A charter aimed at improving standards of conduct in Russia’s PR
industry was launched last month with backing from Russian agencies and
western firms with Moscow offices.
Among its provisions the charter states that signatories must not exert
unfair influence on potential clients during tenders.
Agencies were unable to agree on a clause on the long running issue of
PR agencies bribing publications for editorial coverage.
A clause was originally included but subsequently removed. The agencies
hope eventually to agree on a way to tackle the issue in their
Eleven Russian firms have signed, and The Rowland Company announced this
week that it would be adding its signature. Burson-Marsteller has also
expressed an interest.
Eight of the signatories are members of the Russian Association of
Public Relations Agencies.
’The idea of this charter was to make the bridge between agencies who
are participants in RAPRA and those who are not, including foreign
agencies, with whom there were sometimes rather sharp relations,’ said
Gennady Aryevitch, editor-in-chief of the RAPRA’s magazine
The charter forbids the deliberate dissemination of false information,
and information intended to harm the reputation of other agencies.
It warns against agencies interfering in each others’ work, and outlines
responsibilities towards clients such as confidentiality and declaring
conflicts of interest.