NEWS: IPR seeks UK response to proposed EU PR laws

The UK PR industry has been ‘shamefully and conspicuously unresponsive’ to the threat of tough EU legislation on cross-border PR campaigns, according to the president of the IPR, Rosemary Brook.

The UK PR industry has been ‘shamefully and conspicuously unresponsive’

to the threat of tough EU legislation on cross-border PR campaigns,

according to the president of the IPR, Rosemary Brook.



At a conference on Friday, Brook called for greater involvement from the

UK PR industry in shaping the final version of the EU’s Green Paper on

‘Commercial communications in the internal market’.



‘Let us at least correct their misunderstandings,’ said Brook, citing

the following areas as examples of existing cross-border PR problems

that could be alleviated by sympathetic EU legislation: competitions,

free gift prizes, promotional offers, the use of celebrities, satellite

TV sponsorship and product comparisons.



Brook called on companies to contact the IPR with examples of problems

they may have had in implementing cross-border PR programmes. ‘Our

industry doesn’t yet have a body of knowledge which can pinpoint

problems,’ she said.



The EU currently has a ridiculously incomplete view of PR, defined too

much by more limited PR services offered on the Continent, said Brook.

These tend to be far more fragmented and a world away from the kind of

integrated, full-service management and marketing discipline that is

standard PR in the UK.



The PRCA has joined the IPR in its bid to influence Brussels. This week

it is sending its members a questionnaire designed to gauge cross-border

difficulties experienced by UK PR consultancies. The results will be

included in the PRCA’s official response to the Green Paper, which will

be delivered to the EU by the middle of next month.



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