There was a great conversation the other week I had with Alice, Paull and Kami about astroturfing. Unfortunately, I let it drop off without any resolution, so I wanted to take a minute to see if we can agree on some things and find out what questions have yet to be answered. Anyone else who wasn’t involved initially, please feel free to offer your feedback. So to start:
- We agree that: Astrotufing is bad
- There is uncertainty about: When grassroots mobilization (which has an inherently artificial element) becomes astrotufing
Well, that is a start. Now, how about:
- A good mechanism to descriminate between the two…: Paul pointed me towards the explaination of Black PR, White PR and Grey PR on Trevor Cook’s blog. I guess the conclusion would be that on a case by case basis, PR pros should look at a grassroots effort to make sure it doesn’t violate ethical principles
- …That leaves me wanting: I feel there has to be a better way of drawing a line between legitimate grassroots efforts and astroturfing other than “we’ll look at each case.” Are there universal maxims that can help steer conduct to ensure that public relations professionals are following ethical considerations?
Can PR pros, collectively, come up with a creed of sorts — one that defines legitimate grassroots campaigns as distinct from astrotuf campaigns?
I’ll start:
As an ethical public relations practitioner, I will not fabricate a public concern. I will only seek to help give voice to those who already hold an existing concern.
As an ethical public relations practitioner, I will never knowingly distort of falsify information to help my client/interest achieve a strategic/emotional advantage in a public debate.
As an ethical public relations practitioner, I will encourage all grassroots supporters to be open and honest in all of their communications, just as I will be open and honest in mine.
Do these work? How can they be edited? What else should be added?
6 responses so far ↓
1
Paull Young
// Aug 20, 2006 at 8:28 pm
Great post Steve, and an interesting start.
I particularly like the point on ‘open and honest communication’ because transparency is the key point here.
In an astroturfing campaign there is no transparency – you don’t know who is behind the campaign or what there agenda is.
In a true grassroots effort you know exactly who is involved, and there aims are clearly stated. If a PR company is supporting this (which is fine – it’s good practice to support real people that have an interest in your organisation) – then they should also be transparent in their actions.
Maybe a point about:
When supporting grassroots efforts I will ensure that I am transparent in all my actions and clearly and publicly state what actions I am taking.
2
Kami Huyse
// Aug 21, 2006 at 8:33 am
and to add onto what Paull says:
When supporting grassroots efforts, I will ensure that I am transparent in all my actions and clearly and publicly state what actions I am taking…and which organization or client I represent.
As for the first point:
As an ethical public relations practitioner, I will not fabricate a public concern. I will only seek to help give voice to those who already hold an existing concern.
It does not allow for proactive and educational campaigns. I would re-write it as follows:
As an ethical public relations practitioner, I will not fabricate a public concern by paying or coercing individulas to falsely act as concerned citizens. I will only seek to help give voice to those who already hold an existing concern and/or provide education to stakeholders that might be affected by a particular issuse.
How does that read, I think it is a little more clear.
3
Steve Field
// Aug 21, 2006 at 8:55 pm
Kami, I like your point. Maybe my first maxim was too restrictive. Paull, great addition too.
Anyone else? Lets keep ‘em coming.
4
Paull Young
// Aug 22, 2006 at 12:00 am
The latest episode of Inside PR appears to be covering much of the same material as you are here Steve.
I haven’t had a listen to it yet, but the show notes tell me it should be a valuable show.
5
Steve Field
// Aug 22, 2006 at 6:06 am
D’oh! And I am already so backlogged on podcasts! I will try to check it out. Thanks for the tip.
6
Communications Overtones
// Aug 25, 2006 at 9:51 am
Grassroots Mobilization vs. Astroturfing…
And what code of ethic provision, if we all agree that astroturfing is bad, should public relations professionals follow? I have taken all of our recommendations here and fashioned them into an Astroturfing Code of Ethics….
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