EDITORIAL: IPR opportunity is not to be missed

Corporate communicators are failing to appreciate the opportunities created for them by the forthcoming Operating and Financial Review, or the threat from management consultants and auditors keen to exert their dominance in this profitable area of reputation management.

This was the chilling message delivered last November to delegates at the PRWeek Forum, by Dr John Browne, PricewaterhouseCoopers director of reputation assurance.

Tellingly, among those contributing to the debate, only two delegates were actively involved in writing up their company's OFRs and most were more concerned with delivery rather than content of reputation audits.

In fact, debate around the Company Law Review, which is due to come on to the statute books in 2003, has been muted within the industry despite various attempts to galvanise discussion by the Institute of Public Relations.

The IPR now plans to monitor and create best practice models for reporting of reputation and intangible assets.

Crucially, it is working with performance measurement specialists to ensure corporate communicators are central to the measurement and auditing process itself. President Jon Aarons has written to heads of corporate communications at FTSE 350 companies inviting them to register interest in the programme.

The level of response will reveal a great deal about the readiness of the industry to grasp an opportunity, which far from being a matter of increased government bureacracy, will define the role of communicators in the burgeoning reputation management industry.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.