There’s also the IABC Code of Ethics which starts -

These principles are essential:

* Professional communication is legal.
* Professional communication is ethical.
* Professional communication is in good taste.

Recognizing these principles, members of IABC will:

* engage in communication that is not only legal but also ethical and sensitive to cultural values and beliefs;
* engage in truthful, accurate and fair communication that facilitates respect and mutual understanding; and,
* adhere to the following articles of the IABC Code of Ethics for Professional Communicators.

I’d say that the second point in the paragraph immediately above is especially relevant here.

DISCLOSURE OF INFORMATION
Open communication fosters informed decision making in a democratic society.

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

Guidelines
A member shall:
• 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.
• Disclose financial interest (such as stock ownership) in a client’s organization.
• Avoid deceptive practices.

You have a very good point about building relationships. The word ‘pitch’ is at best a misnomer, I believe, in that it sounds like an activity that’s as impersonal and controlled as the mass outreach that PR’s been doing for years with the media.

While this new thing that we’re now calling blogger relations is still being developed, and mistakes will undoubtedly be made during the learning curve, it does include the basic principles of common-sense behaviours, eg, full disclosure of interest. And, by the way, that’s a two-say street - disclosure must happen from both sides.

I’m also far from convinced about the current street wisdom which says that all bloggers are some kind of separate tribe who will shaft you at the drop of a hat as they pursue their anarchic ways as part of a “I’m a blogger and I do what I want” approach to their dealings with business people.

Some will, of course, but building relationships is a two-way process and requires mutual trust and respect.

But having had chance to read the actual email chains (something I am concerned that those who commented on this issue didn’t bother to do), I’m coming round to Neville’s way of thinking. As a result, I’ve been reviewing every interaction I have had with bloggers on behalf of a client. I think (hope) we’ve been forthright in our disclosure.

That said, let’s not just assume (as the Blogging for Business bullets appear to suggest) that all agencies want to do is pitch bloggers in the hope they might write about our client or their latest widget. We don’t. In fact, we’re having a struggle stopping our clients from doing exactly that!

Some of us realise that it’s about building relationships, and in order for that to happen there has to be some kind of engagement. And yes, sometimes we will have to do that on behalf of our clients if we’re going to facilitate any kind of meaningful conversation (with full disclosure of course).

This really should be a non-story. Disclosure, transparency - basic PR learning things, for goodness’ sake!

Still, it’s a useful exercise in thinking about such basic issues and articulating points of view. Part of a broad and informative debate, in fact, taking into account everyone’s posts.

You’ve hit the nail on the head … the onus for transparency falls on the professional agency, not the amateur blogger.

It would have been very easy to do this right, and then I think we WOULD have a non-story.

However — as Kami has stated so well — Edelman became the issue. Why? Because the whole approach is just icky (I tried to find a more sophisticated word for it but failed).

If those e-mails had come from Podunk PR in Evansville, Ind., the entire PR blogosphere would be having a field day kicking the poor SOB who wrote them around the internets.

Thanks again for your thoughtful and spot-on posts this week.