Licensed public relations practitioners…?

‘The public relations (PR) business is one of the fastest growing industries in the global market economy. In order to face perils like labor unions, organized consumer activists and environmental groups, governments and corporations have come to rely more on slick PR campaigns. The peril to popular democracy posed by PR firms should not be underestimated.’

Burson-Marsteller founding chairman Harold Burson suggests licensing public relations practitioners may help the industry’s image, but it’s not at all clear how a licensing system would work in practice or what it would mean.

The idea that only a licensed public relations practitioner would be able to act as spokesperson for an organisation or offer advice on dealing with the media, say, is clearly absurd. But it’s true that anybody can call themselves a public relations consultant, so what to do?

The right way forward is that currently pursued by the Chartered Institute of Public Relations (CIPR), of which I’m a full member. There are minimum requirements and I’m in by virtue of having more than ten years experience and a Post-graduate Diploma in Public Relations (so there). One day we may have Chartered Public Relations Consultants, conforming to higher standards. Let’s hope so.

This doesn’t mean firms won’t be able get an ex-journalist in to write the odd press release, but I don’t think these are the evil global conspirators those suspicious of public relations have in mind.

Oh… and that quote? It’s from Burson-Marsteller: PR for the New World Order something you find when you Google Burson-Marsteller.
Contact Stephen Newton

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