Defending PR
June 9, 2008 | by Sonya Ruffin, APR |On June 1, 2008, CBS Legal Analyst, Andrew Cohen issued a commentary prompted by the events surrounding the publication of former White House Press Secretary, Scott McClellan’s book, “What Happened” that includes confessions about deceptions during his tenure. In this commentary, Cohen expressed the opinion that the PR industry was based on lies, deception and “half-truths.” He went on to say something to the effect that a PR practitioner who is fair and accurate would be one who is unemployed.
PRSA has since issued a letter in response, citing the “baseless assertions” and defending the multitudes of PR professionals who conduct their business lives with integrity.
In response to PRSA’s letter, editor-and-chief of PR Week, Keith O’Brien has written an editorial that makes the point that PR should focus on its value to business as opposed to defensively showcasing the industry’s charitable endeavors or involvement in “worthy causes.” He also explains that PRSA’s response brought undue attention to the original commentary.
Today, PRSA Chair and CEO, Jeffrey Julin has issued a video response to Cohen’s “irresponsible condemnations.”
What do you think? Should PRSA have responded with so much zeal, or does it bring too much attention to baseless commentary? Does the PR industry need to work harder on its own reputation management?
5 Responses to “Defending PR”
By Nancy Syzdek, APR on Jun 9, 2008 | Reply
I think Julin did the right thing. Cohen put a visual of national’s Web site in his story. He specifically called our Code of Ethics into question. He stepped way over the line of the offhand “PR flack” comments that most of us stomach weekly. Julin had to respond. As a member, I would have questioned the value and utility of my membership had he not.
Do we need to avoid overreacting? Yes. But, this is a chance for us to open a dialog with our clients and the people who should be our clients to alert them to the value of public relations and how it should really function.
By Bonnie Parrish-Kell on Jun 10, 2008 | Reply
In Mr. Cohen’s original statements, he also insulted his own profession - journalism and law - as he has degrees in both from Boston University. Does his employer, CBS, and colleagues appreciate his comments? I doubt it.
I have to ask: did he do his homework? Is Scott McClellan a member of PRSA? I couldn’t find his name in the online directory. Nor other Bush Administration press secretaries.
If he had done some research, he would realized that PRSA is for professionals who believe in ethics, honest communications and reputation development and enhancement.
PRSA did its job in reacting to Mr. Cohen’s ill-informed and obviously biased comments. It simply makes it harder for us when high-profile communicators appear to “step in it” or “dish it out.”
PRSA, as well as every member, must remain proactive in advancing our profession in the eyes of the world.
I had not heard of Mr. Cohen before this. However, whatever credibility I may have given him because of his association with CBS is forever gone with me.
By Shannon Hiller, Ethics Chair, PRSA Las Vegas on Jun 11, 2008 | Reply
In the face of recent commentary to the contrary, as Ethics Chair for the local PRSA chapter I want to emphasize that PRSA prides itself in helping each of us to better carry out our fiduciary duties in an ethical manner.
The following information is pulled directly from the PRSA Code of Ethics:
The Public Relations Society of America (PRSA) is committed to ethical practices. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically.
Ethical practice is the most important obligation of a PRSA member. We view the Member Code of Ethics as a model for other professions, organizations, and professionals.
In light of the recent events, let’s focus for a moment on one of our key values - Honesty.
Honesty: We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
PR professionals would do well to read the Code of Ethics again and again to make sure we are always in line with its values.
By Bonnie Parrish-Kell on Jun 25, 2008 | Reply
In reading the June issue of the PRSA E-News, I delightfully discovered CBS’ own rebuttal to the legal analyst’s Andrew Cohen biased and uninformed comments about our profession.
Gil Schwartz, CBS executive vice-president of corporate communications, did a marvelous job - you can see the video at this site: http://www.cbsnews.com/sections/i_video/main500251.shtml?id=4200929n
I give it two thumbs up!
By Art Greene on Jul 17, 2008 | Reply
In general, I believe our industry has always been a little to up tight. As a group, we tend to overreact at each and every opportunity.
That said, our industry, and especially PRSA, performed admirably. In the face of adversity, we placed ourselves in front of the business world and made case after case, proving our value and securing our seat at the board room table.