As I said there, the real worry I have is for what these instances continue to do regarding the perception of PR practice. I dream of the day (most will say it is a pipe dream) when students will enter the practice of PR and have their work viewed as different and better than these DIY and pseudo-ambulance chasers.

Where is the code of ethics that these “practitioners” are bound by as PR professionals? My guess is that they are not “active members” of their local PRSA chapter.

Back in September I posted a small tidbit on marketing communications ethics – http://virtueimc.wordpress.com/2008/08/28/a-thought-on-marketing-virtuously – that discuss the ethics of being a PR professional. A perspective that seems to be lost on these “flacks” – and I do not use that term with affection – is that in any “profession” there is a code of conduct. Lawyers, doctors, etc. all have a code by which they conduct themselves. As PR PROFESSIONALS, we have a code of conduct by which we are to conduct our business:

“Each member of PRSA is bound by the following Code of Ethics:

I pledge:

To conduct myself professionally, with truth, accuracy, fairness, and responsibility to the public; To improve my individual competence and advance the knowledge and proficiency of the profession through continuing research and education; And to adhere to the articles of the Member Code of Ethics 2000 for the practice of public relations as adopted by the governing Assembly of the Public Relations Society of America.

I understand and accept that there is a consequence for misconduct, up to and including membership revocation.

And, I understand that those who have been or are sanctioned by a government agency or convicted in a court of law of an action that is in violation of this Code may be barred from membership or expelled from the Society.” http://www.prsa.org/aboutUs/ethics/preamble_en.html

It is this code of ethics that allows us to call ourselves PROFESSIONALS. Without this, we are nothing but a bunch of wannabes that pimp out our services to the highest bidder.

Isn’t the relationship with our publics the basis of OUR credibility? And if these “flacks” are selling those people a line, doesn’t that denigrate the profession as a whole? It is these “practitioners” that create a mistrust of those of us with legitimate practices – clients think that we all work the way that “celebrity” publicists do; media outlets become wary of our pitches; and the public looks at us like the silver-tongued serpent selling miracle water.

Celebrity or infamous clients should receive the best counsel that we can provide as PROFESSIONALS. When all else fails and the client chooses to pursue a course that is counter to counsel – sometimes we have to fire ourselves and walk away.

Personally – I’m with you Robert… I would NEVER touch a client that tells me what the PR strategy should be, just as I would never pretend to be a maven on their practice. You wouldn’t want me poking around in your brain would you?