MEDIA: What The Papers Say - A strong PR stance gets M&S back on track

From a negative position when PR Week last looked at this (13/11/98), Marks and Spencer has recovered much ground as it announced boardroom changes.

From a negative position when PR Week last looked at this

(13/11/98), Marks and Spencer has recovered much ground as it announced

boardroom changes.



In the interim, the board was criticised for having a public rift as a

result of Keith Oates’ bid to become CEO. As soon as Sir Richard’s

candidate, Peter Salsbury was appointed, his calibre, independence and

performance were the sole focus of media attention. The share price

fell, but positive descriptions of the new CEO’s toughness and team

spirit outnumbered the negatives as the broadsheets and Sunday papers

reported the changes.



Criticism was in terms of a closed culture and autocracy, so Salsbury’s

announcement that he would use more outside marketing and consultancy

help and make structural changes to the board, was exactly right. New

adviser Alan Parker of Brunswick was described as ’practically living at

St Michael’s house’ during the week, and the improved positive ratio of

messages in a still difficult situation shows the result.



Evaluation and analysis by CARMA International. Cuttings supplied by the

Broadcast Monitoring Company. ’What The Papers Say’ can be found at:

www.carma.com.



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