EDITORIAL: Industry divided over PR's image

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

help.



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.



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