The National Union of Journalists has sought to raise ethical standards in public relations by publishing ten guidelines for its PR members, who number more than 2,000.
They include sections on not disseminating false or misleading information and on maintaining political neutrality while working for the government.
Lionel Morrison, who chairs the NUJ’s public relations and information industrial council, said: “It is important other NUJ members realise a PR man or woman is not simply the foe or a spin doctor.
“These people provide an essential service in our new high speed, 24hour media age.
“It is often the PR person who sticks their neck out and tells their bosses or clients that a no comment won’t do.”
The guidelines are available on 020 7843 3729
Reporter, INS News Agency
Homepage Editor, Press Association
Researcher, Foresight News