Lawyers and Insurers Invade PR Shops' Crisis-Management Turf

Not long ago, Kent Jarrell, executive director of crisis management and litigation communications at PR shop APCO, was called in to work with a health institution that was facing reputational problems. But he wasn't the only one; as is increasingly the case these days, the marketer had called in a major consulting firm for assistance.

"We were both trying to figure out how to do what the other did," he said. "I could see that we were going down the same path from a different point of view."

Increasingly, those paths are converging as law firms, consulting companies and insurers tread on what has traditionally been considered PR turf: reputation management and crisis communications. Among them is Deloitte, which launched a reputation service 18 months ago as part of its governance, risk and compliance practice.

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