From ethics to awards, the PR industry exemplifies best practice

When you see images of the type that came out of Japan in the aftermath of the earthquake, tsunami, and subsequent nuclear meltdown that decimated coastal areas of the country, it puts the world of the PR campaign in perspective for a while - and our thoughts go out to all those affected by the catastrophe.

When you see images of the type that came out of Japan in the aftermath of the earthquake, tsunami, and subsequent nuclear meltdown that decimated coastal areas of the country, it puts the world of the PR campaign in perspective for a while - and our thoughts go out to all those affected by the catastrophe.

Of course, communications also plays a fundamental and vital role in such situations and, as Nissan's corporate VP of global marketing and communications Simon Sproule explains, his team was preparing to implement a crisis plan almost as soon as their building in Yokohama had stopped shaking. "It's a classic example of what PR people deal with," he notes.

However, the daily work of the present-day PR pro is changing exponentially. As such, we profile some of these new roles associated with these changes and the modern responsibilities associated with long-established job functions.

Throughout all this change, the need to behave ethically has never been stronger, with the focus falling on the challenges and opportunities of maintaining standards in a totally transparent and interactive media environment. The consensus is that the PR community has made significant strides in this regard over the past decade. Smart agencies and in-house teams recognize that in the long term ethical business is good business.

These three items outline elements of best practice that were reflected in the winners of this year's PRWeek Awards. To find out all about the successful campaigns, companies, and individuals, read the Book of the Night that accompanies this issue.

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