There are times when making your own image isn't practical, and finding the image you need in existing stock isn’t possible. That’s when you should consider hiring an imaging professional, or, as they are often called, a visual artist.

Photographers and illustrators are of particular value to a multimedia or Web producer. These are professionals who make it their business to sell their skills on a freelance basis, hiring themselves out by the hour, day, or project. They are small businesses in the true sense of the word, often consisting of individuals working out of their home or a small office or studio, owning their own equipment and paying their own insurance and taxes. Increasingly, the distinction between photographers and illustrators is becoming blurred. More and more photographers are working with programs such as Photoshop to create photo illustrations. Illustrators are using photographs in their work. The computer is the common ground, changing the way people work and how they describe themselves.

Whether you hire a photographer, or an illustrator, or someone who can do both will be dependent upon your particular project. Regardless, here are some things to keep in mind.

• Word of mouth is one of the best ways of finding a good visual artist. Another good way is to consult membership directories of such professional organizations such as the American Society of Media Photographers (ASMP), Advertising Photographers of America (APA), Professional Photographers of America (PPA), and the American Institute of Graphic Artists (AIGA), (listed in the appendix). If you see an image in a magazine that you particularly like, check out the credit and call the magazine for the artist’s phone number to directly solicit him or her.

• Ask to set up an appointment to see the artist’s portfolio. The appointment will also give you a chance to feel the chemistry between you and the artist. Subjective things like this are often important. If a face-to-face meeting is not possible, see if the artist has images on a Web site you can view. Ask if the portfolio is available on a CD-ROM that you can see.

• Ask how long he or she has been in business. Being a professional means running a small business complete with a large overhead. Obviously, to be in business a long time takes both dedication and talent.

• Who are the visual artist's other clients? It’s not a bad idea to follow up on references.

• If the artist is a photographer, does he or she have a studio? This may be important if you are interested in complex product shots. Does he or she have experience traveling with lots of equipment? This is an important question if you are interested in shots that require out-of-town travel. Transporting camera and strobe equipment and dealing with the logistics of travel are acquired skills that not every photographer has.

• What kind of computer equipment does the artist own? Is it compatible with your system? Formats are often interchangeable, but not always.

When negotiating prices, consider that although many photographers and illustrators charge a variable day rate for their services, most are willing to consider half-day or even hourly rates. The type of job is considered. Most will not “work for hire,” which means they retain the copyright and resale rights to the images they make. (Again, everything is negotiable, but be prepared to pay a lot more for “work-for-hire” contracts.) Remember that visual artists are always looking for good clients who will continue to hire them. If you fit this description, let them know, since they will be more willing to offer special deals.

Expenses such as film processing and travel are generally paid by you. It’s a good idea to get an approximate amount up front that a visual artist anticipates spending in expenses. Getting everything in writing can prevent misunderstandings.