WHAT THE PAPERS SAY: BoS hostility to NatWest reveals own strengths

As well as surprising the City, the Bank of Scotland (BoS) appeared to score a PR victory with its hostile bid for NatWest last week.

As well as surprising the City, the Bank of Scotland (BoS) appeared

to score a PR victory with its hostile bid for NatWest last week.



Its attack on NatWest’s shortcomings prompted widespread favourable

reporting of its own track record and management team strengths.

Positioned as the ’Bravehearts of banking’ (the Times, 25/9/99), BoS

with its audacious bid was credited with putting NatWest shareholders

’out of their misery’ and sparking a needed shake-up of the banking

sector.



It wasn’t all plain sailing, however. References to BoS’ bungled deal

with US TV evangelist Pat Robertson were never far away and caused some

commentators to question its political antenna, deemed ’non-existent’ by

the Guardian (25/9).



As other bidders prepared to enter the fray, some observers predicted

’BoS will soon be outgunned by bigger and nastier rivals’ (Sunday

Telegraph, 26/9/99). As the fight for NatWest gets underway, it seems

likely that BoS will be in the ring for some months to come.



Evaluation supplied by Echo Research. Cuttings supplied by the Broadcast

Monitoring Company.



This article canalso be found at: www.echoResearch.com.



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