PR, etica si scandaluri
Intrand direct in subiect, as putea spune ca teoretic exista o linie clara intre activitatile de PR care sunt etice si cele ne-etice.
Din punct de vedere practic insa… nu e chiar asa de simplu. De ce? Pentru ca totul este implementat de oameni. Pentru ca orice agentie sau freelancer incearca sa ofere servicii care sa aduca rezultatele dorite de client. Pentru ca uneori in aceasta goana a castigarii/pastrarii clientului principiile si etica sunt lasate la o parte.
Si-atunci, ce e etic si ce nu? Pornind de la un articol am creat si o sectiune de discutie dedicata pe forum. Si totusi nu au fost multe interventiile.
Discutand ulterior cu oamenii mi-am dat seama si de ce. Lucruri pe care eu si altii ca mine le consideram ne-etice sunt realizate de altii. In functie de moment fiecare face ce poate – doar e o competitie. Si hai sa fim seriosi, pierderile nu sunt mari, daca esti prins.
Mi-aduc aminte recent despre discutiile legate de Toshiba si momentul regizat la Mircea Badea in emisiune. Multi l-au invinuit pe el de toate – dar aproape nimeni nu zicea nimic de agentie. Toti spuneau insa ca nu a fost ok ce au facut, tocmai pentru ca nu a aparut macar la final de emisiune o precizare. In final insa… apele s-au linistit si nimeni nu a peirdut.
Ieri am citit insa un articol interesant, bine documentat: Cheating the App Store: PR firm has interns post positive reviews for clients. Astazi e actualizat. Scandalul e recent.
Pe scurt o agentie pune la bataie pentru client interni care posteaza mesaje pozitive pe diverse forumuri ca si cand ar fi utilizatori ai acelui forum, nu ca reprezentanti ai agentiei si nu se mentioneaza legatura lor cu clientul. Aceste prezentari elogioase la adresa aplicatiilor sunt garantate. Povestea e un pic mai lunga, exista si un raspuns din partea agentiei (care sustine ca angajatii si-au cumparat ei singuri acele aplicatii – ca atare ceea ce au scris nu contravine niciunui principiu). Va las sa cititi voi toate detaliile insa.
Interesanta este insa si zona comentariilor. Sunt multe spuse acolo – ba ca multe companii fac acelasi lucru, se face trimitere la personalitati cunoscute. Altii condamna practica. Altii…
Multi spun ca nu e PR de calitate, realizat de profesionisti. Sunt si persoane care ofera o alta perspectiva: oamenii ar trebui sa inceapa sa (re)gandeasca pentru ei. Sa nu se mai multumeasca cu informatiile gasite intr-un singur loc.
Si-acum vine intrebarea: cate esti dispus sa faci pentru client? Chiar e el stapanul tau? Chiar merita orice? Cat despre cat de etic e ce vor clientii… intr-o insemnare urmatoare. Acum va astept sa discutam despre Apple, Reverb Communications,, App Store, PR si etica.
Insemnari similare
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