Zoe Hiljemark is a PR and marketing consultant who works
just with photographers. She has spent twenty years in PR, ten of those working with photographers. She leverages PR
content and SEO to promote photographers.
Back when Zoe became a mother she wanted baby photographs. So she got a photoshoot with Karen Wiltshire. Zoe got on well with Karen and the ideas went from there. Zoe realised Karen’s work was amazing but could reach many more people. So Zoe started working with Karen and then moved on to working with other photographers. The business grew from there and Zoe ended up just working
with photographers. Zoe now works with all sorts of different photographers which she enjoys. She has a niche now and recommends niches for other businesses.
Sam asks if Zoe is getting photographers photographs in the
press, or them and their services in the press. Zoe says it’s largely about getting them and their business into the press. Marcus wonders if particular magazines are good for particular niches. Zoe says that it depends on the client and their niche. But it’s largely not about photography magazines, but magazines read by their ideal client. Sharing photos to be used in the press is also a great way to get your images seen.
Sam and Zoe discuss how important it is to know your target audience. Without this it is hard to know where to put your PR efforts. It takes a lot of time and effort to get into the press, so ensure when you get this you use it. Keep sharing it on social media, feature it on your website and keep talking about it.
Marcus asks if this is about making the photographer the
star. Some photographers are not very keen on this and like to hide behind the camera. But PR is about being visible. Zoe thinks that PR is under-used by photographers, but to use it you have to share something about yourself.
Zoe talks about how photographers could improve their websites sharing information about a photoshoot and the story behind it, not just share the images. All of the work the photographer has put into this photoshoot needs to be shared.
Marcus asks about the challenges working with photographers on PR. Zoe says first of all they need to be in the right mindset. Also they can respond quickly to opportunities. The press may need images or a story very
quickly so if a photographer is not keeping an eye on messages then they might miss the opportunity. Having a press pack ready is really useful. That means a pre-written bio and some headshots and other images. It’s essential that photographers have good headshots and lifestyle images of themselves. These can be done reciprocally with other photographers.
Zoe says PR is not spin, just being seen in the right light.
Sam brings back the topic of niches and the worry people have when niching as people feel that they are cutting off a major group of clients. But if you don’t niche you can easily confuse clients with your messaging. When you have a
niche, marketing becomes easier as you know who you are speaking to. This makes it easier to create content and posts that engage with your audience.
