Britain’s chief executives are taking an increasingly ’hands on’
approach to corporate reputation, according to a survey published this
Ninety-seven CEOs from the top 1,000 companies responded to the PRCA
questionnaire. The majority (89 per cent) agreed that PR would ’play an
increasingly important role in the management of our corporate
Seventy six per cent felt their personal involvement had increased in
the last five years, and 51 per cent expected their involvement to
increase in the future.
’The growing sense of public accountability among CEOs coincides with
the recognition that they need to take advice,’ said Adrian Wheeler,
chair of the PRCA marketing committee.
PR consultants are currently used by 78 per cent of the companies
surveyed, and 76 per cent would like to see ’the encouragement and
enforcement of higher professional standards in the PR industry’.
The survey’s findings are echoed in a recent US study, which shows 95
per cent of companies use a PR agency.
Sponsored by Edelman PR Worldwide, the study polled 700 senior in-house
professionals. Ninety per cent felt the value of a strong corporate
reputation was recognised by corporate leadership.