The Buzz Bin

Burson-Marsteller represents Microsoft, but they might not have told you that. They might not have told you that for weeks they’ve been sending out emails to companies and organizations interested in creating a dynamic online marketplace.

The idea is to get them behind the Initiative for Competitive Online Marketplace, or iCOMP, that apparently The Washington Post reports right now only the two of them are behind. Its Web site says its mission is to highlight important principles in online services and begin important industry discussions around copyright, privacy and competition.

Shel Holtz details the logistics of the story here, but their relationship isn’t what is at question. A Microsoft spokesman admitted they had a relationship, but denied they were lobbying on their behalf. All the while Burson director Jonathan Dinkeldein said they were indeed working together and the organization had been formed.

The ‘he said she said, yes we work together, no we don’t, well maybe only sometimes,’ is so utterly ridiculous. And so very, very wrong. The public relations profession already suffers from a not so stellar reputation. Failing to disclose those relationships is unethical and sends a bad message about us as a whole.

And that perception will never change as long as there’s firms trying to deceive.

Burson will deliver the crisis pr that Microsoft needs, and it will probably do the trick. But what about us? Who’s going to perform the crisis pr that we need as a profession — the crisis pr stating, simply, that you can trust us.