PRSA had a letter to the editor
of UK trade publication Marketing Week
published in the May 11, 2011, issue in response to opinion columns by Marketing Week editor Mark Choueke
and columnist Mark Ritson
on protecting a brand's reputation and credibility.
Letter to the Editor: Reputation is Priceless Asset
Published: March 11, 2011
In addressing the recent branding mishaps and current struggles of BP and British Airways, Mark Choueke ("Without a Guardian, Brands Lose Their Way
, April 27) and Mark Ritson ("Branding is Not an Exercise in Spin
April 27) expertly expressed what my colleagues in PR refer to as reputation management. What was once almost exclusively confined to the protection of a CEO’s reputation has now evolved into a necessary brand management strategy.
The marketing community must be ready to not only defend our brand’s reputation, but ensure its long-term sustainability and survival. That requires us to be finely attuned to the wants and needs of our customers, while carefully weighing the pros and cons of potential partnerships that might expose our brand to something wholly different to its core values.
Branding is not merely the communications of a company’s values and ethos, it is a strategic management function requiring skilled knowledge of how a company and its employees can best express what it is, what it stands for and what value others derive from its products and services.
Rosanna M. Fiske
Chair and CEO
Public Relations Society of America