Hasta La Creative!

NEW YORK (AdAge.com) — In 2007, on the second day of his new job as Pfizer's global PR chief, Ray Kerins said he was told of an unwritten rule: ignore the first message received from any reporter on any given issue. He told that story at the recent Business Development Institute's Real-Time Communications Conference. But he also detailed how, in the last 20 months, he has reorganized the company's press-relations rules to require exactly the opposite response to reporters' queries. It's all part of his overall strategy for managing the journalists whose work so heavily affects the pharmaceutical giant's reputation.