Richard,

It's a shame that in spite of all the high profile scandals involving PR pay for play, and the ensuing condemnations from people like yourself, the practice continues to thrive. I hope you succeed with our trade associations in strengthening the principles that guide the industry. Perhaps their leadership would even consider playing more prominent roles in publicly denouncing these abberant, but damaging transgressions? Just a thought.

Best,

Peter

Thank you for this post, Richard. I couldn't agree more with you. We're really at a crossroads as a profession and, for the first time, I really see the value in the APR and in trying to create and enforce other standards for our profession. We need to really separate ourselves from the bad actors -- but do it BEFORE scandal breaks.

Richard,

A decade ago in the PRSA national assembly I put forward a proposal to create a new form of institutional membership so that firms and corporations could be held accountable for ethical behavior.

Among the proposed obligations were the following: (1) Employers would be obligated to make adherence to the ethical code a requirement of employment; (2) Employers would be allowed to say in their public communications that they adhered to the ethical code; and (3) Corporate members would make adherence to the code a contractual requiremenent for all consultants.(Some elemnts of the proposal are not presented here.)

Needless to say the proposal was not passed. Until there is a significant professional community that considerers ethics a duty and obligation such that they speak up or take action to make others aware of unethical behavior, public relations will be a term with as many negative as positive meanings.

Well done......I wrote an article about the PR licensing the PR consulting biz.....a number of years ago....my CPRS colleagues thought I was coming from another planet.

David

Rick, a loud bravo. The blurring of distinctions between "news" and advocacy -- blogs, for example -- cries out for ethical leadership.

In the media, the stories of corruption are part of the folk lore. I was once recruited to become sports editor of a Florida newspaper that had recently been purchased by a national chain. I was astounded at the low salaries paid to the writers. The writers unabashedly explained to me that a certain publicist in town represented a dog track, jai-alai, a minor league team and some other sports-oriented facilities such as bars. Part of the sports writers' jobs had been to boost these businesses, and the publicist paid them well for their services.

There was also an old business editor at one of the Atlanta papers. When a company would call seeking a story, the editor would urge the caller to hire a PR firm, and he would offer the telephone number of one he thought would do a good job. A few minutes later, another phone on his desk would ring, and he would answer, "Brand X PR." The companies would get their stories -- and the editor just shortened the distance between publicist and scribe.

And, in a story that got a fair amount of attention -- I broke it, and Editor & Publisher did its own version -- a Tampa sports editor also owned a travel agency (given to him, not so incidentally, by George Steinbrenner). The travel agency, as I reported, collected hundreds of thousands of dollars from teams the sports editor wrote about. The media group that owned the editor's newspaper not only knew about the arrangements, but condoned them -- the group, of course, had never told readers about the sports editor's dealings.

My point is that there have always been journalists willing to selling their services. And there have always been buyers. The conduits have often been PR firms and related entities.

In this new era, the complexities of media are expanded. That provides many new opportunities for PR, marketing and advertising. However, it also opens up new ways to corrupt communications.

What I find encouraging is that PR leaders, such as Mr. Edelman, are taking a far more ethical position than many in the media. The media are not transparent, despite many claims to the contrary. I've been on both sides of the fence, and while a newspaper or TV station might fire a reporter who took a bribe, the very same media groups are quite willing to cook deals that inevitably skew coverage in order to achieve a financial advantage.

I'd only dispute (or question) one point. I assume that by licensing, you're referring to industry groups, such as PRSA, and not to any form of government licensing. That would be as anathema to the First Amendment as licensing journalists.

John Sugg
Senior Editor
CL Newspapers/CL Media
Atlanta

Richard,

After providing PR counsel to clients in the US, AP and Europe for nearly a decade, I share your frustration and applaud you for calling for the key associations in the PR business around the world to consider licensing PR firms in their countries to do business.

I also share your vision that we need to go further, that there should be a clear code of conduct for PR professionals and CEOs of PR firms, but I believe responsibility should extend to the media as well. In addition, while I agree it makes sense to raise this to the PRSA, I believe it to be a much larger topic that should be addressed and agreed upon at a higher level.

Two quick thoughts on your upcoming board meeting:
1) You may wish to briefly refer to how Ivy Lee sought to prove the value of honest communication to press and public through his "Declaration of Principles in 1906," and how Walter Lippman in his book, "Manufacturing Consent," exposed the mass media’s loss of impartiality and distortion of news as a result of being governed by major corporations.

2) You may be interested to know that in the UK, the Advertising Standards Authority (ASA) has recently extended their remit to the Internet. While they can't stop the viral campaigns once they get started, they can issue warnings to companies that circulate violent or questionable material. (For more information about the ASA, visit www.asa.org.uk) While monitoring the Internet brings up all kinds of questions, it is a topic worthy of discussion when it comes to global codes of conduct.

Again, I commend you for taking this on. I would welcome the opportunity to become more involved in this initiative. I'm currently based in London.

Kind regards,
Langley Allbritton
GuideDog PR

I am sincerely outraged with the corruption of PR pratices and I believe it was absolutely neccessary for you to speak openly about this. As a college student on the verge of entering the field of PR, I think it is a neccessary decision to have a code of proper behavior. Public Relations is already a victim of complaints and having a reputation of being untrustworthy. Those entering the world of PR should have respect for the field and in no way want to take the chance of having people discredit their practice. I do not want my field to be thought of as "sleazy." When I graduate and enter my profession, I want to make a contribution to proving that PR is a trustworthy and ethical field.
Although unwise decisions have been made in the past, I believe it's important to have the new generation of PR practioners, such as myself, understand the seriousness of this issue. Practioners should be educated in college as well as on the job about these ethical concerns. Not only should the CEO sign this code of behavior, but every employee as well.
As far as having the code bar media companies from having a licensed PR firm in the family, I believe that a little extreme. Realistically, people choose their own professions and you can't deny someone a profession because of a business that a family member owns. I couldn't imagine knowing that receiving a major in PR was off limits to me if my cousin owned a media company.
However, I do believe it would be realistic to bar licensed PR firms from doing business with the particular media company owned by their family members.
In conclusion, i definitely agree with your idea and I'm glad to know that someone is taking the neccessary actions to deal with this issue. I feel it's important for all PR practioners to work together to restore and maintain a positive image of the Public Relations field.

Right on. Public relations is just that as practiced by the pros. As a journalist, Iknow the difference between propaganda and information that's factual.

Good approach. I'd hope to see such commitments extend beyond PR firms though. Communication policies for governments and corporations should also be that specific in their ethical guidelines.

Richard,

You cannot imagine how important it is for us working in a country like the Philippines to see you picking up this fight.

What is a matter of scandal in Birmingham is current practice in most emerging markets and puts us under enormous pressure to defend our ethical standards, not only with our clients but also with our employees. They understand and practice our values, and they're even proud to work for a firm that believes in ethical standards, but anything you do in this direction can greatly encourage them.

Thank you, please, keep at it!

Robert

Richard,
I think the time is always right to demand that professionals behave more professionaly. Let me explain. Our profession is not regulated except for very few countries in the world and we know that where they do regulate the motivation was quite different ( think of Nigeria and Brasil under previous political regimes as exmaples of where this is happening) and far less in line with the kind of driving motivation you have described. I have had the privilege for the past two years,to lead the Global Alliance- the umbrella group that provides a forum for discussing these types of initiatives. Together we have proclaimed a universal code of ethics and are having all of our fifty plus national associations ratify it by the end of the year. It is a start. I can tell you that I support the objective and essence of your proposal. It is nothing short of unprofessional to have only 10% of PR people belong to a professional body. What does it take for the other 90% to see that they are not helping their own cause? Licensing firms or individuals within a firm through the APR or other equivalents is the way to go. The GA is now working on a global accreditation model which could culminate in a global standard. It is important that we all get behing these initiatives and start joining the PR pros who have made the commitment to belong to a professional body, adhere to ethics code and get their APR.

Robin,

I agree but am going to stay with reforming PR...big enough for me.

Scott thanks for writing. I am visiting Council of PR Firms and PRSA. Also have interest from the non US players. Keep in touch

OK David
Let's try it again
I push on my side of the border, you on yours We have to make this a public fight
We cannot allow the status quo because PR will suffer
I would be glad to come up to CPRA meeting to discuss Will you try for a date?

Vincent,
OK here is your second chance
Pass along the entire proposition
I am at PRSA board meeting on Sunday as a guest I will push it...believe me

John,
Great post
Absolutely licensing by PR Society of America or like body In other countries Thanks for writing

Langley,

I love the Ivy Lee citation. My assistant will find that for me Could you send me the best of what you find in the IPRA standards or the UK PR association standards?
Agree on the media--but I am going to focus on the PR side. We have so much to do to clean up our own house. Thanks for writing

Sherri,

I am just trying to make sure there is a division between church and state--meaning media and PR. If a PR firm has sold an equity interest to a member of media, then the ability to make critical independent judgment is compromised. Thanks for writing...and go into PR

Hi there my Davos pal, Diane
We have to be sure that we keep the line between paid and earned media. You as the journalist make the call on content, not the publisher nor the client.

JV can you send me a copy of what the global group is proposing? In theory I would like to be part of the support group. Thanks for writing

Good for you Robert
Keep fighting for what is right
Which is a free press that is basis of democracy

TF
PR folks are right at the bottom of the list of credible spokespeople Just above entertainers and athletes Below lawyers, elected officials` Why is that Because too often PR folks are seen as "spinmeisters" or not substantive In this new flatter world we will have to improve our knowledge and our standing Thanks for writing
And PS send TF the entire Trust study PDF
Tom you will find the industry trust rankings particularly useful Tech is #1 trusted