livebooks blog

A so-called "alternative logging operation" in 1991 at Tofino Creek, Clayoquot Sound, Vancouver Island. The image ended up being a poster for Greenpeace's campaign to end clearcutting. ©Garth Lenz

Some photographers who approach ENGOs are already established. Since I started working with ENGOs very early on, now when I approach an ENGO I have not worked with previously, I almost always know someone there and they are already aware of my work. So how did I start working with ENGOs before I was an established photographer? Local groups in my hometown of Victoria were working to protect the Carmanah Valley, one of the last large and intact watersheds of old growth coastal temperate rainforest on Vancouver Island and home to the recently discovered tallest trees in Canada. It was all scheduled to be clear-cut in the very near future. At the time, I was still teaching piano to support myself, but photography and environmental issues were exerting an ever stronger pull. I had recently visited the area and was equally impressed by the devastating clearcuts, majestic forests, and the committed individuals I met there who were building trails to help the public access the area and learn what was at stake.

An image of the Carmanah Valley on Vancouver Island, from Garth's first feature assignment. The area was slated to be clearcut but later protected after a lengthy protest. ©Garth Lenz

I spent a few days in the area hiking and photographing, and upon my return to Victoria, I introduced myself to the local chapter of the Sierra Club and showed them my work. Shortly thereafter, Canada’s weekly news magazine, Maclean’s, decided the issue warranted national attention, they contacted the Sierra Club who referred them to me and I had my first published photo. Not long after that, our national newspaper the Globe and Mail decided to cover the story. The Sierra Club recommended me and I had my fist assignment, shooting aerials, which I’d never done before.

How you approach work with an ENGO or any other NGO will depend on how established you are and what subjects and areas you have in your photographic inventory. For someone in the early stages of their career, I think it is best to start locally. Is there an issue you care about that a local NGO is trying to promote? Do you already have images depicting this issue? If the answer to both these questions is yes, then you have an excellent foundation to begin building a relationship on. How you approach this will depend on how established you are and what subjects and areas you have in your photographic inventory. Of course, there are also other ways to make an initial connection.

1. Offer to give a lunch hour presentation of your work to staff. Or you might ask a local group to host a public presentation on an area you have visited and feel strongly about, perhaps splitting any proceeds from the event with them. Most NGO’s have a good base of supporters and may be able to assist in getting a larger audience than you would on your own.
2. Consider donating a print for one of their fundraisers.
3. See if you can organize a photo workshop through the NGO. Ask the NGO to organize it and perhaps for every paying customer they bring in they can have a free spot for a staff member.

Basically, you want the NGO to get to know you. They need to know that you care about the issues as much as they do. Thinking that you will walk through the door and come away with a paying assignment after your initial meeting is, in most cases, just not realistic. Okay, maybe that happens for some of the photo-gods and with very large NGO’s but for most of us mortals, being sent on a paying assignment by and NGO is something that only comes later.

Alan's portrait of a man working a concession stand at the Pepsi Center during the Democratic Convention is a reminder that, in spite of the demonstration of populism inside, inclusion -- especially with all that wealth and power around -- has its limits. ©Alan Chin

The method I have with Alan is to compare what’s happening on the ground, as he’s experiencing it, with the media and/or the political narrative and show how they illuminate each other. Ideally, we try to illuminate the contradictions, the artifice.

I decided not to go to the Obama inauguration and the reason is, and this is what was weird, in Denver I got really disoriented. The problem, I realized later, was that I couldn’t read the spin because being at the Democratic National Convention was like being on a giant stage set.

On the last night of the Convention, I only had two press passes to Invesco Stadium, but there were three of us. So I ended up staying behind.  And, although I was disappointed at first, it turned out to be a great relief to watch the whole “show” on TV in The Bloggers Tent. The experience really was stunning. It was the first time in the whole four days I could see the show through the media lens, and I could really appreciate how much this whole experience was constructed for television.

You know, what we see of politics, and even governance now, is so contrived, whether it’s mediated by the media’s agenda or by the agenda of parties, candidates, and elected officials. And I think we — meaning Alan and I, my other contributors, and the BAGnewsNotes — have to stay outside of that. So when I have someone like Alan on the scene, the idea is to be able to see beyond or though what the stakeholders necessarily want you to see.

Because the parties and the media are so sophisticated in the use of imagery (we’re talking Madison Avenue-level expertise), our mission is simply to try and narrow the perceptual gap between the public and the spin.  Readers are pretty smart when it comes to breaking down words, slogans, and text. But when it comes to pictures, I think there is still a lot of work ahead to raise the level of visual literacy on the part of the news and politics consumer.

©Lou Lesko

When I made my first TV pitch, I was less than a nobody in Hollywood. I was able to get a meeting with a TV somebody only through the help of another huge Hollywood somebody. The Bravo Channel producer, who had a reputation for deciding the fate of a project based entirely on the pitch meeting, granted me ten minutes of her time. The advice I received from other industry veterans was to practice my spiel, tighten it up, and practice it again. Producers at this level hear so many pitches, I would only have sixty seconds to grab her attention. In spite of the confidence I gained from hours of practice, at the end of the meeting I had two puddles in my jeans pockets where the sweat dripping from my armpits had pooled. My pitch propelled the project to the next level, but it ultimately didn’t make it. I didn’t mind. I had learned one of the most valuable lessons of my career. Being able to deliver an effective pitch is as important to your business as knowing how to make an image.

Photography is an industry of cold callers and connection hounds. Even with a solid introduction to a heavy weight advertising person from your brother’s, cousin’s, ex-girlfriend’s cell mate, you need to make a solid, swift impression with your first contact. A pitch. Doing so requires that you take a few minutes to prepare.

Email is the easiest. You can write, read, edit, read, and edit some more. Yes. Edit that much. Also, if you’re thinking about employing a grammar school business letter model, they are totally outmoded. Consider the following:

Dear Super Heavyweight Person who could get me a high-paying gig,

I’d like to introduce myself, my name is Lou Lesko. As you may have heard from our mutual friend, Miki Johnson, I am calling on you in the hopes of setting up a meeting to show you my portfolio. I’ve been a photographer for 25 years with extensive experience in the fashion and lifestyle genres. I feel confident that I would be a valuable consideration for any future jobs at your agency, and I am ready to meet you at your earliest convenience at a location of your choosing.

Contrast that to:

Dear Super Heavyweight Person who could get me a high-paying gig,

Our mutual friend, Miki Johnson, let me know that it would not be a problem to contact you to set a meeting to show you my portfolio. I appreciate you offering your time. Please let me know the earliest date and a location that is convenient for you; I will make myself available. In the meantime, some of my work and my career background can be found on:
http://loulesko.com

The first example isn’t bad, but it’s about as dry as a Saltine cracker on a hungover morning. The second one is a bit more in your face, but it identifies in the first sentence the individual we both know and the reason why I’m exploiting the friendship. The rest shows that I’m reasonably polite and accommodating, but if the reader skipped reading the rest of the email, they would still know exactly what I want and why I feel justified in asking. And that is the pitch.

Leaving a voicemail requires the same pitch-style communication. Articulate why you’re calling in the first sentence, followed immediately by your contact info. A person you don’t know that’s listening to your message will not want to drudge through a long drawn out treatise about “how great it is you know the same person and, wow, we’re both in the same industry and, boy, I could sure use a shot at that new account your agency just won.” Conversely that first sentence can’t be a brash assault on the recipient’s voicemail, and should have a dash of your personality. Unless you’re an ass. Then fake it.

In pitch situations, when I’m a bit nervous, I have a dreadful propensity to mumble. To avoid doing that, I leave a few practice messages on my own voicemail. I know it sounds a bit like a high school boy practicing a speech to get a date with a girl, but it is totally effective in polishing my pitch.

The same tactics will also prepare you for the contingency of (oh my gosh) the person picking up the phone when you call. I’m not saying you should be as disengaged as you would if you were leave a voicemail, but having taken the time practice will put you a in a great position to start a great conversation that could lead to more work.

One last tip. If you’re sending a web link in an email, test it first by sending the email to yourself. One of the most common mistakes is to place a period at the end of a link because it closes a sentence like this: And you can see my articles on http://loulesko.com/articles.

The period at the end of the sentence will make the link fail. That’s why in my example above I put the link on its own line without any closing punctuation.

That’s my pitch, thanks for listening.

Here and below: Alan's images from the floor of the DNC. © Alan Chin

At the DNC, typically we would talk in the morning. Michael was there with his son, who works for Talking Points Memo, so the two of them were in what’s called the big tent, which is the press tent for bloggers. They were live-blogging the event and keeping an eye on everything going on, and they would text or call if they saw something I should cover. I would do the same for them. In the morning we would discuss things on the calendar, and I would spend the day doing those things. It meant not sleeping a lot because the big speakers were in the evening. We were working from 9am to midnight. We would meet in the evening and discuss how to we were going to put everything up on the site.

Basically I said to Michael, I trust you as an editor. It’s your site. If I file a picture to you, it means I’m willing to have you use it. Obviously you can’t file every picture. And actually I think it was a real learning experience for him as an editor. Because at the beginning he was using every picture I sent him. And I said, you don’t have to do that. Nor do I think we’re serving ourselves well by doing that. If we do four pictures or three pictures or one picture, sometimes it’s a lot more powerful than doing a 15- or 20-picture slideshow. So we talked about that a lot, and he got more comfortable being a kind of editor. And of course he’s wearing so many hats at once and ideally he would have a bigger team; there would be someone who’s thinking about aesthetics, someone else doing analysis, someone else doing really technical stuff — and then at that point you really are getting to be like the New York Times. You’re really starting to emulate how traditional media works.