busy patterns and visible branding on your clothing across the board. Also avoid very bright colours as they can create unpleasant contrasts in some instances.
Hair/makeup
How you style your hair or wear makeup for a headshot is entirely personal, but a little planning can help you feel more confident on the day. Some people prefer how they look a few days after a haircut, for example, while others like to have their hair freshly styled. Whatever your preference, aim for neat and presentable hair. For those keen to wear makeup, consider keeping it subtle and natural, nothing too reflective, bright or high-contrast. The goal is to look like your best, most professional self while still feeling comfortable and authentic.
Facial expression
In one word – natural. Not too serious, not laughing out loud. ‘Half-smile’ is good. Again, a few options are great to have on hand.
Position
Nobody ever just stands in the middle of the office. Don’t be afraid to lean against a wall, be seated, perch on a barstool or hold something – a notepad, glasses or cup or tea.
Layout
It’s a good idea to take shots covering a few different layouts, including head and shoulders, from the waist/hips up and full body if possible. With all these, make sure your face and body is not oddly cut off but rather fully in the picture, including your hair, preferably with a good amount of space around you.
Nice to have
If you have the resources internally to take a few ‘action shots’ – e.g. you with a book or with a laptop, that would be great. Team images would be great as well.
Editing
PR is all about authenticity, and your headshot should reflect the real, professional you. With this in mind, avoid AI-generated images and if editing is needed or desired, keep it subtle and unnoticeable. Overusing filters or heavy airbrushing can make your headshot look unnatural and fail to instill trust in you as a person.
Taking a great headshot for PR use is all about presenting the best version of yourself while staying authentic to your personal and professional brand. Whether you hire a professional photographer or take a DIY approach, paying attention to elements like resolution, lighting, background and style will ensure your headshot makes a positive and lasting impression.
By carefully considering details like outfit, expression and positioning, and aligning your image with your industry and target audience, you can create a headshot that not only enhances your professional credibility but also sets you apart in the competitive PR landscape.
Ready to elevate your professional image? Reach out to us today for expert guidance, from photography recommendations to creating a brief that helps capture your best side.
By Kirsty Jarvis
Kirsty, our CEO and founder, has spent the past two decades in PR and marketing roles, resulting in a wealth of experience leveraging the power of media and creating impactful campaigns for hundreds of startups and well-known brands.
