Region's PR firms achieve digital success

May 5 2010 by The Journal

PUBLIC relations companies in the North East are some of the best in the country at using new technology to manage their clients’ reputations, according to a new survey.

More PR firms are expanding their work into digital technology such as Twitter and Facebook to promote their customers to keep costs low, said the report from the Chartered Institute of Public Relations (CIPR).

More than 80% of regional respondents picked out digital PR as the area of greatest growth, reflecting the influence of new communications technologies and the drive to save money.

Other strong growth areas included reputation management, crisis management and strategic planning.

The survey also showed that sponsorship generation and event management work in the region has nosedived, with more than half of the regional respondents highlighting sponsorship as the area of the greatest decline. This regional picture was in line with the national results, but it was noticeable that the drive to digital in the North East was second only to Wessex and the decline in event management work was only topped by the figure in the Midlands.

CIPR North East regional chairwoman Sally Keith said: “Digital PR is not only cost-effective, but essential for organisations looking to manage their reputations and talk to customers and stakeholders both on and offline.

“This is about more than just having an enhanced online presence, because more and more organisations are now looking at how they can effectively engage with people by using technology.

“The challenge for the PR industry is how to build this into the communications mix without ignoring traditional channels like the media and print at a time when budgets are tight and technology is moving very fast.

“Every growth area comes with a need for new skills and brings developments in best practice.

Meanwhile, nebusiness is looking for North East companies that have gone the extra mile and enhanced their reputation in the process.

As part of our Reputation Matters series, we want to highlight the success of businesses in the region which have delighted their customers, employees or members of their local community.

You can nominate a business by e-mailing andrew.hebden@ncjmedia.co.uk and you can also take part in our survey at www.nebusiness.co.uk/reputation