Sallie Mitchell

Public Relations & Advertising

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Brand Development: National Credibility Index

Objective
Strengthen the value of the PRSA brand and the public relations profession

Strategies
Originate, field and report national consumer studies
Position and promote these studies as "The nation's only index that measures which sources of information the public views as credible"
Convert 200-pages of research findings to a 50-page report written to strengthen the PR professional's value as a strategic counselor to clients, employers and prospects

Results
Sustained national publicity including the front page of the Wall Street Journal.

THURSDAY, MARCH 2, 2000

BUSINESS BULLETIN


A CREDIBILITY INDEX created by the Public Relations Society of America Foundation New York. finds that investors think a company's annual report is the most credible source of information about the firm. But only 8% of those surveyed say they actually read the report.