Not a “Flack” -- Don’t “Spin”

Not a “Flack” -- Don’t “Spin” by Tom Nardacci

The new edition of Newsweek (12/26/05-1/2/06) has an article by Evan Thomas (“What the Hell is Going On?”) about U.S. Department of Homeland Security chief Michael Chertoff’s and Congress’ efforts to understand what happened in the aftermath of Hurricane Katrina. Recent revelations include many e-mail exchanges between ousted FEMA director Michael Brown and his subordinates, including his press secretary.

The e-mails, which include exchanges about Brown’s attire and demands for longer meal times, have also been featured on television and in print outlets across the country. The exchanges between Brown and his press secretary are sad and leave a real empty, heartless feeling about the role of a media advisor. It makes people wonder if this is how all officials and their advisors think.

Real public relations professionals are not “flacks” (short for flack jacket) and we do not “spin.” We despise the terms. Those who embrace the terminology usually just don’t know any better, and are most often usually kids in their first real job of influence.

Public relations practitioners have a responsibility to their clients, and also to the profession and the public as a whole. There are codes of ethics established by organizations like the Public Relations Society of America (PRSA), and there are other unwritten rules of conduct that should guide public relations decisions.

When dealing with the media, and the public, your credibility is your biggest asset. Once that is lost, there may never be an opportunity to regain that trust.