Professional representatives
Ian Monk - Ian Monk Associates
There remain few forces as potent as newspapers in building or demolishing reputations of individuals, be they of private citizens or individuals whose stardom in whatever fi eld attracts media attention.
Thus the importance of the role of the PCC in regulating press excesses and offering redress to those wronged by it can never be underestimated. The body attracts some criticism for the fact that it is funded by the newspaper industry and that consequently, its powers as a regulator are allegedly limited.
Nevertheless, I believe it offers a valuable service to all those involved in reputation management and in what may loosely be termed the "PR industry".
Expensive media lawyers are occasionally derogatory about its ability to right newspapers' wrongdoings, but the PCC plays a crucial role in offering redress to victims of published inaccuracies as well as protection to those threatened with intrusion and harassment.
For a start the PCC is enormously accessible. Its team is available most hours to offer informal and knowledgeable advice on how best to handle situations potentially damaging to a client, be he or she famous or the "ordinary person" caught in the spotlight of the news agenda.
The PCC has a strong voice and constant access to editors and decision makers in the newspaper world. I have found that this works effectively for example, in curbing harassment before its fruits, in the shape of intrusive photographs, appear in print.
Equally if an inaccuracy has been published, the PCC is capable of flexing its muscle to ensure that its critical adjudications are published prominently and promptly in the offending newspaper.
Often, too, the PCC's skills can be utilised alongside those of the smart media lawyers who occasionally criticise it.
I will continue to use its services on behalf of clients, both famous and previously unknown to the public.
The PCC's service is available to all whether celebrity or non-celebrity. Over 90% of complaints are from ordinary members of the public.
However, the service provided by the PCC is also regularly used by public relations consultants. They often contact the PCC - on behalf of their clients - before and after publication. The idea is that a conciliatory system, which can be fast-moving and immediate, is a useful means by which PRs can obtain protection and redress for those in the public eye. PCC staff members often give presentations to public relations consultancies and practitioners to help them use us better.
One area where celebrities use the PCC is to communicate their concerns about paparazzi harassment. The PCC makes editors aware of specific problems, and asks them to ensure that they do not publish material that is not compliant with the Code. Decisions not to publish photographs affect the market for them, and therefore reduce the paparazzi presence.
The PCC is designed to be complementary to the legal system, and many lawyers either advise their clients to come to the PCC direct or represent them in complaints. There are many occasions when use of the PCC will prevent the need for expensive and antagonistic legal action.
‒ Press Complaints Commission