By Edward M. Bury, APR (aka The PRDude)
Along with the usual main news, business, sports, and arts sections, the June 22 issue of our home delivered Chicago Tribune also included a tabloid publication. No, not the rival Chicago Sun-Times, but a Consumer Resource Guide published by the Better Business Bureau (BBB).
The purpose of the insert was to celebrate the BBB’s 90th anniversary of providing service to people and businesses here in metropolitan Chicago. The contents contained BBB rated businesses, and a reasonable amount of display ads. (Hey, print publication ain’t cheap.)
Let me offer my most sincere congratulations. I wholeheartedly support the work of this organization, which “sets high ethical standards for business conduct.” Learn more by scanning the BBB Business Partner Code of Conduct.
Now, on to the focus of this post. I scanned the 40-page report and learned that the mortgage broker we’ve used to finance and re-finance our home was listed, as was the company that replaced the roof on our garage last year.
But, what I found somewhat puzzling was the fact that there were only two public relations firms listed: GreenMark Public Relations, Inc., a firm headquartered in the north Chicago suburb of Mundelein, and FLEISHMANHILLARD, a global firm with offices in Chicago. (Note: All caps with no space is how the firm was listed in the BBB report.)
For the record, the BBB report had 30 listings for Advertising/Marketing firms or Agencies/Counselors and five for Communications firms. And, there were lots and lots of mortgage brokers and roofing companies
This prompted some questions:
- Most obvious, why are only two Chicago firms BBB Accredited?
- What value do public relations firms — companies that in theory are charged with strengthening client’s reputations — find in earning third-party endorsement, like from the BBB?
- Should organizations like the Public Relations Society of America (PRSA) champion BBB Accreditation?
As a public relations professional who earned the Accredited in Public Relations (APR) credential, I support and value voluntary initiatives that substantiate my ability to deliver sound, ethical communications counsel. This, I maintain, is especially true for public relations, a profession not licensed in this country.
And, yes, I did check the BBB list for bloggers. Not a category they list just yet. But I’ll keep checking.