The halo effect

The information put out by large corporations is rated less credible than the writings of journalists and even the outpourings of politicians.When I tell you that this opinion was published by a public relations agency on the basis of a poll, you may feel inclined to be suspicious: Surveys are a standard ploy used by agencies to bring worried customers to their doorsteps.The agency in question, London-based Fleishman-Hillard U.K. Ltd., is up-front about this. Erica Hauver, director of the agency's community investment practice, says communicating good deeds-the essence of PR-is the way to tackle the problem.After all, this is essentially what Royal Dutch/Shell did when the European ga...

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