PR professionals' credibility problem...

While we PR professionals claim to be building the reputation of our clients, often our own reputations are suspect. I have over-heard so many journalists speak of PR professionals in such a disparaging manner that it has shocked, at times amused me. Lets admit it, we do have a credibility problem.

After all, dont we try to consciously alter the mindsets of people with a set objective ? This alone can make journalists suspect of our motives. A lot of agencies use "all means necessary" to get coverage - and this often crosses the thin line between what is ethical and un-ethical.

In a market such as India, where PR industry is still in its infancy, media looks at us with suspicion and at times with disgust. "you people have sold your souls to make money " said a city editor of a prominent newsdaily; where i had interned earlier before making the jump to PR. Her remarks are just among the few that i have had to encounter when it comes to justify our existence as well as the need for qualified, trained professionals to communicate, convince and persuade people to communicate about issues and businesses.

While professional bodies outline Dos' and Donts' to all professionals; seldom do people practice them in real life. In the frenzied competition to out-do the other agencies; some agencies often step over the mark of what is ethical. Bribing journalists, not speaking the truth, hiding important facts are all part of the bargain for some PR professionals.

So what is one to do in such a scenario ?? Here are some suggestions to overcome this "credibility gap"

1) I think it is upto each individual PR professional to build his/ her credibility and this would in-effect reflect on the industry as a whole.

2) One must be thoroughly abreast of what is happening in the industry that one's client is in. No journalist likes to deal with an ignoramus. Being informed helps project a confident and self-assured image which even the media appreciates.

3) Training, reading, continuous learning must be made mandatory in every agency. Quarterly reviews of what one has learnt and implemented must be made compulsory.This will ensure quality among PR profesionals

4) Zero tolerance of un-ethical practices. If we as PR professionals put our foot down and refuse to budge when certain journalists demand something which is not ethical; it would stand in our favour and build credibility in the long run.

5) Results based work : Each individual PR professional must hold himself/ herself accountable for the clients work and must have "ownership" of the brand so there are no slips. We must see ourselves as the "ambassadors of our clients" and behave accordingly.