La nuova Bocca di verità: Web 2.0
By Asif Husain, Director, L.A.
No thanks to Hollywood (see any movie or TV show featuring a publicist) the Public Relations industry gets a bad rep. It’s one thing when we can blame this perceived “shadiness” on misguided make-believe, but it’s a whole other issue when members of our industry get caught in unethical practices. We all saw the billing blow out with Fleishman Hilliard in Los Angeles, but as a PR practitioner your decisions and actions can now be tracked down to your key strokes. Case in point, through the wonders of the Internet and Web 2.0, the folks at Sony recently got blasted for adding false statements to the Wikipedia page for Microsoft’s forthcoming blockbuster title, Halo 3. Electronic Arts was also caught in similar unethical new media practices in August. Rest assured, the savvy gamer audience took note and won’t soon forget.
It boils down to the fact that you shouldn’t do something unethical because of the threat that you might get caught, but rather, you shouldn’t do something unethical, simply because it’s the wrong thing to do. Make sure you always keep your priorities straight.