Shownotes: In the past couple of years, there have been a lot of discussions, debates, articles around how PR practitioners can combat misinformation. It is often cited as one of the bigger challenges along with AI (advanced technology) facing the PR industry. The Elephant in the Room is the role of PR professionals in the dissemination and amplification of misinformation and fake news. How complicit are we as an industry when propagating the agenda of businesses, individuals, and governments? Beyond the industry a lot of people ascribe ‘spin’ a pejorative term to the work being done by professionals. So, what’s the truth? To discuss this and more I spoke with Prof Lee Edwards, from the Department of Media and Communications at the LSE. Considering that the title of her 2020 research paper was, ‘Organised lying and professional legitimacy: public relations’ accountability in the disinformation debate’, she has an in-depth understanding of the subject. In this episode of The Elephant in the Room, we spoke about role of PR in society; the misinformation debate; disposable diversity; ethics of climate communications, AI, ethics in general, and more…….. Thank you Stephen Waddington for the introductions, this fine conversation would not have been possible without your initiative. Interested in learning more, head to the podcast (Link in comments) 👇🏾👇🏾👇🏾  Episode Transcript: Sudha: Hey, Lee Good morning. Wonderful to have you as a guest today on the podcast. Lee: It's a pleasure. Thank you very much for having me, Sudha. I hope you're well. Sudha: So, let's get started with a quick introduction to who you are and what you do. I'm really grateful to Stephen for the introductions that he made over email, but I'm keen to know more because I haven't really met with you. Lee: Yeah, so my name is Lee. I'm a professor of strategic communications and public engagement at the London School of Economics and Political Science, and I've been there about seven years. Prior to that, I was at the University of Leeds, Manchester, and Leeds Beckett originally. My research area is focused on strategic communications, particularly public relations. That's the area I look at most. More recently, it has expanded into the area of public engagement and also media literacy, which ended up being quite nicely related to the type of work that I do. I originally started in practice. I did about eight years working for the technology industries as a PR consultant. Like most PR practitioners I know, I kind of fell into it with no particular ambition to do PR, but just ended up there. I originally started in New Zealand, then I came back to London. I was mystified by the apparent power that Tony Blair's communications director, Alastair Campbell, had and how much he was hated because he was the proverbial spin doctor. I was working in the profession and didn't really feel like I was powerful at all. So that led me to do a PhD focused on understanding how power works through public relations and in public relations as a profession. The rest is history, really. I've been working in academia now for just over 20 years and really love it. Sudha: Wow, that's interesting. And I think that we should have another podcast episode, probably on your PhD, because like you, I'd agree that, yeah, we don't always feel very powerful as communications professionals. In fact, rather...