Good PR often depends on your ability to regulate your image to the outside world. A fundamental of this effort is to get a simple press photo.

“Each key executive at your company should have three press photos,” says David Reeve of EIM Marketing & Public Relations.

Each of the three images should serve a different audience and format, he adds. An executive photo session can range in price from several hundred dollars to several thousand, but it’s not always necessary to pay top dollar. Search Craigslist for affordable photographers.

“It is important to have a casual photo, a business profile photo, and one that is unique or reflective of the company culture,” Reeve adds. “And there should be a mix of vertical and horizontal shots, so you are pre-pared to have your photo fill an equally sized space.”