For any public affairs firm, the ability to manage a client's reputation is essential to maintaining a successful practice. Equally as important, though, is the ability to manage one's own reputation.
"We're very image-conscious," says Matthew Klink, principal and EVP at LA-based Cerrell Associates. "Our ability to do what we do is based on our relationships and credibility," he explains. If a potential assignment - be it in the political, advocacy, or corporate arena - is "way too controversial, we probably ...