EDITORIAL: Management is the final PR bastion

In the most recent Press Watch report, Prudential has been ranked as the best loved company in the UK, however, much of the strength of the brand was based on its foray into cyberspace with Egg. M&As and major share price moves have always had an impact on Press Watch, but now e-commerce has emerged as a major new driver of media interest.

In the most recent Press Watch report, Prudential has been ranked

as the best loved company in the UK, however, much of the strength of

the brand was based on its foray into cyberspace with Egg. M&As and

major share price moves have always had an impact on Press Watch, but

now e-commerce has emerged as a major new driver of media interest.



But while e-tailing may be the new sex, subsidiary e-brands are

increasingly gaining a life of their own, and when they do so they take

the power of their brand with them. When this happens, and the

’terrestrial’ brands stand alone, the increasing need for the press to

’humanise’ even business reporting will focus attention back on the

CEO.



When it does, it will be those CEOs who are able to clearly communicate

the organisation’s brand values who will prove an organisation’s most

media-tangible asset.



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