LAST CALL: The name needn't tell the entire story

A rose may smell as sweet regardless of its name, but the powers that be at ten-year-old International Committee of Public Relations Consultancies Associations, the international trade organization for PR firms, must have figured their name would be even sweeter if they deleted mention of their founding function - PR.

David Drobis, president of the newly re-christened International Communications Consultancies Organization and a senior partner and chairman of Ketchum, said in a statement: 'Public relations is a global business with transnational clients working with us from New York to London to Shanghai. We need consistency in quality and business practices.'

Hey David - how about some quality and consistency in naming practices?

Funnily enough, Ketchum's Web site has a huge headline on its front page: 'The Changing World of PR.' Shouldn't that be 'The Changing Name of PR'?

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