Parmalat warned to act soon on PR

Enron head of comms Mark Palmer has warned Italian dairy producer Parmalat it must bring in heavyweight PR advice if the scandal-hit company is to avoid its message being lost in the chaos.

Italian magistrates are investigating Parmalat in an attempt to find the £7bn estimated to have disappeared from the bankrupt group.

‘At Enron, our biggest handicap was not knowing what had happened and what to tell journalists,’ Palmer told PRWeek. ‘PR departments should not be put in this position. Complicated stories don’t tell very well.

‘Parmalat will need plenty of outside advice to set up a strategy to handle the onslaught,’ he added.

Palmer said an internal investigation had been instigated at Enron before the company collapsed.

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