I hate it when the media exhausts a story, talking about the same issues over and over only with different angles. Almost as bad as radio stations over-playing your favorite song until you don’t like it anymore, journalists and public relations professionals sometimes take an insignificant story, blow it out of proportion, and obsessively talk about it for weeks.

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As I read through your wish list of resolutions you would like public relations professionals to commit to — while I completely agree with and understand your frustration — I am hopeful you have ever encountered a successful relationship with a public relations practitioner. I agree with every one of your resolutions, especially those regarding knowing who you are talking to and what beat the journalist covers before you pick up the phone. On the public relations side of things, nothing would be more embarrassing than a journalist explaining to me I am not contacting the correct beat reporter.

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1. Thinks, as PR people, we are flacks?

2. Thinks it’s our job to be biased and provide only select information to reporters about our client’s products or services?

3. Thinks it’s our job to provide the best information with the most transparency?

4. Thinks it’s okay to be called “spin doctors”?

5. Isn’t embarrassed by the recent articles from Wired and the New York Times about our profession?

6. Thinks it’s ridiculous that even though Wiki acknowledges PR professionals can provide the most accurate information about clients, products, and services, won’t let us post to their Web site?

7. Would be willing to walk away from money if it meant you didn’t agree your client’s product or service really was the best out out there?

8. Wants to do something about the perception? 

9. Is willing to advocate for PR professionals?

10. Wants to join in on doing PR for the PR profession?