Your duty is to your client, and to get results - and PR folk deal with reality, not theories.
Moreover, it's because of Clifford that awareness of the PR function has increased in the past decade. This heightened awareness has invited more students into PR education and increased the number of practitioners in the field.
PR has a duty to tell the truth in the most ethical and beneficial way. But there needs to be a common understanding as to what 'ethics', 'benefits' and 'results' mean in relation to PR.
Kunal Mehta, lecturer in corporate comms, Thames Valley University.