Steve Melcher of Allied Dunbar is not unusual as chief executives
go. As he explains in this week’s feature, he believes that the
reputation of his company is crucial to its success. To the delight of
many a PR professional this view is now commonly held by business
leaders.
But Melcher is also not unusual for a chief executive in being less keen
to get personally involved in external communication, preferring to
leave that to his PR team.
So far the PR industry’s crusade to get public relations into the
boardroom has largely focused on ensuring that there is a seat at the
table for the communications professional. But equally important is that
PR - or corporate communications - becomes an integral part of every
manager’s training and understanding of business.
