LAST CALL: H&K sees positive in negative report

Hill & Knowlton seems to be a household name in Canada. Amongnumerous mentions, the firm was featured in a May 10 Globe and Mail(Toronto) article, which criticized the firm's launch of Amex Canada'sTiger Woods credit card.

Hill & Knowlton seems to be a household name in Canada. Among numerous mentions, the firm was featured in a May 10 Globe and Mail (Toronto) article, which criticized the firm's launch of Amex Canada's Tiger Woods credit card.

In another G&M article, attention was drawn to how the firm rewards employees.

In yet another, a financial analyst advised a struggling telecom player that, "paying Hill & Knowlton a few million dollars to spin the story could save ten times that in market cap."

Not bad PR, but the Amex story proves being a household name has drawbacks.

"We are as much of a newsmaker at times as our clients,

agreed Mike Coates, president and CEO.

H&K's handling of its own bad publicity would no doubt mirror the advice offered clients. Quite unprompted, Coates told PRWeek that Amex Canada's tracking has noted high awareness of the Tiger Woods promotion, and that the firm is pleased. "We're happy with the exposure it has received,

he said.

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