Third party technique

The third party technique has been defined by one PR executive as, "put your words in someone else's mouth." PR firms have been known to put their words in the mouths of journalists by hiring reporters to write stories which favor their clients, or by funding tendentious university research which they then publicize as "proof" of their client's position.

The use of scientists as seemingly independent, authoritative experts is another frequent variation on this technique. PR firms and corporations also like to sponsor so-called think tanks that "think" whatever the sponsors think they should think. Corporate sponsored front groups often are created or used by PR firms to appear as "independent" third parties.

With surveys ranking the credibility of corporations as low as 10%, simply getting more space for corporate spokespeople is of limited use. "For the media and the public, the corporation will be one of the least credible sources of information, on its own product, environmental and safety risks. Both these audiences will turn to other experts ... to get an objective viewpoint", Amanda Little from the Sydney office of PR firm Burson-Marstellar told an advertising conference in 1995.

"Developing third party support and validation for the basic risk messages of the corporation is essential. This support should ideally come from medical authorities, political leaders, union officials, relevant academics, fire and police officials, environmentalists, regulators", Little said.

See also: Front groups, Industry-friendly experts, Industry-funded organizations

External links

• Amnada Little, "A green corporate image - more than a logo", Presentation to Green Marketing Conference, June 25 & 26 1990. (Little was Manager, Communications Services, for the Sydney office of Burson-Marsteller at the time).