PRIA admits it didn’t ‘think through’ the ramifications of asking photographer to work for free
Public relations industry body, the Public Relations Institute of Australia (PRIA), has issued a call for a photographer to work at its upcoming Golden Target Awards in New South Wales. In the callout, the PRIA noted that as a non-profit organisation, it couldn’t pay the successful applicant, but would provide dinner and lead generation, making it “worth every picture taken” for the aspiring professional.
Following questions from the industry and Mumbrella about the ethics of an industry body – advocating for best practice and professionalism – requesting somebody work for free, PRIA pulled the post and said it would revert to its “normal policy of engagement and full payment for all external support services”.
The ad, posted earlier this week, said PRIA was seeking “an aspiring, fun and awesome photographer to capture the essence” of the evening.
“As a non-profit organisation, we are looking for an eager photographer who is willing to work pro-bono with dinner provided,” the post explained. “Point to note: the lead generation from audience attending (all PR/ comms agencies and clients) will be worth every picture taken, not to mention using the event to boost your own promotional portfolio.”
Mumbrella understands PRIA was not seeking a fully-fledged professional for the night, but rather someone looking to get their start in the industry. Given the increased focus on intern exploitation, however, and questions over the ethics of the industry expecting people get their start by working for free, Mumbrella asked if PRIA was setting a good example.
PRIA acknowledged it had not thought the post all the way through, and noted it has “led the industry on this policy to ensure that all employees (freelance, services providers and staff) are paid their full wage or service fee as per market expectation”.
A PRIA spokesperson pointed Mumbrella to the Institute’s guidelines for interns.
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I don’t think this situation in particular, is that bad. The ad is very clear and honest about what they are needing and offering… and I bet some ”new to the industry” photographer looking for experience and portfolio examples would jump at the chance.
I actually think it’s possibly detrimental that the opportunity has been pulled .
Classic getting paid in exposure.
I can’t wait to feed my family with all the exposure this gig gets me!
Can’t wait to expand my repertoire, and buy the expensive gear required to get into photography with this exposure.
Businesses running like this can go to hell. Appreciate photographers, interns, anyone doing work for you, enough to pay them what they’re owed.
For shame.
Can someone send some emergency PR management advice to the PRIA?
Yep, it was a mistake and not in line with PRIA guidelines. Would be good if you could also include the screenshot of the apology, as it was owning the mistake.
This isn’t a mistake, it’s the perfect reflection of an out of touch organisation that doesn’t represent the best progressive creative PR agencies in this country. Few of the award-winning agencies recognised at the likes of Cannes or the likes of Mumbrella enter the Golden Target awards due to the archaic judging criteria and type of agencies and work shortlisted.
This is against all industry and agency best practise so it’s embarrassing from an organisation that is meant to be an industry body.
If it helps, Exposure, I resigned my membership when I became aware of this. This kind of request is rampant, and is just part of our growing disrespect for the work of others. I’m not going to be part of it,
If no one wanted to do it for free, then they would have to charge a fee. If I was a photographer I would take this as a sign to invest in a new career. It’s sad but the value of a photo in the digital age is nothing. No barriers to entry either
This subject comes up (too) often.
In the defence of ‘client’ there are no hard rules as examples on an approach to market, no exact language to use. Sometimes these shout out are written by people who have minimal experience in hiring others. So all sorts of interpretations can come from an ad.
As a professional photographer I can say with certainty, there is great value in professionally photographed images. Digital or otherwise. The value is not just on individual photos and files, but also in the delivery of the service of capturing the essence of an event. It takes some experience to capture the essence of an event. Newbies may be preoccupied with the technical aspects of taking photos or a little overwhelmed to feel the mood of the event.
Very rare for any type of news or informational article be published without an image, photos add to the story and have never been used as much.
Every so often we receive direct requests from non profits.
We support a few Indigenous events a year, just because we love their giving to community and culture sharing. For others we have a short list of criteria to be met before we continue the conversation.
Every organisation can offer something/s of value.
The Public Relations Institute of Australia could have offered 10 hours of PR assistance to the photographer among other things. That’s great reciprocal value.
I could go on… 🙂
Cheers
Orlando