A majority of 350 people attending a debate on PR ethics voted against the team supporting the proposition that PR practitioners have a responsibility to tell the truth. The debate was hosted by the PR industry trade publication PR Week. The director of communications for the Church of England, Peter Crumpler, was disappointed with the result. "Truth and integrity have to be the cornerstones of our profession if we are to have any credibility with the media and the wider world," he said. Celebrity PR adviser Max Clifford and PR academic Simon Goldsworthy led the winning team that disagreed. Writing in PR Week, Daniel Rogers summarized their central premise as being "if you are not prepared to lie occasionally, you cannot do your job successfully."
SOURCE: PR Week, February 21, 2007