Generally, it’s better to over-communicate with models because it’s less risky. Models tend to be information-poor about the details of a shoot booking (despite our best efforts, models are often passive in the process).
For example, consider this snarky feedback from a model:
I got a message at 9pm [the day before the shoot] that our shoot was cancelled because the Shoot Producer couldn’t find a place to shoot… So, I guess you don’t try to call and book a location at 8pm to ask for a rental! If you want to work, you have to take care of that before 8pm the night before! 🙄
On the surface, this looks like poor performance by the SP – and reasonable feedback from a model… But now consider what actually happened in this situation:
The SP had lined up a shooting location week in advance of the shoot date. A day before the shoot, the Location owner contacted the SP to cancel. 🤬
The SP called around all their location contacts trying to find a new location for this shoot. By 8pm it became clear that no alternative location would be possible, at which point the SP informed the model.
With this context, it becomes clear that the model’s feedback is not based on facts – but the model’s opinion of the Shoot Producer was unnecessarily lowered.
When things that affect the model are hidden from the model, it can look like Shoot Producers are lying or making up excuses. Open communication as events unfold is always a better approach. In this scenario, the Shoot Producer should have sent a series of messages to the model, for example;
1400; Hey Jane, it’s Bill your Shoot Producer for the abbywinters.com shoot tomorrow. I just got news that the location I organised is now no longer available! I am working on finding another location, but I may not be able to in time for our shoot. That may mean we have to reschedule 😟. I will let you know in a few hours how it’s looking. Sorry about this.
1800; Hey again, I have heard back from three of the location owners I work with, and none of them can help tomorrow. There’s one more I am waiting for a call back from. I’ll let you know as soon as I know.
1930: Hey, unfortunately, my last option also cannot help tomorrow, which means we need to reschedule the shoot. I am working with Leena the Model Liaison to see if we can make something later in this week work – she’ll be in touch with you in a few minutes. Really sorry this happened! 🙏🏻
Of course, if Bill had been able to organise a new location in time for tomorrow’s shoot (say, by 1830), the earlier messaging helps position Bill as someone who’s a great communicator, and can deal with problems professionally. That’s someone models want to work with!
1830 [alternate timeline]: Hey, good news, I found a new location for our shoot! Based on the weather tomorrow, it might actually been even BETTER than the original location! 🙃 So, I’ll still meet you in the foyer of the Metrico hotel on James St at 9am Thursday morning as planned – looking forward to working with you! 🦘
More communication than the example described above is not necessary, but less can cause problems with models feeling uncomfortable, and unfavourably assessing the Shoot Producer (and the Company). When they do meet to make a shoot, that lack of respect will reduce the quality of the shoot to some degree (and make it less likely the model will refer friends, or come back for more shoots).