Disguised earned media tactics “entirely unacceptable”- PRCA
The Public Relations and Communications Association (PRCA) has issued a reminder to its members and the broader industry on the importance of ethics and professional standards in media relations.
The reminder follows reports of a PR agency offering payment to journalists in exchange for press coverage on behalf of clients.
The agency responsible is not a PRCA member.
PRCA Director General Francis Ingham said:
“It is entirely unacceptable for PR professionals to offer payment to journalists for articles disguised as earned media. We’re not in the business of bribery.”
“Ethics and trust in media have never mattered more; the public have a right to know when an article has been paid for.
“PR professionals and journalists both have a duty to uphold professional standards. It is vital the boundaries between paid and earned media are respected."
