“The public likes to brand PR practitioners as unethical 'spin doctors.' Is there a way for PRs to reverse this negative perception?”
Gini Dietrich, founder and CEO of Arment Dietrich, Inc., posted this article on Ragan.com and it definitely got people talking.
“Perhaps part of the reason is our industry organizations—PRSA, IABC, CIPR, CPRS, IPRA, etc.—don't regulate the industry. The barrier to entry is extremely low. If someone wants to become a PR pro, no one requires him to test, take boards or prove he knows what he's doing.”
There is no simple answer to Gini's question. I've spent 20-plus years in journalism and many of the same points have been raised about journalists. This is not just a problem for PR or journalism. Think finance. The finance and banking industries have a variety of ethics codes and government regulations. Have they been completely effective?
While education does not produce change over night, we need to ask what are our schools and colleges teaching in the area of ethics? Is it one required course that everyone speeds through, or is it also part of the fabric of the program be it, journalism, new media, advertising, business administration or PR.
Heck, what is being taught in the home.
We live in a world where questionable behavior sometimes has its rewards.
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