The Ethical Optimist

Our team frequently uses HARO.  One of the things some of my folks enjoy most about the service is when reporters “out” bad PR people.  Consider it a bit of professional shadenfreuden (taking delight in other’s misery or shameful joy).

I’m starting to see more bloggers, journalists and the like “out” what they consider to be bad PR pros.   The PR industry is especially vulnerable to attack because we’re on the front lines with media.

Years ago, the only forum for these folks to vent about lousy PR people was at “Meet the Media” sessions or to one another.  This offered some protection for those who frequently broke the rules of enagement because they could hide in plain sight.  Now however, we all need to proceed with caution.  The best defense? A good offense.  Those handling  media relations on a daily basis need good training, and they need to create a culture of best practices.

Mistakes will always be made…heck, that’s human nature…but with solid training, they will be few and far between.

What’s interesting about this scenario is that you don’t see the flow of information going in the other direction as often.  What do I mean? Well, how many people are “outing” lousy reporters?  I’ve blogged on ethical lapses I’ve noted from time to time, but few PR people make a habit of it (attribute it to the fear factor).

I’m a bit torn on this whole issue.  Some of the attacks I’ve seen border on being downright slanderous, and are completely subjective, and it can be difficult for someone to protect their good name when attacked.  At the same time, throwing a light on bad behavior is one way of curbing or correcting it.  Quite a few of those in our profession getting “outed” are far from their first offense.

The bigger question here is, does it matter? Who’s reading these posts/articles? Will reporters seriously pay attention to them and start blacklisting PR people?  I doubt they can logistically do so.  I’ve also questioned why clients (and prospects) don’t seem to pay attention to it.  After all, if your PR firm is pissing off reporters on a regular basis, do you really want them to be the stewards of your brand?  These firms are still in business…so I guess we have the answer to that one.

So, are all these efforts to “out” PR people effective, or merely a petty way to vent in a public forum?

If you have an opinion on this or a personal story, please share it!