The real deal

WITH the world seemingly awash in so-called "fake news", some might deride public relations firms as mere purveyors of gilded prevarication. But New York-based Weber Shandwick president Gail Heimann would have you know that the profession - despite a reputation for soft skills - is now also backed by hard data insights. And the question of ethics "has never been more of a concern", she tells The Business Times, while on a regular visit to check in on the company's Singapore office.

So maybe the razzmatazz of Mad Men wasn't exactly true to life.

To be sure, the PR business has long been about finding that big, bold idea or campaign that will make a difference for clients - and years ago Ms Heimann, a decorated industry veteran with a decades-long career in public relations and advertising, …