I don't hold out much hope for a change in PR's perception -- do you?

Update: I've added some additional thoughts on this topic here.

Does the PR industry lack credibility? In the arena of public opinion, do we matter anymore?

Those are important questions, and ones that are difficult to answer.

Richard Edelman says we have a problem. And it's one he's speaking out about more and more. Check out this passage from a blog posting earlier this week:

"The PR business at present lacks the credibility to take that leadership position in communications. Because we are defined by our more controversial professionals, who tend to come from the political or entertainment worlds, we are characterized as spinmeisters and flacks."

I applaud Richard for broaching the subject -- which he calls the "huge elephant in the room."

But as I asked him directly via a comment on his blog, didn't Edelman recently hire well-known political bloggers to distribute behind-the-scenes information to other political bloggers -- using their connections on behalf of a client?

Maybe I'm wrong, but it seems to me there's a disconnect between what Edelman the firm says publicly, and what they do in practice.

Let's look at another paragraph from the above-referenced post:

"First, we need to amend our work product, to get away from message triangles, hyped up press releases and controlling access to our clients. We should move toward conversations, a full set of facts (positive and negative) about products or companies, and open discussion."

Again, no argument from me. But I wonder how often Edelman execs tell clients they won't send out their hyped-up press releases, or that they believe they should talk about the negative aspects of their products/services?

And didn't Edelman itself hype its recent partnership with Techorati via a press release? And when PR bloggers criticized the deal -- or at least asked questions -- did Edelman engage in "open discussion" with them?

I don't want to single out Edelman -- the other major firms are strangely silent when it comes to addressing the major issues facing our profession. But the reality is we aren't going to change our public perception by making fancy speeches or writing on blogs.

It's what goes on in the trenches Monday through Friday that will make a difference. And in that regard, I don't have much hope for change.

If I'm wrong, tell me so. I'd love to read your thoughts on this issue.