Addressing the crisis in trust: Why PR is not the answer

Robert Phillips

Following the recent VW emissions scandal, this article describes a growing crisis in trust and why the old model of public relations is no longer fit for purpose.

Corporate brands
Brand purpose
Managing the marketing function
Public relations
Brand trust

Addressing the crisis in trust: Why PR is not the answer

Robert Phillips Jericho Chambers

A new crisis hits the news daily and CEOs beg for forgiveness. Reformed PR professional Robert Phillips has become jaundiced at the behaviour of such companies and the traditional PR approach to managing crises. In this article he argues that the old

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