Tomás Keane, The Keane Partnership Niamh Boyle, Corporate ...

Marc Kelly
McConnells Fusion
“The growth of integrated marketing in
Ireland over the past few years has led
to a requirement for public relations
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SURVEY: PUBLIC RELATIONS
‘PR can be useful to
businesses with
small budgets’
activities to form part of that integrated
thinking. Another vital requirement
within the PR mix now is the ability to
accurately set measurable objectives for
all activities. Return on investment is
increasingly important so that everyone
involved believes that work undertaken
is delivering on a clear set of objectives.
“In such a crowded and competitive
marketplace, now more than ever it is
necessary to ensure you achieve standout
and maximise every available
channel to communicate with as wide
(or specific) a range of audiences as
possible. In some cases, PR can lead a
company’s communications strategy and
because it can be implemented very
quickly and cost effectively, it can be
especially useful to businesses with small
budgets. At the very least, PR will fill
the gaps in a communications schedule
that other types of marketing activities
cannot reach.”
Roddy Guiney
Wilson Hartnell
“Even after all these years, I still find PR
exciting and stimulating. To someone who
grew up in a media household, I have
always been fascinated how the news is
made and conveyed. It is wonderful being in
at the start of major projects and to see
them through to the finish.
“It can often be forgotten that PR is
Business Plus May 2007
Paul McSharry
FD
“FD has a genuine partnership philosophy.
The company has developed longstanding
and trusted relationships with our clients. We
value these relationships and always try to
test ourselves by constantly seeking to add
value to our product offering. This is very
important in a professional service business.
Reputations are slowly built but valued very
highly by successful businesses. Leading Irish
and international organisations appreciate
the considerable value in a long -term
investment in good communications.”
‘Good PR practitioners have a broad view’
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‘Reputations are slowly built’
about a great deal more than media relations,
which, of course, continues in importance.
Good PR practitioners tend to have a
really broad view of the world, which can
add a dimension for clients who can often
be more inward focused. Retainers can be
beneficial for clients’ budgeting but more
and more clients are willing to look at other
models that better reflect the work,
particularly when it comes to projects.”