RESEARCH TRIANGLE PARK, NC: Pharmaceutical giant GlaxoSmithKline has undertaken a critical marketing campaign - not for a new product, but for its reputation.

The company has started working on a media relations campaign to address criticisms about the high cost of brand-name drugs.

The initiative is being led not by the PR department, but by a separate reputation committee established in April.

"We've got to be visible, and we've got to talk to the press," said Michael Pucci, VP of external advocacy. ...