“For me, the subject of the picture is always more important than the picture.”
– Diane Arbus

Most of my professional work photographing people tends to fall into 2 groups – people who are in full performance mode and want to be photographed, and people going about their day-to-day business who may not. My corporate work falls very much in the latter category and can at times be even more challenging than shooting from the pit. Whereas a performer might add to their performance when they see a camera pointed their way, many of us ordinary people can feel self-conscious at the sight of a camera lens. The challenge here becomes one of successfully blending in with the surroundings and not drawing attention to yourself. Not an easy task with a 70-200mm lens! It is here I also draw on my PR and comms experience because invariably the client will want a suite of images that communicates a certain set of desired messages. Personnel shots are another matter entirely because here you might be working with people who actively dislike their photograph being taken, even when they know it’s a work requirement. You might have the latest and greatest equipment but unless you are experienced in making people feel at ease and encouraging them into a place where you can capture them how you want, you will have at best a well-executed photo that doesn’t meet the brief.