dear friends
In our October 2010 issue of ezine PreSense on 'Public Affairs', we insisted on the transparency and formal law or code of ethics for the professionals, who involve themselves in Public Affairs (PA) or lobbying. Lobbying has come to stay. Though internationally, PA is a recognized profession, due to the persons like Nira Radia, communication professionals in India are standing before the public with their heads hanging in shame.
One of the media reports also say that Government is thinking of formulating or regulating the lobbying profession. As a responsible professionals, we should understand that any action, though in the best interest of the client, if it is against the interest of the society and the nation, it is unethical and anti-national, which attracts punishment. What Nira Radia has done under the banner of 'Public Relations' is a serious anti-national activity (including suspected money laundering and hawala) and does not warrant any sympathy or glorification. Instead of involving herself in a professional lobbying, she was more involved in 'fixing' through bribery and manipulation of the system to benefit some individuals. It has resulted in a loss of 1.76 lakh crores to the country. .
When corporates engage in competition or building business, they cannot involve in manipulation of public interest.
Even in our forum, some of our own members have glorified Nira Radia for her activities and justified her actions. Such attitude reflects the current situation of the society that 'self interest' is more important than the 'interest of the nation and society'. Sadly, people taking about 'values and ethics' become laughing stocks.
Todays media reports indicate how Tatas have undersold a big property at Chennai to some of the politicians, in lieu of some of the favours gained by them. Radia Tapes substantiate such murky deals. Is it the Public Relations or Public Affairs? Still, if we are going to glorify such 'fixing' activities in the name of PR, only God can save our country.
In the article published in Hindustan Times, President of PRCAI says, "The Public Relations Consultants Association of India (PRCAI) has a set of guidelines on standards and ethics (not all agencies or lobbyist have signed on to the association).".
If it is true that many of the leading PR Agencies have not signed the code of ethics, it is very unfortunate. Not only signing the code of ethics, they should also follow. The country cannot afford to have one more Nira Radia. The Corporates and PR Agencies, who are not going to follow ethics, will perish in future.
Talking about values and ethics is not a shame. It is a mantra for sustenance.
Please read the article by PRCAI in Hindustan Times appended below. .
Srinivasna
Prime Point
91766 50273
All PR is not bad PR
It's often a struggle for public relations (PR) consultants to explain the work they do, not because of the vagueness of their job but the diversity of the roles they play. While PR consultants build and protect images and reputations of companies and other institutions, the role of PR extends to outreach, advocacy and creating a share of voice for organisations. The end results are often aimed at changing mindsets that is not too different from advertising or the media.
Still, as a result of these diverse functions, a PR consultant may not necessarily be a lobbyist and vice-versa. The same could be said for an agency — not all agencies have public affairs departments providing advocacy as a service. More importantly what needs to be understood is that advocacy or lobbying helps in maintaining plurality. The problem, though, is whether the means for obtaining a share of voice or a say in public policy is through ethical ways or clandestine illegal ones. There can't be any two views on clandestine activities as is the case with any industry.
What is often forgotten is the role that lobbying or advocacy plays in any democracy. Its success lies in the ability to influence, to be heard and, at times, change the way people think. Advocacy brings about change, often with positive outcomes. The liberalisation process that India has seen, for instance, is a result of public debates that lobbies have been part of. India may never have seen the opening up of the insurance, pharmaceutical, defence, telecom and the media sectors had it not been for lobbying and public debate that resulted from it. The role of a lobbyist is similar to that of a tourist guide who draws up the things to do or avoid during a visit to a place. The unknown commodity for many companies is the corridors of the government and the maze of legislation.
Does the lobbyist need to be checked? Of course he does. But how he needs to be checked needs to be discussed. The Public Relations Consultants Association of India (PRCAI) has a set of guidelines on standards and ethics (not all agencies or lobbyist have signed on to the association). These range from how agencies work with clients to media transparency norms clearly defining the line for the ethical and unethical. They also include a significant principle of respect towards the tax-payers' money when conducting work for the government. The PRCAI has no power to penalise. Self-regulation works well and the current case involving Vaishnavi Corporation is an aberration, but one that can't be ignored.
There is a view that the US Lobbying Disclosures Act (LDA) is something that India needs to look at. The Act largely aims to recognise the lobbying business with disclosures on meetings or 'contacts' (the word used in the law) being recorded in a register. Even a phone call is considered a contact although collection of information from a government servant isn't necessarily a contact as it isn't technically 'lobbying' for a specific purpose. The law also penalises for knowing and failing to comply with the Act. All this sounds good, but lobbying in the US has grown murkier despite the law.
What needs to be explained is that lobbying is not an activity undertaken alone by PR agencies. There are lawyers, former bureaucrats, former journalists, corporate affairs heads, industry associations and many others who also play that role. Lobbying — or even PR — doesn't exist on its own. Public policy is normally debated and discussed by the media, the political spectrum, government, think-tanks and industry associations. They influence the final outcome and lobbyists often have to reach out to each of them to get their clients views across.
So what is required is an all-inclusive approach to lobbying — a stronger application of ethics across politics, media and government. Self regulation among the media, parliamentarians and bureaucrats has to be stronger and available for public scrutiny. The same for the PR world.
Sharif D Rangnekar is president, Public Relations Consultants Association of India. The views expressed by the author are personal.
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