PR Industry Pitches Role As "Chief Integrity Officer"

The Knight Professor of Journalism Ethics at Washington and Lee University, Edward Wasserman, worries that the PR industry is doing a better job of attracting "the next generation of idealists" than journalism. He recounts that at a recent media academics conference, PR's promoters were pitching the role of PR professionals as a "senior counselor not just on what is persuasive and effective, but on what is right -- as chief integrity officer." While noting that for students considering their academic options the pitch "seems to be working," he wonders "who's going to hire this new priesthood of in-house scolds" and "what do they know about ethics." Wasserman will be speaking at the Public Relations Society of America's 2005 International Conference in Miami Beach, Florida in late October on "Mission PR: Charting an Ethical Course for the Enlightened CEO."