Management consultancy firm PricewaterhouseCoopers is set to
challenge established financial PR agencies with the launch later this
year of a dedicated strategic communications practice.
The company, one of the top five global professional services firms, has
drafted in Lynn Shepherd as an associate at the new practice just six
months after she joined internet search engine Yahoo! as European
corporate communications director.
PwC launches its Strategic Communications Management (SCM) unit in
September, but has brought Shepherd in to work alongside European
practice leader Claire Fargeot to roll-out the service internally over
Fargeot said the SCM unit would mix financial PR with other aspects of
strategic consultancy. In a document outlining the role of the new unit,
PwC claimed it would also offer post-IPO work including bid defences,
crisis and issues management.
Fargeot was a financial analyst for HSBC in the city before joining PwC
with a view to setting up the SCM unit in November 1998.