PR practitioners know that secretly paying for editorial placement or editorial influence and failing to disclose the exchange of value or “quid pro quo” flouts fundamental tenets of truth and transparency. Known as “pay for play,” this practice also runs afoul of specific tenets of the PRSA's Code of Ethics.
The rising influence of new media, though, has muddied traditional roles and responsibilities in the communications hierarchy. The definition of “journalist” is evolving, as citizens assert their points of view via ...