Public relations and lobbying: an overlooked career opportunity for PR graduates

What’s the difference between lobbying and PR?

First, let’s define lobbying: It’s the act of trying to promote an organization’s agenda to the people making the decisions, which are usually representatives or associates within the government, to produce an influence on a specific reform. This term seems to be almost always applied toward politics and public policymaking, but if it is used in corporate business settings, then it is called government relations.

Any single person who tries to change or manipulate a public policy can be considered a lobbyists, but that term is usually applied to individuals employed solely to influence government officials. These professionals are usually referred to as advocacy or public affairs professionals, but it’s still public relations.

So, what’s the big difference between lobbyists and public relations? Public relations professionals do not have to disclose their activities to the public, lobbyists on the other hand have to make it public knowledge.

Who employs lobbyists?

The largest employers of lobbyist professionals are:

1.      Special interest groups

2.      Trade associations

3.      Corporations

4.      Unions

5.      Government relations firms

6.      Public relations firms

A large majority of lobbyist professionals are employed by public relations firms, but the practice of lobbying was not discussed in my public relations curriculum. Is this because it was just overlooked, or is it PR’s dirty, little secret? Maybe the terminology is the real issue; PR professionals tend to distance themselves from the word “manipulate” and focus more on the concept of persuasion.

Personally, I don’t see what there is to be ashamed of; lobbyists work for highly respected and regulated fields such as health care, the communication industry and natural resource development.

The two forms of lobbying

Lobbying can be further broken down into two different sub-categories:

1.      Direct lobbying—the organization’s lobbyists contact the government official or decision maker directly.

2.      Indirect lobbying—the organization and the lobbyists use communication resources, often the mass media, to shape, encourage, or enlist public opinion in order for the public to influence the government’s priorities or policies.

So lobbyists utilize mass media to shape public opinion and influence policymakers? That sounds a lot like agenda setting theory to me, and this is a concept that PR professionals are very familiar with.

Why have PR scholars ignored lobbying?

Lobbying is an important career in communication and government that uses many aspects of public relations. Lobbying can have a huge impact upon an organizations reputation, but many public relations scholars ignore its importance.

It might have something to do with the lobbying’s past ethical dilemmas. In 2006, Jack Abramoff, plead guilty to fraud and conspiracy to bribe public officials. He was also a former lobbyist, and his actions were highlighted extensively by the media in the U.S. 

Unfortunately, Abramoff’s case inspired media outlets like the New York Times to conduct public opinion polls on the matter. More than half of the people polled believed the job of a lobbyist is to bribe members of congress, provide organizations unfair advantages and buy government influence.

Why should PR graduates consider lobbying as a potential career?

I believe that public relations professionals and new graduates should consider lobbying as a future career opportunity because they have the necessary skills for the job.

We do not use propaganda, but instead influence the public opinion. We do not believe in manipulation, but instead practice the art of persuasion. We do not “spin” facts but instead try to get worthy clients some public attention. We practice relations with the public, and it’s as simple as that.

We learn the Public Relations Society of America’s (PRSA) Code of Ethics at the very start of the public relations academic program, and every student must adhere to ethical values such as honesty, loyalty, transparency, fairness and integrity. We must be an advocate for our client, company, or product when communicating with the public.

Lobbyists are advocates too, but they just represent a certain side of an issue. Lobbying has an ethical standard that involves fairness, transparency and working towards the common good. Lobbying professionals must adhere to these ethical standards while working with policymakers, and the job provides the opportunity to influence political agendas.

We’re not that different from one another.  

Final project: photo story for Love The Oceans

How many people do you think were killed by sharks last year? You might be surprised to realize that only 6 people were killed in 2015, yet sharks are portrayed as vicious, man-eating creatures of the sea. 

Kyra Kalageorgi is an artist who's using her creativity and artwork to promote a positive message of sharks by working with the organization Love The Oceans. 

Every year, over 100 million sharks are killed by commercial fisheries. They kill them for their fins, meat, liver oil, cartilage, and other parts of the shark, which is driving some of the shark populations towards extinction.

Sharks grow slowly and reproduce only a few times over their lifetimes. This makes them very vulnerable and slow to recover from depletion. Their depletion poses a serious risk for the entire ocean ecosystem. The sharks control their prey's population, and entire habitats can be lost without them. 

Love The Oceans goal is to protect endangered species, establish a protected area in Mozambique, and work towards sustainable fishing. They hope that through research, teaching locals, and diving they can help us move towards a more sustainable future for sharks and the entire ecosystem. 

Below is a video featuring an interview with Kyra Kalageorgi and showcasing her artwork highlighting sharks along with her current projects.

Photo manipulation and the ethical dilemma

Here's An Idea: Stop Faking Photos

       Manipulating an image as been around almost since the start of photography, but it has changed dramatically during the digital age. The advancements in technology of both gear and computer software has made it easier to manipulate a digital image. In fact, it seems like digital photo manipulation has become so common that it's hard to detect if a photo is original or if its been doctored. The issue of ethics comes into play in regards to photojournalism and the media maintaining some form of photographic integrity.

        Photojournalists see good journalism as a form of democracy that's always on the front lines. It can only be considered good photojournalism if the photo is not staged and it captures the image in its true form. 

       Some simple rules of photojournalism and ethics:

• Don't change things
• Don't direct your photograph subjects or objects
• Don't lie in your captions in any way 
• Don't move or change the pixels
• Get it right and don't fake anything

      Posing a photograph was common during the beginning of photography and photojournalism. Photographs required people to stand still for long periods of time in order to avoid blurring the picture, but technology advanced rapidly over the next few decades. As cameras became able to stop motion, it resulted in a need for a set of ethical standards. This demanded accuracy in photographs for photojournalists.

      As photographs became more truthful in what they were capturing, it became easier and easier to manipulate the image. There are more cases of manipulated, doctored, and posed photographs today than ever before in the history of photography and photojournalism. It's a serious ethical dilemma.

My experience shooting sports photography

             We all want to shoot the best action photo and essentially capture a perfect moment of human interaction. Unfortunately, trying to shoot a quality sports photograph can be very difficult. Things like distance from the field, and the limited access at the sporting event, can make it problematic for a photographer trying to get a good shot.

The most important aspect of trying to shoot a sports event is location. Personally, I really enjoyed stepping outside of my comfort zone in order to get better photos at this event. With photography, the closer you are to someone while taking their picture, the better you can see them in the photo. At first, I tried to take photos from the bleachers, and but it wasn't capturing the action of the sporting event properly. I failed miserably. Instead, I got up from my seat and moved onto the field in order to get closer to the action taking place. Being on the sidelines moved me closer and improved my photos tremendously.

Another benefit of my move to the sidelines for the lacrosse game was my improved reactions.  Being near the action helped me predict where the action going, and I was able to focus my camera on dramatic plays. This improved my shots and I was able to snap the picture at the right time.

Having the right equipment can make a hell of a difference. My lens was not suitable for taking sports action shots, and even though I moved closer to the field, I wasn’t able to zoom in and get the shots I needed. I now know why sports photographers use such large lenses and switch between lenses during a game. Those huge lenses cost a small fortune, but it’s necessary for that profession.

Rochester High School Falcons Varsity Lacrosse playing against Lake Orion High School Dragons Varsity Lacrosse team at Rochester High School in Rochester Hills, Michigan,  Wednesday, Mar. 30, 2016. The action during the game was swift and intense as the two teams faced off that night.

Head Coach Nick Facca giving some words of advice to Varsity Lacrosse Goaltender Alex McCarthy on the sidelines at Rochester High School in Rochester Hills, Michigan,  Wednesday, Mar. 30, 2016. Facca's words of encouragement could be heard from the bleachers as he gave the team directions.

Lake Orion High School Dragons Varsity Lacrosse team celebrating a win against Rochester High School Falcons at Rochester High School in Rochester Hills, Michigan,  Wednesday, Mar. 30, 2016. The final score was 14 to 3 that night.

Lake Orion Dragons fans watching their team play against Rochester High School Falcons at Rochester High School in Rochester Hills Michigan, Wednesday, Mar. 30, 2016. The cold bleachers and chilly breeze didn't dampen their spirits, and they rang cowbells in celebration throughout the game that night.

Rochester High School Falcons facing off against Lake Orion Dragons at Rochester High School in Rochester Hills, Michigan, Wednesday, Mar. 30, 2016. The young man pictured practiced throwing and catching as he waited to retrieve any offside balls during the game.

The First Amendment

"Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances." 

        The First Amendment guarantees freedom for all citizens of the United States in regards to religion, expression, assembly, and the right to petition. It restricts Congress from picking one religion over others, and it prevents the restriction of individual religions and practices. Congress is not allowed to impose restrictions upon press and the citizens’ ability to speak freely. The First Amendment includes a guarantee that the citizens can have the right to peaceful assembly and be allowed to petition our government.

       The Founding Fathers and early colonialists believed strongly in religious freedom and free speech, and this is why the First Amendment focuses on separation of church and state. They wanted to avoid the religious persecution common during that time, and this clause guaranteed that the U.S. would not impose religious conformity on the new nation. The right to free speech is incredibly important because it guarantees citizens this freedom, but it also prevents Congress from passing laws that would impose upon that right. The right to freedom of press is interesting because not only does it gives citizens the freedom of speech, but also the right to publish and distribute this free speech in print.

         The First Amendment can and is applied to photography, but it becomes a little trickier to identify the rights of the photojournalist; they’re usually more than what most people think. Photojournalist students and professionals must the Code of Ethics that require the photographers to be truthful in regards to news gathering. There are four issues of privacy that can arise and cause problems for a photojournalist:

1.      False light – This ethical violation happens when an unflattering portrayal of a person either in a picture or through words (like a misleading caption), when that is not who he or she is as represented in the photo

2.      Intrusion – This form of a violation occurs when a person is in an area where privacy is expected (a bathroom or changing room), but they are intruded on and the privacy is disrupted

3.      Misappropriation – When an individual, like a photographer, misrepresents oneself to get access or consent from another person

4.      Public disclosure of private and embarrassing facts – If something that is either highly offensive, significantly intimate, or incredibly private, public disclosure and privacy become an issue for the courts to determine news worthiness

Hunting for a feature photograph to capture a slice of life

What makes a photo worthy of being considered feature photography?

           The most important aspect of feature photography is the hunt. This drive to seek out the perfect shot of an unplanned moment has become so ingrained within photojournalism. A perfect feature photo can never be planned, but must be found when the chance presents itself. This kind of photograph can stand alone and doesn’t need any further explanation, there is no need for words. Any person can look at this photo and appreciate it for the single image being presented alone.

           Feature photography can be a difficult thing for many photographers to master. The reasoning behind it is searching for feature shots requires photojournalists to be on their toes at all times, and always ready for a shot when an opportunity present itself. Trying to capture a gripping scene in order to encapsulate a moment in time can put the photographer in uncomfortable situations; sometimes endangering the photojournalist by placing them in the midst of chaos and tragedy. 

           For obvious reasons, the best feature photography captures a dramatic or pivotal moment within time to seize a brief moment in time for future recollection. These kinds of photographs should always invoke a reaction from the viewer and cause them to experience an emotion relating to that event. This is why there is little use for words with feature photography. The single photo or sometimes a handful of photographs can tell an entire story to audience capturing the essence of the moment.                                    

           Many photographs that are considered feature photojournalism pertain to an important event in history. These kinds of photographs usually end up being displayed in magazines or books; if they’re extremely noteworthy, such as the photo of U.S. Marines and a Navy sailor raising an American flag over Iwo Jima during WWII, end up in museums persevered for future generations to see.

      Recap: The most important aspects of feature photojournalism

1.      NEVER plan a feature photo—It destroy the purpose of capturing a moment

2.      Don’t force it—The best feature photos are a result of a trained photographer anticipating a moment and being ready to capture the results

3.      Feature photojournalist requires a great deal of patience and awareness of the surroundings

4.      Photojournalists seeking a feature photo must understand that one photograph can be enough to capture an specific moment in time

A little something about my event coverage experience

        I attended the Digital Panel hosted by Wayne State's PRSSA on Thursday, March 10th, 2016. My communication and social marketing class was attending the event instead of having the usual lecture for the night (it was a win-win for me). I figured that it would easy event coverage for the portion of the feature assignment, but I did run into some minor hiccups as the event proceeded. All of the speakers at this event are respected in PR field and each individual offered helpful tips and recommendations to the future PR professionals in the audience. 

            I wanted to capture the two women, Alexandria Fulbright and Nancy Hanus, in the picture to the right with the list of tips presented on the screen above their heads. After I took the shot, I reviewed the picture and realized that I didn't photograph the screen properly. I tried to adjusting the manual settings on my camera to capture the images on the projected screen, but I failed miserably again.            
          Instead, I accepted that I didn't know how to properly  photograph both the speaker and the presentation on the screen. I focused on photos of the audience and the PR professional speakers for the rest of the evening.

Featured below are Wayne State University's PRSSA's Digital Panel event coverage and an enterprise photo from this year's St. Patrick's Day

Alexandra Thompson, Alexandria Fulbright, Yaqob Nagi, Nancy Thomas and David Lingholm at Wayne State University's student center in Detroit, Michigan on Thursday, Mar. 10, 2016. Wayne State student Yaqob Nagi, an audio-visual major, fixed a computer issue during the digital panel for Fulbright before her presentation. Photos by Aigneis Reid

Crain's Detroit Business digital content strategy manager, Nancy Hanus, answering an audience member's question at Wayne State University in Detroit, Michigan on Mar. 10, 2016. "Tell me something you started and followed through with", said Hanus in response to an audience member's question about what she would ask during an interview.

Alexandria Fulbright, Alexandra Thompson, and David Lingholm at the Digital Panel presentation in Wayne State University's student center in Detroit, Michigan on Mar. 10, 2016. "Audiences shape how brand engage", said Thompson in a response to a question from Wayne State professor Jane E. Fitzgibbon.

Vice President of social strategy and content marketing at Finn Partners, Alexander Thompson, at Wayne State University's student center in Detroit, Michigan on Mar. 10, 2016. Thompson flew to Detroit from New York City to present for the Digital Panel.

Local leprechaun enjoying the perfect pint at O'Connor's Public House in Rochester Hills, Michigan on Thursday, Mar. 17, 2016. O'connor's Public House was a popular spot to attend this year's St. Patrick's Day. The man pictured was not the only one dressed in the festive attire.

 

Capturing the world through shades of gray

         In the beginning, cameras used glass plates or film to store the images reflected upon them. Today, the images are stored on something called the image sensor. This tiny piece of technology is made up of millions of extremely light sensitive material that captures the image. 
         There are four elements you should set on your camera every time you shoot something: the shutter speed, aperture, ISO and white balance. 
There is also three ways to control depth of field through manual settings.

• Through the use of f-stops. A f-stop of 2.8 is a shallow depth of field, and a f-stop 32 is a wider depth of field. 
• A second way of controlling depth of field is the proximity to the subject. The closer a photographer is to the subject = the smaller the depth of field, and the farther away from the subject = the wider the depth of field. 
• Lastly, the lens choice can also control the depth of field. The wider the lens=the larger the depth of field, and the narrower lens= the shallower the depth of field. 

         Knowing how to control your camera's manual settings can be a powerful tool for any photographer. It can be the difference between a perfect picture or a blurred disaster. By properly manipulating the manual settings, a photographer can achieve 3 kinds of motion: stopped, blurred and panned. 

Check out the slideshow below to see 10 different photography techniques