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In which I continue to seek part time employment as the ruler of the world.

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Sunday January 19 2014

As my talk deadline (tomorrow evening) approaches, further insights keep rearranging themselves in my brain.

Not long ago, I read Alex Singleton’s new book (he will be speaking at my home on Friday 31st of this month) about how to do P(ublic) R(elations).  (Not so long before reading that book, I read another book in which PR meant, throughout, P(hoto) R(econnaissance).  How the world keeps changing (see below).)

I don’t recall any of the facts in this book of Alex’s about how to do PR being any sort of shattering revelation.  Rather was the book a relentless drip-drip-drip of what is called “commonsense”, that is, of facts which might well be true, which would make sense if true, and which are, in the opinion of one who knows, actually true, as opposed to some other equally commonsensical notions about these or those circumstances, which, in the opinion of the same expert, are not true.  Yet Alex telling me all the things he knows about how to do PR hardly begins to turn me into a PR expert, even though I am now at least passingly acquainted with every important principle, or even fact, that he has gathered up during his PR-ing over the last few years, and furthermore now know (or think I know) where to look to reacquaint myself with all these facts.

What distinguishes Alex from me as a PR-er is that he not only has his facts right, but that he also has them, as the saying goes, “at his fingertips”.  That is, he knows how to deploy the pertinent fact at the pertinent time, again and again.  He makes connections between his facts, and knows, from experience, which fact matters at which particular moment.  He has his facts properly arranged and cross-referenced, inside his head.  He knows his way around his facts.  All I have is an ill-remembered list of facts.

Trying to “make sense” (as I now am) of digital photography is like that.  I already know everything about digital photography that I need to know, pretty much, as (I’m guessing) do you.  The problem is making sense of what I know, of putting it all together and relating this fact to that fact, in a way that is slightly interesting and surprising, yet also true.

I now find myself thinking about digital photography as part of that wider historical change known by labels like: the Information Revolution.  The Information Revolution kicked off, I would say, on May 11th 1844, when the first message between two different cities (Washington and Baltimore) was sent by electric telegraph.  It is intrinsic to digital photography that it is photography that can be communicated.

The effect of the Information Revolution has been to unleash a succession of changes in the texture of everyday life, with each successive decade being defined by whatever stage the Information Revolution happened to have arrived at at that particular passing moment.  Photography is both an example of such a change, and the means of recording and remembering and celebrating such changes.  Photography remembers things like tablets and iPhones, just as in earlier times it remembered and still remembers big mobile phones, antique microphones, dance crazes, the social structure of successive pop combos, fashions in costume and make-up, and so forth and so on.  (Photography also remembers successive iterations of the Industrial Revolution, like trains, cars, airplanes and wars.)

Photography remembers, among many other things, itself.  Digital photography remembers, among even more other things, itself.

Brian - thanks for the mention.

In the book, I write that: “Much of what you will read in this book is, on one level, common sense. Yet it is rarely followed.”

As you allude to, an approach and its opposite can BOTH seem to be common sense - only experience tells you which is right.

By the way, there’s a free preview of the book which will give anyone reading this a good idea of whether they’d find it helpful:

http://tinyurl.com/qaj5sxk

Posted by Alex Singleton on 21 January 2014
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