The EC is planning to de-regulate commercial communications within the
EU
Leigh Mendelsohn PRCA
‘I think the threat from the Green Paper is that Brussels doesn’t
understand PR as it is practised in the UK. It lumps PR in with sales
promotion and other distinct disciplines, which may require tougher
legislation. The opportunity we have is to educate Brussels to the fact
that PR has its own separate requirements and that there cannot be a
single route for commercial communications. But as the Green Paper
stands right now, I’d say it’s more of a threat.’
Tony Burgess-Webb Hill and Knowlton
‘I see the Green Paper as a major opportunity for PR companies and other
marketing services companies. For a company like Hill and Knowlton, this
kind of measure represents a double-win opportunity: it will encourage
more trans-border trade but it won’t affect the need for a high degree
of sensitivity to the different cultural contexts.’
Peter Waterman Hasbro UK’
‘It is clearly an opportunity - without question. At the worst it would
do nothing more than leave the status quo as it is. Moreover, the EC has
made it clear that it wants contributions from member states. I would
agree that the PR industry in this country has failed to make its
concerns plain to the EC, and in that sense it is a missed opportunity.
However, there’s still a window of opportunity to get rectification -
provided the critics are able to define very clearly what is wrong with
the proposed legislation.’
Dominic Lyle Countrywide Porter Novelli
‘We tend to be a bit stand-offish about Brussels and to wait until it’s
too late before doing anything. It’s true that the PR industry is more
developed in the UK than in other European countries but although PR may
be done differently abroad, that doesn’t necessarily mean it’s done any
worse. The bottom line is that if you are a committed European you
should believe de facto in initiatives like this and you should make
sure you are intimately involved in the rule-making process.’
Stephen Whitehead IDV
‘There is very little directly in the Green Paper on PR but if we view
PR as a part of the communications mix we are affected. For example
alcohol sponsorship of sport in France is banned, so above or below the
line activity simply does not happen. The Green Paper is the beginning
of a process that will evaluate such restrictions as either ‘fair or
unfair’ within the internal markets. It should be welcomed as a positive
step.’
