I read with interest Jim Coyle's article - Look before leaping into Spin Trade and the response from Michael Krauss, The Hartwell Group, Toronto - Not all `spin doctors' try to dupe the public. In supporting Michael's comments, I would like to say that the Canadian Public Relations Society (CPRS) is aware of the misperceptions held by some of the role and function of professional Public Relations Practitioners, and has been acting to address them. Public Relations Practitioners employ many tools including Media Relations and Issues Management in providing counsel to management to identify and address issues before they develop into crises. This counsel includes encouraging organizations to act with honesty and integrity to achieve their objectives.

However, it is important to know that Public Relations goes far beyond Media Relations and Issues Management and has become an integral part of the management function in many major corporations and governments at all levels. It is also being taught at the undergraduate and graduate levels at major colleges and universities in North America and around the world.

To ensure that our practitioners, many of whom are respected members of management teams, adhere to the highest professional standards, the CPRS has in place a Code of Professional Standards that requires our members to:

  • Practice public relations according to the highest professional standards,
  • Deal fairly and honestly with the communications media and the public, and
  • Practice the highest standards of honesty, accuracy, integrity and truth, and not knowingly disseminate false or misleading information.

The Canadian Public Relations Society (CPRS) is an organization of men and women who practice public relations in Canada and abroad. Members work to maintain the highest standards and to share a uniquely Canadian experience in public relations.

CPRS is a federation of 16 Member Societies based in major cities or organized province-wide. All Member Societies adhere to the constitution of the National and Member Society.

In cooperation with its regional Member Societies and with like-minded organizations in other countries, CPRS works to advance the professional stature of public relations for the benefit and protection of the public interest. For more information about the Canadian Public Relations Society and the full Code of Professional Standards, please visit this site: www.cprs.ca

 
Derrick Pieters APR, Fellow CPRS
National President, CPRS