November 18, 2007 at 9:28 pm
· Filed under Media Industry, Public Relations
Canberra author Bob Burton takes a dive into the public relations industry in his book, “Inside Spin.” This morning Bob Burton was interviewed on “The Book Show” on ABC Radio National. He said there’s been little written in Australia on the industry. I look forward to reading his book.
On the upside Burton calls for greater transparency and suggests more could be done to reveal client links to media relations activities. Journalists should write about which public relations agencies are providing materials for their stories. They should also dig to find which advocacy groups are funded by corporations - and which get support from that company’s PR firm.
On the downside the interview paints the industry in the worst light. Publicists are out to deceive and hide. Companies use “spin” to manage their images. In repeating these myths Burton undermines his research and demonstrates he didn’t look deeper into the custard than the skin.
I’ll reserve full judgement until I’ve read the book. However I’d suggest Burton get an agency to help him refine his key messages!
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I wish everyone interested in PR would read Bob Burton’s book to remind them why they should only work with PR practitioners who are members of the Pulic Relations Institute of Australia.
Burton’s obsession with the Public Relations Institute of Australia’s Code of Ethics reminds us how difficult it can be to hold individuals to account in our modern litigious society.
Unlike Burton though, the PRIA is confident that public relations in Australia is growing in professionalism, stature and commitment to ethical behaviour.
PR in Australia is not regulated by law. This means that unlike doctors, lawyers or accountants, practitioners cannot be thrown out of the industry for unprofessional, unlawful or unethical behaviour.
Unless, of course, they are members of the Public Relations Institute of Australia – the only body that can hold practitioners to account.
The key, therefore, to increasing professionalism and ethical behaviour among public relations practitioners in Australia is to ensure more of them become members of the PRIA – a task we have undertaken with great success in recent times.
The PRIA has grown by 30 per cent over the past three years and all indications are that this trend will continue. We now represent more than a quarter of public relations professionals in Australia compared to less than 20 per cent four years ago.
Moreover, we are seeing organisations looking to the PRIA for guidance in lifting professional standards. Since becoming national President of the PRIA in October, I have been approached by two large employers of PR professionals investigating the potential to insist on PRIA membership as a condition of employment.
Under these circumstances, loss of PRIA membership for a breach of the Code of Ethics starts to become less of a “slap on the wrist” and more of an obstruction to working or doing business.
While ever public relations remains a self-regulated profession, our best hope for bringing practitioners to account is to ensure the initials MPRIA or FPRIA after someone’s name is a mark of commitment to the highest standards of practice and professionalism.
When you choose a member of the Public Relations Institute as an employee or a consultant, you are choosing a professional who commits annually to a Code of Ethics and to continuing their professional education and development.
Tracy Jones
National President
Public Relations Institute of Australia
Walter wrote @ December 7th, 2007 at 4:41 am
Thanks Tracy - delighted to have your views and I appreciate having you as a reader!
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