California’s Contra Costa County (where I live) is facing a budget dilemma. The county has eliminated several positions and initiated a hiring freeze on several open jobs. Under these circumstances, the supervisors have come under intense fire for the decision to hire a public information officer. The county Fire Department followed suit and is also suffering slings and arrows for its desire to have PR support.

The unions are upset. Even an editorial in the Contra Costa Times (free registration required) urged the board to reconsider:

It is not just the timing that is bad, the whole concept of a special PR person for the supervisors is bad public policy. County supervisors and other officials can and should speak directly with the press, as they have done in the past. There is no public purpose in hiring someone to filter information and serve as a barrier between county supervisors and the people…We hope the board will come to its senses and shelve the idea of hiring yet another public information officer and that the fire district will come to the same conclusion.

Hiring a PR person is bad public policy? The role of a PIO is to filter information and serve as a barrier? Just one more sign that this profession needs to get its act together. Given that the Times—which most likely relies on PR professionals for a hefty portion of its content—doesn’t understand the role the profession plays any better than those who believe blogging can replace PR. I keep hearing a lot of talk about rehabilitating the PR image. I just don’t see much action. As a result, Contra Costa County probably will not realize the benefits PR representation can bring it.