A Lesson in PR Monkey Dung

Do you remember the sometimes-fiery exchange back in mid-July between the McCain press staff and some reporters in St. Louis because the staff asked to look at the camera shot before putting their candidate in the interview?

The media and the left delighted in showing who was boss, and many showed righteous indignation that this sort of request was somehow out of bounds (see also: here, here and here).

Prior to an interview, a careful PR pro wants to see what the viewers will see. It is amazing how you’ll suddenly notice the flowers in the background seem to form a growth out of the interview subject’s head or how the lighting makes strange shadows or a bead of sweat that you didn’t see without the close-up in the viewfinder. A staffer getting a quick look through the camera is a common courtesy and an everyday occurrence. In fact, it is so common that PR professionals sometimes forget to do it — or, if they are with big enough names, they just assume everything is on the up-and-up.

Then came the revelations of a supposedly professional freelance photographer who was working on a cover for The Atlantic who manipulated floor lights and strobe lighting to cast bizarre shadows over John McCain’s face, distorting the image, then posted them on her website to flaunt her transgression as virtue. Some pictures were touched up to show McCain with blood dripping from his mouth and others show him with “monkey dung” being rained down on him.

The Washington Post’s Howard Kurtz calls it a scandal.

The Atlantic says it’s outrageous behavior.

I’d say it’s a good lesson for campaign staffer and PR pro alike. Don’t be bullied. Pay attention. And finally, look through the lens.