ViewPoint - Hugh Birley

More must be done to educate the media and public about PR, according to Lexis PR chief executive Hugh Birley.

In PRWeek’s second weekly ViewPoint, Birley argues that there are ‘three sects in the PR church’ – ‘fluff’, ‘spin’ and ‘consultancy’ – and ‘we should decide which we belong to and train people to distinguish between them’.

Birley defines fluff as ‘a relat­ively harmless activity that pro­motes the activities of music­ians, fashionistas and celebs’.

Spin, he says, ‘describes a way of being economical with, or obst­ruc­­ting, the truth’.

Consultants, meanwhile, ‘should be infor­med med­ia­tors between com­panies, pro­ducts and their aud­iences’.

Do you agree with Hugh? E and we’ll publish your views online or on the letters page.

Click here for the WMP version of this week's ViewPoint (PC)

Alternatively, click here for the QuickTime® version (Mac)

In association with Radio Lynx CONTENT T 020 7349 2020





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