PRISA STATEMENT
The Public Relations Institute of Southern Africa (PRISA) is following the public debate concerning lobbying access between a communications firm and members of the Government of National Unity with close attention.
We wish to be clear on two points.
First, lobbying and stakeholder engagement are legitimate, necessary functions in any functioning democracy. Industry bodies, businesses and advocacy groups regularly and properly engage government to ensure policy considers the full range of affected interests. PRISA does not regard the act of lobbying itself as improper.
Second, and more importantly, this episode illustrates why disclosure, transparency and professional accountability in public affairs work are not optional extras but the foundation of legitimate practice. Where access to decision-makers cannot be distinguished from undue influence, in the public eye, the credibility of the entire communications profession is put at risk, regardless of the merits of any individual case.
We note that the firm at the centre of this matter is not a PRISA member and is therefore not bound by PRISA’s Code of Ethics. This is precisely the gap that PRISA’s continued push for industry professionalisation is designed to close. A profession that cannot point to a shared, enforceable standard of disclosure and conduct cannot expect the public, or government, to extend it the trust it asks for.
This is a conversation PRISA intends to take further. In the coming weeks, we will be introducing a clearer set of principles for the practice of public relations and public affairs across the continent, addressing precisely these questions of disclosure, professional conduct and accountability to the public interest. This moment underscores why that work matters.
In the meantime, PRISA reiterates its call for:
- Mandatory disclosure of lobbying engagements with public office holders, including by firms operating in the public affairs space
- Wider adoption of a professional code of conduct across the industry, not solely among PRISA members
- Movement toward statutory or co-regulatory recognition of public relations and public affairs practice in South Africa
PRISA remains available to government, opposition parties and industry stakeholders to contribute to any process aimed at strengthening transparency in this area.
Issued by:
Bradly Howland
President, Public Relations Institute of Southern Africa (PRISA)