5 Must-Have Photos Every Business Owner Needs in Their Press Toolkit

Oct 15

If you’ve ever had the email ping in from a journalist asking for a headshot or a quick photo for a feature, you’ll know the mild panic that follows.

“Headshot? Do they mean the slightly blurry one from my LinkedIn profile where I’m trying to hide that I’m on holiday? Or the one my mate took in my kitchen… where you can see a glass of prosecco in the background?”

Yep, we’ve all been there. And honestly, nothing kills a golden PR op faster than scrambling around your camera roll and realising you’ve got precisely zero images that you’d be happy seeing in a magazine. Never mind having one that's high enough resolution…

The good news is that with a bit of prep (and the right brand photographer in your corner), you can have a set of images ready to whip out at a moment’s notice.

Think of it as your press toolkit - the five photos you’ll thank yourself for having every time a media request lands in your inbox.

1. The Headshot

Let’s start with the obvious one: your headshot.

Now, I’m not talking about the school-photo-day style headshot where you’re standing against a white wall looking like you’d rather be anywhere else. I mean a headshot that actually looks like you - approachable, professional, and polished, without feeling stiff or fake.

This is the image journalists will grab when they’re featuring your expert comment or popping your face next to an article. It needs to look good, small (think byline size) and large (hello, full-page feature).

This is usually just your head and shoulders.

Pro tip: choose something to wear that you feel nice in… it always makes a difference.

2. The ‘In Action’ Shot

Press love context. They don’t just want to know who you are, they want to show what you do.

That’s where your “in action” shot comes in. If you’re a designer, this might be you sketching at your desk. If you’re a coach, it could be you, mid-conversation with a client. If you make products, show yourself creating, packaging, or styling them.

These photos tell a story: you’re not just a face, you’re someone who actually does the thing. And that’s exactly the kind of image that helps bring an article to life.

3. The Lifestyle Brand Photo

This one’s where you show the human behind the business. Maybe you’re sitting with a coffee (Yorkshire tea is also acceptable), maybe you’re walking through your favourite local spot, maybe you’re laughing at something off-camera.

It’s not about being staged; it’s about being relatable. When a journalist wants to show the personality behind the business, this is the shot that makes you stand out as someone people actually want to read about.

4. The Detail or Product Image

Even if you don’t sell products, you’ve still got details that tell your brand story. Maybe it’s your hands typing on a laptop, flicking through your notes, holding your branded packaging, or even close-ups of your workspace.

For product-based businesses, this is your moment to shine. Gorgeous, styled product shots are catnip for editors - they’re visual, they’re sharable, and they instantly elevate a piece.

These images often get pulled into roundups or “best of” features. Trust me, if your photos look slick, you’re halfway to being chosen.

5. The Personality Shot

This is the one everyone resists. “Do I really need a photo of me laughing with a giant balloon? Or throwing confetti? Or looking like I’m actually enjoying myself?” Yes. Yes, you do.

Because when a journalist has 20 photos of serious-faced entrepreneurs in suits, the one with personality is the one that gets noticed. It doesn’t have to be silly (unless silly is your brand) - it just needs to feel like you. The kind of photo that makes someone smile when they see it.

Why This Matters

Here’s the thing: journalists are busy. They don’t have time to chase you for images, and they definitely don’t want to Photoshop your blurry holiday snap into something usable. If you can send them a press-ready folder of professional, personality-packed images in seconds, you’re immediately ahead of the game. And if you can add it as a link to, using Dropbox, etc (instead of clogging up their email storage), they will love you forever.

It makes you look professional, credible, and yes - worth featuring.

So, the next time an opportunity pops up, instead of panicking, you’ll be able to confidently reply: “Of course, I’ve got a headshot - I’ll send it over.”

And that’s how you turn PR opportunities into actual visibility.

Want to make sure you’ve got the right photos in your press toolkit? That’s exactly what I create for my clients. Drop me a message if you’d love to be ready for your next feature.