Why isn't it on the stage directing its own drama? After the recent setbacks, the way to rebuild trust and to restore reputations is for PR machines to take responsibility for communicating their messages to audiences.
Communication today requires connectivity, engagement and dialogue. Journalists are no longer gatekeepers, but facilitators. News should be viewed as a process, or service, rather than a product about which the BBA can moan.
With the notable exception of John Varley of Barclays, senior banking figures have dived for cover. Stop moaning. Communicate.
- Paul Seaman, PR blogger www.paulseaman.eu.