Approaches to taking business portraits have changed significantly in recent years. Now a strict business image against the white or black background gives way to more lively and genuine photographs, which let viewers see not only a photograph, but a person themselves, and feel their nature and style. Such photos show credibility. This is a very important aspect because a business portrait is a part of PR content that should convey a certain message to the audience and form a certain attitude. This is an instant presentation, which will be immediately assessed by the viewer. Therefore, it is crucial to build an accurate image while taking a business portrait, as it will become an excellent investment in attracting potential clients and partners.