Resources · Working together
Get the best work out of your creative team.
A practical guide to briefs, feedback, schedules and agreements, so what you receive is what you pictured. Written for first-time clients and for anyone who wants a smoother project.
1. Start with a brief
Write a useful brief.
A brief does not need to be long. It needs to answer six questions, in your own words. The clearer the answers, the fewer surprises later.
Audience
Who needs to understand this? Be specific: “owners of small service businesses in our area” helps more than “everyone.”
Goal
What should happen afterward? A booking, a sign-up, a sponsor saying yes, a team that feels proud of the photos.
Message
If people remember one thing, what is it? Say it in a sentence.
Channels
Where will it run: your website, social media, email, event screens, print? Each one needs different shapes and sizes.
Deliverables
What do you expect to receive: how many photos, how long a video, which versions and formats? Your agreement confirms the final list.
Constraints
Deadlines, brand rules, venue limits, accessibility needs, people who should not be photographed and anything you cannot show.
A starting point
Brief starter.
Copy this, fill it in and send it with your inquiry or after you book.
Project: Audience (who is this for?): Goal (what should happen afterward?): One-sentence message: Where it will be used: What we expect to receive: Deadlines and key dates: Brand rules or things to avoid: People who should not be photographed: Accessibility or comfort needs: References we like (and why): Decision-maker:
2. Decide together
Name one decision-maker and send one round of feedback.
Creative work moves fastest when one person speaks for your team. It protects your vision from conflicting notes and protects the schedule.
1
Choose one decision-maker
This person has the final say and answers questions during the shoot and the edit.
2
Collect comments inside your team first
Ask colleagues to send notes to your decision-maker, not to us, and settle any disagreements before we hear them.
3
Send one consolidated list
One list, in order of importance, with the reason behind each note. That keeps each round short and the work moving.
3. Show us what you mean
Share references and explain what appeals to you.
Words like “clean,” “fun” or “high-end” mean different things to different people. A few examples remove the guesswork.
- Send two or three examples that feel right, from any source
- Say what you like in each: the light, the pacing, the color, the framing, the mood
- Tell us what you do not like, too; it narrows the direction quickly
- Treat references as direction, not a template to copy; we will build something that fits you
- Share your brand guidelines and any past work you are proud of
Good to know
- A reference with one sentence of explanation beats ten with none
- If you are unsure, say so; we can suggest options during planning
4. Respect the craft
Respect setup time, production schedules and agreed scope.
Setup takes time
Lighting, audio and room preparation happen before the first frame. Arriving on time and keeping the space ready gives you more usable time with us.
The schedule is the plan
Interviews, portraits and coverage blocks are timed so everything gets done. Running late or adding items on the day means something else gets shorter.
Scope is the agreement
Hours, locations, people and deliverables are set in your agreement. If your needs grow, tell us early so we can confirm the change in writing before the day.
5. Give feedback that works
Be specific and say why.
Good feedback names what you see, what you need and who it is for. It also makes it easier for us to give you what you imagined.
Weak feedback
Make it more exciting.
Useful feedback
Our audience is business owners. Open with the customer problem, shorten the introduction, and finish with the consultation invitation.
Weak feedback
I do not love the photos.
Useful feedback
The portraits on slide four feel too dark for our website. Could we see a brighter version with the same crop?
Weak feedback
Something feels off.
Useful feedback
Photo 32 leaves out our grandmother in the family group. Could we look for another frame where everyone is visible?
Requesting changes
How to ask clearly.
- Point to the exact photo number or video time
- Describe the change you want and the reason behind it
- Mark which notes are essential and which are nice to have
- Send everything at once, from your one decision-maker
- Check your agreement for the number of review rounds and what each includes
6. Know your agreement
Understand what your agreement confirms.
Your agreement is the source of truth. If anything here differs from it, follow the agreement, and ask us if something is unclear.
Deliverables
What you will receive, in what formats and versions.
Revisions
How many review rounds are included and what each covers.
Usage permissions
Where and how you may use the work, and how long.
Portfolio preferences
Whether McKinney Media may show the work. Tell us your preference before the shoot.
7. Tell us what helps
Share accessibility needs and comfort levels.
You never have to explain more than you want to. A short note beforehand lets us plan for it.
- Mobility and access: ramps, seating, elevators and the distance between spaces
- Sensory needs: bright lights, loud rooms or flash, and how we can adjust
- Breaks: how often you would like them and how to ask for one
- Language: interpreters, preferred languages and how you would like to be addressed
- Culture and faith: customs, dress and moments to treat with care
- Camera comfort: preferred angles, seated portraits or anyone who would rather not be photographed
How to tell us
- Add it to your brief or tell your project lead
- A private note is fine; we will keep it between the people who need it
FAQ
Common questions
What if our team disagrees on feedback?
Settle it inside your team first. Your decision-maker sends one list so every round stays short.
Can we change the plan on the day?
Small changes are usually fine. Larger changes to hours, locations or deliverables are confirmed in writing, so tell us early.
What if I am not sure what I want?
Tell us the goal and the audience, share a few references and we will suggest options during planning.
Ready to start with a clear brief?
Tell us what you are planning and we will help you shape it.
Still have a question?
Ask here. Answers come from how we work: timelines, coverage, and what is included. Your proposal confirms scope.
Or call 484.222.5062 · Mon to Sat, 9am to 7pm
McKinney Chatbot
Timelines, coverage, and what is included, answered from how we work.
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