Morley – who was awarded the Alan Campbell-Johnson Medal at an IPR reception – outlined the growing importance of PR during his 30-plus years in the industry, but warned that ‘because, nowadays, so much more money is involved, we have greater power to do good or evil’.
Alluding to the recent war in Iraq, he said: ‘We [PROs] know how to use the weapons of mass communication. But we must use them responsibly.’
He also called on industry associations and professional societies to ‘review’ codes of ethics and, in light of corporate scandals such as Enron, said PROs should ‘radically’ improve their financial knowledge in order to be ‘relevant’ at board-level.
IPR director-general Colin Farrington said Morley had an ‘unparalleled’ reputation in the world of global PR.
The Alan Campbell-Johnson Medal was first presented in 2000 and was won last year by Italian PR legend Guido De Rossi del Lion Nero.
Campbell-Johnson, who died in 1998, was press attaché to Lord Mountbatten, the last Viceroy of India, during the transfer of power in