The PR consultancy that I work for, along with all of my fellow employees, are members of PRiNZ (Public Relations Institute of New Zealand). PRiNZ members are expected to adhere to a Code of Ethics, a document which asks members to be honest and accurate in all communications. The Code of Ethics also asks members to avoid any conflicts of interest and to embrace the values of advocacy, independence, loyalty and fairness.
Even if a public relations company isn't a member of a public relations organisation, they should stay true to these guidelines. To deviate from them reflects badly on their company, their clients and the industry as a whole.
Yet there is still a significant chunk of the population using the word 'spin doctor' when refering to PR people and, sadly, there are still a number of PR practitioners who deserve this label. Among other things, I have heard stories of certain practitioners blackmailing companies to get a result for their client and I have heard of people spreading malicious rumours about other PR companies and other PR people.
Organisations such as PRiNZ can hold a practitioner to account and freeze their membership but this only works for individuals that are actually members.
So, my question is: What can be done about immoral practitioners that aren't members of a PR organisation?
Should PR be regulated so that any PR practitioner or consultancy that is found to be behaving illegally or unethically can be struck off (as is the case with doctors and lawyers)? This leads on to further questions....If regulation were to take place who would be granted the power to pass judgement on whether or not a PR company/professional was acting in an unacceptable manner?
I still haven't decided what I think would be the best road to go down regarding regulation. If you have the answer then please let me know!
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