may 2017 survey who’s who in public relations · may 2017 survey detailed listing of ireland’s...

SURVEYMAY 2017

Detailed Listing of Ireland’sPremier PR Consultancies and the Views of Agency Principals

Who’s Who InPublic Relations

ANNE-MARIE CURRAN Drury Porter Novelli . . . . . . . . . . . p64

MICK O’KEEFFE Teneo PSG . . . . . . . . . . . . . . . . . . . .p64

PAT WALSH Murray . . . . . . . . . . . . . . . . . . . . . . .p65

DONAL CRONIN Carr Communications . . . . . . . . . . p66

GER McCARTHY Weber Shandwick . . . . . . . . . . . . . p66

NIGEL HENEGHAN Heneghan PR . . . . . . . . . . . . . . . . . p68

CAROLINE HEYWOOD Walsh:PR . . . . . . . . . . . . . . . . . . . . p68

NIAMH BOYLE The Reputations Agency . . . . . . . . p69

PAUL ALLEN Paul Allen & Associates . . . . . . . . p72

ROISIN O’HEA O’Hea PR . . . . . . . . . . . . . . . . . . . . .p72

CONALL McDEVITT Hume Brophy . . . . . . . . . . . . . . . . . p73

LYNN HUNTER Hunter Communications . . . . . . . .p74

ROSEMARY SIMMONS Prior Communications . . . . . . . . . p74

MARI O’LEARY O’Leary PR . . . . . . . . . . . . . . . . . . . p76

DAN PENDER PR360 . . . . . . . . . . . . . . . . . . . . . . . p77

ANN-MARIE O’SULLIVAN AM O’Sullivan PR . . . . . . . . . . . . . . p78

PAUL HAYES Beachhut PR . . . . . . . . . . . . . . . . . .p79

RACHEL DALTON Rachel Dalton Communications . .p80

CONOR HORGAN Horgan PR & Marketing . . . . . . . . p80

OWEN CULLEN Cullen Communications . . . . . . . . p81

REBECCA BURRELL Burrell Marketing & Publicity . . . p82

TIM MAGEE Host & Company . . . . . . . . . . . . . . p82

JANE McDAID Thinkhouse . . . . . . . . . . . . . . . . . . . p83

60 BUSINESS PLUS MAY 2017

T’he media world has changed. The reputation of one of the world’slargest airlines was recentlydestroyed in minutes when video of

a terrified passenger dragged bleedingfrom his seat went viral. Most youngpeople depend on often unreliable socialmedia sources for news, while trustedcurated news gatherers are ignored. Forexample, a young woman demonstratingmakeup techniques from her Arklowapartment is followed by thousands onYouTube and has cosmetic marketersbeating a path to her door.Modern media poses both a threat and

an almost bottomless opportunity forcompanies. So can PR agencies protectand enhance the reputations of theirclients in this constantly evolvingmarketplace? Can they uncover newways to shift products? Do their staffpossess the skills needed to attractattention for clients in a world where themedia ground is in constant flux?Following the 2014 merger of

Pembroke Communications withSlattery PR, the resulting largerenterprise was split into several unitsdesigned to deal with a shape-shiftingmedia world and the needs of theirclients. The company has since beenacquired by US multinational Teneo.“We broke the group into four

different firms, creating a digital agency,a corporate communications agency, aconsumer and brand agency, and asponsorship team,” explains MickO’Keeffe, chief executive of Teneo PSG.Clients demand greater specialisationbecause it’s hard to be credible as ahealth or pharma expert one day, asponsorship expert the next, and aconsumer PR expert the day after.Clients want expertise and staff are keento specialise too.”Another good example of this

specialised approach is TheCollaborations Agency, an offshoot ofHunter Communications. It deals with,among disparate others, MMA fighter

Conor McGregor and EimearMcElheron, the apartment makeupwoman in Arklow. All are available for afee to wear, mention, demonstrate or(sometimes) unashamedly plug yourproduct or service. They may also star ininspirational and aspirational videosshowing hard-edged clients in a softer,more diffused and cuddly light.

B’ut is this just a cosmetic alteration toa sponsorship model that remainsunchanged underneath, or is it an

example of digital media’s latest shape-shifting frontier? According to agencyprincipal Lynn Hunter: “Mediaplatforms are evolving. Instagram is nowhugely influential and Snapchat andYouTube channels havehuge numbers of followers. Millennialsno longer watch TV — they watchYouTube videos on makeup, on fitnessand on nutrition. It’s a whole new worldand we are working with people whoinfluence this demographic.”Elsewhere, Beachhut PR is another

modern specialist, an agency whoseprimary focus is tech startups. FounderPaul Hayes likes to recruit his clientsyoung, usually when they have justgraduated from the garage to anincubation centre. “I work for free with

BP SURVEY PUBLIC RELAT IONS

‘Clients want expertise and staff arekeen to specialise too’

Media UpheavalChanges in the media landscape present threats and opportunities for PR agencies,

writes Gerry Byrne


the early-stage startups and we helpthem raise money and put theirstructures together,” says Hayes. “I putthem off doing PR until they get theirfirst customers. Then they formallybecome clients and we bring them outin whatever market they need to get to.Predominantly it is the UK first, thenthe US.”Hayes has specialised in courting tech

trade mags and websites, working thosecontacts to promote his clients. Recentcampaigns have included work forCurrency Fair, Newswhip and Intercom.Some specialisms are thrust upon you

and for Hume Brophy that meansBrexit. As chief executive ConallMcDevitt recounts, Hume Brophy setout to work across the Dublin-Brussels-London nexus in aviation and finance-related PR and public affairs. Over time,other specialisms were added, includinghealth, parliamentary relations andother lobbying.In recent months, Brexit appears to

have dominated much of their attention.“Almost all of our international clientshave a significant UK presence and the

bulk of them will in some way beimpacted by Brexit,” says McDevitt. “Thisis especially the case for clients in heavilyregulated sectors like financial services,pharma and healthcare, agriculture andfood, and transport and aviation. Wehave an established track record in thosesectors and we see ourselves gettingmuch busier as a result.”

With Brexit in mind, Hume Brophyhas opened offices in Paris andFrankfurt, and the firm also has a

base in Singapore. “Brexit is less of anissue there,” he says. “We have more todo with the opening up of China, as wellas trade agreements within Asia andwith the USA.”Large clients who may need several

different PR services, such as corporate,investor relations, product and brand,often prefer to work with a full serviceagency, where they can sourceconsistent messaging across all theirplatforms. Full service agencies –Drury Porter Novelli is an appositeexample – often have a global reachthanks to international ownership

or partnerships, which suitsmultinationals wanting standardworldwide messaging.According to Anne-Marie Curran,

managing director of Drury PorterNovelli: “We can offer PR for everythingfrom financial services to fast movingconsumer goods to energy, infrastructureand public affairs. Being a leadingagency we really do need to offer a widerdepth of service because it is a smallmarket. But we also have specialisms ina wide range of sectors like public affairs,corporate, and healthcare.”Drury Porter Novelli also puts great

store on backing up its campaigns withreliable data. “Clients want to see areturn on their investment, and withsocial media we can quantify theeffectiveness of an online campaign,”says Curran. “Some clients are verydriven towards the data model becausethey might be an online retailer orwhatever. They have metricsthemselves and they want to knowwhat’s driving their sales, whether it isadvertising or PR etc.”

continued on page 62


Analysis of another kind is nowbeing conducted by a new BehaviouralEconomics and Science team at CarrCommunications. It is discovering thatthe effectiveness of a message dependson a wide range of variables. Recentcases where clients were failing to getcustomers and staff to act on messagesthey were sent led to a forensicexamination of the techniques theywere using, as well as to a trialling ofalternative ways of doing things.“We phrased some things in a more

positive way,” says executive directorDonal Cronin. “We even looked at theway the letter was going out, ifenvelopes were handwritten or typed.We found a big difference in impact.Another client was scoring poorly withstaff in internal communications.Subtle changes in language and themode by means of which the messagewas sent around helped improveeffectiveness.”

Behavioural science shows that weoften make choices that are not inour own best interests. And, Cronin

cautions, you have to evaluate themindset of your audience, and realisehow confirmation bias or cognitivedissonance can make them resistant toyour message. “People are irrational and do not

always act in the ways we mightexpect,” says Cronin. “They frequentlydo things that are not in their best

interests, and communication needs to take account of this irrationalityrather than being based onassumptions of how people shouldbehave in an ideal world.”A relatively new PR trend involves

companies and their key executivesbecoming thought leaders. Accordingto Teneo PSG’s Mick O’Keefe “The

need to earn the attention and trust ofyour audience by showing that you arean authority on a particular subject isimportant. Expect to see more seniorexecutives publish articles, blog posts,email newsletters and videos thateducate clients, potential clients andstaff.”

Nigel Heneghan of Heneghan PRobserves that almost an entiregeneration of people has grown up

without ever having bought anewspaper. Yet, if carefully approached,audiences can be targeted viapublishers’ specialist digital offerings. “Social media is also used to great

effect for direct targeting,” Heneghanmaintains. “Providers such as Facebookor LinkedIn, employing data providedby the users of those media, canprovide very targeted audiences. A lotof the strategies adopted by the marketare underpinned by the gathering ofdata and the quality of that data.”Notwithstanding, Heneghan is wary

of being seduced entirely by newmedia. Many of his peers communicatealmost entirely with the media via appslike Twitter but he’s not one of them.“PR is a relationship business and abasic tenet is the relationships we have.I much prefer to sit down and discuss aproject over a cup of coffee and keepthat all- important direct personalcontact alive.”


For the last 40 years, we’ve been protecting and enhancing relationships through sound judgement, trusted relationships and strategic market insight for an enviable list of clients. Find out how our experience can help smooth your journey by calling Pat Walsh on 01 498 0300, or visit us at www.murrayconsult.ie

Protecting and enhancing reputations for over 40 years.Let our experience smooth your journey.

MURRAYCorporate Affairs | Investor Relations | Crisis Management | Public Affairs | Brand & Consumer | Creative

Survey continued on page 64

Donal Cronin, Carr Communications

The last 12 months have been hugely successful for the teamat TRA Brands, the consumer brand and sponsorship practiceat The Reputations Agency. Awards, new team members andnew clients were amongst the highlights. The team, which isled by Sarah Brewer and Suzie O’Dea, currently handles someof Ireland’s biggest brands and companies, includingSuperValu, Bacardi, Bord Na Móna, Mazda, Swatch, An Post,IAPI and Kerry Foods brands.

Over the past year, the consumer and sponsorship practicehas experienced significant growth, with several high-profilenew business wins, including KAYAK, eir, Meteor, SonyPlayStation, Uniphar and Green Cola. New seniorappointments include Anne Browning as Account Director andRebecca Lawless as Senior Account Manager.

TRA Brands recently appointed Gareth Field (pictured) as

Head of Sponsorship, where he willhandle all the agency’s sponsorshipclients and continue to develop theagency’s service offering. Gareth joinsfrom Lifestyle Sports and has over 10years’ experience working with agenciesin London on consumer brand andsports sponsorship.

Services that TRA Brands offer to clients include brandstrategy, consumer PR, digital content, social media,influencer marketing, experiential and sponsorshipconsultancy and activation. TRA Brands’ work for SuperValuwon Best Consumer PR campaign at the 2016 PR Awards, andthe team has been shortlisted in the PR category at the AIMAwards 2017.

THE REPUTATIONS AGENCYn Leading experts in reputation management

n Delivers smart strategies and implements innovative ideas with a single-minded focus

n Tells brand stories and manages the reputations of some of the world’s biggest brands

COMPANY PROFILE THE REPUTATIONS AGENCY

New business wins included the mandate to provide a full-service PR offering to the eir Group. Adding to analready highly experienced team and achieving theConsultancy Management Standard saw The ReputationsAgency lead the way again in Ireland’s PR industry.

REPUTATIONMATTERS

The Reputation Management practiceunder Niamh Boyle’s leadershipcontinues to grow its client portfolioand evolve its advisory services. Its20-strong client portfolio addedAllianz, Fáilte Ireland, Littlewoods andIDA Ireland, and a Reputation LeadersNetwork was introduced bringingtogether senior EMEA leaders toadvance the practice of corporatereputation.

Network members gained access tomeetings in Boston, London, Dublinand Copenhagen, where they sharedexperiences, case studies and insight,while also benefitting from advice andexpertise provided by The ReputationsAgency and its international partner,Reputation Institute.

Led by Deputy MD Niall Quinn, theCorporate PR team added to its clientroster, senior team and award winsduring the year. Client acquisitionsincluded Lisney, An Post, EuropeanRecycling Platform and NALA, whilePaul McSharry, former MD of FTIConsulting, and Deirdre Smith, whojoined from Fianna Fáil, werewelcomed to the team.

Work on Employer Brand strategies,to support clients in both retainingand attracting talent, continues togrow. Recent campaigns included aHealth & Wellness campaign with Lidlwhich won Best CorporateCommunications Campaign in the2016 PR Awards and was shortlistedfor a major European PR award. Theagency’s specialist Sustainability and

CSR service area is spearheaded byCatherine Walsh.

Well connected with businesses acrossthe country, the agency’s ManagingDirector, Niamh Boyle (pictured), waselected President of Chambers Ireland,Ireland’s largest business network.

Leading the way in Ireland’s PR industrythrough its people, client service and innovation

CORPORATE AND FINANCIAL PR

TRA BRANDS: CONSUMER PR AND SPONSORSHIP

AGENCY NEWS


ANNE-MARIE CURRANManaging DirectorDrury Porter NovelliUSP The main USP of our agency is mostdefinitely our culture. Without people who arehighly-skilled and motivated all you have isexpensive office space and laptops!

VALUE FOR MONEY Value is dictated bysetting appropriate goals at the outset. We majoron measuring the effect on outcomes rather thanoutputs. The PR industry has moved away fromAdvertising Value Equivalents (AVE) towardssophisticated and strategic measurementpractices in line with the Barcelona Principles.

MEASUREMENT is measured on three levels:lOutputs (e.g. reach and content, impact onmedia/channels)lOutcomes (e.g. knowledge, opinions, attitudes,impact on target groups)lBusiness Results (e.g added value and theimpact on the organisation).

INFLUENCE A new media landscape

necessitates adjusting our methods and practicesof PR. This includes reaching reporters, producersand bloggers etc at their new places of business,via their preferred methods of contact or, insome cases, bypassing the media and publishing

content on social media, directly assisting clientswith their own blogs etc. PRs are experts instorytelling; that’s our strength.

SOCIAL MEDIA While it’s true that a lot offirms think they can handle their own channels,the question is whether they can create theimpact they are looking for. The consultant ofthe future will need to be data-oriented, andinsight and measurement specialists are in highdemand. Agencies that use data to show thattheir work is making a demonstrable businessimpact beyond media coverage will be the onesto thrive.


MICK O’KEEFFECEOTeneo PSGUSP In April 2017, PSG Communicationsrebranded to Teneo PSG, bringing together thelocal reputation of PSG with the internationalfootprint and expertise of Teneo. Teneo now hasover 550 employees across 15 offices and 12divisions in key global markets. Teneo PSGleverages the global strengths of the broaderTeneo platform to offer additional expertise andrange of services to our client base. Our cultureof ‘excellence, everyone, every time’ is whatdifferentiates us from our competitors.

VALUE FOR MONEY Demonstrating value formoney is not just about price. As a company, we

add huge value to our clients’ businesses eachand every day – whether that’s creating a newbrand strategy for a client, negotiatingsponsorship rights or providing strategic counselat CEO level and protecting our clients’reputation. There will always be a role forindependent strategic advice for clients.

MEASUREMENT The days of measuring yourwork by AVE or by the number of media clippingsachieved are dead. Our clients need and wantmuch more than that and this links back todemonstrating the value of our service to clients.For example, you can do a fantastic consumerawareness campaign, achieve great coverageand talkabilty but if you can’t measure it thenyou are doing yourself and your client adisservice. We track outcomes rather than justoutputs. This would include tracking the reach ofthe campaign, any changes in awareness levelsand/or a change in attitude and behaviour.

INFLUENCE Our strengths range from crisismanagement and government affairs to socialmedia strategy, sponsorship negotiation andstrategy and consumer and brand PR.

‘Insight andmeasurementspecialists are inhigh demand’

‘The days of measuring your work bymedia clippings are dead’

Measuring PR Impact And Value For MoneyLeading PR practitioners explain how their firms measure campaign results for clients

and what their role is in the social media era

PAT WALSHManaging DirectorMurrayUSP We’ve always been a trusted agency forfinancial, corporate and crisis PR but we providethe full suite of services from brand andconsumer PR through to creative and digitalservices. Integration is now the direction oftravel for most clients and prospective clients,who value the combination of strategy andbusiness nous alongside creativity andprofessional execution.

VALUE FOR MONEY Our simple question is,does it add value? If it does it’s an investment,and return on investment can take many forms –from driving sales and facilitating atransformative project, to delivering stakeholderbuy-in or understanding. The single biggest costis the cost of not investing.

MEASUREMENT Historically, it’s ranged fromsupporting specific company goals andobjectives on the corporate side to AdvertisingValue Equivalent (AVE) and online metrics forbrand and consumer, but that’s evolvedconsiderably. In line with the BarcelonaPrinciples, we focus on delivery of business

goals. That involves looking at traditional andsocial media coverage as well as capturing andrecording informed anecdotal evidence ofchanges in awareness, attitude and behaviouramong key stakeholders and influencers.

INFLUENCE For Murray, our platform orchannel capabilities are assumed, as we’ve aheavyweight team with blue-chip clients. It’smore the ability to think and act strategicallyand deliver integrated campaigns across allstakeholders and platforms.

SOCIAL MEDIA Some firms have excellent in-house teams and we work very well with many ofthem. They’re generally the first to acknowledgethat they might never encounter the diversity ofissues or stakeholders that a leading agencymight encounter in any given day. In-housedelivers exceptional company and productknowledge; agencies add external perspective,insight born of diverse experience and currencyand relationships with key influencers.



JOINING THE DOTS BETWEEN TALENT AND BRANDS

The Leading Agency for Digital In uencer Marketing

Check out our full talent pool at thecollaborationsagency.com

‘The single biggest cost is the cost of not investing’


DONAL CRONINDirectorCarr CommunicationsUSP We’ve been providing PR services to leadingprivate and public sectors organisations for 40years. What sets us apart are the additionalcapabilities and services we can bring to bear. Forexample, we have long been recognised as theleading media training company in the country,

and this gets layered into our PR approach. Wehave a specialised internal communications andemployee engagement team, and we also trainteams in leadership, management andcommunication.

VALUE FOR MONEY What do you want PR todo for you? Do you simply want people to bebetter informed? Do you want people thinkingdifferently and changing their views? Do you wantthem doing something different after they haveheard you? We regularly have new clients come to

us saying, ‘Our messages just aren’t landing’. Wewill assess what they have already done and wewill clarify what result they want to see, and howwe can explicitly measure that. With our newbehavioural economics and sciences team, wemay run mini-trials of different communicationsapproaches, language, framing and so on. Thebottom line is that we will bring about measurablechange. That’s how we define real value formoney.

MEASUREMENT For some clients, it maysimply be column inches and greater awareness.For others, it’s sentiment: have we positivelyaffected how they are seen, how they arediscussed, how people feel about them? For stillothers, it’s about very specific behaviour change.All of these changes are measurable, and it is arelatively simple matter to put a financial valueon the impact of these measures for anyorganisation.

SOCIAL MEDIA Running successful campaignsis hugely time intensive and the breadth and rangeof expertise you need to have across a PR team ishard to replicate in an in-house team. So there is ahost of benefits to working with a PR firm. PR isits specialisation. It monitors media every day andknows what works and what doesn’t. It is incontact with media every day and it knows how topitch stories. It also knows the best ways to get tothe widest range of audiences.


‘Running successful campaigns ishugely time intensive’

GER McCARTHYDirectorWeber ShandwickUSP As part of a global communicationsnetwork we have access to the latest thoughtleadership on trends and developments in oursector. Combined with specific proprietarytools, this makes us unique in the market.

Today, people are shaping their own storiesfrom the brands and organisations that used todo most of the talking. Winning today requiresstorytelling that’s relevant, catchy andauthentic. It means understanding the newpower that trusted advocates wield, andcreating content that’s provocative, originaland compelling.

VALUE FOR MONEY Demonstrating valuefor money in PR is no different to any otherprofession or service, and is based on thedeliverables and the outcomes. We believe in

being clear and transparent from the beginningregarding what we will do, so our clients knowexactly what to expect from us. That includesbeing smart with their budgets, alert toadditional opportunities and being agileenough to engage swiftly.

MEASUREMENT Traditionally, PRapproaches to measurement and reportinghave lacked the business meaning that helpsPR demonstrate its strategic value to a brandor an organisation’s bottom line. We encourageour clients to adopt an integrated model ofmeasurement that assesses the value, focusand precision of their communications effortsagainst pre-agreed goals and KPIs. We provideour clients and teams with the resources,methods and proprietary tools to measurecampaign success, benchmark performance,gauge market trends and listen tostakeholders.

SOCIAL MEDIA PR is about deliveringearned trust, creating a meaningful impact andusing all the tools that are available, not justsocial media. Brands and organisations requirestorytelling that’s relevant, personal andgenuine. It’s about creating content that’scredible, novel and engaging across all relevantchannels – from traditional to social.

‘Brands requirestorytelling that’srelevant, personaland genuine’


Cranford House, Montrose, Donnybrook, Dublin 4 | 31 Kildare Street, Dublin 2t: +353 1 6614055 | e: [email protected] | teneoholdings.com/teneo_psg

Sponsorship Strategy& Activation

Corporate Communications& Reputation Management

Creative Brand Communications

Digital, Social, DesignVideo Creation

NIGEL HENEGHANManaging DirectorHeneghan PRUSP The agency offers a comprehensive high-level strategic approach encompassingcorporate, public affairs and crisiscommunications. We combine this with theability to actively and successfully implementroll-out across all stakeholder groupings.

VALUE FOR MONEY The definition of valueis based on consistent, safe and successfuldelivery of the clients’ objectives. There arenumerous methods with which to specificallymeasure impact, but the most important one isthe overall successful delivery of resultsagainst the defined objectives.

INFLUENCE The agency has a broad rangeof expertise that enables clients to engage

with stakeholders through a range of mediachannels. In terms of core strengths,Heneghan PR’s corporate, public affairs andcrisis communications experience is whatappeals to the market.

SOCIAL MEDIA Good strategiccommunications needs expertise. To accessthis expertise, the market will always derivegreater value in terms of outsourcing itscommunications requirements. Irrespective ofdigital channels and traditional media, what is

going to happen is that organisations are likelyto target their stakeholders in a more directmanner and this will require new strategies andnew thinking. Credible PR firms will be able tobring this thinking to the table.



CAROLINE HEYWOODManaging DirectorWalsh:PRUSP We’re established for over 30 years andhave a solid reputation for building andmaintaining long-standing relationships and

trust with our clients. We’re known for ourcreativity, great understanding and contactswithin the media, as well as for going beyondexpectations in everything we do.

VALUE FOR MONEY Clients get real valuefor money when you know your agency isworking hard for you, adding value in terms ofadvice, intelligence and creativity. For us, it’snot just about the media hits but making adifference to the client’s business.

MEASUREMENT This can be seen in thel Impact on the business e.g. reputation,sales or awareness.l Quality of coverage/attention, rather thanquantity of hits.

l Targeting – getting in front of the rightaudience.l Becoming part of the conversation – engaging rather than counting Likes.

INFLUENCE We focus particularly onrelationships with off and online media,bloggers and influencers in the areas ofconsumer lifestyle, food, health, travel,tourism and hospitality, sustainability and not-for-profit.

SOCIAL MEDIA Two words sum up thisarea – good content. We know how to createit, where to place it and how to leverage it,whether it’s a social media post or a full-scaleonline and offline campaign.

‘Good strategiccommunicationsneeds expertise’

‘Two words sum up social media – good content’

NIAMH BOYLEManaging DirectorThe Reputations AgencyUSP As an agency we have exclusive access toRepTrak, the global reputation measurementmodel, which provides us with rich insights aboutour clients and the sectors in which they operate.This provides unique perspectives that informstrategies and allows us to work in acollaborative way to build bespoke, impactfulcampaigns that support the delivery oforganisational goals.

VALUE FOR MONEY The first step is to have acomplete understanding of a client’s businessand their objectives, as real value for money canonly be truly delivered if a retainer or campaignfocuses on helping to support the delivery of anorganisation’s goals. Secondly, there is a need tobe clear on what role PR will play in achievingthose objectives, and what budget is available todeliver supportive activity and how it will bemeasured. That measurement can be eitherqualitative or quantitative using a range ofmechanisms guided by best practice in theBarcelona Principles. Among the measurementtools we use are reputation audits to identifychanges in reputational scores and improved

supportive behaviours among key stakeholders.MEASUREMENT With the growth in all

forms of analytics, the impact of much of ourwork can be tracked immediately with increasedtraffic to web, engagement across digitalchannels or a response to a call to action. Usinginsights gained from RepTrak, programmes canbe developed to focus on areas which areobjectively viewed as requiring input.

SOCIAL MEDIA Savvy clients know thatsocial media doesn’t exist in a vacuum and thatit needs really strong content to achieve cut-through. They also appreciate the interplaybetween traditional media and digital and howstrong traditional media coverage plays animportant role in driving social mediaengagement. A recent campaign for a clientjobs announcement is a case in point, wheresurges in Twitter traffic followed coverage inbroadcast news reports. So it is a case that, attimes, traditional media drives social media.



Social media needs really strongcontent to achieve cut-through

what engages you?

As one of the world’s leading PR firms, we are in the business of “engaging, always.”

So the people who work here are a highly engaged group.

There are photographers, bass guitar players, PhDs, lawyers, stand-up comics, synchronised swimmers (yes, we have one).

And every day they bring their unique perspective and skills to engaging people with the brands and issues that matter to them.

To learn more, go to webershandwick.ie

The new Behavioural Economics and Sciences Teamincludes expert consultants in Behavioural Economics:Jenny Robinson, Karl Purcell and Amy Hume. The creationof the new team builds on the success of the BehaviouralEconomics programmes the company launched two yearsago. In 2015, Carr Communications became the firstcommunications firm in Ireland to provide a series oftraining programmes in Behavioural Economics. Thesecourses, delivered by Liam Delaney, Professor ofBehavioural Economics at UCD, and Director of the newUCD MSc in Behavioural Economics, are in high demand.In addition to its long-standing relationship with

Professor Liam Delaney, Carr Communications has alsocollaborated with both the Harvard Kennedy School andNew York Times bestselling author on Behavioural Finance,Dr Daniel Crosby.

BEHAVIOURAL INSIGHTS“It’s a natural progression for us to establish a dedicatedBehavioural Economics and Sciences Team,” said DonalCronin, Director of Carr Communications. “For more than adecade behavioural science has underpinned our approachto communications and training.“We have applied this approach to great effect with

client issues as diverse as financial services, internalcommunication and the environment. Our team ofbehavioural consultants will now work with our other

teams, offering our clientstested, proven andadded-value approachesto messaging, throughthe use of behaviouralinsights and rigorousevaluation,” he added. Behavioural Economics

brings together thinkingfrom economics andpsychology to understandwhy people behave the

way they do. People are irrational and do not always actin the ways we might expect. They frequently do thingsthat are not in their best interests, and communicationneeds to take account of this irrationality rather thanbeing based on assumptions of how people shouldbehave in an ideal world.

INFLUENCING ATTITUDESBringing about change – influencing change in people’sattitudes and behaviours – is at the heart of all of CarrCommunications’ training programmes and PR campaigns.In order to influence change effectively, you first need tounderstand why people behave in the ways that they do.

“A question we’re asked again and again by organsiationsand agencies is ‘Why is our message not landing?’” saidTony Hughes, Managing Director of Carr Communications.“Behavioural Economics helps give a better answer to thatquestion. By applying behavioural science techniques, ourclients can better establish how their audiences think, feeland behave and, consequently, enhance their marketingand communications. This approach has already had aprofound impact for a number of our clients,” he added.Professor Liam Delaney said that the new team has great

potential to contribute to both business and policy inIreland. “I’ve been working with Carr Communications forseveral years on many projects,” said Professor Delaney.“It’s really exciting to see the company developing adedicated team in this area and it has strong potential tomake a contribution to business and policy in Ireland.”

AWARD-WINNING TRACK RECORDFor over 40 years, Carr Communications has providedaward-winning public relations services and training to awide range of leading organisations in both private andpublic sectors, helping them understand their audiencesbetter and communicate with them more effectively.

For more information on how Carr Communications’Behavioural Economics and Sciences Team can help yourorganisation, visit www.carrcommunications.ie

CARR COMMUNICATIONS LAUNCHES BEHAVIOURAL ECONOMICS

AND SCIENCES TEAM

Behavioural Economics helps to understand why peoplebehave the way they do

Carr Communications has launched a dedicated Behavioural Economics and Sciences Team. This newly established team of consultants will support the delivery of existing services inPR, Training, Career Development, Employee Engagement and Internal Communications.

www.carrcommunications.ieT: 01 772 8900

Providing expert communications and training services to clients for over 40 years

PAUL ALLENManaging DirectorPaul Allen & Associates USP We are a no-nonsense, results-driven firmthat prides itself in delivering results for ourclients time and again. We specialise incorporate communications, public affairs andcrisis management.

VALUE FOR MONEY Once we have joinedthe journey with a client and understood theirclear objectives, and once a strategy isdeveloped, a series of deliverables can thenunfold using every facet of media, from socialmedia through to international press. Our firm

focuses on crisis management, where minutescount and results are defined by column inches,engagement with stakeholders and satisfactoryoutcomes.

MEASUREMENT What our clients are mostinterested in is our company aiding them toachieve their objectives. We pride ourselves ingenerating a great deal of media coverage forclients but this is only useful to them if itserves their overall objectives.

INFLUENCE After being in business for over25 years, our company has very strong links inthe traditional media and in politics. We alsohave strong links with politics and sports in theUK and the US.

SOCIAL MEDIA Many firms assume thatthey are experienced in social media becausethey run their own personal accounts. It is verydifferent handling accounts for businesses, andfor large companies it is almost a full-time jobin of itself.



ROISIN O’HEAManaging DirectorO’Hea PRUSP Our expertise lies in creating traditionaland digital results-driven campaigns for ourclients, predominantly in the areas of motor,travel, tourism and hospitality. Media andinfluencer relationships are a key USP ofO’Hea PR, as well as our creativity,experience and constant drive to thinkinnovatively.

VALUE FOR MONEY Tailor-made activitiesthat deliver the desired results within budgetare the key factors in defining value for money.Every client is unique and has their ownmeasurement metrics. We work with them tobuild a solution that delivers on this.

INFLUENCE We have deep expertise in both traditional and digital media. One of ourcore strengths is the integration of the twofor clients.

SOCIAL MEDIA We often get calls frompeople who do their own social media and itjust didn’t work for then, as they didn’t havethe contacts or the knowledge of process todo so. We work with our clients to createtailored campaigns that meet theirrequirements through a combination oftraditional and online media.

‘Every client has their ownmeasurement metrics’

‘Media coverage is only useful if itserves clients’ objectives’

BUSINESS PLUS MAY 2017 73

CONALL MCDEVITTCEOHume BrophyUSP Our USP is that we’re Ireland’s largestindependent global communications agency. Inpractice it’s our commercial ability andcommunications agility, because we take analigned rather than silo approach to consumercomms. We focus on results so we’re alwayscommercial, creative when required, and nevercosmetic. Key sector specialisms are health,finance, agrifood, TMT and corporate.

VALUE FOR MONEY The blurring of the linesbetween corporate, public affairs and consumerand brand needs, demands a particulardisciplinary versatility and set of intellectualcompetences. Our culture focuses on outcomes,the things that shift the dial for a clients’business – awareness, visibility, education,engagement, interest, influence, etc.

MEASUREMENT By adhering to the integrityof the outcome, we can ensure clients get valuefor money. We have a suite of metrics to ensurethat what matters gets measured. And we havea bespoke scorecard system that captures,interrogates and analyses these metrics.

INFLUENCE Our client work and our expertisecover public affairs and public relations in equalmeasure, and as today’s communicationslandscape is omni-channel we work across allmedia at our clients’ discretion. Our internationalcredentials in terms of heritage, capabilities andscale, is a particular strength and we leveragethis on a daily basis to the benefit of clientsregardless of their location.

SOCIAL MEDIA This is a fast-paced anddynamic environment. The firms that keep up, byemploying the best people with the necessarybreadth of skills and vision, by constantlyinnovating and never losing sight of thecommercial imperatives for clients (andthemselves) will always be of value tocompanies and brands.



Drive purposefulaction throughinfluence andengagement

Contact Drury | Porter Novelli on +353 1 260 5000 orwww.drurypn.ie

‘We have a suite ofmetrics so thatwhat matters getsmeasured’


LYNN HUNTERManaging DirectorHunter CommunicationsUSP Hunter Communications createexperiential and digital campaigns for leadingFMCG and lifestyle brands. We are also knownfor our bespoke, effective and inspiring events,in particular our pop-up shops.

VALUE FOR MONEY This involves leaving consumers and press with a lastingexperience, and igniting conversations aroundyour brand. The brand is always the hero. Welove to get creative with briefs and we have aproven track record of working with budgets ofall sizes and making the most of our client’sallocated spend.

MEASUREMENT Measurement metrics areconstantly evolving and we are committed toupdating our skills and knowledge in this area.From our monthly reporting to creating an in-depth post-campaign analysis for our clients,we believe it is important to highlight the valueversus spend in a clear and detailed manner.

SOCIAL MEDIA Traditional media is stillextremely important and valuable to brands butno PR agency can ignore the power of socialmedia, in particular when creating aconversation with consumers. HunterCommunications’ knowledge of media

regulations, in particular ASAI, will allow us toremain at the forefront of the onlinecommunications field.


ROSEMARY SIMMONSDirector of PRPrior CommunicationsUSP We bring depth to the broader businessissues and we like to see under the bonnetregarding what our clients are seeking toachieve in the longer term. We work acrossfood, beverage, semi-state, governmentdepartments, IT and retail, but ultimatelypeople are people and finding the rightresponse to client needs is always our criticalobjective.

VALUE FOR MONEY With over 20 yearsbehind us, we know what it takes to deliverexcellence and rarely do we have a need toenter into protracted discussions regarding thefees we charge. The value for money is alwaysapparent in the results we achieve and how wemeet KPIs. Our client/agency relationshipstypically run for years and that suggests ourclients recognise the value we deliver.

MEASUREMENT We use traditional metricsin addition to having our own formula formeasuring digital impact. The value onlymatters after the first campaign, as we setearly benchmarks.

SOCIAL MEDIA Clients are being unfair tothemselves if they think they can managetheir own social media on a day-to-day basis.We have a content and curation team posting

and responding in real time, as well asmaintaining comprehensive analytics.

‘The brand isalways the hero’


Lynn Hunter (right) with Niamh Deans of The Collaborations Agency

‘We like to see under the bonnet’

25 Merrion SquareDublin 2T: 01 661 8915E: [email protected]@RepAgencyIRL / @TRABrands

thereputationsagency.ie


MARI O’LEARYManaging DirectorO’Leary PRUSP O’Leary PR is a boutique agency thatworks across media relations, eventmanagement and digital marketing. Weposition ourselves as a client’s marketingpartner, and we place a particular focus on theconsumer lifestyle sectors. We also managethe corporate communications requirementson behalf of many of our clients.

VALUE FOR MONEY We always workcollaboratively with clients to achieve resultswithin their allocated budgets. We draft plansthat first outline the fundamental activitiesthat are required and will also recommendancillary supporting activities forconsideration under the allocated budget.

Campaigns that can be activated within aspecific time frame are treated as projects andoften these can be implemented over a coupleof phases. Retainers are based on a specificprogramme of activities over a time frame thatis agreed under a contracted monthly fee orretainer. This ensures transparency, and bothclient and agency are very clear on the

expectations from each other. MEASUREMENT Setting clear objectives

from the outset ensures that both agency andclient are working towards specific goals.These can include achieving media impressionsand coverage, achieving increased sales,recruiting talent, attracting investment etc.Measurement and reporting are integral partsof the day-to-day account management.

INFLUENCE Relationships are key to thecommunications industry and over the pasttwo decades O’Leary PR has establishedstrong working relationships with media acrosstraditional and online platforms, as well as theblogging communities. These are constantlybeing nurtured.

SOCIAL MEDIA Social media and digitalmarketing can be activated in-house by firms.However, they may be not reaching the widercommunities that are integral to theirbusinesses. Public Relations is aboutcommunication on a broad scale acrosstraditional and online platforms. It’s importantthat there is a coordinated strategy that PRprofessionals design and manage to ensurethat there is synergy across all channels andconsistency of messaging.


‘Public Relations is aboutcommunication on a broad scale’

PAUL ALLEN & ASSOCIATESPublic Relations

Communications Strategytailored to you, becausePR isn’t a one size ts allsolution...

18 Fitzwilliam Square South, Dublin 2.T: (01) 676 9575

www.prireland.com


DAN PENDERManaging DirectorPR360USP PR360 takes pride in providingintelligent communications. We livein an era of changing media andstrong opinions, and cuttingthrough the noise is harder thanit has ever been. What you sayand when you say it matters, andthat’s why we always thinkstrategically.

We’re a straight talking agency:we want our clients to meet andexceed their goals, and that meanstelling them what they need tohear, not necessarily what they’dlike to hear. Clients value thishonesty and added insight. Somecompanies may be taken aback bythis, but as paid advisers this is afundamental part of our job. We’renot here to be your ‘yes men’.

VALUE FOR MONEY The PRindustry has allowed itself to beexploited for fees. Our propositionis simple: if you’re not prepared toinvest in communications, we’renot prepared to do business.However, there are plenty who will,and we take great pride in helpingthem to make more money, growtheir business and achieve theirgoals through strategic planning,intelligent communications and

creative campaigns.MEASUREMENT Personally, I

don’t believe in Advertising ValueEquivalent (AVE) rates. Certainbrands may still draw comfort fromthem or require them for internalreporting purposes, but theshrewder brands are more focusedon meeting their objectives. Theirdefinition of success will bemeasured in their company’sbottom line.

INFLUENCE In order to be ableto successfully do our jobs, wehave to be looking beyond currenttrends and anticipating what’scoming down the road next yearand the year after. This meansbeing able to read the zeitgeist,and this is important if you’re abrand looking to sell a newconsumer product or a politicianlooking to get elected.

SOCIAL MEDIA Advertisers’strengths lie in traditional one-waymessaging and too often they failto respond to the real-time natureof social media and theopportunities that come with this.On the other hand, the PR industryworks to shorter deadlines andthrives in a more reactive mediaenvironment. If your agency hasmapped out and signed off yoursocial media activity 28 days aheadof time, you’re missing a trick.

BP SURVEY PUBLIC RELATIONS


‘We’re not here to be youryes men’


ANN-MARIE O’SULLIVANChief ExecutiveAM O’Sullivan PRUSP AM O’Sullivan PR specialises in strategiccommunications and our areas of expertiseinclude strategic advice on restructuringprojects, crisis management and businesscontinuity planning, as well as on stakeholderengagement and large-scale publicconsultation programmes.

VALUE FOR MONEY It’s about providing atop quality service for our clients. We partnerwith our clients, we take the time tounderstand their needs and we develop long-lasting relationships, many of which havebeen nurtured and developed over 30 years.

MEASUREMENT Typically in strategiccommunications, the metrics we employinclude attitudinal change, developingawareness and behavioural change. Pre- andpost-survey techniques are key in this regard.When it comes to lobbying campaigns, it’s allabout the levels of engagement during acampaign and, of course, the final outcome.

INFLUENCE We have extensive media,government and regulatory contacts that we

have developed over the past 30 years inbusiness. In that time, we have seensignificant changes in the media landscape,which will continue to evolve. As aconsultancy, we work closely with local andnational government and with bodies such asthe IDA and Enterprise Ireland.

SOCIAL MEDIA Reputation management sitswith PR professionals and there’s no doubt thatthe advent of social media has increased thespeed of engagement and response. However,the role of PR companies still remains the same– helping clients to define their messages, toidentify their audiences and to choose themost effective communications channels –which may, or may not, be online.

Content creation, whether that’s written orvisual content, will become even moreimportant. In my view, the PR industry isideally positioned to support companieslooking for this expertise.


‘Content creation will become even more important’


PAUL HAYESFounder/CEOBeachhut PRUSP Beachhut specialises incommunications for scaling techcompanies. They need a strongIrish presence for their investorand recruitment needs and theyneed international outreach fortheir product PR. We also workwith tech multinationals trying todifferentiate their brandawareness for Europe-widerecruitment.

VALUE FOR MONEY Value inIreland vs value around the worldis seen differently. We candominate Ireland in the earlystages as companies scale up buttrue value comes from productshipped overseas. The rightpositioning that resonates in anobscure trade magazine cansometimes outweigh a CNBCinterview in long-term value.

MEASUREMENT Thoughtleadership on a particular topictends to be what our clients valueas they break through into acrowded marketplace using acombination of traditional media

and social. We find that AdvertisingValue Equivalent can be more of adistraction when deploying amessage globally. Our clients wantto be seen as market shapers, orindeed the innovators and leadersof a new sector.

INFLUENCE Understanding thesignificance of what our clients’technology can do in the world isour core strength. Most of ourstaff have tech backgrounds andwe even have a product manageron staff. After that, it is theinternational, borderless reachthrough messaging that positionsour clients well in B2B and B2Csectors.

SOCIAL MEDIA There is anever increasing amount of newchannels and the time-honouredskill of knowing which stories willresonate on which medium is whyagencies will always be needed.Learning to play the instrumentsin the orchestra is necessary butconducting the overall sound iskey. Luckily, our clients, fromIntercom to Newswhip, are someof the best instrument builders inthe world right now, so we havean inbuilt advantage.



‘Our clients want to be seenas market shapers’

BBurrell

MARKETING & PUBLICITY LTD

www.burrell.ie

One of Ireland’s leading full service PR agencies o� ering a 360 approach to traditional and social media campaigns

● Full Service PR agency

● Proactive & Reactive Press O� ce

● Brand & Event Management

● Creative Concepts & Sponsorships

● Content Creation & Implementation

● Campaign Activation & Evaluation

Talk to us on 01-6161711 5 Pembroke Lane,O� Pembroke Street,Dublin 2, Ireland.

A member of SERMO, the fi rst worldwide network of communication consultancies with a shared experience in luxury and lifestyle

www.burrell.ie

www.sermocommunications.com

Join us on Facebook

Follow us on Twitter: @BurrellPR

Follow us on Instagram: burrell_pr

Follow us on Snapchat: burrellpr

CONOR HORGANOwnerHorgan PR & Marketing

USP The agency is a one-stop shop forcommunications, typically for medium-sizedbusinesses, with media relations, advertising,content creation, event management andsocial media among the core servicesprovided. Automotive and environment are twoareas of expertise, while a specialist serviceinvolves assisting German-based blue-chips intargeting English-speaking markets.

VALUE FOR MONEY Ultimately it comesdown to how well a campaign has succeededin enhancing a brand’s reputation, thoughincreasingly it also means leveragingcreativity and content across multiplechannels as efficiently as possible – adaptinga core idea for social media, traditional PR,experiential etc.

INFLUENCE A PR agency must be able todeliver on both the traditional and new mediafronts. With the rise of native content, thatability needs to extend across owned, earnedand paid media.

SOCIAL MEDIA While there are no barriersto entry in social media, creating an impactrequires quality creative work delivered byprofessionals. As with traditional PR, this istime-consuming and is rarely a corecompetence of clients. It also means being atthe cutting edge of ever-changingtechnologies. As social media evolves, I thinkwe will see clients entrusting it more toagencies.


RACHEL DALTONChief ExecutiveRachel Dalton Communications

USP We are a pioneer and innovator inmarketing to women, with deep sectorexpertise in beauty, health and lifestyle PR. Ourexpertise and methodologies help take brandsand businesses to the next level througheducation, creation and implementation ofmarketing strategies and solutions.

VALUE FOR MONEY There is a view that thebest way to measure the value of PR is througha quantitative analysis e.g. an increase in salesor the volume of media coverage achieved.However, I think that measuring the value of PRis far more complex and should ultimately beabout helping to build the long-term goals ofthe company. Each campaign and client is

unique and PR can have a different value ineach campaign. If you just measure the numberof media clippings or an increase in sales, thenyou are missing other qualitative aspects, suchas assessing if you have been successful inbuilding new relationships.

MEASUREMENT On a monthly basis, wemeasure the number of clips achieved(traditional media and social media), deliveryon messaging and audience reach.We discontinued measuring equivalent

advertising value a number of years ago, butwe find that clients still ask us for this metricas they still consider it one of the best ways ofevaluating ROI.

SOCIAL MEDIA Media is becomingincreasingly fragmented. There will always be aneed for deep sector insights, access to mediacontacts, strategic advice, as well as sectorexpertise.

‘PR can have adifferent value ineach campaign’

‘Creating an impact with social requires quality creative work’



OWEN CULLENManaging DirectorCullen CommunicationsUSP Flexibility is certainly one ofour distinctive features. It’s astrength that comes from being anindependent agency and itenables us to move quickly andadapt to the needs of the client,even if that means entering asector where we haven’tpreviously operated. Depending onthe campaign or strategicobjectives – whether that meansconsumer, corporate, digital, publicaffairs etc – we offer a fullyintegrated approach wherever theclient needs to go.

VALUE FOR MONEY Clientsoften see value for money purelyin terms of output or results, thebest example being mediacoverage in the case of a PRcampaign or strategy. That’sunderstandable, but we see valuefor money as a longer-termdeliverable. It starts with ourcapacity to serve as a trustedadviser on all communicationsmatters. But it also includes timespent thinking about a client’sbusiness, the ‘eyes and ears’service that agencies routinelyprovide for their clients – lots ofthings that are difficult toquantify.

MEASUREMENT Clients lovetangible metrics like mediacoverage and social engagement,but very often these only tell halfthe story. For us, PR is a long-termbrand investment so even as wework on short-term projects andcampaigns, we’re always looking atthe bigger picture – brandawareness, perception, positioning– and how we can help our clientsto turn people from strangers intocustomers and then into brandadvocates.

INFLUENCE We’ve been inbusiness for more than 30 yearsso we have a good all-round mix oftraditional and new mediainfluence. Our work in publicaffairs has also come onsignificantly in recent years.

SOCIAL MEDIA Agencies bringa creative dimension thatcompanies may struggle toreplicate themselves. We alsobring an understanding of thetechnology that opens upadditional possibilities.



BRIGHT IDEAS INGLOBAL TECH PR

International TechnologyCommunications Redefined

beachhutpr.c

om

[email protected]@beachhutpr

Call Conor on 01 5383633. www.horganpr.ie

P R & M A R K E T I N G

Sorted.

Your communications.

‘We see valuefor money asa longer-termdeliverable’

REBECCA BURRELLOwner and DirectorBurrell Marketing & PublicityUSP We are an independent, boutique agencyspecialising in luxury and lifestyle brands,and our client portfolio includes independentlabels and new products. We bring a globalperspective to the table through ourpartnership with the SERMO Communicationsnetwork. This has been hugely important, asthe influence landscape no longer works toboundaries and borders.

VALUE FOR MONEY We ensure clientshave realistic expectations at the outset, andfrom our perspective reaching KPIs doesn’trepresent the finish line. Defining value formoney on paper is different to demonstratingvalue or worth. It is not only meeting orexceeding KPIs but certainty in the

uncertainty, and being able to seek out andwork with new opportunities as they happen.

MEASUREMENT Total reach has alwaysbeen a part of measurement but with theshift in focus to influencer marketing, it isabout the three Rs – reach, relevance andresonance. Clients are becoming moreinterested in the ‘micro-influencer’ and theirpeer to peer influence.

SOCIAL MEDIA It’s not simply aboutbroadcasting your message via certainchannels. It is still about creativity, makingthe right connections but about being

authentic. Working in PR will become morecomplicated as there is so much dataavailable, more choice and a wider audience.



TIM MAGEEManaging DirectorHost & CompanyUSP USPs can be tenuous, even vague, butours is very clear – Host is a specialist all-island agency that has far more experience indelivering successful PR campaigns inhospitality and food than anyone else on theisland of Ireland.

VALUE FOR MONEY Eighty per cent of ourclient roster is on retainer and the averagetenure for a client at Host is just under eightyears. Precisely defining value for money isimpossible. Typical KPIs (target media,message and volume) are important,managing reputations throughout is critical,

but our clients also see value for money inour industry-specific experience.

SOCIAL MEDIA Using Facebook, Twitter,LinkedIn etc is not PR – they are just toolsfor connecting. In our sector of hospitality,food and drink, Twitter and Facebook lostground a long time ago to newer tools likeSnapchat and Instagram. But they too arestill just tools for connecting. The questionis – what are you connecting to say? In mostcases what you are saying about yourself andwhat you want credible media and authenticinfluencers to say about you on thosechannels needs professional direction.

‘Clients areinterested in themicro-influencer’

‘What are you connecting to say?’


JANE MCDAIDFounderThinkhouseUSP Thinkhouse are the experts in youthmarketing, focusing on the 18-35 demographic.For many clients, their audiences can fall ateither side of this demographic. Thinkhouse,therefore, ensures that it delivers targetedcampaigns across multiple age and behaviouralgroups. Our capability across multiple areas ofmarketing – including insights, strategy, filmproduction and creativity – helps to strengthenour PR capabilities.

With offices in London and Dublin, andexperience working across Europe and multiplecontinents for major brands and companies,Thinkhouse’s global capabilities and experiencehave grown a lot over the last number of years.Our underlying values and ethical approach tobusiness means that we develop trustedpartnerships that really improve our clients’marketing performance.

VALUE FOR MONEY Value for money isdelivering bold work that works, in the mostefficient time. Having multiple services underone roof works for companies that are eager tobuild efficiencies, not just commercial butputting value on their own team’s time too. TheLove Network – the agency’s own global networkof youth audiences – means our work andthinking is built with them and for them at everystep in the process. The more traditional agencyapproach where research happens after a lot ofwork has been done makes no sense.

MEASUREMENT Whilst visibility, cost perreach and engagement remain important forcalculating the success of campaigns,Thinkhouse also sets KPIs for sales, sentiment,

closeness and talkability. Additional metrics areagreed with clients to ensure we are hittingtheir internal and external targets.

INFLUENCE Thinkhouse has developed itsvery own Love Network, a global network ofinfluential young people who Thinkhousecollaborate with to create bold brand campaigns.Our Youth Lab is an ‘always on’ team thatmonitors the ever-changing landscape of youthculture.

SOCIAL MEDIA Any internal PR team that hasa dedicated resource to unlocking trends andbehaviours, and has the capability to deliver

creative copywriting, photography, design andfilm, underpinned by stakeholder managementand innovation skill sets, should be able tohandle their own PR. The argument isn’t ‘canthey do it’; instead it should be ‘why should theydo it?’ With an agency partner you get outsiderchallenges. Companies should only work withagencies that represent the kind of brand theywant to become, or the kind of brand theyadmire. Then the agency partner can help you tounderstand what it takes for your brand andyour team to get there, quicker.



‘Value for money is delivering bold workthat works, in the most efficient time’



PAUL ALLEN & ASSOCIATES01 676 9575Contact: Paul AllenThe agency was established in1992 and services include crisismanagement, corporatecommunications, media relations,parliamentary affairs, mediatraining, social media and eventmanagement. The firm recentlyrelocated to new offices onFitzwilliam Square.

BANNERTON01 531 1000Established in 2010, the agencycomplements PR services withevent management andsponsorship planning andimplementation.

BEACHHUT [email protected]: Paul HayesFounded in 2010 by Paul Hayes,

the Dublin agency works withtech, fintech, gaming andhealthcare clients. In the past year the agency added two senior account directors, Liz Flynn and Maria Diviney.Account Director Mark O’Toolewas awarded YoungCommunicator of the Year by the PRII in 2016.

BURRELL MARKETING &PUBLICITY01 676 1711Contact: Rebeca BurrellThe agency specialises inconsumer and lifestyle PR and has been trading for almost three decades. Burrell is the Irish representativemember of SERMO, aninternational luxury and lifestylecommunications network, withoffices in 19 cities across 16countries.

CAMEO COMMUNICATIONS021 494 3939 Cork agency with primary focuson business-to-businesscommunications, with clients intechnology, life sciences,education and energy sectors.

CARR COMMUNICATIONS01 772 8900Contact: Donal Cronin The agency’s expertise spansstrategic communications, publicaffairs and public awarenesscampaigns. The firm recentlyestablished a dedicatedBehavioural Economics andSciences team of consultants andresearchers to offer clients“tested, proven and effectiveapproaches to messaging andcommunication”. The agencywon the award for Best PublicSector Campaign in the PRCAAwards 2016.

THE COLLABORATIONSAGENCY01 905 6350Contact: Niamh DeansEstablished by Lynn Hunter andNiamh Deans, the agency matchescelebrities and influencers withbrands and corporates. “Wemanage quality talent who areamong the top social creators inthe world,” says the firm. “Thepillars of our business are reach,relevance and engagement.”

COMMUNICATIONS CLINIC01 644 9700Core activity is media skills,writing and interpersonal skillstraining. Sixteen people were onthe payroll in 2015/16, andcompany net worth in March 2016was €710,000.

CROTTY COMMUNICATIONS01 661 8777Dún Laoghaire agency with focuson consumer PR and corporatecommunications.

CULLEN COMMUNICATIONS01 668 9099 Contact: Owen CullenThe agency offers the full rangeof PR services and is Ireland’ssole member of the PublicRelations Global Network.Principal Owen Cullen says thepast year has been one of steadygrowth, marked by a number ofnew business wins, and theagency is in hiring mode for 2017.

RACHEL DALTONCOMMUNICATIONS01 678 7990Contact: Rachel DaltonFounder Rachel Dalton has over20 years of experience of

The listing isalphabetical. Listingdetail is sourcedfrom advertisers inthis survey, agencywebsites and othersources.

LISTING DATA

Who’s Who In Public Relations

Walsh PR won the PRCA 2016 award in the Non-For-Profit category for a campaign on behalf of Team Hope Ireland


working with female-focusedbrands. A core specialism isclient representation in the UKwhile a growing revenue streamis management of social mediainfluencer marketing.

DRURY PORTER NOVELLI01 260 5000Contact: Anne-Marie CurranOne of Ireland’s largest full-service PR agencies, the firm wonthe award for Best Pubic SectorCampaign in the PRCA Awards2016. In April 2017, the agencyappointed Eimear Galvin to leadthe Health and Wellness practice,which works with multinationaland Irish clients across pharma,public sector, biotech, insuranceand NGOs.

EDELMAN01 678 9333Irish subsidiary of USmultinational. Clients includeRyanair, Citrix, Musgrave, Visa,Coca-Cola, Danone and Chopped.

ELEVATE PR01 662 5652Client portfolio spans leadingbrands, organisations and ownerentrepreneurs. Services includesocial media and online PR,blogger relations, eventmanagement, brandambassadors, sponsorship andPR guerrilla activity.

FLEISHMANHILLARD01 618 8444FleishmanHillard is part of aglobal network and had turnoverof €6.8m in 2015. In 2017, thecompany appointed four newdirectors – Eilish Joyce, JamesDunny, Astrid Brennan and BrianMelarkey. Managing directorRhona Blake is chairman of thePublic Relations ConsultantsAssociation.

FUZION PR & MARKETING021 427 1234Leading Cork agency also has anoffice in Dublin.

GIBNEY COMMUNICATIONS01 661 0402The agency announced amanagement buy-in in 2016, withmanaging director DonnchadhO’Neill acquiring a 30% equityshare from founder Ita Gibney.

GORDON MRM01 665 0450Led by founder Ray Gordon,clients include Nama, the NTMA,the SBCI and Permanent TSB. Theagency is PR advisor for theupcoming government sale of AIBshares.

HENEGHAN PR01 660 7395Contact: Nigel Heneghan The consultancy provides strategiccommunications counsel, socialmedia, corporate and consumerpublic relations, public affairs,crisis communications and otherservices for national andinternational organisations. Clientsinclude Independent News &

Media, Rentokil Initial, Actavo,Henkel, Amarenco Solar and NTR.

HOPKINS COMMUNICATIONS021 500 5994The Cork agency, celebrating 25years in operation in 2017, alsohas offices in Limerick andDublin. Debtors increased by 14%to €829,000 through 2015, when13 people were on the payroll.

HORGAN PR & MARKETING01 538 3633Contact: Conor HorganThe firm is based in the GuinnessEnterprise Centre in Dublin,where Horgan has assisted inmentoring startup companies fora number of years. Horgan saysthat fee income has improved by50% in the past year and clientsinclude MBA Association ofIreland, Eden Recruitment,Cassidy Travel, NationalAutoparts and Surplus StockWorldwide.

continued on page 86

HUNTERCOMMUNICATIONS.IE

ORIGINAL, CREATIVE AND COMPELLING CAMPAIGNSBESPOKE EVENTS AND MEMORABLE BRAND PUBLICITY



HOST & COMPANY01 855 8500Contact: Tim MageeThis agency works exclusivelyfor hospitality-related clientsand has been developing astrong proposition in drink PR.“We have delivered really solidcampaigns for clients likeBertha’s Revenge milk gin andWines from Spain, and we arefurther growing that strand,recently hiring a specialist fromLondon with years of experiencein premium drinks brands,” saysprincipal Tim Magee.

HUME BROPHY01 662 4712Contact: Maria CryanThis specialist in PR, PublicAffairs and Investor Relationsoperates at the top-end of the market, and has a team of80 spread across offices inBrussels, Dublin, London, Paris,Singapore and, most recently,Frankfurt.

HUNTER COMMUNICATIONS01 905 6350Contact: Lynn HunterExpertise spans brand publicity,talent management, bespokeevents, sponsorships and creativecampaigns. A new venture, TheCollaborations Agency, waslaunched in 2017 to “join the dotsbetween brands and influencers”.

INSIGHT CONSULTANTS01 293 9977Owned by Michael Parker, thislobbying specialist based inSandyford had turnover of €1.2m in 2015.

INSTINCTIF PARTNERS01 626 9500UK-based consultancy with 22offices around the world. TheDublin office has public affairsfocus and was established in 2015.

KEATING & ASSOCIATES01 662 0345Based in Grand Canal Dock in

Dublin and founded in 1992 byPat Keating. Operating companyBarberry Ltd had net worth of€456,000 in August 2015, havingbooked a profit of €70,000 in2014/15.

KENNEDY PR01 476 2000Caroline Kennedy’s agency has aspecialist focus on fashion andbeauty, food and drink, lifestyleand entertainment.

LIMELIGHTCOMMUNICATIONS01 668 0600Led by Kathryn Byrne, theagency works with a broad baseof clients including corporate,local government, consumer,tourism and not for profits.

MKC COMMUNICATIONS01 703 8600Client director Cian Connaughtonwas elected President of thePublic Relations Institute ofIreland in December 2016.Through 2015, the agency’sdebtor book increased by 40%to €575,000 and year-end networth was €953,000.

MURRAY 01 498 0300Contact: Pat Walsh Established in 1974, Murray is afull service agency spanninginvestor relations, corporate PR,political lobbying, consumer PRand community relations. Clientsinclude Ardagh, Tullow Oil,eShopWorld and Grafton Group,and in the past year thecompany appointed DougKeatinge and AoibheannO’Sullivan as directors whileNorman Pratt joined asAssociate Director, Brand. TheMurray Tweet Index ranksIreland’s journalists according totheir perceived influence onTwitter.

O’BRIEN PR045 407 017Led by Aileen O’Brien, theagency has a focus on sport,business, travel, beauty,technology and health sectors.

O’HEA PR01 660 8524Contact: Roisin O’Hea Established in 2004, the agencyis consumer and lifestyle PRspecialist, working with clientsacross the motor, travel andtourism, airline, hospitality,technology, not-for-profit andsports sectors. A new website isbeing launched this summer.

O’LEARY PUBLICRELATIONS01 678 9888Contact: Mari O’LearyThe agency was established in1994 and operates principally inthe consumer and lifestylesectors. As part of the PRCA, O’Leary

PR was again awarded theConsultancy ManagementStandard 2016-2018.

AM O’SULLIVAN PR021 466 3076Contact: Ann-Marie O’SullivanThe agency specialises instrategic communications, with particular expertise in crisis and issue management.AMOSPR works with six of thetop ten life sciences companiesin the world and other focussectors are pharmaceuticals,healthcare, medical devices,energy/utilities, BPO andeducation.

PLUNKETT 01 280 7873Specialists in book publicity, theagency also has a focus onpersonal publicity forentrepreneurs and professionalswho wish to raise their publicprofile.

PR36001 637 1777Contact: Dan PenderRecent new client wins include Qatar Airways, LibertyInsurance and the DrinksIndustry Group of Ireland. In the past year the agency has made a number ofappointments to its publicaffairs, brand and social anddigital divisions.

For more than 30 years, we have been helpingsuccessful brands to tell their story. If your brand

has a story to tell, we can help.

Contact Owen Cullen on +353 1 668 9099 or go to cullencommunications.ie

Growth is a story worth telling

CONSUMER . CORPORATE . SPORTS . SPONSORSHIP B2B . DIGITAL . SOCIAL . EVENTS

cullen communicationsPUBLIC RELATIONS & MARKETING CONSULTANTS

PRIOR COMMUNICATIONS01 662 7111Contact: Rosemary SimmonsThe agency is part of theMarketing Network group and isactive in consumer and corporatePR, media relations, eventsmanagement and sponsorship.

PR WISE01 234 2412Boutique agency’s focus is PRrelating to B2B and tech,corporate and consumer.

Q4 PR 01 475 1444Agency has strong position in PRmarket for large corporates andhas Bank of Ireland, Dell andMicrosoft as clients. Year-enddebtors amounted to €1.8m inJune 2015 and fourowner/directors and key accountmanagement personnel shared€3.1m in pay and pensionremuneration in 2014/15.

TENEO PSG 01 661 4055 Contact: Mick O’KeeffePSG Communications rebrandedto Teneo PSG in 2017 afterAmerican company Teneo boughtinto the business in 2016. TeneoPSG has over 60 employees andplans to open a second Dublinoffice on Kildare Street this year.“We have considerably bulked upour Public Affairs and strategicadvisory teams with a number ofhigh-profile recruitments andhave invested in our digitalteam,” says CEO Mick O’Keeffe.

THE REPUTATIONS AGENCY01 661 8915Contact: Niamh BoylePart of the DDFH&B Group, theagency has three divisions:Corporate & Financial; TRABrands for consumer, brand andsponsorship; and ReputationManagement. Recent client winsinclude eir, Meteor, An Post,Lisney, Kayak and SonyPlayStation. In the past year,Paul McSharry and Deidre Smithjoined the corporate advisorypractice while Gareth Field wasappointed Head of Sponsorship

with TRA Brands, joining othernew hires, including AnneBrowning and Rebecca Lawless.

REVOLVE MARKETING & PR01 284 1944The agency caters forinternational brands within thefashion, beauty, healthcare,interiors, food, arts andentertainment sectors.

RPS PROJECTCOMMUNICATIONS01 488 2900UK plc RPS Group operates inIreland through offices around thecountry and specialises inmanaging communications forstakeholder engagementconcerning infrastructure projects.

THINKHOUSE01 420 0700Contact: Jane McDaidThe agency has a strong niche in big brand PR aimed at theyouth market. Thinkhouse hasexpanded its offering with adedicated events team that hasa focus on ‘bold experientalbuilds’ at major events.

UNIQUE MEDIA01 522 5200The agency is active in PR, publicaffairs, social media management,media training and broadcastconsultancy services. Former MEPGay Mitchell joined as Brexitconsultant in September 2016while Gillian Kavanagh was hiredfrom Fine Gael to head up PublicAffairs.

WALSH:PR 01 661 3515Contact: Caroline HeywoodClients span consumer food andnutrition, pharma andhealthcare, lifestyle, professionalservices and the charity and NGOsectors. In April 2017, clientservice director Maeve Governeywas appointed Deputy ManagingDirector. The agency won a PRCAaward in 2016 in the not-for-profit category and recent clientwins include EPIC Ireland, TitanicBelfast, the Gibson Hotel andSocial Innovation Fund Ireland.

WEBER SHANDWICK01 679 8600Contact: Siobhán Molloy

The full-service agency isowned by Interpublic, one of the‘big four’ global advertisingholding companies. The agencywon two PRCA awards in 2016,for best use of Digital PR andbest Healthcare campaign.Internationally WeberShandwick was named Agency of the Year by PRWeekin 2016.

WILSON HARTNELL01 669 0030One of the largest agencies inIreland, WH is active acrossconsumer, corporate and publicaffairs, lifestyle, sport andhealthcare. Parent companyOgilvy & Mather Group Ltd,which includes separateadvertising agencies, hadturnover of €18.9m through2015.

YELLOW MACHINE01 482 4782Yellow Machine specialises inhelping brands to reach peoplein the 18- to 35-year-olddemographic.



Neil Curry and Claire Smyth (right) of Bord Gáis Energy with Ailish Smith of TeneoPSG. The agency won in the B2B category in the PRCA Awards for a BGE campaign

may 2017 survey who’s who in public relations · may 2017 survey detailed listing of ireland’s...

Documents