Correspondence

Buying Editorials: A Response

N Engl J Med 1994; 331:676September 8, 1994

Article

To the Editor:

Dr. Brennan's argument for better disclosure of collaboration between pharmaceutical companies and academic medicine (see the Sounding Board article elsewhere in this issue) merits serious consideration. However, the portrayal of the part public-relations companies play in such collaborations -- in particular, the writing of editorials -- is misleading.

One role of public-relations companies in this regard is to help researchers communicate their thoughts and opinions. We offer expertise in writing and editing to facilitate and expedite the expression of the author's viewpoint, with whatever assistance he or she chooses. All the physicians who work with us have complete control over the content of manuscripts. And if a researcher chooses not to work on industry-sponsored projects, that decision is always respected. We contacted Dr. Brennan because a literature search indicated he might have an interest in the topic and thus might welcome the opportunity to work with us on developing an editorial.

We were surprised at Dr. Brennan's implication that there was an attempt on our part to conceal industry support. On the contrary, we always recommend disclosure of financial support in all editorials -- even if disclosure is not requested by the journal.

Nor does the involvement of a public-relations company mean that the resulting product is tainted, as Dr. Brennan implies. It is legitimate and appropriate for a public-relations firm to conduct activities that correct the communication of misinformation. Public relations plays a meaningful part in raising awareness about vital health issues by educating the public and medical professionals. For example, corporations, hospitals, and medical-research institutions regularly depend on public-relations strategies to help communicate about such important issues as disease prevention, the safety of the blood supply, and the quality of patient care. Ignoring such issues could lead to confusion and negatively affect public health.

Finally, we will leave to the editors of peer-reviewed journals the task of addressing whether the acceptance of an editorial -- or any other manuscript -- can actually be bought. It is our understanding that the editors of peer-reviewed journals are influenced only by an article's relevance to public health and its scientific merits, and we counsel our clients accordingly.

Richard J. Rothstein
Nancy M. Turett
Joan C. Spivak
Edelman Medical Communications, New York, NY 10036-4015