Monday, February 07, 2005

Let us now recommit to the creed that didn't work the first time

Judith Phair, CEO of PRSA, opines in this week's PR Week:

"Coverage of these high-profile scandals has overshadowed the work of thousands of PR pros who are committed to the ethical practice of PR - work that makes positive contributions to businesses, organizations, communities, and society. Indeed, the reputations of all of us who practice PR have been tarnished. Business decision makers and other opinion leaders might be influenced by this coverage, and the damage to the practice of PR may take years to undo. Repairing the reputation of our profession is a task that falls to all of us collectively and to each of us individually."

And here's the suggested fix:

"In the next several weeks, the PRSA will convene a summit meeting of leaders of the profession to recommit to the ethical practice of PR as outlined in the PRSA Code of Ethics. This gathering will examine the issues that have arisen and will come again as the environment in which we work changes."

Let me get this straight. We're recommitting to the Code that did nothing in the first place to prevent the current scandals. And these passively-voiced issues "that have arisen," will surely arise again.


Sayeth brother Robert French:

"Apologists we do not need. Defenders of good practice we do need....Due diligence of strong advocacy - in all public forums - must begin with vigor."

Here endeth the lesson.

Public relations