Porter Novelli unit makes privacy an issue of brand and reputation

LOS ANGELES: Responding to increased coverage about consumer privacy concerns, Porter Novelli Convergence Group (PNCG) has launched a formalized program to help companies develop and communicate credible positioning regarding their online privacy policies.

LOS ANGELES: Responding to increased coverage about consumer privacy concerns, Porter Novelli Convergence Group (PNCG) has launched a formalized program to help companies develop and communicate credible positioning regarding their online privacy policies.

LOS ANGELES: Responding to increased coverage about consumer privacy concerns, Porter Novelli Convergence Group (PNCG) has launched a formalized program to help companies develop and communicate credible positioning regarding their online privacy policies.

The new program will help clients such as Hewlett-Packard and Nextel map out messages regarding online privacy and to broadcast them to employees, customers, partners, vendors, media, analysts and government officials.

'Most companies look at privacy concerns only from the legal standpoint,' said PNCG SVP Warren Egnal. 'We are looking at these policies as a reputation and brand issue, an opportunity to communicate the privacy policy as a means of building consumer trust and loyalty.'

Egnal designed and leads the program out of PNCG's Los Angeles office.

The LA team is assisted by staff in Washington, DC, and other locations in the Porter Novelli network.

The impetus for creating a formalized privacy offering came both from a survey of the current technology landscape and from inquiries from existing clients. The program was announced at the Better Business Bureau Ethics Summit.

'We have seen a fair amount of interest, not just from hi-tech clients but other companies considering this issue for the first time,' Egnal said.

PNCG looks to be hitching its wagon to a hot trend. A large number of companies are starting to hire chief privacy officers (CPOs) to develop and implement corporate privacy policies. Fueled by new laws regulating the use of consumer information and growing media coverage, 'experts predict the number of CPOs will skyrocket this year,' according to a February 20 article in The Wall Street Journal.





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