Here in the States we tend to take it for granted that, regardless of the politics of the pitch, companies do not have to resort to paying for media coverage. Not so in many
other countries. In many parts of the world it's de rigueur for PR reps to grease news organizations if they want to see their press release(s) distributed. Now, six global
organizations are joining forces to do something about it. Last week they announced a new set of principles designed to foster greater transparency between PR pros and the media
throughout the world.
"It's much more prevalent that we would like," says Donald Wright, 2004 president of the International Public Relations Association (one of the sponsor groups), an Arthur W.
Page Society (A.P.) board member and professor of communications at the University of South Alabama. "This stuff has been going for a long time and we're saying it needs to stop.
There's a concern among A.P. members with international operations that this way of doing business has to be examined and rectified. There needs to be a discussion so we can come
with standards for conducting global media relations."
The principles, embodied in the Charter on Media Transparency developed by the International Public Relations Association (IPRA), are that:
- News material should appear as a result of the news judgment of journalists and editors, and not as a result of any payment in cash or in kind, or any other inducements.
- Material involving payment should be clearly identified as advertising, sponsorship or promotion.
- No journalist or media representative should ever suggest that news coverage will appear for any reason other than its merit.
- When samples or loans of products or services are necessary for a journalist to render an objective opinion, the length of time should be agreed in advance and loaned products
should be returned afterward. - The media should institute written policies regarding the receipt of gifts or discounted products and services, and journalists should be required to sign the policy.
In addition to IPRA, the other five organizations involved in the developing the principles are the International Press Institute, the International Federation of Journalists,
Transparency International, the Global Alliance for Public Relations and Communications Management and the Institute for Public Relations...Contact: Frank Ovaitt,
703.568.5611.