From our Readers - Cut out the media and go straight to users

As a PR practitioner in the twilight years of my career, I was bemused by the round table (Features, 12 September) featuring the 'great and the good'. Most of the article dwelled on media relations, yet journalists refer - contemptuously - to us as 'spin doctors' or 'PRs'. More often than not, the media seek to denigrate and not educate and inform - so why do we continue to allow a third party to interpret our messages to our public?

With the advent and future development of technology, might companies be better served by communicating more directly with their target audiences? Engage consumers and users face-to-face.

Finally, the young Turks in the profession might contemplate that they didn't invent CSR. Many of the most successful UK companies have practised it, intrinsically, for a couple of centuries.

Chris Francis, director, FrancisCo Communications.

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