Worldcom decides against changing telecom-like name

Santa Clara, CA: WorldCom the phone company may have changed its name to MCI, but the Worldcom Public Relations Group has decided to keep its name rather than change it to avoid being confused with the troubled telecom.

Santa Clara, CA: WorldCom the phone company may have changed its name to MCI, but the Worldcom Public Relations Group has decided to keep its name rather than change it to avoid being confused with the troubled telecom.

A network of 100 agencies in 35 countries, the Worldcom Public Relations Group is now conducting a brand audit of members, clients, and prospects "to find out where Worldcom stands," said Jonathan Bloom, chairman of the group's strategic planning committee.

Last year, Worldcom members considered changing the group's name to avoid confusion with the telecom, but decided against it, Bloom noted. "We feel the brand has currency in the communications world," said Bloom, who is also CEO of McGrath/Power Public Relations.

Prospective clients are being surveyed to make them aware of Worldcom, and ensure they are not confused about what the group does. "The whole idea is to take a negative and turn it into a positive," Bloom said.

As phone company WorldCom has faded from the headlines, the PR group has felt increasingly comfortable in not changing its name.

"We don't think there's enough confusion in the market to do that now," said Tim

Kane, chairman of Worldcom's Americas region, and chairman and CEO of Delta Media in

Ottawa, Canada.

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