How to Brief Your Event Photographer in London (And Get Better Photos Every Time)
You've hired a professional event photographer. The venue is booked, the agenda is set, and the day is approaching fast. But have you thought about what you actually need them to capture?
In over 15 years of shooting corporate events across London — from Bloomberg conferences in the City to brand activations at Harrods — the single biggest factor that separates a great result from a mediocre one isn't the photographer's skill. It's the brief.
A clear, well-thought-out brief helps your event photographer understand your goals, prioritise the right moments, and deliver images that genuinely work for your marketing and communications. Here's exactly how to do it.
1. Start With the End in Mind
Before you tell your photographer where to be and when, ask yourself: where are these images going to be used?
The answer changes everything. Images destined for LinkedIn have different requirements to those going into a printed annual report. Content for your company's Instagram needs different framing to shots used in a press release. Knowing the end destination helps your photographer make smart decisions about composition, cropping, and which moments to prioritise.
Common end uses to think through:
• Social media (LinkedIn, Instagram, Twitter/X)
• Press releases and PR coverage
• Internal communications and newsletters
• Website and marketing materials
• Promotional content for future events
2. Share Your Event Agenda
Send your photographer the running order as early as possible — ideally at least a week before the event. This lets them plan where to be and when, and anticipate key moments before they happen rather than chasing them.
Highlight the non-negotiable moments. These might be the CEO's keynote, the award presentations, a product reveal, or a specific networking session you want documented. Flag anything that's time-critical — if the awards are at 7:30pm sharp, your photographer needs to know.
Also let them know about anything happening before the official start — setup shots, pre-event drinks, VIP arrivals. These early moments often make some of the best images.
3. Create a Shot List — But Don't Over-Engineer It
A shot list is a list of specific images you definitely need. Think of it as your safety net — the non-negotiables that must be captured regardless of anything else that happens on the day.
A good shot list for a corporate event might include:
• Specific speakers or VIPs you need photographed
• Your company branding or signage in situ
• Group shots (who's in them, and when)
• Award presentations or key handshake moments
• Venue establishing shots (exterior and interior)
However, don't make the mistake of over-specifying. A shot list that runs to three pages turns your photographer into a box-ticker rather than a storyteller. Give them the must-haves, then trust them to find the candid moments, the reactions, and the atmosphere shots that make your gallery genuinely compelling.
4. Share Your Brand Guidelines
If your company has a visual identity — and most do — share it with your photographer before the event. This might include your brand colours, preferred image style (clean and corporate vs. warm and candid), and any guidelines around how your logo or branding should appear in imagery.
It's also worth sharing examples of event photography you've used before and liked, or references from other brands whose visual style resonates with you. A good photographer will use these as a guide for tone and approach rather than trying to copy them directly.
5. Introduce the Photographer to Your Team
On the day, the most important thing you can do is make a few key introductions. Introduce your photographer to the event manager, the AV team, and any VIPs they'll need access to. A simple heads up — "this is Peter, he's our photographer today, please help him get into position" — removes friction and means they can move around freely without being stopped by security or staff.
Also designate one person as the day-of contact. If something changes to the running order, or a VIP arrives unexpectedly, that person should be the photographer's first call.
6. Discuss Delivery and Turnaround
Be clear about when you need the images and in what format. If you want to post on social media that same evening, say so — a good event photographer can offer same-day sneak peeks for exactly this purpose. If you need full high-resolution files for print, make sure that's agreed upfront.
At Peter Chamberlain Photography, standard delivery is within 24 hours of the event — one of the fastest turnarounds in London. This means your marketing team can be posting professional imagery while your event is still trending.
The Bottom Line
A great event photographer is a skilled professional who will bring their own eye, instincts, and experience to your event. But even the best photographer benefits from knowing your goals, your priorities, and your brand. A clear brief doesn't constrain creativity — it focuses it.
If you're planning a corporate event, conference, awards ceremony or brand activation in London and want to discuss your brief, I'd love to hear from you. Get in touch to check availability and talk through your requirements.