Lisa Pritchard of the Lisa Pritchard Agency represents photographers such as Julian Calverley, Iain Crockart, Nick Daly, Rob Murray, Jenny Nordquist, as well as BJP's Project Assistance Award winner Ben Roberts. She recently added Laura Pannack to her roster. Pannack won first prize in the Portraits Singles category at the 2009 World Press Photo. In this new column, appearing every two weeks on 1854, Lisa will be answering your questions about the business of photography.

Question One: How Do I get an Agent?
Getting an agent is a bit like getting a boyfriend or a girlfriend - obviously without the snogging! You need to put yourself out there and attract a compatible match.

Lisa Pritchard © Laura Pannack, winner of World Press Photo 2009 Portraits Singles.

The question you should really be asking yourself is ‘How do I get an agent that’s right for me?’ Don’t just sign up with any agent that will have you and do ask yourself, ‘Am I ready for an agent’ and even ‘Do I actually need an agent?’.

If you’re happy dealing with your own promotion and shoot logistics, comfortable negotiating fees and client contracts, perhaps you don’t need an agent. If, as well as being a talented photographer, you’re a prolific networker and an organised multitasker then you might consider going it alone. You could just hire a producer, get yourself a personal assistant or set up an agent yourself.

Maybe you’re not ready for an agent and need to build on your portfolio and get a few commissions under your belt. However, if you’re still convinced an agent is for you, then here’s my advice.

Firstly, do your research and draw up a shortlist of appropriate agents. It’s amazing what a bit of googling will throw up. You can tell a lot about an agent from their website. Look for signs that you’ll fit in.

You need to complement their existing roster but be different enough, you need to be relevant to their client base. There’s little point in contacting a fashion agent if you only shoot cars, or an agent with a still lifer who specialises in abstracts of liquids if you specialise in - you’ve guessed it - abstracts of liquids!

Look for an agent at a similar stage in their career. Just starting out? Try and find an agent who’s recently set up. Beginning to get a name for yourself? One of the more established agents with a solid reputation could be the way to go. Are you, in fact, the most famous and busy advertising photographer on the planet and your agent has decided to retire (my number’s on the website!)? You’ll need someone with kudos in equal measures.

Secondly, and before making contact, make sure you’re looking good. I’m not talking going to the gym or buying new clothes (although I guess every little helps!?) but your professional image, your brand. The first thing they’ll check out is your website and it needs to scream ‘snap me up before someone else does!’ If you do manage to set up a meeting, you’ll need to take your portfolio, make sure this doesn’t turn out to be the deal breaker.

Thirdly, make your move, get yourself that date. Email, phone, snail mail (or a combination) are all fine. Be persistent yet polite, charming yet professional. Make them feel special, the only agent you’d ever be interested in. But don’t ever be creepy and stalky! I have one photographer who emails me about once a month and it’s beginning to freak me out- I wouldn’t mind but he’s rubbish!

If you’re doing a round robin, for goodness sake change the name each time, sending me a ‘Dear Carolyn’ email will not have me rushing for the phone.

Highlight why you’re a ‘good catch’ and why you’d be good for them, everyone will be considering what’s in it for them. Shout about your successes but don’t come across as an arrogant egomaniac.

Don’t take it personally and don’t send an angry email if you don’t get a response. Agents are very busy and generally won’t get back to you unless they’re interested. Keep trying if you really think its right.

An alternative method of getting yourself a date … for a face to face meeting… is simply getting yourself on the ‘Agent Radar’ and they might be the one making the move. I’ve taken several photographers on because they just proved too hard to ignore. Picking up a job that one of your chosen agent’s photographers was up for can be a good fast track (if you can’t beat ‘em join ‘em) as is getting press and winning awards. Win a gold at the AOP and watch those agents form not such an orderly queue!

Networking and being introduced at a private view is also a good way to get on the radar, as is a recommendation. Show your book to some advertising and design agencies and get them to suggest some agents. Then you can say ‘Ms Art Buyer’ highly recommended you as one of the best agents in town.’ Flattery will get you everywhere.

And fourthly, when at long last you get to have that ‘chat’, make sure you do some final compatibility checks. Keep a level head and a mental checklist of what you’re looking for. Most crucially, do you like them? Does it feel right? Do they seem to like you and are they interested in your work? If you don’t quite gel when you meet them, chances are it’s not going to happen.

Ask questions about anything that’s important to you. Don’t forget this is like going into business with someone. Who takes the portfolios out? What other promotion do they do? What do they expect from you? Do they do production? Who are their clients? Do they have a contract? Discuss all the expectations from both sides.

Well, I hope this helps, but before I go, a word of caution… a wrong decision could flaw your career. I have heard clients say they might want to use a certain photographer but can’t bear to deal with the agent so they look elsewhere. I’ve also had clients say that they go to their favourite agents by default for a job that perhaps several photographers can do.

Get it wrong and it could end up a short lived, empty affair or worse, you’ll end up wasting your days, muddling along in a dead end, destructive relationship. Get it right and it might be the long term, rewarding partnership you’ve always dreamed of, someone to share the ups and downs with and a place to belong. Good luck in finding your ideal partner!

Tune in on Thursday 11 March for Lisa's second column. In the meantime, send your questions at bjp.news@bjphoto.co.uk. Visit lisapritchard.com.