Stories
Stories
The Dark Side
About a year ago, David Yelland (AMP 164, 2003) left the editorship of the British tabloid The Sun to join the PR firm Weber Shandwick (WS). It’s a familiar career switch that PR-averse journalists disparage as going over to “the dark side,” The Independent (July 4, 2005) noted.
As editor of The Sun for five years, Yelland learned what his readers wanted, including fare such as scandalous pols and topless royals. “The Sun is probably more plugged into British consumers than almost any other business in the country,” said Yelland. “It understands their wants and their fears, their preferences and their changing habits.” Those valuable insights are what Yelland now offers his WS clients. And it doesn’t hurt that, as one colleague noted, “Who Yelland doesn’t know isn’t worth knowing, and I’m not talking on the celebrity frothy circuit. I’m talking about business, about politics, about academia.”
Post a Comment
Related Stories
-
- 28 Feb 2025
- HBS Alumni News
Alumni Startup Enters the Shark Tank
Re: Charlie Greene (MBA 2021) -
- 19 Dec 2024
- Skydeck
The Musts of 2024
Re: James Sutherland (GMP 16); Diana Noble (AMP 156); Billy Eskind (MBA 1989); Kenneth Sharpe (OPM 58); Leo Markides (MBA 1999); Grace Migliaccio (MBA 1989); Tom Roberts (MBA 1984); Ted Teele (MBA 1989); Sonia Lo (MBA 1994); Pam Woo (MBA 1994); Clyde Ensslin (MBA 1984); Cara Eisenberg (MBA 1999); Mark Hill (MBA 1989); Sacha Coburn (OPM 58) -
- 10 Jul 2024
- HBS Alumni News
Next Level
Re: Gina Joseph (GMP 29); Rawi E. Abdelal (Herbert F. Johnson Professor of International Management Emma Bloomberg Co-chair, Bloomberg Harvard City Leadership Initiative); Linda A. Hill (Wallace Brett Donham Professor of Business Administration); By: Catherine O’Neill Grace -
- 01 Jun 2024
- HBS Alumni Bulletin
3-Minute Briefing: David Perpich (MBA 2007)
Re: David Perpich (MBA 2007); By: Julia Hanna
