LONDON—Seven veteran public relations experts with experience in the agency, corporate, research and academic arenas on both sides of the Atlantic—including former MORI directors Peter Hutton and Susan Walker—have come together to form a new senior advisory group of experts (known as SAGEs) at research and evaluation firm Echo Research.
According to Echo founder and CEO Sandra Macleod, "Understanding what drives behavior and commitment is fundamental to success in today's environment”, be it in the provision of public services, supporting not-for-profits or running private companies. So far, there has been no objective 'Michelin Guide' for management teams to follow. Echo's 'SAGEs' aim to do just that: provide the high-level insights and support to this most important activity.”
The seven members of the new board are:
• Peter Hutton, former deputy managing director of MORI's corporate and consumer research division and author of the book Survey Research for Managers;
• Susan Walker, former research director of MORI's communication and employee research practice;
• Roger Hayes, co-founder of Echo Research, part-time doctoral research associate at Henley Business School, and former director of communications for PA Management Consultants, Ford Europe and Thorn EMI;
• Michael Morley, non executive chairman of Echo Research, former deputy chairman of Edelman Worldwide, and author of How to Manage Your Global Reputation;
• Elliot Schreiber, fellow of the Arthur W. Page Centre for Integrity in Public Communications at Penn State University and a former senior vice president at both Bayer Corp. and Nortel;
• Don Stacks, professor and director of the University of Miami School of Communication Program in Public Relations and author of six books, 60 articles in referred journals, and 150 papers for professional societies; and
• Donald Wright, professor of public relations at Boston University and immediate past chair of the Commission for Public Relations Measurement and Evaluation.