Survey Points to Credibility and Ethical Challenges
NEW YORK – According to the finding of a survey conducted by Dow Jones & Company and the world's largest PR trade association PRSA, professional communicators strongly believe that Web 2.0 tools, such as blogs and social networking sites, present critical credibility and ethical challenges.
The survey was conducted to explore how members of PRSA (Public Relations Society of America) and its student organization, PRSSA (Public Relations Student Society of America), view the role of these technologies in shaping current and future communication practices. The survey, conducted in the last quarter of '06 and the first quarter of '07, was a random sample of both organizations’ membership.
- A majority of respondents in both groups are concerned about the credibility of information being generated by new media sources. Respondents placed the greatest amount of trust in traditional media and its Web counterparts such as online newspapers.
- More students than professionals indicated that the new communications channels could present significant ethical challenges for public relations. Forty-six percent of the students and 35 percent of professionals think technology makes it difficult to conduct PR ethically.
- Forty-one percent of students responded that technology makes defending against skepticism about the practice more difficult. Only 33 percent of professionals thought that the case.
- Both groups believe that new technology channels are very effective in disseminating information quickly to reach broad audiences. Eighty-eight percent of professionals and 75 percent of students indicated that technology enables PR practitioners to easily reach mass audiences. However, they also acknowledged that while blogs and social networking sites are significantly increasing in popularity, they are "unregulated." As such, there's the huge risk of reputational harm as a consequence of rumors.
- Lastly, students and professionals were not all that optimistic about the potential usefulness of social networking sites. According to the survey, only 19 percent of students reported that social networking sites present the most significant opportunity, compared to 10 percent of the professionals.
- Good to see both groups understand that the instantaneousness of the "World Wild West" has the potential for severe reputational harm. As they say, a rumor can travel half-way around the world before the truth can get its shoes on.
- Well, apparently the next-gen PR pros trust traditional media over the "conversation." This has got to be a serious blow to Steve Rubel and the credibility of his social-media whackadoo buddies. Apparently, the overwhelmingly negative response about the usefulness of social media has a number of the SM zealots on suicide watch.
- Funny how the innocence of youth is actually more optimistic regarding PR's ethical challenges. It appears that more than 65 percent of the seasoned pros think that it's fairly hopeless no matter what.
- Looks like our youth also are much more realistic about potential skepticism surrounding PR in the metaverse. The "pros" either have there heads up their ass or are totally blinded by the potential dollar signs. Experts say it's a combination of the two.
Just how much critical credibility and ethical challenge can the PR business take?
LONDON -- This just in... it has been learned that more than 1,000 people with a communications job code in the Ministry of Defence are now officially listed as missing in action. In a recently surfaced document from the MoD here, senior officials have "no clear idea" who or where they are!
The document was first published in February but is only now coming to light. The disclosures come just weeks after Prime Minister Gordon Brown implied that the time had come for the Government to dump "the culture of spin."
According to the document, The Defence Communications Strategy "aims to enhance the reputation of the Department and Armed Forces both internally and externally, through influencing the understanding, activity and perception of internal, domestic and international audiences." The document states that by "creating a steady stream of positive stories" to "promote the MoD and Forces' reputation" they can "offset the inevitable bad stories." However, senior officials now admit that they have no idea of who these people are, whether they're even making an impact, or the actual cost to the country.
Finally, Patrick Mercer, Tory MP and former infantry commander, claimed that it was "utterly ridiculous" and a "disgrace" that the MoD was spending millions on public relations when "soldiers still had to buy their own kit." Mercer said: "War on two fronts has meant that defence budgets are stretched like never before. With fighting troops needing everything they can, we can't have this sort of nonsense and spin going on inside the MoD."
On Thursday, March 8, 2007 at 7:41 AM, Ronn Torossian, President and CEO of 5WPR, emphatically promised that he was going to sue us. No real reason, he was just irritated by our teasing him about getting in bed with pornographer Joe Francis. Anyway, Ronn gave his obscenity-laced word that we'd see the complaint in 72 hours. It's now late by
Kathleen Durazo about A Measly $2.8 Million Goes Missing, Lawsuit Results Fri, Jul 31, 10:58:34 AM Ray Durazo (the founder) sold the company to Dan in 1999. He was not involved in any of this. He (and I) found out about the lawsuit in the LA Times. In addition to embezzling this m [...]