The Irish public relations industry is embarking on its most ambitious project yet - putting the best spin on its own work.

In order to deal with potential damage from revelations at the Flood tribunal, the country's chief PR gurus are developing a new code of practice aimed at ensuring their work is above reproach.

The Public Relations Institute of Ireland annual conference heard that the code would remove any "potential for doubt" when PR professionals are communicating with Government on behalf of their clients.

Mr Michael Patten, president of the institute, said the industry was concerned about revelations emerging from the Flood tribunal.

"Daily media reports cover the intricacies and details of alleged unsavoury practices in dealings with public representatives. Both you and I know that this is not the true face of either PR or public affairs in Ireland," he said.

"However, in this environment we have an obligation to demonstrate that our engagements in public affairs are open, transparent and above reproach," Mr Patten added.

The conference, which was attended by most of the leading PR practitioners, discussed how to manage company's and people's reputations in a post-Enron society.

Mr Patten said the public relations profession - because of its close proximity to the media - was "more visible than most other professions" and therefore more likely to be called to account.

"But in these circumstances and given the wider front-line role of PR, it is essential that PR professionals must be above reproach in their ethical stance and professional competence. The medium has become the message," he said.

Some 16 leading PR professionals spoke at the conference covering the John Rusnak and the Enron crises.