How to pitch for work: insights from the industry

Lady Gaga, following her Best Original Song Academy Award win in 2019, said: "If you have a dream, fight for it. There's a discipline for passion. And it's not about how many times you get rejected… it's about how many times you stand up and are brave and you keep on going."

That's as true for making a career in the photography business as it is for succeeding as a performer. Getting your foot in the door and becoming established in this competitive world can be a challenge. However, there are several ways you can increase your chances of getting work in the industry.

During a discussion at the 2021 Canon Student Development Programme, experienced industry figures gave invaluable advice on pitching for work. The panel members behind How To Get Hired as a Photographer: Insights from the Industry were Canon Ambassador and photojournalist Gulshan Khan; photo editor-in-chief and staff photographer at Danish newspaper Politiken, Thomas Borberg; Global Editor at Reuters Pictures, Rickey Rogers; and The Guardian's Head of Photography, Fiona Shields.

Drawing on their own experiences and lengthy careers, these experts provided key insights on how to set yourself apart from the competition and how to put forward a memorable pitch that will help you get hired.

Gulshan, who is a South African photojournalist based in Johannesburg, said that if you're trying to get hired for the first time, it is vital to get your work seen. "What really helped me was portfolio reviews," she said. "Apply for portfolio reviews and for funding, such as from the Open Society Foundations, Everyday Africa and Women Photograph."

Fiona, who has previously worked as a picture editor, student mentor and judge on various photography awards said, "I do portfolio reviews all the time and it's a great way of discovering new talent. Don't be afraid to enter competitions, because often the judging panels are really broad and varied.

"You'll come across photo editors for news publications, but also curators for exhibitions and museums, so there's the doorway into the art world as well."

One of the most important parts of a successful pitch is a strong bio that represents who you are, what you've done, and what you're able to do for a publication.

"You must include a bio about yourself that indicates a specialism you might have, for example if you're an underwater photographer. Additional strings to your bow are helpful to know about," said Fiona.

Be sure to add your contact details, including your mobile telephone number and geographical location. "Show your published work as publications want to see if you can fit with their style of photography. At the same time also show the more risky work you may choose to do, perhaps a little more artistic, and show that you can think originally too," continued Fiona.

"Don't be shy to show who you are," added Rickey. "Imposter syndrome is real but remember to be authentic and situate yourself in your context and reality, and have faith with that."

Often, the person you are pitching to needs to know exactly what you're proposing as quickly as possible. To make things easier and more straightforward, present your pitch in a pyramid form.

"Give it a headline, then a brief outline [also known as a standfirst] and then go into depth and indicate why that pitch is topical and useful at that particular point," Fiona explained. "Show a PDF of your images so that any photo editor can see at a glance the quality of your work and can visually sense what they can expect if they commission you."

"Language is changing as the technology is changing as the world of photography is changing," said Gulshan.

To keep up with these changes, it's necessary to seek advice and feedback from others, especially people within the photography community.

"We depend on that relationship with truthful and honest photographers," said Fiona. "Keep up with technology, stay relevant and understand what conversations are happening within our photography community and the communities of pitch editors. That's where you learn how to behave, what's important, and those ideologies are changing all the time and you need to remain current. Follow the brief but once you've got that in the bag, take the risk."

Thomas added: "The camera is a universal key into people's lives and you have to use this key to tell important stories, stories that matter. Use your curiosity to create nice ideas and concepts, and know that you will become better."

Stephan Lucka was a participant in the 2020 Canon Student Development Programme and is now a freelance photographer who has had work published in German magazine Stern and on the Der Spiegel website. His portfolio also includes an ongoing photography project exploring the Scout Movement in Germany titled The Feeling Only We Know (see image above, and also at the beginning of this article).

Stephan has these additional tips to share: "Try to make your portfolio as good as you can, as short as needed, as long as necessary," he says. "Be persistent. Sometimes it doesn't work, but don't be frustrated, and try to establish relationships with people. It's not only about the quality of the work, but also about human connection."

The overriding message then is simple: when pitching for work with a publication, you need to catch the editor's attention, be clear about what you're proposing, make sure the subject is relevant to the publication, and present your best work as examples. It's not easy to flourish in a competitive environment, but if you follow these tips you'll stand a greater chance of success.