The Independent reports that a UK agency designed to bring reporters and PR professionals closer together is coming under strong criticism from journalists.

Editorial Intelligence, described as "an Information and Networking Club for all public and private sectors of PR and Journalism" was set up last year by by PR guru Julia Hobsbawm, who the Indie describes as "the doyenne of spin." Its editorial advisory board included prominent names like the Independent's Yasmin Alibhai-Brown, the Mail on Sunday's Suzanne Moore, The Guardian's national news editor Ed Pilkington and Daniel Finkelstein, The Times' comment editor.

Joining the club offered PRs and journalists the opportunity to mingle at conferences organised by EI, as well as access to editorial commentary provided by board members. PRs are also granted access to a database listing details on 1,000 journalists and commentators. Membership, for PRs, costs £4000 a year.

Naturally, the set-up attracted some big name clients, including Vodafone, the Royal Mail Group, the Metropolitan Police, British Telecom and Morgan Stanley.

However, the flacks are starting to draw flak. Several prominent journalists have resigned from EI's board, the Independent reports. While EI argues it isn't a PR company but a networking forum, commentators concerned with the proximity between PR companies and the media are outraged.

Columnist Rod Liddle described the concept behind EI as "disgusting." He added, "We don't have much to cling on to as journalists. I try to think that it's a noble trade. Pretty much the only thing we have is our independence and distance from the people who wish to make money or gain power.

"PR people are in a parasitical occupation."

The problem is particularly acute in London, where, despite being home to some of Europe's biggest media companies and the world's top businesses, the media world can seem too much like a village. Hobsbawn also has personal links with prominent figures in the Labour Party, which unnerves reporters even more - though she has played this down.

The problem is that more and more readers are becoming disillusioned with newspapers because of their cosy relationship with the PR industry. An organisation that aims to bring the press and the PR business even closer together is sure to be a target of criticism, particularly from journalists who believe that stressing their immunity to "spin" is the best way to restore the respect of readers.

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