In a review of the role of PR firms [3] in corporate social responsibility [4] programs, Lisa Roner writes that "many early efforts to communicate on corporate responsibility have been high on production value and low on substance." Citing examples such as Hill & Knowlton [5]'s role in the first Gulf War [6] and the more recent overbilling [7] controversy that engulfed Fleishman-Hillard [8] over its contracts with a Los Angeles [9] government agency, Roner argues that PR companies have image problems of their own. "It appears PR firms may have to clean up their own ethics [10], since many corporate buyers seem to believe that a messenger with internal issues of its own may not be best placed to deliver a credible message," she concludes.