The Perfect Founder Photo: A Guide to Eye-Catching PR Imagery

In public relations, first impressions are everything, so when it comes to showcasing you or your brand's founder, a well-crafted photo needs to make a significant — and positive — impact. It's not just about looking good; it's about conveying the right message, establishing credibility, and connecting with your audience. And like with most things, simplicity is key. Here’s a comprehensive guide to what makes a good founder photo for PR use. 

1. Authenticity is Key

Be genuine: The best founder photos capture the essence of who you are and what you do, but they don’t try to be too clever. Authenticity should shine through, but not in an overly earnest way — this is about being natural, professional, and, if you’re newly launched, building credibility. You might think it’s funny to lark about/try something quirky, but remember this is an opportunity to build trust and show that you mean business. Avoid overly staged or artificial poses — a good photo should be relaxed, natural and clearly communicate what you stand for. 

2. Professional Quality

(This one should go without saying, but…) Invest in a professional photographer: High-quality imagery is non-negotiable. A professional photographer will ensure your photo is sharp, well-lit and the composition works. Poor-quality photos detract from your credibility and the perception of your brand, and more often than not, they simply won’t be used by any media outlet. So don’t think that snap from your iPhone is worth sending to a journalist. It’s not. You’ve got one chance to catch attention, so don’t waste it. 

3. Remember to consider your wardrobe

Dress the part: What you wear is important. If you have co-founders, beware of clashing colours and patterns and avoid overt branding. If you're in a creative field or doing things differently, a relaxed outfit might be appropriate but whatever you choose, you should look put together. Like you, but on a smart day, is generally a good place to start. By contrast, a suit or smart/casual business attire might be better for more traditional industries. Brighter colours can ‘pop’ in images more strongly than neutrals, which can be helpful if you don’t have any branding or product that performs this role. It’s a good idea to think about the season too — if it’s the height of summer, you’ll want to use the image come winter, so don’t wear a strappy summer top and sandals that will look odd in December. And whatever you choose, remember to iron it first! 

4. The Right Setting

Choose a suitable location: This one can be tricky, but remember the background should complement you, not distract from you. A plain or subtly textured backdrop works well for a classic, professional look. Alternatively, a setting that reflects your business environment or ideal client can add context and personality to your photo. Try not to be too clever here — the attention of the photo should be on you and not trigger any questions about what is going on behind you. 

5. Expressive and Engaging

Eyes and smile: Again this should go without saying, but a genuine smile conveys warmth and approachability, and if you’re a new company, you should want to look as approachable as possible. Look directly into the camera to establish a connection with the viewer. If you have co-founders, there’s no need to interact with each other in a group shot — it ends up looking distracted and usually, a bit silly. 

6. Consistency with Branding

Align with your brand identity: Your photo should reflect your brand's values and aesthetics. Consistency in style and tone across all your PR materials helps create a cohesive brand image. If your brand is modern and edgy, your photo should reflect that. If it's traditional and conservative, your photo should align accordingly. But remember these images are not advertising shots so don’t try and do anything too artistic or overly stylised — there’s no need to overthink it.

7. Versatility

Multiple shots: Consider having a variety of shots - close-ups, mid-range, and full-body - to use across different platforms and contexts. If you can get landscape images that can easily crop to portrait, even better. Different publications may have different requirements, and having options will deliver maximum results for your budget. 

8. Subtle Touches of Personality

Props: Including elements related to your business or interests can add a personal touch. But tread lightly. A laptop, a favorite book, or a relevant piece of equipment can add context without overwhelming the main subject, but it can also look ‘placed’. There’s no hard and fast rule here, but think about your natural professional environment and location, and think about details that can add to the overall impression without you feeling or looking awkward. 

9. Post-Production Editing

Keep it natural: While some post-production editing is fine to enhance the photo and iron out any inconsistencies, avoid over-editing and don’t go for any obvious filters or treatments — the end result needs to be fresh, clear, bright and simple. The goal is to look like the best version of yourself, not an unrealistic one. This isn’t your chance to reenact your teenage dream of being on an album cover…

10. Regular Updates

Keep it current: An outdated photo can be misleading so think about how long you’ll want to use the images for, and how you can avoid them dating. Updating your founder photo regularly to reflect any changes in appearance, and to offer media something fresh if you’re featured regularly, helps keep you and your business looking relevant. Remember that these images can be used widely too — for LinkedIn, pitch decks and other company materials beyond the media. 

Conclusion

A good founder photo is more than just a picture; it's a strategic tool in your PR arsenal and it’s a great way to make the right first impression. Have some fun with it, but keep it simple, and remember it’s worth the investment.

Need some communications support? Email me at hello@elizabethrhodes.uk