Last Monday, I opened the Press and Journal and found myself featured in a lovely article written by Kelly Wilson.
It was a very proud moment, but for me, the feature represents much more than one newspaper article. It is one small milestone in a much longer journey as a portrait and personal branding photographer working in Aberdeen and Aberdeenshire.
And sometimes, when you reach one of those milestones, you realise just how far you have travelled.
From photography to building a photography business
I started my journey with photography around 15 years ago.
During that time, I photographed many different genres and subjects, from landscapes and families to individual portraits and corporate projects involving large international businesses.
As I gained experience, I also started to understand what I really wanted from my photography business.
I think this is something many business owners can relate to. We don't always know exactly what the future will look like when we start. We have ideas, ambitions and plans, but we also hear a lot of noise from other people, from social media and, sometimes, from our own minds.
We keep working, learning and improving. Then, occasionally, the view becomes a little clearer and we can see what the next step should be.
For me, becoming a portrait photographer in Aberdeen, specialising in professional portraits and personal branding photography, has been part of that process.
Writing down my goals changed things
I have never been particularly good at imagining where I will be several years from now.
What has helped me much more is writing down my goals and then working out the steps I need to take to move towards them.
Being featured in the news was one of those goals. But, the next question was: how do you actually get featured in a newspaper?
That was something I didn't know how to do.
How networking led to a Press and Journal opportunity
Fortunately, one of the benefits of attending networking events is that you meet people who know things you don't.
At one of these events, I connected with the Federation of Small Businesses (FSB) North of Scotland. Through FSB and the advice they provide to small businesses, I learned more about opportunities for business owners to share their stories with the media.
Eventually, an opportunity came along with Mike Duncan (FSB).
As my photography business works with business owners, corporate executives and professionals who want to look confident and capable in front of the camera, I was particularly conscious of the timing.
I wanted the opportunity to reach my audience when people were back from their summer holidays and paying attention to business again.
Fortunately, the Press and Journal and FSB created an opportunity on 24 August, and I took it.
I completed the online form, answered questions about my business and my journey, and shared the person behind the business.
And then I had to think about the photographs.
Why I already had professional photographs ready
This is where being a portrait photographer gave me a bit of an advantage, I already had a selection of professional self-portraits that I was happy to use.
I like my style, I know how I want to be photographed and, perhaps most importantly, I didn't want to be photographed in a rush just because a newspaper needed an image quickly.
This is something I would recommend to any business owner: Have professional photographs ready before you need them!
Keep a selection of good-quality, high-resolution images somewhere easily accessible. You never know when you might be asked for a photograph for a newspaper article, magazine, podcast, website, speaking engagement, awards application or other PR opportunity.
When the opportunity arrives, you don't want to be searching through your phone for a photograph from three years ago.
Dr Rachael Hamilton - GP, Transformational Coach and Lifestyle Medicine Advocate Women’s Health Specialist Founder of Vibrant Doctors Ltd - ©2026 Leticia Gaidon Bradford Photography. All Rights Reserved.
Why your photograph matters in a newspaper feature
I've seen many business owners on LinkedIn talking about this.
They have been given a fantastic opportunity to appear in a newspaper or magazine. The article is interesting, their business is presented beautifully and the written story creates a great impression. But then there is the photograph, sometimes the image doesn't match the quality of the story.
Perhaps it was taken quickly on a phone. Perhaps the lighting wasn't flattering. Maybe the person didn't know how to pose or simply didn't feel comfortable in front of the camera, and that's a shame. The photograph is part of your story too.
When somebody sees an article about you, the image is often one of the first things they notice. A strong professional portrait can help reinforce the impression created by the words.
Professional photography for PR and media opportunities
This is one of the reasons I believe that professional photography is an important part of personal branding.
Your professional image isn't only for LinkedIn.
You might need photographs for:
Newspaper and magazine features
PR and media opportunities
Your business website
LinkedIn and other social media platforms
Speaking engagements
Conferences and networking events
Awards and business profiles
Press releases
Podcasts and interviews
Marketing campaigns
Having a collection of professional images gives you flexibility.
Instead of thinking, “Ohhhh, they need a photograph by tomorrow!”, you can simply choose the right image from your media and PR collection and send it.
I was prepared because photography is my profession
In my case, I was already prepared because I specialise in portrait photography.
I know how to pose someone, how to use flattering light, how to choose the right setting and how to style a portrait so that it communicates something about the person.
But I also know that most business owners don't spend their days thinking about these things, and they shouldn't have to!
Your job is to run your business. My job is to help you look your best in photographs.
A portrait should show more than what you look like
When I photograph a business owner or professional, I'm not simply trying to produce a technically good photograph.
I want the image to communicate something.
Perhaps you want to look confident and capable, or perhaps you want to appear approachable and trustworthy.
Some people want to establish themselves as experts in their field, while others simply want a photograph that actually looks like them, on a really good day. Are you one of them too?
This is why I believe portrait photography and personal branding photography are about more than having a nice photograph. They are about helping you communicate who you are and how you want to be perceived.
©2026 Leticia Gaidon Bradford Photography. All Rights Reserved.
Be ready when the opportunity comes
My feature in the Press and Journal was a lovely milestone in my photography journey, but it also reminded me of something important.
Sometimes opportunities appear unexpectedly.
You might spend months working towards a goal, and then suddenly someone asks you for your photograph, your biography or your business story.
Being prepared means having this under control to say: “Absolutely. Here are my photographs.”
No panic. No last-minute selfie. No searching through hundreds of old images.
Just a professional collection of photographs that represents you and your business.
Need professional photographs for your business or PR?
As a portrait and personal branding photographer in Aberdeen and Aberdeenshire, I help business owners, professionals and corporate clients create photographs that make them feel confident and represent them professionally.
If you think it's time to update your professional image, or you simply want to have a selection of photographs ready for your next PR opportunity, I'd be happy to help.
And as for my Press and Journal feature?
I'm very happy that I took the step I had written down as one of my goals.
But I'm even more excited about the next step in the journey.
A little thank you
I would also like to say a special thank you to Mike Duncan from FSB North of Scotland for his support and for helping me understand how to make the most of opportunities like this.
And, of course, thank you to Kelly Wilson from the Press and Journal for taking the time to learn about my journey and my photography business, and for turning it into such a lovely article.
I'm very grateful to both of you for being part of this little milestone in my journey.
Follow me in Instagram. Connect with me in LinkedIn.
Bye for now.