Print Friendly Version Convert to PDF Convert to RTF
May 11, 2011

PRSA: Brand Reputation is a Priceless Asset — Marketing Week Letter to the Editor

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," MW, April 27) and Mark Ritson ("Branding is Not an Exercise in Spin," MW, 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
New York

< back

You must be logged in to view this item.

This area is reserved for members of the news media. If you qualify, please update your user profile and check the box marked "Check here to register as an accredited member of the news media". Please include any notes in the "Supporting information for media credentials" box. We will notify you of your status via e-mail in one business day.