You have many options when searching for a local commercial photographer. Below are five search options that I recommend.
1. Directory of local businesses. You are almost certain that you will find local photographers under the category of "Commercial and Industrial Photographers". Unless you are in an extremely rural area where you may need to search further, this is almost certain. Since the advent of online directories, many commercial photographers have stopped using paid printed directories. This is why I strongly recommend you do an internet search to ensure that you don't overlook these photographers.
2. Directory Sites. You can find both business directories that are specific to photography and general directories that cover all aspects of the industry online. Many of the best directories will include a link to the photographer's website, which is an advantage over printed directories. Try to limit your search to 'commercial photographers'. Otherwise, you will see a lot of results for family portrait and wedding photographers. If done well, this is a great search method.
3. Search Engines. Google, Yahoo!, MSN. Bing, or any other search engine you prefer will provide you with a complete list of local photographers. You can narrow your search to include commercial photography, as with all searches. I recommend you type in "commercial photographer your area" instead. If that fails, you can try substituting your location for a larger city or town. Do not click on only the paid listings. Or, for that matter, just browse the first page. The photographer may be a millionaire to get listed on Google Adwords or Search Engine Optimiser, but that doesn't make them the right person to work with you.
4. Professional Photographic Bodies. AOP (Association Of Photographers), MPA [Master Photographers Association] and the BIPP ("British Institute of professional Photography] are just a few examples of professional photographers in the UK. These professional associations will often list local commercial photographers and provide useful information about how to find and commission photography. While many photographers would like to belong to these associations and clubs, others don't. They don't feel at ease with these memberships, but they're not professionals or well-respected in their fields. Being a member does not guarantee professional quality, reliability, or any code of conduct. It is simply an indication that the photographers listed have subscribed to it in principle. Don't be intimidated or unconvinced of non-members.
5. Testimonials from individuals. Word of mouth is still a powerful marketing tool. I would use it if I was looking for a local trade. A personal recommendation is gold dust. Ask as many questions as possible and then view the portfolio section on their website to see the photographer's work firsthand. This will help you get a feel for the photographer's style. You won't just want to book them because they are reliable. You have to like their work! A personal recommendation is a great way to avoid as much risk as possible. You should still visit their website and not just dismiss the other photographers in your local area. You may be missing a true gem.
Let me conclude by saying that I highly recommend using a mix of all the search methods, putting together a shortlist, then carefully comparing and finally selecting the right one for you.
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