Issues Management

Issues Management
PRSA’s Advocacy initiative is an ongoing public affairs program by which PRSA tracks, identifies and speaks out on important public and professional policy matters on the federal, state and local levels. Following are issues addressed by PRSA’s Advocacy Advisory Board on behalf of PRSA and the profession.

• The Federal Trade Commission issued a call for comments on proposed rules that would put new restrictions on the use of testimonials and endorsements in advertising. PRSA submitted comments calling for further clarification of the proposed rules.
• Bush Administration Press Secretary Scott McClellan wrote a memoir, “What Happened,” alleging that he issued less than accurate information based on instructions. PRSA issued a call for government officials and agencies to adopt enhanced communications policies that would clarify obligations of ethical communications to pre-empt situations of alleged conflicts of loyalty.
• “CBS Sunday Morning” aired an opinion segment by commentator Andrew Cohen roundly attacking the public relations profession. Then PRSA Chair & CEO Jeffrey Julin recorded a response video to set the record straight. CBS’ Vice President of Corporate Communications later aired a defense of the public relations function, mollifying the Cohen position.
• A public relations firm in Michigan allegedly violated the Michigan Campaign Finance Act by funding a front group whose aim was to derail the campaigns of local officials who voted against the siting of a Meijer megastore in the local community. PRSA issued a position to affirm public relations professionals’ Code obligation to counsel against activities such as undisclosed front groups.
• Public debate raged when Juicycampus.com, a social media Web site, enabled users anonymously to post content aimed at causing emotional harm to fellow students. PRSA issued a media alert offering commentary against anonymous Internet postings as barriers to communications transparency espoused by the PRSA Code of Ethics.
•  ampaign communications have become increasingly negative and personal, leading to a breakdown in the free flow of truthful and accurate information and principles of respectful discourse. During the 2008 presidential election cycle, PRSA conducted the Clean and Fair Campaign 2008 program to encourage ethical communications and issued a challenge to the campaigns to pledge to principles from the PRSA Code of Ethics.
• The Federal Emergency Management Agency (FEMA) held a quickly arranged press conference on the 2007 California wildfires at which its staff stood in after media failed to appear. PRSA issued a public statement assessing the agency’s actions and offering guidance. At FEMA’s invitation, PRSA provided an on-site educational session for FEMA staff at the agency’s headquarters in Washington, DC. 
• An activist group petitioned the Federal Communications Commission (FCC) alleging that a number of Video News Releases had violated FCC source identification rules, asserting that each airing triggered the requirement. PRSA joined with the National Association of Broadcast Communicators and issued a public statement restating the FCC’s policy that limits source identification requirements to limited circumstances. PRSA also testified before Congress regarding legislation that would have impeded VNR use by proscribing specifics of disclosure to be used in government-sponsored VNRs.