WASHINGTON, D.C.—Joe Gleason, who spent more than 20 years with Manning Selvage & Lee, most of them as manager of the firm’s Washington, D.C., office, has launched The Gleason Group, an independent consultancy founded, he says, “on the simple concept that corporate reputations are framed less by words than by deeds.”
Gleason has worked on litigation and crisis situations including the race discrimination case at Denny’s and sexual harassment issues for Mitsubishi Motors, and has worked on public affairs campaigns for Sega (violence in video games), the American Medical Association (the Patients’ Bill of Rights), and the Consumer Data Industry Association (privacy).
The new firm will focus primarily on public affairs, crisis management and corporate communications.
“The means with which an organization communicates (through public relations, advertising or the internet) is less important than what is being communicated,” says Gleason. “To communicate clearly, strategically, consistently and truly, organizations must define themselves through their behavior. Corporate brand reputations are developed around such things as values and trust and goodwill that are communicated over time rather than events.”