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We are speaking of a new Europe which does not yet exist, whose
boundaries are not limited to the twelve EC Countries, but which already
includes not only this Community but also a larger market of many other
Countries.
The market could, perhaps, facilitate the solution of many relevant political,
social and cultural aspects, if we consider it as an entity of enterprises and
workers, products and services, consumers and users.
Therefore, information and the market are concepts and facts which are
inter-connected.
The efficiency of the market depends upon the quality of the information
available as well as its rapidity of diffusion and perception.
The total freedom of information is the basic condition for the proper
functioning of the market which necessitates exhaustive information about
enterprises, consumers and products.
Practically, there is a close relationship between the quality of enterprise
communication and market development, with a very strong analogy
between the quality of political and social communication and the
satisfactory functioning of democracy.
• to feel safe
• to be well informed
• to be listened to
• to have a choice
Looking towards the new Europe, it appears that in the year 2000
additional millions of consumers will demand better consumer relations.
The mission and the culture of an enterprise are firmly connected with
strict quality standards.
The concept of quality value emerges from the standard of the products
and services offered to the market but this quality is accepted and
recognised in conjunction with the conduct of the enterprise.
In the other areas (e.g. alcoholic beverages) there exists a strong concept
of self-regulation, which has been proven to be quite successful.
Public policy will recognise this position, and therefore respect the
principle of the freedom of commercial speech responsibly exercised.
Today, to better meet its responsibility and company needs, the public
relations profession should consider the whole system of EC directives
and regulations covering consumerism and consumer relations.
The Single European Act, which constitutes the legal basis for its
implementation, makes specific reference to consumer protection and
stresses that the EC Commission must include a "high level of protection"
in proposals concerning this.
The basic issues concern health and safety, access to legal redress,
information and consumer representation.
All the above must be balanced between the interest of the consumers
and suppliers, between different consumer policy approaches in the twelve
Members States and between the principle of the highest possible
standards on the one hand and the free movement of goods and services
on the other.
Product liability: the directives state that manufacturers are liable for any
damage their products may cause to the consumer even if there is no fault
on their part. The burden of proof lies with the producer.
Door steps sales: purchasers have a week cooling off period in the case of
contracts negotiated away from the salesmen’s business premises; the
salesman is required to inform the consumer in writing of above right of
cancellation.
The consumer information right has been considered and, for instance,
comparative testing of goods and services handled by Consumer
Associations has been encouraged.
The principles of the Code of Ethics and rules of the Code of Professional
Conduct in Public Relations, adopted by CERP and by each member
National Public Relations Association, must be fully respected by a
consumer relations specialist since his/her professional duties are a part of
the whole Public Relations operation.