Reading the front page of today's Accountancy Age I wonder if the ICAEW and their advisers, Media Strategy, haven't made something of a PR blunder last week; by persuading some of the senior partners of the larger accountancy firms to publicly back the proposed merger with CIPFA.
I understand that at least one of the Big 4 has actually posted a notice to their staff indicating that it is their official policy to favour the merger.
Accountancy Age report that other professionals have expressed serious disquiet about influencing their own staff on the merger vote.
The professionals quoted in the report note that it may not be appropriate to try to influence staff, and that they did not want to put their firm's name to something that might not express a commonly held view.
I suspect that, human nature being what it is, many will feel more than a little annoyed at being told how to vote by their firms.
Were I in charge of the ICAEW, and I am not at the moment, I would be asking my PR advisers exactly why they thought that this media stunt was such a good idea.