PR Week (Diary) UK, 15 October 2004

PR Week mentions how the Viral and Buzz Marketing Association has unveiled a manifesto outlining the principles by which members, such as Frank PR, Cake and Burson-Marsteller, should conduct themselves in the buzz/viral world.

While acknowledging the irony of its attempts to both define and regulate an industry born out of lawlessness and without the need to limit itself, VBMA co-founder Justin Kirby insists: ‘Members have to abide by these rules and if they don’t we would have to consider ending their membership’… The manifesto offers differentiation between VBMA members and their enemies - spammers and marketers that hide their motives and act undercover in chatrooms, says Kirby.