Sometimes reality isn’t all it appears to be.

That’s the message Bill Israel, professor at the University of Massachusetts, gave when discussing what he learned from his relationship with Karl Rove regarding the relationship between the press and politics – and how to take control of reality – Wednesday night.

Israel told the audience what he learned from Rove is the public’s perception of reality can be shaped.

Israel said Rove believed “truth and meaning are pliable.”

Rove knew how to use communication to his advantage, Israel said.

“Karl Rove commanded the full power of political communication,” he said.

Israel outlined how Rove achieved his goal of changing reality by explaining his tactics.

“[Rove’s] approach was to demagnetize the issues – redefine them with a favorable frame for his candidate when challenged, avoid debate and change the subject by counterattack,” Israel said.

Israel, a graduate of the University of Iowa, has worked as an assistant to a U.S. senator and has been involved in public relations campaigns both in the academic and medical fields, in addition to teaching multiple journalism classes.

He said the most enjoyable part of his jobs is dealing with the students.

“[I like] reaching students and helping them understand how important this job is,” Israel said. “What impact you can have and how you can make the world a better place.”

Chelsey Walden, junior in journalism and mass communication, said she enjoyed Israel’s message.

“[He is] incredibly knowledgeable in the history,” Walden said.

“I thought it was interesting that he traced the movement back to World War II.”

Doug Stephens, Ames resident and lecture attendee, said he found the speech worthwhile.

“I appreciated learning more about the deep history,” Stephens said. “It’s been going on a lot longer than I imagined. I respect people that have done their homework.”