
                         THE VIRGINIAN-PILOT
                 Copyright (c) 1994, Landmark Communications, Inc.

DATE: THURSDAY, June 30, 1994                    TAG: 9406300014 
SECTION: FRONT                     PAGE: A14    EDITION: FINAL  
SOURCE: Medium 
DATELINE: 940630                                 LENGTH:

`FLACK' OFFENDS PR PROFESSIONALS

{LEAD} In your lead editorial of June 14, you referred to spokespeople for Tyson Foods as ``flacks,'' your use of the term suggesting that it is interchangeable with ``public relations.'' As the term flack implies deceitful and unscrupulously manipulative behavior, we in the public-relations profession find the term as offensive as a physician would ``quack'' or a journalist would ``hack.'' This usage in the media often reflects the prejudice against public-relations professionals that less perceptive journalists acquire as a result of an adversarial relationship that may develop between them.

The vast majority of public-relations practitioners - and all of the best - operate on the principle that there is no substitute for truthfulness, candor and personal integrity - a principle that we urge our employers and clients to adhere to in both word and action. Because it's our job to represent them in the court of public opinion - and all public figures and institutions have the right to be so represented - we would be remiss if we didn't present their case in the most favorable light possible. That necessarily precludes dissembling, misleading and making false or exaggerated claims, actions which ultimately would be harmful both to our clients and to the reputation of our profession.

{REST} Professional organizations such as the Public Relations Society of America and the International Association of Business Communicators have detailed codes of ethics designed to guide and discipline members. Still, a small number of unscrupulous people call themselves public-relations practitioners and bring discredit to our profession. But just as the existence of a minority of bad physicians does not justify calling all doctors ``quacks,'' a few bad apples in public relations does not justify painting us all with the ``flack'' brush - nor does it justify calling public-relations people who may honorably represent people with whom you disagree ``flacks.''

Please refrain from using that offensive word in all future references to our profession.

ROBIN C. CHAPMAN

Public relations manager

Norfolk Southern Corp.

Norfolk, June 15, 1994

by CNB