Tomás Keane, The Keane Partnership Niamh Boyle, Corporate ...
Tomás Keane, The Keane Partnership Niamh Boyle, Corporate ...
Tomás Keane, The Keane Partnership Niamh Boyle, Corporate ...
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56<br />
SURVEY: PUBLIC RELATIONS<br />
‘You can never guarantee coverage’<br />
Ronnie Simpson<br />
Simpson Financial &<br />
Technology PR<br />
“One of the core principles of marketing<br />
is that you have got to remind your<br />
target audiences so you need to get out<br />
to the market on a regular basis rather<br />
than doing one-off launches. <strong>The</strong> big<br />
bang approach seldom works - it needs<br />
to be regular. A good agency is close to<br />
media and their needs and requests, so<br />
media opportunities arise which project<br />
clients will miss out on but will be<br />
routed to the retainer clients.<br />
“PR provides third party endorsement<br />
and credibility in a way that no other<br />
marketing tool can. A Eurocom survey<br />
of senior executives across European<br />
technology companies consistently finds<br />
that PR is number one in terms of value<br />
for money marketing tools. After 30<br />
years in the business, I still get great<br />
kick out of seeing a story we worked on<br />
being covered well in media. But PR is<br />
not advertising so you can never<br />
guarantee coverage. If you do it<br />
professionally on a regular basis, then<br />
you get your fair share of coverage.”<br />
We deliver.<br />
Business Plus May 2007<br />
‘Reputation is a company’s<br />
most valuable asset’<br />
Kieran O’Byrne<br />
Hill & Knowlton<br />
“A number of our clients only invest in PR<br />
and do not use advertising or direct marketing.<br />
Working for these clients we can readily<br />
show how positive PR can affect their bottom<br />
lines. For example, we launched Fertell, a<br />
male and female OTC home fertility testing<br />
kit. Through investing in PR alone, the brand<br />
achieved sales of more than seven times per<br />
capita here than in the UK in the same period<br />
after launch. But PR should also be considered<br />
as part of the wider marketing mix for<br />
a number of reasons. Most importantly, PR<br />
should be used to nurture a company’s or<br />
brand’s reputation as this is their most<br />
valuable asset but also the most difficult<br />
to maintain. My favourite PR activity is<br />
crisis management. This is where we in the<br />
PR industry can really show our value to<br />
our clients.”<br />
Contact Puffin Moynihan<br />
and David O�Brien for details<br />
Dynamics PR<br />
Adelaide Chambers<br />
Peter St, Dublin 8<br />
Tel. 01 483 0827 or<br />
email info@dynamicspr.ie
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