The Knight Professor of Journalism Ethics at Washington and Lee University, Edward Wasserman [3], worries that the PR industry is doing a better job of attracting "the next generation of idealists" than journalism. He recounts that at a recent media academics conference, PR's promoters were pitching the role of PR professionals [4] as a "senior counselor not just on what is persuasive and effective, but on what is right -- as chief integrity officer." While noting that for students considering their academic options the pitch "seems to be working," he wonders "who's going to hire this new priesthood of in-house scolds" and "what do they know about ethics [5]." Wasserman will be speaking at the Public Relations Society of America [6]'s 2005 International Conference [7] in Miami Beach, Florida in late October on "Mission PR: Charting an Ethical Course for the Enlightened CEO."