One of the things I learnt quickly about working in PR is that most people have no clue what it involves. Some pretend they know what you do – but don’t, others simply glaze over and move on to a new subject and of the small proportion that have an idea, most reckon I’m a mini-Max Clifford.

Mr Clifford’s ubiquity of late thanks to his work with media-darling Jade Goody has no doubt ratcheted up that ignorance. His standing, success and reputation within his field ensure he remains at the centre of most people’s perceptions of PR – for better and for worse.

Reading a double-page spread feature on him in Saturday’s Guardian it struck me just how narrow a field of PR Clifford represents – indeed he was himself at pains to highlight that only 20 per cent of his work is people coming to him with stories. Notwithstanding Goody’s recent blanket media coverage, Clifford has had a key hand in the story of 13-year old Alfie Patten which has resulted in a media bun-fight over the paternity of a new-born baby.

The power Clifford wields over journalists is impressive – though concerning. While when I wear my PR hat I recognise part of my job is to secure positive coverage for clients by positioning well-written press releases, interesting stories and eye-catching photography. I also still want my media to remain as impartial as possible and inform me about news from around the world.

In Clifford’s own words: “Most journalists would sell their own mothers for a great story, but sometimes you’re able to make them an offer that they think they shouldn’t refuse.

I’ll find them a job or I’ll come up with something that means they won’t lose their job.”

Stephen Waddington among others have recently been debating about whether our industry body the Chartered Institute of Public Relations should play more of a regulatory role in enforcing a Code of Practice. Difficult though this may be I do think it’s something worth considering – particularly where such prominent members of the industry use such underhand tactics to get their own way.

We continue to be approached by companies that have been through the PR mill – despairing of the lack of accountability from agencies they have employed. Sloppiness, poor standards and dodgy dealings sadly remain commonplace within our industry. Indeed, Quest was established explicitly to avoid this type of behaviour – even when it means we turn down business that creates conflicts of interest and doesn’t meet our high standards.

No matter how keen my clients were for media coverage there are personal and corporate boundaries I would never cross. Manipulating journalists’ careers and personal lives is distinctly beyond the pale.

So, I’ll happily throw my hat into the ring for greater industry regulation – safe in the knowledge that those who damage the reputation of PR are curtailed.

Following on from Nick’s previous post, we attended tonight’s CIPR event at which David Parkin former business editor of the Yorkshire Post and now editor of thebusinessdesk.com highlighted his vision for his new venture – and where traditional media aligned with that.

It was an interesting discussion and I was certainly intrigued to see how successful it has proved – despite the myriad naysayers along the way. However, one of the most intriguing – and for me quite frightening – issues came right at the end. Carol Arthur of Northern Lights and deputy chair of the CIPR in this region asked the 40+ attendees which out of us read a daily newspaper and who consumed their news online. Of the approximately 20 students, who were all studying some sort of PR degree, not one read a newspaper.

Having provided work placements for many students as part of our commitment to giving back and nurturing the next generation, we have encountered some truly outstanding young people – as well as some that worryingly knew very little about the workings of the media nor seemed to care very much.

While we are all embracing online and social media and recognise its importance, it still remains very much part – and some would say only a small part – of the UK’s general psyche and therefore must continue to combine with traditional media. Securing clients coverage in newspapers, on the radio and on television is something we at Quest do every day and something that continues to achieve our clients the recognition and business success they are seeking.

If the next generation of PR professionals fails to even acknowledge or consume on a regular basis our quality daily and weekly newspapers we are going to encounter an even more intense talent war than we are currently experiencing.

To any budding PR I would urge you to pick up a newspaper and start reading, critically examining it and dissecting the origin – PR-driven or otherwise – of a story. Only then will you learn how to position newsworthy ideas and stories that integrate into your new media to deliver powerful PR campaigns for your clients and achieve success for their business.

I would be interested to hear what others within the industry and particularly students and lecturers have to say on this issue – are the next-in-line moving too quickly away from traditional media to the detriment of their potential career progression?