Public relations not quite public enough

PUBLIC relations lobbyists will not be obliged to make it publicly known whose interests they are representing under a new code of conduct for their industry.

But Minister for the Environment Martin Cullen may bring in laws obliging PR people to publicly state the identity of their clients, following recent revelations of wrongdoing in the sector.

The Public Relations Institute of Ireland (PRII) says it is open to the introduction of a public register, but did not put it into its draft code of professional practice on lobbying and public affairs.

The institute says its code will address issues such as bribes being offered to elected representatives or public officials.

The code will require PR professionals to tell the subjects of their lobbying exactly who they are representing.

It also says they are not allowed to lobby a body of which they are a member on behalf of a client, thus preventing people from sitting on both sides of the fence.

The code will be mandatory for all members of the institute, but PRII vice-president Pat Montague admitted that there are numerous people involved in lobbying who are not members of the organisation.

The PRII did examine the issue of having a register but ruled it out as practical problems emerged, he said.

The only penalties open to the PRII for breaches of the code are a fine, suspension or expulsion from the organisation.

Minister Cullen is currently reviewing all aspects of the legislation governing standards in public life, and the practices of the PR industry are among the elements being examined, a spokesman said.

PRII president Michael Patten said the code was being drawn up as the activities of public affairs practitioners and lobbyists had come under scrutiny in recent years.

Reports emerging from the Flood Tribunal about the activities of lobbyists, and the public perception of this, had damaged the PR industry.

“Events of that nature can only serve to bring the sector into disrepute. I do believe there is a greater call for transparency in terms of how we govern our country,” he said.

The closed system of Government operating in Ireland does not create an environment of openness, Mr Patten said.

He explained that the institute wanted to put it beyond all doubt that lobbyists are obliged to declare their interests.

The draft document will now be circulated to PR practitioners and Oireachtas members for a consultation process.

When the process is completed, the code will be put to a general meeting of PRII members for adoption as a mandatory requirement for membership of the institute from 2004 onwards.