|At the beginning of August 2004, six international organizations declared in London their support for enhancing the transparency in the communication between the PR specialists and media, as well as for decreasing the payments for PR materials aiming at bigger media coverage. |
The organizations that participated in the campaign are: the International Institute for Print Media, the International Journalism Federation, Transparency International, the International PR And Communications Management Union, the Institute for PR research and Education and the International PR Association (IPRA).
“In too many countries bribing the media deprives citizens of the true information they need to make their individual or public choice,” said dr. Donald K. Right, president of the International PR Association. “We stared this campaign in order to improve transparency and to eliminate the practice of secret deals between the information sources and the media,” added Mr. Right.
IPRA members observe three codes – the IPRA code of professional conduct, the international code of ethics, and the charter on environmental communications. IPRA members expect editorial providers to observe the following:
1. Editorial. Editorial appears as a result of the editorial judgement of the journalists involved, and not as a result of any payment in cash or in kind, or barter by a third party.
2. Identification. Editorial which appears as a result of a payment in cash or in kind, or barter by a third party will be clearly identified as advertising or a paid promotion.
3. Solicitation. There should be no suggestion by any journalist or members of staff of an editorial provider, that editorial can be obtained in any way other than through editorial merit.
4. Sampling. Third parties may provide samples or loans of products or services to journalists where it is necessary for such journalists to test, use, taste or sample the product or service in order to articulate an objective opinion about the product or service. The length of time required for sampling should be agreed in advance and all loaned products or services should be returned after sampling. All resulting published reports should state clearly that the product or service was provided for the purpose of the test.
5. Policy statement. Editorial providers should prepare a policy statement regarding the receipt of gifts or discounted products and services from third parties by their journalists and other staff. Journalists and other staff should be required to read and sign acceptance of the policy. The policy should be available for public inspection.
Source: Cash Daily