As a legislative affairs/policy analyst with a major taxpayer advocacy organization, he tracks legislation, writes support/oppose letters to legislators, keeps various coalitions up-to-date and monitors local elections. He also works on research, voting records and a business-oriented steering committee on global warming.

The daily grind

Richard begins the day with email updates from a database of all legislation that the team tracks. He notes changes in each bill’s status and updates correspondence to reflect any changes. He also coordinates a calendar of all tracked legislation, to ensure that a letter or lobbyist arrives in time for hearings. A courier service takes his letters directly to the individual legislators. Just keeping everything current can require long hours.

Lobbying is seasonal work. During the beginning of the year, lobbyists work long days. Between meetings with freshman legislators, he wrote more than 100 letters on tax policy. Later in the year, there’s time for research projects and board meetings to keep membership in the loop.

The ups and downs

Richard loves the research projects. To track local elections, he calls each of California’s 58 counties to stay up-to-date. That level of involvement and tracking provides a direct benefit to the organization’s members.

On the other hand, an organization with a wide variety of members faces challenges in reaching consensus. Though they share things in common, it’s still hard sometimes to find enough cohesion to take a forceful stand. How do they resolve conflicts? Give and take. A member supports someone else’s need in return for support when they need it. And influential members tend to get more focus on their key issues.

What it takes

You must know how to write–and how to communicate in person. And, Richard says, you must be passionate about your issues. “If it’s not an issue you care about, the energy and excitement won’t be there to propel you.”

Misconceptions

Even though people think lobbying is all about making friends, that’s not enough. “You could get along well with the people, but if you have a thin argument, that doesn’t change anything.” You also need opportunities for growth through making mistakes.

Playing politics

While Democrats hold the majority in California, special interests hold the real power in Sacramento, Richard says. “Labor unions dominate discussions with threats to legistlators, especially Democrats, who might not vote their way.” For conservative interests like his, that means many compromises.

Indeed, political discussions are often bound by special interests, some of whom take a brazen ‘we got you voted in and we can get you voted out’ attitude toward elected officials. “Everyone’s at the table trying to grab what they can get,” Richard says. “It’s hard to enact change without give and take.”

Living with yourself

I asked Richard, “Since many people consider all lobbyists the same as the special interest groups who undermine progress, how do you reconcile your job with your ethics?”

Though he’s fighting on behalf of corporations, Richard keeps an eye on the effects legislation will have on the people those companies serve. “People like to beat up on big business,” he says, “but that money all goes to something, including paying for employees, research and development, future job growth and–lest we forget–government programs, through tax dollars.”

Lobbying is like sales, PR, outreach or any other job: you’ve got to believe that you’re making a difference in the best way you can. “Not just make-believe believe,” Ricard warns, “but really believe. If you’re saying things just to say them, people can see right through you.”

As a conservative in California, Richard’s work can be frustrating. But he says he’s fighting the good fight. “You just have to believe in the issues and that you’re making a difference,” he says. “If you do, it’s rewarding.”

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Like it? Tweet it: The life of a lobbyist in Sacramento. http://djgpr.com/lobby

KXXV-TV anchor Ann Harder is an example of how to suceed in a tough career without compromising your values. Her 35-year career in broadcasting shows her commitment to her craft and her moral compass.

Here’s some of what I gleaned from interviewing Ann Harder about ethics in broadcast journalism:

• Broadcasters have a special responsibility to viewers. Viewers can’t always just change the channel, because reports are sometimes shown in public places (such as a doctor’s office).

• No one grows up in a vacuum, so we all bring a set of values and worldviews. Reporters who aren’t honest with themselves about this do a disservice. The challenge is to not let those biases color one’s coverage.

• Whenever there’s conflict, there are two or more sides. “If both sides are mad at you, you’ve probably done a good job.”

• You have to be careful about prematurely convicting someone.

• Things are reported now in ways that she never would have imagined saying when she started. However, sometimes people don’t need to know all the details and there are ways to report things without all the gory details. This is especially true with abuse of children.

• When she has to report horrible things, she remembers Psalms 37: “Fret not thyself because of evildoers…. Trust in the LORD and do good.”

• Be mindful that you are reporting about actual human beings – people who have families that care about them.

Brooke is an expert on diversity PR, a field that stands to grow exponentially in the coming years. I’ve had several opportunities to work with her and have always enjoyed the experience.

Be sure to check out the comments for even more about Brooke and her clients.

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I’ve broken the interview into three sections. You can chose what you’re most interested in, or scroll to the bottom to listen to the entire thing. It’s full of great advice and insight. Enjoy!

Part I: Brooke’s background and experience (3:29) <download>

• Helping out communities whose voices aren’t easily heard.
• Giving lower-income residents a voice in city planning.
• Helping underserved areas become self-sufficient.

Part II: Specific strategies and challenges in different communities (7:42) <download>

• Different groups require different strategies–Brooke gives several specific examples.
• Know where your community spends its time.
• Make sure information comes from a source the community trusts.
• Minority groups are communities with unique self-interests and cultures.
• You must know people who are connected in the communities.
• “The color-blind myth”–Equality does not equal sameness.
• Don’t ignore differences–incorporate them.

Part III: Considerations before focusing on diversity PR (in a campaign or as a career) (4:29) <download>

• Make sure you have contacts who understand the specific, local target community–otherwise you risk offending people.
• You need a consultant with an understand of public relations and the community.
• You’ll need to be okay with leaving your comfort zone.
• Be willing to invest time and resources to connect in a real way.
• For individuals interested in a career in diversity PR: If you can find one, joining a diversity firm can help you build connections.
• It’s worth hiring a diversity-specific public relations consultant.

Listen to or download the full interview:

Download the full interview MP3 (15:41)

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For more ideas about reaching Hispanic audiences, Brooke recommends the free Idea Hall Hispanic Market Resource Guide.

Like this post? Tweet it! And don’t forget to subscribe or come back tomorrow, because I’m posting new content every day this month.

Every Thursday this month (and hopefully longer), I’ll feature an interview with a communicator. If you’re at all interested in public relations, writing, publishing, broadcasting, or any other aspect of communications, you won’t want to miss these.

The first interview features my good friend, Dave Schefcik (aka @drschefcik). Dave is an account executive and social media strategist with Coltrin & Associates, a smaller public relations firm, headquartered in New York City. He previously worked for powerhouse Fleishman-Hillard as an intern and as a freelance associate. His clients include tech companies like Ericsson and Smiths Detection and quick service restaurants like Quiznos and Cold Stone.

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Thank you for your time, Dave. First, tell us about what you do at Coltrin & Associates:

I put together public relations plans, craft strategies and form friendships with the media. I also do media pitching and monitoring, as well as edit other people’s work. A lot of the job involves knowing what’s going on in your sector of expertise. If you don’t know what your competitor is doing or about a piece of news or legislation, how can you provide timely public relations counsel for your clients?

What do you like/dislike about your job?

I like that every single day is different. I like that I get to communicate with a vast variety of people. I like having a cause to advance. I like the people I work with. I like writing and suggesting ideas that end up becoming a reality. I like making a difference. I like good, persuasive conversation. And I like New York.

The downside of working at an agency is not having the time to devote to each project and having very little time to get a lot of work done. On the other hand, it teaches you about priorities and that you can really get a lot done in a short amount of time. One of the difficulties of my job is people who have made up their mind before I even talk to them. Another challenge of the job is keeping up with technology. You’re never satisfied with the level of understanding that you have. I also don’t like when the subways are behind schedule.

Now let’s talk about your background and experience before working for Coltrin & Associates: How did you first get started in public relations?

I discovered that I liked public relations in high school when I realized that I could get out of class for organizing things for clubs and organizations. Public relations wasn’t work for me. I went into college knowing I wanted to study PR. I got involved with the PRSSA chapter [he was president] and my student firm. Through that I got involved in a lot of non-profit organizations that gave me great experience in addition to the academics I was learning in class.

My internship launched my interest in agency work. I interned at Fleishman-Hillard’s digital group and worked on clients like Forrester Research and AT&T. That solidified my niche focus in social media and technology.

How did you land your internship with Fleishman-Hillard?

I got the internship through networking, alumni connections, and sending portfolio examples and a writing test–as well as luck and timing.

And how’d you get your job now?

I got my job at Coltrin through the same combination.

What prepared you most for your current position?

Having a wide variety of background experience to build on (journalism, research, building campaigns, writing, etc), topped off with a specific, focused area of expertise.

What prepared you to get the job?

Maintaining a large, yet meaningful, network of people I had met along the way. Not just digital friends, but people I had worked with and created relationships of value with.

What advice do you have for people looking for entry-level jobs in public relations?

Maintain a meaningful network. Network with public relations professionals, as well as people outside public relations. PR can be applied to every field, and you’ll be surprised about the opportunities that are out there beyond just in agencies. Connect with alumni and friends along the way. Stay actively involved in classes, campaigns and non-profits. That way you’ll be able to submit current examples demonstrating your communications skills.

Anything else you’d like to share?

Keep your resumes and your portfolio current. In terms of staying active, keep on practicing writing. Find a way to use those skills. Become an expert in something—one particular field of public relations, whether it’s corporate, non-profit, financial or tech. Find something that interests you. will let you add unique value, and separates you from the crowd. Not something crazy, but talents that will be seen as valuable by employers and clients.

And, of course, there’s always luck and timing.

Thank you again for sharing your experience and insight.

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For more about Dave, check out the comments section. He’s really a great guy.

If you like this article, tweet it! And don’t forget to subscribe or come back tomorrow, because I’m posting new content every day this month.