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January 2, 2008

Forum: Meijer P.R. firm violated ethics

BY T. MICHAEL JACKSON

When I mention to people that I spent a career primarily in the field of public relations, it is often met with a questionable, if not uneasy look. To many, the profession that is meant to create good "relationships" between and among people is misunderstood at best, and looked at with disdain from some.

The disdain is not hard to understand when you look at the recent practice of the firm Seyferth Spaulding Tennyson and their representation of the Meijer Corp. and the recall of elected officials.

Like any good profession, public relations has a professional society -- the Public Relations Society of America and a "code of ethics" for which all practitioners are expected to adhere. It is of little surprise people become disgusted with some entities, including our federal officials at the highest levels, when they fail to comply with basic truthfulness in dealing with the publics they serve.

If it happens there, some would ask, why is it not expected in other aspects of society? My answer would be that without ethics we have no society.

The PRSA Code of Ethics has many principles, including "Disclosure of Information" listed here in part:

DISCLOSURE OF INFORMATION

Intent: To build trust with the public by revealing all information needed for responsible decision making.

Guidelines a member shall follow:

-- Be honest and accurate in all communications.

-- Act promptly to correct erroneous communications for which the member is responsible.

-- Investigate the truthfulness and accuracy of information released on behalf of those represented.

-- Reveal the sponsors for causes and interests represented.

-- Avoid deceptive practices.

Examples of Improper Conduct Under this Provision:

-- Front groups: A member implements "grass roots" campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups.

A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in "grass roots" campaigns

Clearly, the firm representing Meijer violated these principles. I have informed PRSA of this issue and expect them to take appropriate action. As it is always vitally important to be honest and open in all communications, I have written to the firm of Seyferth Spaulding Tennyson informing them of my actions.

The drafting of letters for clients to use as templates is not an uncommon practice. But it must be done openly by informing the client that the person using the draft should use it as just that -- a draft to give the writer ideas so they can use their own words to make the necessary point. To sign one's name to a document -- and then inform someone that they are the author is pure and simple plagiarism.

Public relations can be effectively used in supporting positions on issues. We'll hear plenty of that as we get further into the election cycle. As you listen to the messages being sent, ask yourself if they truly represents the sender -- or is there a third party involved that is not being forthcoming with full disclosure. If not -- speak up!

About the author: T. Michael Jackson, APR, Fellow PRSA, is senior counsel of Jackson & Associates. Previously he spent more than 38 years with Dow Corning Corp., retiring as the Director of Global Corporate Relations in 2001. He is a former member of the PRSA board of directors and a former member of the International Public Relations Association (IPRA). Jackson is a former Traverse City commissioner.

About the forum: The forum is a periodic column of opinion written by Record-Eagle readers in their areas of interest or expertise. Submissions of 500 words or less may be made by e-mailing letters@record-eagle.com. Please include biographical information and a photo.

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