HARD COMMERCIAL EDGE OF PR 1996: CONFERENCE REPORT; PR people must act as conscience of employers

PR professionals should grab the growing opportunity to become ‘the conscience’ of their clients or employers, according to Des Wilson, corporate and public affairs director at airports authority BAA.

PR professionals should grab the growing opportunity to become ‘the

conscience’ of their clients or employers, according to Des Wilson,

corporate and public affairs director at airports authority BAA.



Convincing employers that businesses should be ‘good neighbours and not

just producers of goods’ is now a key task in maintaining corporate

reputations, said Wilson, former chairman of Friends of the Earth.



He said environmental concern had created a need for business to

establish its ‘licence to operate’ among consumers but criticised PR for

failing to seize the moral high ground.



‘For far too long our business has been to explain away behaviour and

values of clients which are simply wrong,’ he said. ‘We should be there

as the conscience of the management, not to cover up what goes on.’



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