Oddly enough, actions speak louder than words - even if the words hail from the mouth of a really impressive spokesman - when it comes to a company's image as a corporate citizen. Americans are most impressed by the cause itself or the direct involvement of company employees, according to a survey from Hill and Knowlton and Yankelovich Partners.
Only 6 percent of 1,000 Americans polled felt that a celebrity's involvement was most influential, and almost two-thirds of the respondents felt that having a celebrity associated with the cause was the least important factor. We'll be canceling our "PR NEWS and Sylvester Stallone Help Save the Pandas" ad series.
(Judy Hamby, Hill and Knowlton, 404/249-8550.)