How I see It: Will the campaign have the desired effect?

STEPHEN DOHERTY, DIRECTOR OF COMMUNICATIONS, DIAGEO

It is a statement of the blindingly obvious that a press release sent to someone for whom the content is relevant is entirely reasonable, while a scattergun approach of largely irrelevant material is not.

The latter is lazy PR and exhibits crap planning. It's PR101 to put together a properly targeted press list for a story. However, I'd hate to think that we'd have a charter that kills off the speculative press release and pitch call - that's a fundamental of media relations, and every journo has examples of getting a story that way.

FRANCIS INGHAM, DIRECTOR-GENERAL, PRCA

We welcome this - it's all about self-interested professionalism. But it's only going to work if journalists engage too. So, we're very happy to take a lead on behalf of the PR industry, but this will only work if the NUJ can do the same on behalf of its profession. It's an issue we'll be urging the industry to address. But the fault lies less with our members - who understand already the importance of this issue - and more with the unprofessional agencies of which there are still far too many.

ANGIE MOXHAM, CEO, 3 MONKEYS

The intention behind the campaign is right and honourable, but the execution has let it down. The name 'An Inconvenient PR Truth' does the industry a disservice. Anyone looking outside the industry will think it is a classic PR stunt, although the reason behind it is great. The age of press release factories is long gone. It is all based on individual relationships with journalists. A lot of what we do is building relationships and telling journalists or bloggers stories face to face or over the telephone.

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