8099_67-73_290110:67-71 04/03/2010 14:29 Page 3
PR GUIDE
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hile the last 18 months have been tough public relations professionals,” explains Eddie Shaw, head of
W
for every industry, the public relations PR at Carr Communications.
sector has weathered the economic “There is no doubt but that we are working in an increasingly
storm somewhat better than most and competitive environment and clients want more time input, more
the signs look reasonably positive going creativity, more strategic thinking and more accountability when
forward. Apart from the recession, it comes to the bottom line,” agrees Rachel Sherry of Grayling.
unprecedented developments in digital “This is no bad thing and will help differentiate the good consul-
media and the way in which messages are communicated tancy from the great consultancy. Evaluating PR campaigns and
over the last few years, combined with growing consumer the contribution they make to a business will need to become
empowerment, have presented very real challenges and sharper and online evaluation will be crucial as so much of
opportunities for the sector. Going forward, the signs are that today’s coverage and commentary is now internet driven.”
those willing and able to respond quickly to new market Many PR firms also report a growing demand to provide their
expectations and realities will be well positioned to deliver services on a more global basis, something that is enabled to
results in a world where transparency, two-way dialogue, some extent by technology. “As many Irish companies see
authenticity, customer service, real-time response, corporate growth potential in other marketplaces, the ability to deliver inter-
reputation and engagement are increasingly valuable currency. national PR solutions from Ireland or via partners is increasingly
The recent fall-off in economic activity has obviously placed important,” says Padraig Slattery, managing director, Slattery PR.
great pressure on the sector, with the majority of PR compa- According to Jim Walsh, managing director of Walsh Public
nies forced to reduce costs, primarily through cutting staff Relations, another major change has been the increasing
numbers and pay. “Thankfully most businesses are intact but emphasis, particularly with multinational organisations, on
the level of employment and of remuneration has reduced compliance standards. “It is now routine for clients to require
notably and the focus on achievement and delivery has come verification that their PR consultant adheres to specific profes-
to the fore,” says Padraig Mc Keon, managing director, Drury. sional standards in terms of their dealings with the media, the
“That’s a good thing and PR businesses will be the better for public, legislators and public servants,” he says. “This mani-
it. We are certainly more efficient and drilled in commercial fests itself in the increasing use of RFTs [request for tenders]
terms now to our advantage.” which require detailed compliance and financial information to
be provided.”
Commercial challenges
’
Walsh also believes that public relations has increasingly
As in practically all sectors, it’s a buyer’s market and the busi- become an integral management discipline. “There is no
ness that is there to be won or retained is harder earned. organisation in Ireland of any significance that does not use
“Budgets have been cut or tightened with procurement officers the services of PR professionals either in-house or on an
pushing all of us hard on our hourly rates,” says Mark external basis,” he says. “Virtually every organisation now
Cahalane, Edelman. “In many cases clients have also chosen recognises the importance of reputation management and
to hold work back for in-house teams and work with agencies the ability of PR professionals to help communicate with all
on a project basis as opposed to outsourcing everything under relevant stakeholders.”
a retainer agreement. There has also has been a strong movement towards repu-
“What haven’t changed, however, are the expectations of tation measurement and management over the last three to
our clients, which have remained constant and in line with very five years globally, and more recently in Ireland, according to
challenging trading environments,” he continues. “As a result, Niamh Boyle (MMII), managing director of Corporation
our responses have had to become even more creative as we Reputations. “More and more, companies are viewing reputa-
aim to deliver the same impact and message cut-through.” tion as one of their greatest untapped assets,” she says.
Return on investment and the ability to demonstrate it have “While a number of years ago, many companies only started
taken on increased significance. “Given the slowdown in the to think about their reputation after a crisis hit, there is now a
economy, the ability to measure the results of communications strong desire amongst corporate Ireland to measure, track and
campaigns has become disproportionately important for understand their reputation across their various stakeholder
I believe that despite the current challenges posed by the
economy, PR has become far more vibrant because of the
way that communication has changed’
Volume 4 Issue 1 2010 Marketing Age 69
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