Piaras Kelly PR - Public Relations in Ireland

It is not only for what we do that we are held responsible, but also for what we do not do - Moliere

As the general public become more empowered and are able to document their lives with tools like cameraphones, blogs or bulletin boards, we are all being held more accountable for our actions.

Personally, I don’t think people realise how widespread this phenomenon has become. In the old days individuals might be worried that a journalist they were talking to had a dictaphone unbeknownst to them. Nowadays people can get caught in the act literally. One piece of news doing the rounds is the story of the teen who filmed his friend being dumped into a bin by a police officer in the UK.

This is just another in a long line of examples that proves that organisations are coming under increasing scrutiny these days. There are people out there who would prescribe a healthy dose of PR, but in reality all that is required is a bit of common sense.

Companies are going to have to realise that they cannot act in an inappropriate way and think that they can get away with it. They should be aware that their actions can be recorded and reported by ordinary members of the public.

In the same way, organisations should also skill themselves up to be able to provide a balanced account of events. Animal rights protesters have come under greater scrutiny after a public backlash at their actions stemming from their own footage.

I like to think that this digital empowerment will create a more balanced society. Realistically I know this to be somewhat flawed because people on the outskirts of society often don’t have access to or knowledge of these new tools. More money should be pumped into organisations like the Media Co-op who go into disadvantaged areas to give IT training and provide an outlet for them to voice their opinions.

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