Why hire a professional photographer?

It's a hard time to be a professional photographer.

So many people own their own digital cameras, from point-and-shoots to professional-grade SLRs with fancy lenses to match, why would anyone hire a professional? Heck, most of us carry around cell phones with cameras in them. They work pretty well, right? Everybody who sees the resulting images on MySpace and Facebook seem to love them, so they must be great! Anyone who uses a camera is a photographer.

Admittedly, photography isn't brain surgery. At its simplest, it is using a tool to capture an image. At its finest, it is a blending of art and science to create a special image that could be enjoyed for generations. So what's the difference and why should I care?

Here are two different scenarios:

1. Family snapshots
If you capture a photo of your kids doing something hilarious or special, it doesn't necessarily matter if they are in focus, are properly exposed or part of an artful composition. The moment is what's important, and that's why I think every parent and grandparent should have a camera they love to use. The simpler, the better. You might print out a small photo and stick it to your refrigerator, or tape it to your file cabinet at work. Every time you look at it, it makes you smile. You've e-mailed it to everyone you know and they gush about how great it is. Mission accomplished!

2. The professional portrait
But there are other times, whether as part of special events, milestones or simply because, that capturing images of family members and loved ones at a particular time is important. The art of the image matters. Its technical details matter: focus, brightness in the eyes, composition. This is an image that will hang in a prominent place on the living room wall, or will be part of a treasured photo album. This is a keeper. It will capture a moment and time that will never happen again. Not only should it be a beautiful photograph, it should also contain the emotions and spirit of the people depicted. Everyone who views the photo is taken aback, enjoying the layers of meaning, the artistry and how well it captured the people in it. Mission accomplished!

Take a look at the "creative" services listing on Craigslist. At any given time, you'll find postings promising affordability at the forefront. That doesn't mean hiring from the listings won't yield some stunning images, but it is certainly a roll of the dice. Many are posted by people who are new to photography, have recently invested in equipment and believe that it's easy to make money from their new hobby. Some of them will make money at the expense of unsatisfied clients. With wedding photography especially, where things happen once, experience and technical savvy are extremely important. I think it's crazy when some of the Craigslist ads aim to be a photographer "for your every need." Even seasoned pros specialize simply because doing it right in every discipline isn't easy and takes specialized equipment. The phrase "you get what you pay for" may not even apply when paying an amateur; you might get far less than you paid for. Don't take a chance!

Professional photography isn't about the camera; more important is the ability to produce excellent photographs in any situation, at any time, and following up that expertise with stellar customer service. Equipment does matter, and longtime professionals invest in their businesses by buying the best tools they can afford. But the tools themselves are only part of the equation; the art itself is a direct result of the artist. The service aspect sets pros apart from wannabes.

Look at other hobbies out there where equipment is seen as a way to become an expert: from fishing to golf, the latest reel or set of clubs is touted as the way to bigger catches and better scores. Better tools help us all, but it still takes skill to get the job done well consistently.

Why hire a professional photographer? I can't speak about other pros and their habits, but this is how I approach my work:

• I love my job and the people I serve.
• I know what I'm doing. I only accept assignments for which I am prepared to handle, and ensure I am prepared.
• I care about my clients' experiences with me and am not happy until my clients are happy.
• The creation of stellar images isn't a roll of the dice, but rather a direct result of study, experience, skills and ability.
• I always have backup equipment (and when necessary, backup people) to ensure clients receive excellent service.
• You get more than what you pay for.
• I'm not afraid to admit I don't know everything and embrace challenges that help me learn.

In today's economy, price often is a major factor in whether to hire a photographer and who to hire. But I hope when the images are important to you, you won't let price drive your search. If it's important to hire a pro, look for someone who can meet your needs and desires. That's what art is about!