Editorial: Putting PR into management

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.

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.



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