Rigor Mortis

It is not often a PR firm closes because of its misdeeds. This UK firm has just shut down after being kicked out of the UK PR association for running a racist campaign in South Africa. Aside from the standard question, “What were they thinking?”, it is a reminder that all a PR firm has is its credibility. Once it sacrifices that, it is useless. That is what Bell Pottinger did in undertaking a job it should have avoided at all costs. The firm was greedy and amoral, a dangerous combination, and its stance caught up with it. It will not be late and lamented. It stands as an object lesson to other PR firms. There is only so far one should go before turning down a client.