EDITORIAL: RJH prepares for total makeover

Given the bleak recent history of RJH Public Relations, steps to polish its image will be appreciated by clients and staff alike.

The possibility that RJH, which last week lost its second founding principal, may change its name, was mooted by CEO Jack Cassidy this week. It offers a neat solution to one of the thornier brand challenges in the sector.

Rarely do people leave firms to which they have given their names amid such publicity as Murray Harkin and Sophie Wessex faced at RJH. The new management, with undoubted skills but no experience running PR firms, face a major challenge developing the brand into which they have bought.

One way to reposition the firm, and there is evidence Cassidy's team is planning to do this, would be to distance it from the luxury consumer shop niche. International expansion would fit with this plan, and seems to be on the horizon. Funds are there for acquisitions, as is a keenness to open its own wholly-owned offices. As a continuing shareholder, Sophie can sit back and wait for the dividends.

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