But should agencies be held responsible for what clients do? If we are ever to shift the public image of Ab-Fab-esque'PR babes' or the Campbell image of spin and bull, then yes, agencies should be responsible, within reasonable and permittable bounds, for what clients do. We should also be responsible for how we position clients and what we communicate on their behalf.
Most media relations is about amplifying the very essence of an organisation. This is what we do best - understanding the relationships between our clients and their clients is part and parcel of our work.
Having worked on both sides of the fence - commercial and third sector, including the British Red Cross, I think it is imperative for any PRO to understand every aspect of work their client undertakes so that we can convey their brand messages in an honest way.
Kate Rosser, account executive, The Media Foundry Send your letters to firstname.lastname@example.org