CEOs favour hands on PR approach says PRCA

Britain’s chief executives are taking an increasingly ’hands on’ approach to corporate reputation, according to a survey published this week.

Britain’s chief executives are taking an increasingly ’hands on’

approach to corporate reputation, according to a survey published this

week.



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

reputation.’



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.



Leader, p9.



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