Responses to PRWeek's second PR Challenge raise more questions than
they answer. The exercise itself provides clear illustration of how
divided the industry is: Lord Bell says PR does not have an image
problem, Chris Lewis would never want to run such a campaign, and the
controversial Max Clifford believes a combative approach to the media is
the solution. Only Julia Hobsbawm suggests a campaign might actually
While these four individuals do not represent the whole industry, some
are figureheads and others have been called on by the media to provide
perspective on the PR business. But their largely embarrassed response
to being asked to improve the reputation of PR indicates that such a
campaign would be unlikely to succeed.
The two bodies that do represent the majority of the industry are the
IPR and PRCA, both of which have recognised this challenge, and will
hopefully take the opportunity in 2002 to set the record straight.