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Article: Rebuilding Eurostar's brand and reputation
- Article from:
- Strategic Communication Management
- Article date:
- June 1, 2005
- Author:
CopyrightCopyright Melcrum Publishing Jun/Jul 2005. Provided by ProQuest LLC. (Hide copyright information)
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In June 2003, Eurostar was battling to recover from the worst period in its 10-year history. Negative media coverage combined with poor sales and the general public's low opinion of the British rail industry, created a major challenge for the company's new director of communications, Paul Charles. Here he explains how a renewed approach to media relations and a series of high-profile events began to change perceptions.
Restoring media relations through a series of high-profile events
I couldn't have joined Eurostar at a more opportune time. It was June 2003 and the communication challenge facing the business was enormous. In fact, so enormous that I really didn't appreciate just how much ...