Wednesday, September 18, 2019
Not PR
A so-called Ukrainian PR agency has been booted off Facebook for creating fake accounts, groups and pages. The firm was not doing PR but spreading propaganda. There is a clear difference between the two. The first rule of PR is accuracy, which includes transparency and respect for facts. Setting up false accounts, groups and pages is anything but an accurate rendition. One shouldn't be blind to the opportunities the internet offers to dissemble. I'm sure a good number of PR agencies are doing it. But, if they are, they are wrong, and they are dragging down the industry. Modern PR has had an image problem since the beginning when publicists recruited women to promote smoking. Many reporters don't trust PR people because of a lack of respect for facts. The public has been taught to be wary of them also. Yet, the best practitioners are as scrupulous as editors in making sure what is said is verifiable. They gain respect through deeds and not spin. The Ukrainian agency has chosen the dark side. It deserves to be stopped.
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