In PRWeek's second weekly ViewPoint, a video clip that can be viewed via PRWeek.com/uk, 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'.
Hugh's full viewpoint is now available on PRWeek.com/uk
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