COMMENT: LETTERS; Policies not publicity will win credibility

On the same day that Roger Haywood wisely gave another caution against treating public relations simply as a part of the marketing process (PR Week, 24 November), our business took yet another public knocking on Radio 4. Referring to American influence over the Bosnian peace deal, a Balkan commentator regretted ‘the preference for PR over substance’.

On the same day that Roger Haywood wisely gave another caution against

treating public relations simply as a part of the marketing process (PR

Week, 24 November), our business took yet another public knocking on

Radio 4. Referring to American influence over the Bosnian peace deal, a

Balkan commentator regretted ‘the preference for PR over substance’.



If PR is not about substance it means that we are all in the craft of

conning people at the worst or dealing in superficialities at the best.

What a condemnation of an occupation to which so many have devoted years

of energy.



PR counsel should focus on improving an organisation’s policies and not

confine itself to laying out a publicity programme. We should distance

ourselves from the fashionable concept of ‘spin doctoring’: it has no

place in professional public relations.



John Greenall, John Greenall PR, Milton Keynes



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