Chrysler Corp., which had come under months of media scrutiny after The Wall Street Journal reported in April that the company required that the magazines in which it places ads provide summaries of upcoming content, has decided to drop that policy.
But for PR professionals, this move marks more than a close to a controversial chapter concerning the Highland Park, Mich. car manufacturer. It shows how relentless coverage - in short, the media sinking its teeth into something and not letting go - can result in a corporation backing down from a stance.
Michael Aberlich, manager, consumer/media relations for Chrysler, told PR NEWS on Oct. 15 that the media and the advertising and publishing industries didn't start questioning the practice - which began in 1993 - until WSJ broke the story months ago.
The decision to end the practice, which other companies also have, was reached two weeks ago. (Chrsyler, 248/512-2704)