- The effectiveness of the current media codes of practice in Australia, particularly in light of technological change that is leading to the migration of print media to digital and online platforms;
- The impact of this technological change on the business model that has supported the investment by traditional media organisations in quality journalism and the production of news, and how such activities can be supported, and diversity enhanced, in the changed media environment;
- Ways of substantially strengthening the independence and effectiveness of the Australian Press Council, including in relation to on-line publications, and with particular reference to the handling of complaints;
- Any related issues pertaining to the ability of the media to operate according to regulations and codes of practice, and in the public interest.
(Source: Government media release)
I actually think that this narrow and specific terms of reference should, if not set off alarm bells, at least make PR professionals prick their ears up and pay attention.
Yes, journalists are not big in the eyes of the public at the moment (the sixth least trusted profession in Australia in 2011 - but still more than politicians!), so they are an easy target for a government needing a boost to chase. But the term 'spin doctor' is not one of endearment and personally I feel that by changing the word 'media' to 'public relations' in the terms of reference a very similar and many people would say appropriate inquiry into PR could also be launched by the Government.
Public relations, the same as media, is a self-regulated, self-governed body - except with even more freedom, less restriction and less possibility of political or legal action. If the focus of the inquiry becomes one on the effectiveness of media codes of practice, it is not that long a bow to draw to bring the PR code of ethics into the same conversation.
I may be acting Chicken Little claiming the sky is falling, but I just wonder if there is enough pressure over lobbying, market deception and unethical behaviour whether the lure of another easy target to beat up might prove to hard to ignore? I would think not, but maybe it might be worth our professional bodies such as the PRIA to ensure that the industry is on the front foot and regulating ourselves so that there is no crack for the Government to slip in by.
JH
