Corporate Name Changes: PR’s Role Begins with Telling the Right Story

When Philip Morris changed its name to Altria in January 2003 it was widely understood that the parent of Kraft and Nabisco was trying to distance itself from its less beloved
tobacco holdings. Likewise when Worldcom changed its name to MCI in April, it did so presumably to rejuvenate its ailing reputation after the company became the poster child for
corporate chicanery.