Spinners or sinners? PR, journalists and public trust Available to Purchase

The credibility of journalists and public relations professionals took some bad knocks in 2004. This paper examines the recent history of the debate and some of the efforts being made within the communications industry to rebuild the public confidence that journalism is a vital part of the democratic process. The NUJ has issued new guidelines to its members in public relations at a time when PR professionals are calling for a rethink about the relationship between journalism and PR. The heart of the matter is the issue of trust – which is also high on the post‐Hutton media agenda. Public trust in journalism and in corporate social responsibility is low; “spin” has been disgraced, and media regulation is under reconstruction. How can media professionals forge new relationships with their publics, to promote healthy and open democracy? It is time for dialogue and commitment to work together on redefining the role of all media professionals in an open democracy.