Jeff Jarvis in the Guardian highlights how too many public relations practitioners are exploiting the ability to engage genuinely and openly online with cyberpublics. We have a golden opportunity here to regain some credibility by being responsible, but it seems bad old habits die hard. CIPR is proposing a new code of conduct, which will include reflection on new media developments. Sometimes such codes are largely toothless (although good to see WOMMA has put Edelman on review for breaking its code with the Walmart fake blog) – but it is vital that the topic of ethics online – particularly the importance of transparency and honesty – are debated as widely as possible.
Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant. View all posts by Heather Yaxley