Some PR firms find it easier to create an enabling environment than others.
As more corporate clients consider their impact on numerous stakeholders, PR firms are turning to former government and NGO professionals for talent.
But some firms find it hard to retain these staff.
In March, Bennett Freeman, former deputy assistant undersecretary for human rights under Bill Clinton, announced his departure from Burson Marsteller, having been in his job only a couple of years. Freeman has now joined socially responsible mutual fund Calvert as vice-president of research.
Many others who have crossed the line – between government or non-governmental organisations and public relations – have not lasted long.
Individuals who join PR firms from the NGO sector are often accused of being “poachers turned gamekeepers”.
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