Who’s Who In Public Relations · social media leaves businesses considerably exposed to the...

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

Who’s Who InPublic Relations

NIGEL HENEGHAN Heneghan PR . . . . . . . . . . . . . . . . . p62

DAN PENDER PR360 . . . . . . . . . . . . . . . . . . . . . . . p62

ANN-MARIE O’SULLIVAN AM O’Sullivan PR . . . . . . . . . . . . . . p63

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

JANE McDAID THINKHOUSE . . . . . . . . . . . . . . . . . p64

PAT WALSH Murray . . . . . . . . . . . . . . . . . . . . . . .p66

NIAMH BOYLE The Reputations Agency . . . . . . . . p67

ANNE-MARIE CURRAN Drury Porter Novelli . . . . . . . . . . . p68

EIMEAR HURLEY Carr Communications . . . . . . . . . . p69

SIOBHAN MOLLOY Weber Shandwick . . . . . . . . . . . . . p70

MARI O’LEARY O’Leary PR . . . . . . . . . . . . . . . . . . . p70

JENNY CULLEN Revolve Marketing & PR . . . . . . . . p71

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

REBECCA BURRELL Burrell Marketing & Publicity . . . p72

CAROLINE HEYWOOD Walsh:PR . . . . . . . . . . . . . . . . . . . . p73

PAUL HAYES Beachhut PR . . . . . . . . . . . . . . . . . .p74

SHARON BANNERTON Bannerton . . . . . . . . . . . . . . . . . . . p75

CONOR HORGAN Horgan PR & Marketing . . . . . . . . p76

CATHY RIORDAN PR Wise . . . . . . . . . . . . . . . . . . . . . .p76

OWEN CULLEN Cullen Communications . . . . . . . . p77

LORNA JENNINGS Hanover Ireland . . . . . . . . . . . . . . . p77

LYNN HUNTER Hunter Communications . . . . . . . .p78

RÓISÍN O’HEA O’Hea PR . . . . . . . . . . . . . . . . . . . . .p78

KATHRYN BYRNE Limelight Communications . . . . . p79

RACHEL DALTON Rachel Dalton Communications . .p80

SURVEYMAY 2018

55 PR firms cover page.qxp_PR 2017 30/04/2018 12:30 Page 55

56 BUSINESS PLUS MAY 2018

Maintaining a digital presence onsocial media leaves businessesconsiderably exposed to thevagaries of the public gaze. That

can be a good thing if you are siphoninginsights out of real-time consumerconversations about your brand. Butsocial media also attracts individuals withaxes to grind, and they’ll eagerly startswinging at you on Twitter and Facebook.

In the social media limelight, minorbusiness issues can escalate into problemsquickly. However, these same onlinechannels also provide ways to manage thesituation. Lidl was praised for how it usedsocial media during and after the lootingof its store in Tallaght during StormEmma. The supermarket was by turnsself-deprecating and serious as the eventsunfolded, keeping customers informed onTwitter of what was happening.

By contrast, British pub chainWetherspoons recently announced that it

was shutting down its social media pagesdue to bad publicity and the time requiredto manage them. Other companiesbattered recently by snowballing socialmedia anger include Starbucks and JustEat, who struggled to keep on top ofincidents that ‘went viral’ on Twitter.

Most of Ireland’s public relationsagencies offer reputation management aspart of their service. For companies thatwant to dive into social media, theirgeneral advice is to ensure you aresufficiently prepared beforehand. Anne-Marie Curran, managing directorof Drury Porter Novelli, says that thebiggest issue with businesses embracingsocial media involves not acknowledgingthe potential risks.

“People are missing a beat on thebusiness front if they don’t recognise theimportance of threats to their businessreputation,” says Curran, adding that oncethe importance of a business’s reputation

is acknowledged, preparation should bethe next step. This involves identifyingpotential threats to a business and havinga plan in place to deal with them.

“People are much more likely to retweetnegative and false information if itreinforces prejudices or thoughts theymay have had about a brand over a periodof time. They are also more likely toretweet what they want to be true,” saysCurran.

“Often in times of threat or crisis,companies can project uncertainty or alack of confidence in leadership. Our jobwith our clients is to ensure that all of theboard and executive team are preparedand communicate clearly and honestly.”

Teneo PSG advises its major clients oncrisis preparedness and providestraining in this area. According to

chief executive Mick O’Keeffe: “Socialmedia is a hugely important factor in howcompanies prepare for and manage crisissituations that may potentially damagetheir reputation.

“In 2018, social media and digital willevolve to no longer being a standalonedivision or a ‘thing’ – it will become front

BP SURVEY PUBLIC RELAT IONS

‘Issues can escalate far quicker andreach far further than before’

Reputation ManagementReputation management for companies and brands has become more challenging. Emily Styles finds out from leading PR practitioners about handling social media

56-57-58-60 PR Lead.qxp_34/36 Taxation 27/04/2018 12:01 Page 56

BUSINESS PLUS MAY 2018 57


and centre of all successful firms. It isnow the operating reality. Companiesmust integrate social media strategy intoall crisis preparedness and reputationmanagement.”

Eimear Hurley, account director inCarr Communications’ PR division,observes that where a firm’scommunications function might havepreviously been little more than anafterthought, it is now regularlydiscussed at board level.

“We workshop a number of crisisscenarios with our clients, from industrialaction to serious injuries or financiallosses,” says Hurley. “This also includeswhat happens if someone tweetssomething about the company that hasthe potential to damage their reputation.For each scenario, we have tweets drafted,statements ready to go and clarity on howthe company’s clients can be reassuredthat the issue is being handled.

“It’s critical to an organisation’sreputation that people can see you beingproactive and responsive during an issueor crisis. If you don’t fill the gap, someoneelse will, and by the time you get to it, the

story could be completely out of yourcontrol. However, the challenge for a lotof organisations is not to take everynegative tweet as a threat to yourreputation. You need to stay pragmaticabout the potential impact it might have.”

At Weber Shandwick, managingdirector Siobhan Molloy believes thatcorporate reputation is more

vulnerable than ever, in acommunications environment defined by24/7 commentary, unprecedentedactivism, and fake news.

“Reputation management plays acentral role in everything we do withour clients,” says Molloy. “There isintense scrutiny on companies and theymust show accountability across

wide-ranging areas – financial, fiscal,corporate behaviour, environmental,supply chain, consumers, communityand society. The bar is set high and thisalways-on era of engagement requires aculture of preparedness.”

In Molloy’s view, a multifacetedpreparedness strategy must include theability to anticipate, and see aroundcorners to prevent and diffuse issues. “AsPR professionals, we have always beenavailable 24/7 for issue management – soit is nothing new. What is different todayis that it is more intense. Issues canescalate far quicker and reach far furtherthan before.”

The definition of what constitutes a‘crisis’ for a business is now muchbroader than it was before, according toPat Walsh, managing director of MurrayConsultants. “In the past, a ‘crisis’ tendedto be fraud, financial problems, a healthscare or something like that,” he says.“Now reputation is much broader thanthat, covering how an organisation andits staff conduct themselves, corporategovernance etc.”

continued on page 58

‘If you don’t fillthe gap, someoneelse will’

Drive purposefulaction throughinfluence andengagement

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



Walsh notes that most companiesdon’t have the resources to manage anissue or crisis properly, including how itplays out on social media. That’s wherean experienced PR firm can help. “Clearheads are critical in helping to establishthe facts, avoid information vacuums,maintaining honesty and notcommenting on something if you can’tfor legal or other reasons,” says Walsh.

“Sometimes, the primary issue isn’twhat becomes the central issue later.The central issue may be arounddisclosure: once you found out about it,what did you do? Did you tell theauthorities? What mitigation andpreventative actions did you take toaddress, to contain or to prevent areoccurrence of the issue?”

At The Reputations Agency, reputationis often the starting point of clientconversations, according to managing

director Niamh Boyle. “A strongreputation builds strong stakeholdersupport, which, in turn, leads to higherbusiness performance,” she explains. “Astrong reputation builds employeeengagement and alignment, and ensureskey influencers will take note of yourpoint of view.

“With the ability of social media tochange public perceptions rapidly, havinga strong reputation that withstands theinevitable crisis and issues that comealong has gained even more in

importance in recent years.”Ann-Marie O’Sullivan, founder and

CEO of AM O’Sullivan PR, points outthat social media is often unpredictable,with little or no checks and balancesavailable to moderate what’s being saidonline. “The offline space, in contrast, issubject to defined controls andregulation, which govern what’s writtenor broadcast about an individual ororganisation,” she says.

“You need to work out how you plan torespond to issues online, as well as who isresponsible for assessing what’s going on.You should drill these preparations in thesame way that you’d drill any crisis plan.”

Scoping out as much as possible thepotential pitfalls for a business in thedelivery of a product or service should bea key part of any communications plan,advises Nigel Heneghan, managingdirector of Heneghan PR. “Oftentimescompanies have plans in place that theynever need to use, but it’s the time thatyou don’t have a plan in place that it willprobably be most needed,” he adds.

Should an issue arise out of left field,Heneghan suggests that the bestapproach is to firstly ensure that youcorrectly know what is going on. “Get the

facts of the situation and know exactlywhat has happened before you determinea response to it. In a crisis, quick andclear decision-making is essential.

“You are going to get some individualswith agendas who will be happy toundermine an organisation. The mostimportant thing for a company is not tobury its head in the sand, or go intodenial. Put your hands up and admit thatthere’s something wrong.

“Much of the time reputationmanagement relates to planning andmessage creation, which leads ultimatelyto a combination of media relations andstakeholder engagement execution,”Heneghan adds. “Similarly, there issignificant investment in terms of issuesor crisis management by clients, oftenwisely preparing in advance for theunexpected.”

Paul Allen, managing director of PaulAllen & Associates, notes that educationcan help companies to betterunderstand social media and how to useit, whether that’s in day-to-dayinteractions with stakeholders or intimes of crisis. “A policy that works forus is to train insiders in a company to


continued on page 60

‘Put your hands up and admit thatthere’s something wrong’


TELLING BRAND STORIES& BUILDING REPUTATIONS

REPUTATION MANAGEMENT CORPORATE & FINANCIAL PRCONSUMER BRAND & SPONSORSHIP

WINNERS OFAIM Awards, Best PR Campaign 2017 FMCG Awards, Best Sponsorship 20172017 Awards for Excellence in PR • Best Digital including Content • Best Corporate Campaign • Best Corporate Communications in

Support of Organisational Values

25 Merrion Square, Dublin 2T: 01 661 8915E: [email protected]: thereputationsagency.ie @RepAgencyIrl

@TRABrands

Part of the JWT Group in Ireland and the Global JWT Network



take control of their own social media,”says Allen. “We organise the messageitself and the tone of voice, while theycontrol the social media account.

“With social and digital media, peoplehave all the tools they need in theirpocket. But social media requires perfectattention to detail, as small mistakes canbe devastating to a client’s reputation. Aswith anything they do, this needs to havea plan, a structure and a strategy.”

The use of ‘influencers’ – popularindividuals on social media who canpromote products to followers – is anincreasingly common way for businessesto market their wares. Done well, it canappear authentic and natural, butconsumers will ditch a brand ifinfluencers seem too eager to sell. Thatcan cause problems for clothing firmsand other e-commerce vendors who relyon consumer trust, says RebeccaBurrell, managing director of Burrell PR.

Her agency works with influencers foronline fashion retailers such asBoohoo. “There’s a lot of

disillusionment now in the area ofinfluencers, some of whom do thingsbadly. People aren’t stupid and will lashback against influencers who have notbeen upfront with them,” says Burrell.

“It’s important to have a strategy inplace before something happens todamage your reputation. Know who’sgoing to handle it, who’s going to talk tothe press etc. With big companies, therecould be ten people involved before theright person gets to the issue. They haveto be quicker off the mark and morereactive because things happen so fastonline.”

THINKHOUSE specialises inmarketing to a younger, social-media-obsessed demographic. Founder andmanaging director Jane McDaid alsoemphasises that speed of response isvital in reputation management. So toois the understanding that targetaudiences on social media tend to bewell-informed and constantly active.

“Brands forget that reputationmanagement is an ‘always on’ thing,”says McDaid. “It’s not a ‘campaign’ – it’smuch, much more than that. It’s howthey run their business, it’s how theyengage with stakeholders, it’s how theyshow up in marketing and it’s how theydeal with a crisis.

“The audience nowadays is muchmore issues-led and vocal than everbefore. This means that brands andbusinesses are experiencing moreheightened pressures when it comes toethical and societal standards –standards their customers believe arefair, right and worth fighting for.”

Martina Byrne, who heads up thePublic Relations Institute of Ireland(PRII) and the Public RelationsConsultants Association (PRCA),observes that a business doesn’t alwaysget to choose when a conversationhappens on social media.

“So when you’re engaged andengaging with your stakeholders onsocial media, you are always on,” saysByrne. “You need to be able to respondand use those channels to let peopleknow what’s happening. “It doesn’tmean that you have to have all theanswers and you shouldn’t be temptedto speculate in the early hours of acrisis. But it does mean that you can letpeople know that you’re ‘awake’, so tospeak, to the incident and that you areaddressing it.”

Acommon mistake among companiestrying to deal with issues on socialmedia is reacting defensively, rather

than taking some time to reflect, Byrneasserts. “Just because someone has askedyou a question or hurled some negativecommentary in your direction, it doesn’tdemand an immediate response. It’simportant to be reflective. If you sawwhat you’re about to communicate in amonth’s time, would you stand over it,when the heat is taken out of themoment?”

Byrne’s advice is to craft a flexibleresponse plan and be ready to easilydeploy it when necessary. “In the Lidlexample, the plan they had in placemeant that they knew how to contacteach other outside of office hours andknew what their protocols are. Thatmight sound overly cautious, but in theheat of the moment knowing basic thingssuch as where you can find youroperations manager or head of securityon a bank holiday weekend is essential.These are the kinds of things that can beprepared in advance.”

Survey continued on page 62

INSIGHTS · CREATIVE · 360° ACTIVATION

‘Reputationmanagement isalways on’

56-57-58-60 PR Lead.qxp_34/36 Taxation 30/04/2018 11:42 0

Cranford House, Montrose, Donnybrook, Dublin 4 | 31 Kildare Street, Dublin 2

+353 1 6614055 | [email protected] | teneoholdings.com/teneo_psg

TENEO STRATEGY | NOTORIOUS | TENEO SPORTS | TENEO DIGITAL

Protecting and enhancing reputational equity

Brand strategy and activation

Strategic sponsorship and sports communications

Digital strategy,

innovation and production

General Teneo Ad_v2_Resize.indd 1 24/04/2018 12:42



NIGEL HENEGHANManaging PartnerHeneghan PRACTIVITY The corporate communicationssector as a whole is performing strongly. Interms of agency activity, strategy andplanning, media relations, public affairs andcrisis communications have been strong.

PR STRATEGY Keeping it simple isessential. Companies need to construct astrategic plan that defines who they are, whatthey do and what their business goals are. Thisshould then be packaged and executed fortheir target market.

MEDIA MIX Traditional media remains verystrong and is the go-to media for long-established companies, as well as newcomersto the market. It is also more reliable in thatwhile organisations don’t have editorialcontrol, they can depend on balancedreporting from journalists most of the time.

Organisations that want to make an impactwith key stakeholders will achieve this intraditional media channels, combined withrelevant social media activity. Traditionalmedia is far more sought after in the B2Bspace, while social media is essential forconsumer-facing companies targeting the

younger demographic with a disposableincome.

Social media can be agenda-driven, and it issometimes better to ignore this noise, focusinginstead on traditional media platforms, wherethe publisher’s digital offering is often firstwith the news. It is also where the real impactis with decision-makers and opinion formers.

Communications from an organisation in theform of public relations carries more weightthan advertising. Advertising does not havecompetence in the key areas of corporate andcrisis communications or public affairs.

WHY PR? Public relations is a vital tool forevery organisation of scale. It has more impacton reputation than any other practice, and howan organisation is perceived massively impactsits ability to achieve its goals. Reputation canaffect sales, employee sentiment, governmentdecisions and a whole host of other areas.

Reputation can be a huge asset or it can bea burden, and a good reputation can be veryfragile. Public relations is vital to building areputation, maintaining it and protecting it.The cost of not investing in public relations faroutweighs the cost of doing so.

DAN PENDERFounder/Managing DirectorPR360ACTIVITY Performance is strong, which I thinkhas more to do with the changing nature ofcommunications than the wider performanceof the economy. The people upon whombusinesses depend in order to succeed aremore conscientious and knowledgeable thanever. There is a greater emphasis now onauthenticity and trust, and that demands anew approach to communications.

Companies that get this are the ones thatare recovering faster – whether that’s winningbusiness, keeping and hiring talent, or securingregulatory change. That change syncs with ourintelligent communications ethos and is drivingour overall performance.

METRICS Measurable KPIs are essential tosuccessful communications strategies. Toomany PR companies fudge this and aren’tprepared to stand over them. CFOs are typicallythe PR industry’s toughest audience. They talknumbers, not sentiment. We’re not afraid of

having these conversations – in fact, weembrace them. We’re actively developing newmetrics to make it easier for us and our clientsto measure the real-time impact of our work.

REPUTATION Reputation is earned andpreserved when the business andcommunications strategies align, and when theclient-adviser relationship is a trusted one.This requires three fundamentals:understanding all aspects of the client’sbusiness and sector; an ability to decipherwhat matters strategically from what doesn’t;

and a willingness to tell the client straightrather than be a yes-man.

MEDIA MIX Traditional media remainscentral to shaping social media conversations.Likewise, what happens on Facebook andTwitter can dictate front-page headlines. Thetwo shouldn’t be viewed in isolation.

WHY PR? Talking in narrow terms of ‘PR’misses the point. PR is only one part ofsuccessfully communicating a message.Communicating in a strategic, intelligentmanner needs to be hard-coded into everyaspect of a business. Stakeholders will valueyour authenticity, you’ll grow your business,and you’ll achieve your strategic goals.

‘PR is only one partof successfullycommunicating amessage’

‘Public relations is a vital tool for everyorganisation of scale’

John Kinsella finds out from leading public relationspractitioners about PR strategy, the media mix and

what PR is good for

62 PR Quotes-Henigan.qxp_34/36 Taxation 25/04/2018 15:34 Page 62


ANN-MARIEO’SULLIVANChief Executive AM O’Sullivan PRACTIVITY We have more than doubled inturnover and personnel since being establishedthree years ago. We work with indigenous andmultinational clients, and virtually all newbusiness has come from existing clients orthrough referrals.

Led by strong business growth in Ireland,there has been an increase in the number andrange of organisations requiring strategiccommunications services. We encourage all ourclients to engage proactively and to developmeaningful relationships with key stakeholders,particularly in relation to preparing planningapplications and developing effectivestakeholder engagement plans.

PR STRATEGY For our clients, reputation isparamount and we understand that reputationmanagement is a fundamental cornerstone oftheir communications strategy. Communicatingin a crisis must be planned for and dealt with bytrained communication professionals – that’swhat we do best. If your organisation is new to

PR, it is important not to be too concerned withtrends. Regularly communicate with your keystakeholders using clear, concise, consistentmessages.

MEDIA MIX Traditional, offline or non-digitalmedia are essential for our clients tocommunicate to their stakeholders. Socialmedia is an additional channel that can be usedwithin a communications strategy. However, itshould be planned for rather than on an ad-hocbasis. With social media, organisations mustinvest in building an audience, monitoringconversations and, when necessary, respondingto comments and questions that arise.Companies should be consistent across allplatforms, cross-linking online and offlinechannels so the same messaging is shared withall stakeholders in a timely manner.

WHY PR? Reputation management isparamount to all successful organisations.Public relations will help organisationscommunicate more effectively, establish trustwith their stakeholders, increase their brandawareness and achieve their overall businessobjectives.


‘Companies should be consistent across online and offline channels’

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

63 PR Quotes-O'Sullivan.qxp_34/36 Taxation 24/04/2018 10:06 Page 63


MICK O’KEEFFEChief ExecutiveTeneo PSGACTIVITY We have seen significant growthacross all of our service offerings, fromstrategic brand communications to digital andsocial media strategy. Our sports andsponsorship team was voted the EuropeanSponsorship Agency of the year and are marketleaders in this sector. Our corporate affairsteam has grown from strength to strength,advising the CEOs of leading Irish andinternational businesses.

PR STRATEGY A standardised, professionalmethod of communicating with internal andexternal stakeholders allows you to presentyourself as a professional organisation. A best-in-class strategy allows for standardisedcommunication, creates consistency and allowsfor correct information dispersal.

Companies and brands need to be disruptivebut they also need to be prepared for whenthings go wrong. A communications strategyneeds to be well researched, needs CEO and

senior leadership buy-in and needs to besimple. The preparation phase should include aSWOT analysis, stakeholder research,agreement on objectives and on how successwill be measured.

MEDIA MIX How we communicate on behalfof clients is changing and content needs to bemore engaging and more visual than before.The media release continues to be redefined fortoday’s digital-first reality, with shorterattention spans and the need for visualstimulation. Brands are increasingly becomingpublishers, often bypassing the media to get tothe end target. Video, clever content and cleartargeting enable this.

The old PR agency model is dead. Indeed, the

old ad agency model is also dead. Clients areseeking more integrated solutions, greateragility and dynamism. PR professionals areskilled in copywriting and capturing the client’svoice, and can seamlessly transition to writingcopy and creating content when sitting side-by-side with creatives.

We predict that many brands and businesseswill begin to seek leading agencies that canmanage integration for and with them, that candeliver single-point client service and manageseveral solutions, with products and servicesunder one roof.

WHY PR? As Benjamin Franklin said: ‘Ittakes many good deeds to build a goodreputation, and only one bad one to lose it.’

JANE McDAIDFounderTHINKHOUSEACTIVITY Our growth over the last 12 monthsis down to the growth of our international brandportfolio and the broadening of the services weoffer. We’ve seen growth in our internationalservices, helping global brand leaders developstrategies and communications ideas that areactivated by their local teams in up to 60markets around the world.

Our strategy and insights division, The YouthLab, has contributed to our overall growth andsuccess over the last year, as well as newservice offerings such as events. Over the lastyear, our film/content production services, aswell as our outdoor advertising service, was ingrowth too. Our long-standing PR and advocacyservice continues to attract major brands anddeliver exceptional results.

PR STRATEGY A good campaign has threethings: a powerful insight deeply rooted inculture; a contagious, creative idea; andrazor-sharp delivery.

MEDIA MIX Digital and non-digital media areequally important, and how they work togetheris key. The thing that is still really special

about journalism is that it is a trusted source.It helps to shape opinion and can hugelycontribute to the success of a brand.

We’ve never positioned THINKHOUSE aseither a PR agency or an ad agency – we’recomfortable sitting outside of these traditional

boxes. Consumers don’t see the differencebetween disciplines, they just see goodmarketing or bad marketing. Therefore, we’venever believed that agencies should either.

So instead of finding ourselves in abattleground with ad agencies, maybe we arethe battleground. We are fighting for ourbrands to get the reputation, fame and successthat they deserve, with world-class insights,cultural understanding, innovation, creativity,connections and passion.

WHY PR? Do you have an audience? Do youneed to credibly connect and influence them? Ifthe answer is ‘Yes’, then you can’t afford not to.


Photo: CONOR McCABE

‘The old PR agencymodel is dead’


Photo: KEVIN GOSS-ROSS

‘We’ve seengrowth in ourinternationalservices’

64PR Quotes.qxp_34/36 Taxation 27/04/2018 14:38 Page 64

The agency has always been to the fore withbest-in-class campaigns which was borne outby winning half of the Corporate PR awards in the most recent PR Awards for Excellence.Led by the agency’s Deputy ManagingDirector, Niall Quinn, wins were secured forBuilding Lidl’s Corporate Reputation in Irelandand promoting Investec’s corporate values. In the case of Lidl, it was a back-to-back windemonstrating tremendous consistency incampaign excellence.

As part of the practice group’s ongoing effortsto respond to evolving client needs, theagency was first to market with a newdedicated CSR Communications practicelaunched last month, headed by award-winning communications professionalCatherine Walsh. It will use insight from theagency’s reputation auditing team to developand activate strategies that will ensure clientscan achieve cut-through in communicatingtheir CSR efforts.

THE REPUTATIONS AGENCYn A strategic reputation and

communications agency

n Leading experts in reputation management

n Delivers smart strategies andimplements innovative ideaswith a single-minded focus

n Tells brand stories andmanages the reputations of some of Ireland’s biggest brands

PROFILE THE REPUTATIONS AGENCY

TRA BRANDS:CONSUMER PR AND

SPONSORSHIPThe last 12 months have been hugelysuccessful for the team at TRA Brands, theconsumer brand and sponsorship practiceat The Reputations Agency. Awards, newteam members and new clients wereamongst the highlights. The team, which isled by Sarah Brewer and Suzie O’Dea,currently handles some of Ireland’s biggestbrands and companies, includingSuperValu, Bacardi, Bord Na Móna, Mazda,Swatch, An Post, IAPI, Grey Goose, eir, andKerry Foods brands.

Services that TRA Brands offer to clientsinclude brand strategy, consumer PR, digitalcontent, social media, influencer marketing,experiential and sponsorship consultancyand activation. TRA Brands’ work forSuperValu won Best PR campaign at the2017 AIM Awards.

The agency was delighted to winthree awards at the PR Awards forExcellence 2017 and the PR Awardat the All-Ireland Marketing Awards.The PR Awards for Excellence arethe only PR industry awards inIreland and highlight best practicein public relations andcommunications, showcasing thebest campaigns of the previous

year. The All-Ireland MarketingAwards showcase the work of themarketing industry and,acknowledging the majorcontribution of Public Relations inthe marketing mix, recognise PRbest practice in only one award –the Public Relations CampaignAward – which was won by the TRABrands team at the agency.

MULTIPLE INDUSTRY AWARDS FOR THECORPORATE & TRA BRANDS TEAMS

CORPORATE AND FINANCIAL PR WITH NEW DEDICATED CSR PRACTICE

REPUTATION UPDATEReputation Management has been synonymous with the agency ever since itwas founded by Niamh Boyle, who remains Ireland’s pre-eminent expert on themeasurement and management of corporate reputations. The agency continuesto leverage its exclusive partnership with the Reputation Institute through thepropriety gold standard model for reputation measurement, RepTrak®.

Reflecting the growing appreciation of the importance of understandingreputation, this year saw HSE, Primark, Toyota and Ervia added to theagency’s Reputation Management client roster.

As the number of organisational leaders engaging with reputation buildingincreases so too does the demand for additional services to support them.One key offering from the agency is the Reputation Leaders Network whichprovides such leaders with the ability to network and share experiences, case studies, insights and the latest thinking, not just in Ireland but amongtheir international peers.

65 The Reputation Profile May 2018.qxp_Layout 1 25/04/2018 15:39 Page 47



PAT WALSHManaging DirectorMurray ACTIVITY Activity levels are right back to peaklevels but requirements today are much moreconsidered. Investment by corporate and brand‘Ireland’ is much more strategic and outcome-focused, with very little tolerance for the hubrisor scatter-gun approach of the boom. It feels alot more mature and nuanced, and centred in amore senior advisory space.

FDI, tech and pharma remained strong in thedownturn, and agri and food led the recovery,which has now extended into finance, motor,leisure, consumer spending and, latterly, retail.

The past year has seen a notable uptick inM&A, refinancing and equity raisings. On theconsumer side, there was a resurgence inspending on food and drink, entertainment andleisure, and health and beauty.

PR STRATEGY A proper understanding ofstakeholder needs, concerns or interests iscrucial. You also need a credible propositionthat is relevant and understandable, andexperience or proof points to gain trust.Someone new to PR first needs to test orvalidate the proposition, as no words or PR can make a silk purse out of a sow’s ear. Some advance self-reflection may save anorganisation’s cash and blushes later on.

MEDIA MIX This is certainly changing, and to an extent it varies with age anddemographics. Whereas non-digital remains acritical and trusted opinion-former, for youthbrands its relevance is declining rapidly. Thatsaid, we don’t see it as either/or; we’ve alwaysseen traditional and digital as naturalbedfellows. Our latest #murraytweetindexshows that Twitter is being turned to by an

increasing number of mainstream journalists tosignpost their news, views and analysis on moretrusted and expansive platforms.

WHY PR? PR can help to deliver your goals.It doesn’t always require agency support orsignificant financial investment, but it does

require investment of thought and time tocreate understanding with key stakeholders.Sometimes that may require as little as a cup ofcoffee, but it might also require judgement,relationships and capacity that may not bereadily available in-house.

‘Public relations can’t make a silk purse out of a sow’s ear’

Photo: JASON CLARKE

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NIAMH BOYLEManaging Director The Reputations Agency

ACTIVITY Our business has performed verystrongly over the last three years. This allows usto invest back into our business, throughupskilling our agency team through ourTRAcademy; a significant office refurbishmentand expansion programme, as well as investmentin technology and strategic planning.

We are experiencing a surge in clientinvestment in our strategic reputation andcommunications services across a wide spectrumof sectors. This year, we launched Ireland’s firstCSR practice to support our clients in designingand communicating their CSR strategies andinitiatives.

PR STRATEGY Our agency’s proprietary TRARoadmap strategic planning process wasdesigned using international best practice. This,alongside the unique insight from our annualIreland RepTrak study, gives us an edge whendesigning impactful strategies and campaigns.

The TRA Roadmap process promotescollaboration with client organisations at keystages in the planning process to ensure

maximum efficiency and alignment at keystages in the strategic planning journey. Theoutcome of the process is a communicationscampaign with a proposition designed toengage relevant audiences; a supportingcreative idea; assigned channel selection; andcollaboratively agreed KPIs.

MEDIA MIX Early morning traditional printand broadcast media coverage can still be thedriver of the social media agenda for the day.Authentic voices are becoming increasinglyrelevant and sought after, whether from media,expert commentators, academics or keyinfluencers, as the proliferation of fake news andthe manipulation of some social media channelsdiminishes trust amongst the public.

WHY PR? Best practice tells us that investingin reputation management yields strongerbusiness performance. We offer strategicreputation and communication services to audit,build and protect our client’s reputations. Theresult is superior business performance throughenhanced client acquisitions; better relationshipswith key policymakers and regulators; improvedmedia coverage; stronger crisis management andpost-crisis recovery; and attracting and retainingthe best talent.


PUBLIC RELATIONS, PUBLICAFFAIRS AND MEDIA

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

[email protected]

T: 01 772 8900

‘We areexperiencing asurge in clientinvestment’

67 PR Quotes-Boyle.qxp_34/36 Taxation 27/04/2018 11:59 Page 71



ANNE-MARIECURRANManaging DirectorDrury Porter NovelliACTIVITY We had a strong past 12 months,with particular growth in our corporate andpublic affairs practice. We’ve added significantsenior skills to our team and remain focused ona strong 2018.

PR STRATEGY The essential elements of asuccessful communications strategy includethose that focus on positive business changeand influence real business decision-making. As a strategy gets underway, the focus shouldbe on changing conversations and getting outyour message. Your aim is to influenceattitudes and behaviours.

Third-party advocacy, social mediaengagement, awareness and increasedengagement with the organisation are all keydeterminants of a successful strategy. Typically,your ultimate goal is market share gain, sales,employee retention or similar measures. If youare new to PR, you need to consider your crisisplan. All companies now need to navigate in anincreasingly complex environment. Beingprepared and aware of risks is key.

MEDIA MIX How a brand or organisation isportrayed online has significantly increased inimportance. Metrics that capture webconsumers, number of video streams, mobileweb users, audio podcasts etc. are alleffective means of understanding leadershipin categories for our new multimedia, multi-channel and multi-device world. Many of thetraditional media houses now play across avariety of platforms and all channels ought beplanned and managed.

WHY PR? Clients understand what PR can

achieve for them and they understand whatadvertising can achieve. As disciplines, they arequite different. Advertising involves paying tosay something about you, whereas the essenceof good PR is about third-party endorsement.

In today’s environment of fake news, cyberthreats and widespread misinformation, yourreputation and brand are king, and the besttool to manage your reputation is undoubtedlycommunications.

‘The essence of good PR isthird-partyendorsement’

Photo: JASON CLARKE

68 PR Quotes-Curran.qxp_34/36 Taxation 24/04/2018 10:20 Page 68



EIMEARHURLEYHead of PR ServicesCarr CommunicationsACTIVITY Over the past 12 to 18months we’ve seen a significantincrease in business opportunities,both with new clients and withexisting clients in new areas. Whileour focus in PR has largely been onworking with public sector clients,we are now beginning to expandour client base into the corporatesector, working with largemultinationals in the financial andlegal industry.

We have expanded our team,which has allowed us to add new,specific offerings such asbehavioural economics, and internalcommunications and employeeengagement. In addition, we’reseeing an increase in the area ofpublic affairs as a result of Brexit.

We’re also seeing a return tosimple, clear messaging strategies,what we’re calling the ‘TrumpEffect’. More than ever, clients wantto know how to engage theiraudiences, simply and clearly, andto influence meaningful changes inbehaviours. And, more recently,we’ve been seeing a surge in thenumber of clients looking to applybehavioural economics principles totheir communications.

PR STRATEGY You firstly needto know your audiences inside out.Find out what makes them tick,where they get their information,what’s important to them and whatinfluences how they makedecisions. Then, find out what theythink about you and yourservice/product, through research,surveys or discussion groups.

Then work out what you want tosay to them. What behaviour areyou trying to change? What do youwant people to do as a result? Whyshould they be interested? Once wehave our messages, we need to

work out how to reach ouraudiences. Where do they get theirinformation? Who are theirinfluencers? As communicationsexpert Craig Davis once said, ‘Weneed to stop interrupting whatpeople are interested in and bewhat people are interested in’.

This is sometimes the greatestchallenge for communicationsprofessionals – to cut through all ofthe other noise and precision-focuson your audience. Finally, you needto be really clear about what youwant success to look like. For ourclients, success is measured indemonstrable changes in behaviour– for example, increasedengagement in environmentalissues, or a reduction in child roadfatalities.

MEDIA MIX Social mediaprovides many more opportunitiesto engage with audiences, oftenmore immediately, but equally wefind that local radio continues to beone of the most powerful mediums.

WHY PR? No matter how goodyour product or service is, if youcan’t tell your story in a way thatwill engage your audiences andinspire them to act, then yourpotential to grow is limited. PR is about cutting out confusion and unnecessary clutter to helpaudiences connect with a brand or issue. And once you haveengaged them, PR can really helpto build and maintain long-termrelationships.Survey continued on page 70

‘We’re seeing a return tosimple, clear messagingstrategies’

Call Conor on 01 5383633. www.horganpr.ie

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

Sorted.

Your communications.

Guided by a strong mix of people and PR expertise, we take pride in

providing a tailored service at senior level to our clients.

Trusted, Creative, Experienced, Proactive.B2B, Tech and Corporate PR

Issues Management.

PR Wise, Regus Dublin, Ormond Building, Dublin 7

Contact: Cathy Riordan, Managing Director

Mob: + 353 87 418 2422 Tel: + 353 1 526 6712

Email: [email protected]

Twitter: @prwiseireland Web: www.prwise.ie

69 PR Quotes-Hurley.qxp_34/36 Taxation 26/04/2018 10:23 Page 69



SIOBHAN MOLLOYManaging DirectorWeber Shandwick

ACTIVITY PR budgets are increasing, as clientssee the tangible return it gives on investment.They are also diverting more of their budgets tothe wider range of services PR agenciesprovide. Growth has been from organic and newbusiness, in particular across corporate,consumer and issues management sectors.

PR STRATEGY A successful strategy willhave clarity on the overall business objectiveand the communications objective you want toachieve. Secondly, it is important to define thetarget audience and to understand thataudience so deeply you can identify the keyinsights that can influence and change theirbehaviour or attitude.

Creativity is core to every strategy,embracing new ideas and new ways to tell thecompany or brand’s story, so that the tacticsfrom any strategy are compelling, interestingand engaging. Lastly, have a clear set of KPIsagainst which the strategy is measured.

MEDIA MIX For some clients, there is moreemphasis on social media, while others stillwant placement in authoritative and agenda-setting TV and radio programmes. Very few

want to tell a story in platform silos – thecontent and creative may be different acrossnon-digital and social media, but the messagewill always be aligned.

WHY PR? PR is about delivering earnedtrust. It’s about engaging people inconversations that matter to them. Winningtoday requires storytelling that’s relevant,personal and genuine. It means understandingthe new power that trusted advocates wield

and, more than anything, it means creatingcontent that’s provocative, original andcompelling.

Clients now are now looking for ideas andcampaigns that find or provide a bridgebetween the brand or corporate world and thereal. This has been really good for thedevelopment and expansion of the PR industryas getting attention, engaging audiences, anddriving change is what we do best.

MARI O’LEARYManaging DirectorO’Leary PRACTIVITY More businesses are starting toinvest in PR but there is still caution aroundbudgets. Once clients see the results and thereturn on investment from activity, it leads tofurther campaigns. More budget is beingdirected in events and ancillary activities,including experiential. The growth of thedigital sector has seen an exciting shiftwithin the type of activity the agency hasbeen engaged in.

PR STRATEGY Setting very clearobjectives is the foundation of everysuccessful communications strategy. This issupported by designing a bespokeprogramme of activity that is targetedtowards achieving the client’s specific goalsand working with the available budget.

For a company that is new to PR, the firststep is to define the primary objective. Whatis the goal that it wants to achieve? Throughresearch and discussion, we will help refinethis objective to ensure that it’s realistic andattainable. The next step is to confirm thebudget and to design a plan of activity that is

tailored to ensure that the activity deliversthe maximum return on investment.

REPUTATION We are the gatekeeper forthe reputation management of our clientsand brands. Our strategic and communicationskills and experience are essential in quicklyidentifying any potential issues and threats,and being instrumental in addressing them.

MEDIA MIX For some clients, TV and radiostill remain priorities. For others, andparticularly clients targeting the 16-to-34 agedemographic, online and social media, with afocus on Instagram and YouTube, are key.Over the past four years, we have alignedmore with digital marketing agencies workingwith an integrated communications messageon behalf of our clients. The communicationsskills of PR can really complement andamplify the digital marketing activities asboth agencies work collaboratively.

WHY PR? PR is communication and this isessential to every business and brand. Unlikeadvertising, which is selling, PR is about tellingi.e. keeping your target audiences informed,be they employees, customers, media orstakeholders. From a marketing perspective,PR works with lower budgets that consistentlydeliver strong results and ROI.

‘Creativity is core to every strategy’

‘Unlikeadvertising, whichis selling, PR isabout telling’

70 PR Quotes.qxp_34/36 Taxation 26/04/2018 16:53 Page 70



JENNY CULLENFounder Revolve Marketing & PR

ACTIVITY There are more new businessenquires, in particular from retail brands, whichwe champion. Existing clients are now looking formore service offerings and we are geared up toprovide these. We are seeing increased activity inthe UK market and we recently opened an officein New York City.

PR STRATEGY Companies and brands arefacing much more competition than ever before,so how you stand out is down to creativity andunderstanding the audience’s values. Identify thetarget audience, and have defined, realisticobjectives and goals at the outset. Building brandawareness is a marathon, not a sprint, so allocateappropriate time to develop your strategies.

REPUTATION Social media is always on, sowe need to monitor it constantly and ensure thatall communication fits with the voice of the brand.We need to respond quickly in order to protectthe client’s reputation.

MEDIA MIX The main aim is to target mediaoutlets that your target market is consuming.There is overlap between traditional and online

PR, as newspaper pieces will often appear onlineanyway. Traditional media also use social mediatoo.

WHY PR? The best thing a company can do tobuild awareness and sales is have people talkabout it in a positive way. PR is a cost-effectiveway of brand building. Independent endorsementsfrom the media are invaluable, while earnededitorial is independently verified by a trustedthird party. If you are seeing your competitors inthe press or on social media, they too areengaging in PR.

Customer experience is key to retainingclients. CX is the product of an interactionbetween an organisation and a customer over theduration of their relationship. Winning in CXrequires a new blend of skills. It requires thescale to deliver enterprise technology, and thecreativity to bring brands to life. It also requiresinput from across the client organisation.


‘PR is a cost-effective way ofbrand building’

BEACHHUT HELPS TECH VENTURES TO SCALE ININTERNATIONAL WATERSHELPING TECHNOLOGYVENTURES TO SCALE ININTERNATIONAL WATERS

BEACHHUT

@beachhutpr

FinTech • AI/Machine Learning • Data Intelligence • Life Sciences • Comms/Social Platforms • TravelTech • FoodTech

beachhutpr.com

71 PR Quotes-Cullen.qxp_34/36 Taxation 27/04/2018 14:30 Page 71



PAUL ALLENManaging DirectorPaul Allen & Associates

ACTIVITY We have seen a big influx ofbusiness in the past year and commercial lifeseems to be booming again. We are workingmore and more with legal firms andprofessional services companies. Cybersecurityand GDPR-focused activity are very buoyant.

PR STRATEGY Understanding the client’sneeds and requirements is critical. While theseissues may be relevant now, they help to buildthe foundations of next-stage strategies, suchas intermediate and long-term goals. Mappingout your objectives, followed by well-thought-out strategies and supported by well-executedtactics, is also critical to success.

MEDIA MIX All media is media, whether

digital or traditional. We have managed andchampioned a variety of considered, mission-critical strategies that we keep close to ourchest, keeping happy clients happier. We workhand-in-glove with ad agencies and all of ourstrategies are based on trust, respect andteamwork. There has been little or no paradigmshift, but the advent of social media has addednew markets.

WHY PR? To be honest that’s a hard one. Ifyou have to explain, you’re losing. However, ifyou show clients a rich stockpile of case studiesproviding solutions to dilemmas and problemsyou can win them over.

REBECCA BURRELLManaging DirectorBurrell Marketing & Publicity

ACTIVITY The last year has been very buoyantfor us. We secured a number of solid accountsin the lifestyle/luxury area, which isencouraging.

PR STRATEGY A communications strategyshould be clear, concise and have a realistictimeline in place. It also needs to make use oftechnology and data to assist in decision-

making. A company or brand should prioritisehaving the right people involved, with the rightmessaging and connecting with the right targetaudience. Accurate and timely marketingintelligence is an essential component.

MEDIA MIX We work with a number of online‘fast fashion’ companies, such as Pretty LittleThing and Boohoo.com. They live on digitalplatforms and generally communicate via onlinesites and relevant influencers. We also workwith a number of health and lifestyle brandswho would still rate and engage with non-digitalplatforms, and rightly so. We are working inmore of a partnership way withad/creative/design agencies now, and so are co-working on brands in a collaborative way.

WHY PR? The testimonials from our clientsspeak for themselves.

‘Accurate andtimely marketingintelligence isessential’

‘Cybersecurity and GDPR-focusedactivity are very buoyant’

72 PR Quotes-Paul Allen.qxp_34/36 Taxation 26/04/2018 10:20 Page 72



CAROLINEHEYWOODManaging DirectorWalsh:PRACTIVITY We experienced a strongyear of growth in spend withclients and additional new businessacross all of our key portfolios –food, health, travel and hospitality,and sustainability. Media relationsand reputation managementremain a core part of our clients’communications needs, whiledigital and social media continue tobe growth areas, along withconsumer activation.

PR STRATEGY Successfulcommunications strategy comesfrom a clear strategic approach tothe challenge. That meansunderstanding the challenge andthe context, identifying who thestakeholders are, what is importantto them and what end results youwant to achieve.

Taking the time out to dig deepat the start of a PR project isworth every bit of the investment.You will build your strategy andplan on solid foundations, and theywill pay back by delivering theresults you want.

REPUTATION Reputationmanagement is fundamental toeverything we do. It’s the meansby which we promote the corevalues of an organisation or anindividual. Social media has simplybecome another channel forcommunicating those values, and

like all communication channels, itneeds to be invested in andutilised strategically in order toget the best out of it.

Because of the pace and publicnature of social media, our role hasevolved to include advising clientson having a best-practice setup,monitoring their social accounts,and ensuring the firm has a processin place for responding quickly inthe event of an issue arising. Wealso help clients to develop socialcontent that creatively reflectstheir brand and resonates withtheir online audience.

MEDIA MIX Target audiencesstill watch, read and listen to non-digital or traditional media and willcontinue for a considerable time tocome. In many cases, traditionalmedia will drive the conversationonline and vice versa.

WHY PR? If you’re consideringinvesting in PR, you need to beclear on your objective and that PR is the right solution – talkingwith a PR advisor should help youto clarify this. The benefits of PRare many, from brand andcorporate reputation andpositioning, brand/corporate orissue awareness, to building trust,supporting marketing and sales, to list a few.

PR is often thought about when acrisis looms or hits, but beingproactive about managing yourcommunications with stakeholdershas long-term and multiple benefits.


‘You need to be clear on your PR objective’

PUBLIC RELATIONS - MARKETING

Big enough to deliver on clients,small enough to really care

about their business.

BANNERTON

Award WinningPR /

Advertising Agency

(+353) 1 531 1000

egardless of the size of your business or budget, we harness all our expertise to build your branIf we don’t contribute to your success, it won’t contribute to ours.

Call Us Now.

E: [email protected] ¦ W: Bannerton.ie ¦ @Bannerton_PR ¦ @Bannertonpr

We are a Cork-based strategic communications consultancy with an international reach.

Tel: +353 (0)21 466 3076Email: [email protected] Web: www.amosullivanpr.ie

STRATEGIC COMMUNICATIONS | MEDIA RELATIONS | CRISIS MANAGEMENT

73 PR Quotes-Haywood.qxp_34/36 Taxation 27/04/2018 14:36 Page 73



PAUL HAYESFounderBeachhut PRACTIVITY The tech industry has been somewhatcounter-cyclical and has maintained investmentglobally. There has been a resurgence thanks toincreased venture backing across fintech and lifesciences. The IPO market seems to be comingback, with strong revenues and valuations. Wehave also noted a surge of interest forspecialised international PR services, targetingnon-English-speaking markets. Companies areincreasingly looking to gain visibility in thesemarkets to shore up investment interest that’soutside the usual geographical scope.

PR STRATEGY Defining the sector you are inand framing your position within the future ofthat sector are as important as definingyourself. The company is only interesting once,while proving the impact of the company in yoursector has more legs, story-wise.

REPUTATION As a lot of our clients actuallydevelop products used by data scientists andanalysts/journalists, we are acutely aware of theemerging trends. We thus position clients asthought leaders ahead of the mainstream.

MEDIA MIX I think the mix is still important,with print and broadcast for corporateendorsement, and social media for building yourclient audience and product awareness. We havea product manager on staff alongside our Irishand international communications specialists toget under the hood regarding the impact of yourproduct on the world.

WHY PR? Your story is the only thing todifferentiate you from inferior competitors inthe market. Clients need all the help they canget to amplify their story internationally beforethey lose momentum.

‘We position clients as thought leaders ahead of the mainstream’

PR that builds brands and business.

T: +353 1 6787990W: www.rdcommunications.ieA: 30 Fitzwilliam Street Upper, Dublin 2E: [email protected]

Photo: CONOR McCABE

74 PR Quotes-Hayes.qxp_34/36 Taxation 26/04/2018 13:24 Page 74



SHARONBANNERTONManaging Director Bannerton

ACTIVITY There’s been a huge uplift in businessoverall, reflecting renewed consumer spend.Brands and businesses are now upping theirprofile and brand awareness to get their share. Noconsumer PR agenda is complete without a socialmedia dimension these days, and a lot of ourcorporate clients are seeing the advantages ofthis instant communications platform.

PR STRATEGY Identifying what it is you (oryour brand) do differently and better has alwaysbeen the core objective. You then need to find thecreative and engaging news, features andinterview hooks that illustrate your USP.

REPUTATION Having social media centrallyplanned and managed helps avoid carelessmessaging. The independent PR agency or

consultant is able to advise on the rightassociations – such as when to comment andwhen to button it!

MEDIA MIX The right type of media is alwaysthe one your customer base favours, so the focuson digital or traditional will vary according to theclient’s brand or business. Overall, I think Irelandmay be unique in its loyalty to traditional mediaover digital.

Some businesses actively seek a one-stopsolution for design, media buying, brand creativeand PR, while others prefer to shop around for acreative mix. Bannerton regularly works alongsideclients’ other agencies, particularly advertisingand design, and even social media specialists.Thankfully, there’s enough marketing budget to goaround right now.

WHY PR? Because your biggest asset is yourbrand value and reputation, and if you fail topromote it and to protect it then you jeopardiseyour business.


‘The right media is the one yourcustomer base favours’

UNCERTAINTIMESREQUIREUNCOMMONSENSE

hanovercomms.com | Dublin • London • Brussels • Dubai

f CORPORATE COMMUNICATIONS

f CRISIS & RISK MANAGEMENT f PUBLIC AFFAIRS

75 PR Quotes-Bannerton.qxp_34/36 Taxation 26/04/2018 12:40 Page 75



CONOR HORGANDirectorHorgan PR & MarketingACTIVITY It has been a record year for thebusiness, buoyed by a rebound in sentiment andthe opportunities presented by digital. Inparticular, the emphasis on content for ownedmedia has brought clients into the market whomay not have a sufficient pipeline of newsmaterial to warrant the traditional PR service.

On the other hand, business with Europeanclients has been by strengthened by thedisadvantageous position in which Brexit isputting UK providers.

REPUTATION Be it through negativereviews, comments or whatever, social mediabrings clients face to face with issues ofreputation on a more regular basis thanpreviously. This raises consciousness of theneed for professional reputation managementgenerally.

MEDIA MIX Depending on the targetaudience, many clients still see non-digital asthe most influential channels, but have becomemore conscious of exploiting the potential oftheir owned-media platforms. As the linesbetween PR and advertising agencies blur,relationships take on added importance. SMEclients ideally seek a one-stop shop, whichpresents a real opportunity for the providerenjoying the greatest level of trust.

CATHY RIORDANManaging DirectorPR WiseACTIVITY Trading has been good, with apositive flow of new business. At the same time,we are continuing to be cost-conscious.

PR STRATEGY This should be targeted, witha mix of creative thinking, media relations and aprogramme of activity relating to a flow ofrelevant stories and news. If new to PR, create abrief on your business, a summary of youroffering, the market, target audience andobjectives. This will make the process ofstarting into a PR project much more efficient,allowing the consultant to put together afocused communications programme.

REPUTATION Reputation managementinforms most of our work for clients. We areresponsible in how we represent them, as wellas how we communicate around their productsor services. Relationships always matter. As ateam, we have a strong record in issuesmanagement when required.

MEDIA MIX Non-digital media relations areequally important when carried out in tandemwith online/social media.

HUNTERCOMMUNICATIONS.IE

ORIGINAL, CREATIVE AND COMPELLING

CAMPAIGNS

BESPOKE EVENTS AND MEMORABLE BRAND PUBLICITY

‘SME clientsideally seek a one-stop shop’

‘Reputation

management informs

most of our work’

76 PR Quotes-Horgan.qxp_34/36 Taxation 26/04/2018 14:58 Page 76



OWEN CULLENManaging DirectorCullen CommunicationsACTIVITY Business has been very good in thepast 12 months. We’ve taken on a number of new clients and moved into new sectors ofbusiness, including cybersecurity, food safetyand pharmaceutical testing. We’ve also seen anincrease in our sports and sponsorship activity,plus a greater demand for digital services. We’re definitely seeing more investment in PR,as companies see and hear the benefits ofimplementing a proactive PR strategy.

PR STRATEGY I think you almost need tostart at the end and work your way back. Whatwould communications ‘success’ look like?What outcomes do we want to achieve? Whatoutputs will contribute to that? Who do weneed to engage with to make those outputsmeaningful? What channels are most relevantto our audience? And what messages will catchtheir eye? Once you’ve got those answers, youcan start building a plan. For newcomers to PR,absolute clarity around messaging and targetaudience are essential.

MEDIA MIX Non-digital media relations arestill hugely important. A piece of print orbroadcast coverage in a high-value, relevant,national, local or specialised media outlet is

still highly sought after among our clients. Alot of what we do is about positioning ourclients as experts and thought leaders intheir field, and those profile-type pieces aregenerally still in the non-digital space.

WHY PR? You’ve got a story to tell and wecan help you tell it – it’s as simple as that.Potential clients usually approach us becausethey are doing something impactful in theirindustry or their community, and because theywant to be known among a wider audience andincrease their presence among theirstakeholders as a result. That’s what PR can do:build relationships, establish trust, generateinterest and awareness, and solve problems ifnecessary, all through the telling of carefullycrafted stories.

LORNA JENNINGSManaging DirectorHanover IrelandACTIVITY Hanover opened our office inIreland in late 2016. In the past 18 months, wehave worked with some of Ireland’s biggest andmost exciting companies, particularly in thehealth, energy, technology and finance sectors.We exceeded our expectations for our firstyear in business in Dublin by nearly 50%, andthat growth has continued this year. Wespecialise in providing public, regulatory andgovernment affairs, alongside corporatecommunications, to industry leaders, includingfour of Ireland’s ten largest corporations.

PR STRATEGY We have a way of workingthat we call uncommon sense, which we viewas crucial to creating a successfulcommunications strategy. Essentially, get thestrategy right from the start, have clarity onwhat success looks like and who it is you wantto engage, and the plan will flow from there.

It is about getting immersed in the detail,asking the right questions, challengingconvention and applying a balance of intuition,intellect and influence in assessing what isrequired, before you pick up the phone to ajournalist or a stakeholder. This enables us to

design strategies for businesses to improveperformance, underpin trust, be heard,mitigate risk and attract talent throughcounsel, communications and connections.

REPUTATION We strongly believe thatlooking after the inside of a business should bethe first step in safeguarding reputation. Weoffer an external perspective on our clients’business and how best to communicate in aclear, concise and compelling manner.

MEDIA MIX Digital is not an add-on – itshould be a central part of any integratedcampaign, though research shows thatintegrated campaigns are the most effective.Radio and key print publications still have largeaudiences and can impact on brandssignificantly. This is particularly relevant forregional outreach for campaigns looking totarget specific areas, where local media is themost effective tool.

WHY PR? Communications should be at thecore of every business. It is much more thantraditional PR – it is a central statement aboutthe identity and position of business.Communications should be at the heart ofstrategy development, clarifying core objectivesand devising an approach to align anddisseminate that message to core audiences,internal and external. After all, what is the pointin developing a great unique product oroverseeing a world-class business venture andyour audience not knowing about it?


Photo: CONOR McCABE

‘We have a way of working that we call uncommon sense’

‘You’ve got a storyto tell and we canhelp you tell it’

77 PR Quotes.qxp_34/36 Taxation 26/04/2018 16:50 Page 77



LYNN HUNTERFounderHunter Communications &The Collaborations AgencyACTIVITY Since January 2018, we have seenan increase in business and PR spend bybrands. There is more of a focus on fun andunique activations, and innovative ways oftelling brand stories. We excel in this area, andwe work alongside the brand from ideageneration to activation stage, creating contentfrom social media to engaging videos.

The other type of activity that has increasedis influencer marketing. That’s why I saw anopportunity to set up The CollaborationsAgency, and we’re the only PR agency with aninfluencer division.

PR STRATEGY Essential elements includeplanning, specific and measurable goals, and,most importantly, knowing your audience.

REPUTATION Our mantra is that the brandis always the hero. We always ensure that thebrand is the standout in any communications oractivity we do. We work with brands to helpthem create the right tone of voice, the rightbrand story and identity, the right branding andimage. This role has evolved as brands movedinto the social media space, and we continue to

evolve and move with the ever-changinglandscape. A clear structure and guidelineshelps to maintain a strong reputation for thebrand.

MEDIA MIX The media that the brandchooses feeds back into a client’scommunications strategy – what they want toachieve and who their audience is. For example,if a client is a beauty brand and its targetmarket is females aged between 18 and 24, theclient needs to be on Instagram and YouTube,rather than the Irish Times or TV.

There’s been a shift in how consumers seeadvertising and consume media, so both PRagencies and ad agencies have had to changetheir offering to stay relevant. It requirescompletely stepping out of our comfort zone,upskilling and expanding our team.

WHY PR? With the right PR strategy, rightmessaging and the right team, public relationscan help take a brand from zero to hero.

RÓISÍN O’HEAOwnerO’Hea PRACTIVITY Trading has been good in the pastyear, while spend is similar to the previousfew years. However, we have seen anincrease in enquiries about our services,particularly in integrated communications.

PR STRATEGY Communications strategiesshould be tailored to each client’s individualneeds, incorporating what is important andwhat is a key focus to them or their brand. Ifa client is new to PR, reputation buildingwithin their particular industry and targetaudience are important.

REPUTATION Reputation management is acentral aspect of what we do. Social mediahas certainly changed this landscape, asthings can happen very quickly online. Beingsocial media savvy and keeping a watchfuleye across all platforms is hugely important.

MEDIA MIX Traditional media relations areimportant for our clients, as they can see orhear the coverage, the value and the keymessaging, and it’s easier to measure. Socialmedia is a priority for certain clients, butwhen an ‘insta-story’ is gone it’s gone, andmeasurement is still not as clear-cut as non-

digital media relations.WHY PR? Clients who come to us

understand the value of a tailored publicrelations strategy. We explain how we canwork with them to achieve results, and

deliver to their target audience. PR continues to be a very valuable part of themarketing mix, and clients who invest inpublic relations always see the benefit andreturn on investment.

‘Being social media savvy is hugelyimportant’

‘Our mantra isthat the brand isalways the hero’

78 PR Quotes Hunter.qxp_34/36 Taxation 30/04/2018 12:39 Page 78



KATHRYN BYRNEManaging DirectorLimelight Communications

ACTIVITY There has been a significantimprovement in business over the past 12months. Businesses are growing in confidence,and are prepared to invest in PR and developtheir communications strategy with an outsideagency. In the last year, we recorded 100%growth in retainer clients, returning us to pre-recession levels, as well as significantgrowth in one-off and project PR activities. To cap our year, we were one of the smallgroup of agencies selected for the PublicBodies PR framework.

PR STRATEGY Define your objectives andknow your target audience. The strategy willfollow. I ask each new client what they aretrying to achieve and who they want to reachand influence. It is then an easy task to put aneffective communications strategy in place.

REPUTATION Someone once said to me thatyou have only one reputation and it is essential

to take care of it. We take our role in ourclients’ reputation management seriously. It is our task to advise and look out for them.That said, you can give the best advice but you can’t make them act on it!

MEDIA MIX Social media is another mediumto communicate your client’s message. It is asimportant, and often more so, than traditionalmediums. On social media, it is essential thatthere is one voice and that it is treated withrespect as a communications tool.

WHY PR? There are three good reasons:l It builds on your credibility, instillingconfidence in your product or service.l It is good for your bottom line.l It creates and builds on brand awareness.


‘You have onlyone reputation so take care of it’

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

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RACHELDALTONManaging DirectorRachel DaltonCommunicationsACTIVITY Stripping it back tostrategy, planning and mediarelations, we have seen growth inincome. However, a lingeringcontinuum of recessionary clientbehaviour combined with currentmarket dynamics hascommoditised many aspects ofPR. Simultaneously, the demandfor deep industry knowledge andreal expertise has given ourbusiness some excitingopportunities, as we see clientsgrapple with the quickening paceof disruption.

PR STRATEGY A successfulcommunications strategy needsthree things: proposition, contextand differentiation. Start bytelling your (great) story. Thinkabout every facet of yourbusiness and tell it in acompelling way, with your peopletaking centre stage. Don’t beafraid to share the highs andlows, as this is far more credible.

REPUTATION Ultimately, all PR is aboutreputation management – creating it,building it, protecting it and even defendingit. Clearly, social media has changedeverything. Online reputation is now yourreputation. Consumers now view social mediaas more trustworthy than TV, radio, or other

traditional media outlets. Socialmedia is being used to assess andrank a company on its successparameters, leadership, CSR etc. Social media influencers can now have a greater infuenceand higher impact than traditional media in certainindustry sectors.

MEDIA MIX Many of our clientsstill view TV as the ‘stretch KPI’.TV is still an undeniably powerfuldriver to consumers whenintroducing a new brand orproduct. I would say that TV, inparticular, is also currentlyredefining its importance toaudiences as a trustful source toobtain information, news andentertainment.

WHY PR? Can you afford not toinvest in PR? Why have some of thebest entrepreneurs, such asMichael O’Leary, Richard Branson,Elon Musk, Steve Jobs and BillGates, all heavily depended on PR?Because it works. If it’s a decisionabout investing in PR overadvertising, I would say it comesdown to deciding where you standon ‘unpaid for’ versus ‘paid for’,earned versus purchased, credibleversus cynical.

In the new digital space, PR andadvertising roles have been shuffled andblurred. Ad agencies, PR agencies, digitalagencies, consulting firms and even mediapublishers are all fighting for a fresh role inthe digital-marketing value chain. However,deep industry knowledge and real expertisewill always win out.

‘Many of ourclients still view TV as thestretch KPI’

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BP SURVEY PUBLIC RELATIONS

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.

BANNERTON01 531 1000Bannerton offers corporate andbrand PR, including events, andreputation management, as wellas social media services, and hassignificant experience in thesectors of healthcare, financialservices, telecoms, tech andfintech, beauty and fitness, foodand drink, retail, aviation, leisureand hospitality. The agency hasfour staff in accountadministration and copywriting,one social media manager, andtwo admin staff. Twitter: @Bannerton_PR.

BEACHHUT [email protected]: Paul HayesThe agency has eight staff andworks with venture-backedscaling tech companies to raisetheir profile for recruitment,fundraising and product commsaround the world. Clients operatein sectors such as fintech, lifesciences and data intelligence/AI.Beachhut handles profile for FirstData on its new global innovationcentre in Ireland and productmessaging in Germany andAustria, and also works withCircle and Intercom. Twitter: @beachhutpr.

BURRELL MARKETING &PUBLICITY01 676 1711Contact: Rebecca BurrellThe agency has six staff andspecialises in consumer andlifestyle PR and has been tradingfor almost three decades. Burrellis the Irish representative

member of SERMO, aninternational luxury and lifestylecommunications network, withoffices in 19 cities across 16countries. Twitter: @burrellPR.

CARR COMMUNICATIONS01 772 8900Contact: Tony Hughes The agency has 35 staff andworks with clients in the state,semi-state and corporate sectors.Its particular expertise is instrategic communications,reputation management, mediastrategy, public affairs andtraining. Twitter: @CarrCommsLtd.

THE COLLABORATIONSAGENCY01 905 6350Contact: Lynn HunterThe agency matches celebritiesand influencers with brands andcorporates. “We manage qualitytalent who are among the top

social creators in the world,”says the firm. “The pillars of ourbusiness are reach, relevance and engagement.”Twitter: @Collab_Agency.

CROTTY COMMUNICATIONS (01) 661 8777Contact: Aoife Sherwin or Mary CrottyDún Laoghaire agency with focuson consumer PR and corporatecommunications. Samplecampaign activity includes therebranding of an internationalsupermarket, social affairscampaigns, European carlaunches, plant openings, jobsannouncements, new productlaunches, health informationalcommunications campaigns andsponsorship activations. Twitter: @CrottyComms.

CULLEN COMMUNICATIONS01 668 9099 Contact: Owen CullenThe agency works with all sortsof brands, from indigenous Irishstartups to major multinationalcorporations, offering a range ofconsumer and corporate PRservices to companies operatingin sectors including sport,technology, media, travel,automotive and food. It has 12staff and won two Gold awardsfor Excellence at the 2017 PublicRelations Global Network awards. Twitter: @CullenComms.

RACHEL DALTONCOMMUNICATIONS01 678 7990Contact: Rachel DaltonFounder Rachel Dalton has over20 years of experience ofworking with female-focused

The listing includesmembers of thePublic RelationsConsultantsAssociation (PRCA)and advertisers inthis Survey.

LISTING DATA Who’s Who InPublic Relations


PRCA chairperson Rhona Blake with Cormac Coughlan of Teneo PSG, winner of the Young Communications Professional of the Year 2017

81-82-83 PR Listing 2018.qxp_Layout 1 27/04/2018 14:32 Page 81



brands. A core specialism isclient representation in the UK and the agency’s specialistareas are health, health tech,brand development andmarketing to women. Twitter: @RDC_dublin.

DRURY PORTER NOVELLI01 260 5000Contact: Anne-Marie CurranWith 30 staff, the agency is one of Ireland’s largest full-service PR agencies. Focus areas are corporate, financialand public affairs; brandcommunications; health andwellbeing; media training; andproject communications. Theagency recruited Ben Burton ashead of corporate from WeberShandwick UK in December 2017.Twitter: @drurypn.

EDELMAN01 678 9333Contact: Joe Carmody

ELEVATE PR01 662 5652Contact: Emma Kelly

FLEISHMANHILLARD01 618 8444Contact: Rhona Blake

FTI CONSULTING01 663 3600Contact: Jonathan Neilan

GIBNEY COMMUNICATIONS01 661 0402Contact: Donnchadh O’Neill

H+A MARKETING021 466 6200Contact: Ciaran Curran

HANOVER IRELAND01 905 3512Contact: Lorna JenningsThe agency has eight staff andcaters for clients in health,technology, financial services,industry and manufacturing,

sport, energy and resources,education, FMCG and retail. “Theessence of strategy is to choosewhat not to do, says LornaJennings. “For us, that meansfocusing on specific sectors tomake the most of our deepexpertise and experience.Specialising in these sectorsenables us to hear the signalthrough the noise and detect theopportunity in any threat.”Twitter: @hanovertweets.

HENEGHAN PR01 660 7395Contact: Nigel Heneghan The consultancy has 11 staff and provides strategiccommunications counsel, socialmedia, corporate and consumerpublic relations, public affairs,crisis communications and otherservices for national andinternational organisations.Sector specialisms are energy(Amarenco Solar, SSE, NTR),health (St John of God Hospital,Rotunda Hospital, CappaghHospital, St James’s HospitalGroup), telecoms (enet-SSE,Blueface) and industrial (Actavo,Wisetek, Rentokil Initial). Twitter: @HeneghanPR.

HORGAN PR & MARKETING01 538 3633Contact: Conor HorganBased in the Guinness Enterprise Centre in Dublin, the agency’s service offeringspans media relations, branding,copywriting, advertising, events,media training, promotions andsocial media.

HUME BROPHY01 662 4712Contact: Maria Cryan

HUNTER COMMUNICATIONS01 905 6350Contact: Lynn HunterWith a team of five people, theagency works across fashion,food, drinks and lifestyle. Hunterhandles the Largo Foodsportfolio, including Tayto, HunkyDorys, O’Donnells, Hula Hoopsand KP Nuts. Other clientsinclude Frank and Honest,

the Musgrave coffee brand. Twitter: @hunterprdublin.

INSIGHT CONSULTANTS01 293 9977Contact: Michael Parker

INSTINCTIF PARTNERS01 234 2423Contact: Lucy Cronin

KEATING & ASSOCIATES01 662 0345Contact: Justin Bowers

LIMELIGHTCOMMUNICATIONS01 668 0600Contact: Kathryn ByrneThe agency employs sevenpeople and won two Excellencein PR Awards at the 2017 PRCAawards, as well as a GlobalMarketing Campaign award for a social media campaign forSlattery’s Pub. Specific areas of expertise are travel andtourism; film, arts and culture; and conference PR. Twitter: @Lime_Light_Comm.

MKC COMMUNICATIONS01 678 8330Contact: Tim Kinsella

MURRAY 01 498 0300Contact: Pat Walsh Employing 35 people, thisfull-service agency’s servicesrange from corporate and crisis,through public and regulatoryaffairs, to brand managementand all aspects of consumer PRand sponsorship, as well asdesign, digital and creativeservices, content marketing and social media. Twitter: @MurrayIRL.

O’HEA PR01 660 8524Contact: Róisín O’Hea The agency specialises instrategic lifestylecommunications and works with brands such as RenaultGroup, InterContinental Dublin,Travel Department, Belmond and Irish Youth Foundation.Twitter: @oheapr.

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


O’LEARY PR01 678 9888Contact: Mari O’LearyThe agency was established in 1994 and has six staff. It operates principally in theconsumer lifestyle space acrossbeauty, fashion, hospitality,interiors and entertainment.Twitter: @OLPR

AM O’SULLIVAN PR021 466 3076Contact: Ann-Marie O’SullivanThe agency specialises instrategic communications with particular expertise in crisis and issue management.With eight staff, the agencyprovides emergencymanagement communicationssupport for clients on a 24/7basis. AM O’Sullivan PR alsosupport clients in the areas of media and presentation skills training, eventmanagement, communityrelations, lobbying, brandbuilding, media relations,content generation, internalcommunications and publicconsultation planning. Twitter: @amosullivanpr.

PR36001 637 1777Contact: Dan PenderThe agency has 18 staff andspecialises in strategy and CEO communications, brandcommunications, corporate PR and public affairs, social and digital.

“Our proposition is simple: ifyou’re not prepared to invest incommunications, we’re not thepartner for you,” says founderDan Pender. “But for the brandsand organisations that are,they’ll reap rewards.” Twitter: @WeArePR360.

PR WISE01 234 2412Contact: Cathy RiordanThe agency has three staff andworks with two consultants. Itspecialises in B2B and Tech PR.Twitter: @prwiseireland.

THE REPUTATIONS AGENCY01 661 8915Contact: Niamh BoyleThe agency has 25 staff andoffers services to a range ofsectors, from automotive,communications, energy,financial, food and beverage andhealthcare, to infrastructure,professional services, publicbodies, retail, semi-statecommercial and sporting bodies.Twitter: @RepAgencyIrl,@TRABrands.

REVOLVE MARKETING & PR01 284 1944Contact: Jenny CullenThis full-service marketing and PR agency caters to retail brands within the fashion, beauty, healthcare,interiors, and property, food and drink industries. Currentand past clients include Cath Kidston, Guinot Skincare,Camille Thai, BFree Foods,Remington, Russell Hobbs, Field Day, George ForemanGrills, Weir and Sons, ThomasSabo Jewellery, De Dietrich,KAL, Nordmende, Triton Showersand VADO. Revolve has offices in London and New York and has 11 staff. Twitter: @revolvepr.

RPS PROJECTCOMMUNICATIONS01 488 2900Contact: Jackie Whelan

TENEO PSG 01 661 4055 Contact: Mick O’KeeffeThe agency has 75 staffoperating from two Dublinoffices. Activities span crisis preparedness, mediatraining, reputationmanagement, strategic brandcommunications, consumer and financial communications, C–Suite advisory, public affairs,health and pharma, sponsorshipstrategy, sports communications,digital planning, social mediastrategy and premium contentcreation. Twitter: @teneoPSG_Strat.

THINKHOUSE01 420 0700Contact: Jane McDaidThe agency providesemployment for 50 people andhas a strong niche in big brandPR aimed at the youth market.The three core activities are TheYouth Lab (insights, strategy,planning); Creative (design,photography, film & content);Services (PR, events, publishing).Twitter: @thinkhouseIE.

WALSH:PR 01 661 3515Contact: Caroline HeywoodThe agency’s core sectorsinclude food and nutrition (Dr.Oetker, Flahavan’s, GlanbiaConsumer Foods); health andmedical (AstraZeneca, BD, HRAPharma, Perrigo); travel andtourism (Air Canada, DalataHotel Group, EPIC Ireland, TitanicBelfast); sustainability (EPA,Tetra Pak); charity and NGOs(SVP, Team Hope); building and

construction (Octabuild). Deputymanaging director MaeveGoverney recently joined thecompany’s board of directors.Twitter: @WalshPRireland.

WEBER SHANDWICK01 679 8600Contact: Siobhan Molloy The full-service communicationsconsultancy has a focus on oversix practice areas: corporate,financial, public affairs,consumer, technology andhealthcare. It is owned byInterpublic, one of the world’slargest communicationsconsultancies. Weber Shandwickwas named PRWeek GlobalAgency of the Year & GlobalCampaign of the Year and The Holmes Report GlobalAgency of the Year in 2017. Twitter: @WS_Dublin.

WILSON HARTNELL01 669 0030Contact: Sharon Murphy

www.revolve.ie

What We Do... Press Release Writing | Media Relations | Event ManagementRetail Store Openings | Brand Ambassador and In�uencer Management

Brand Strategy and Development | Press and Consumer Events Social Media and Digital Marketing Management catering to Retail Brands

We love what we do - we have the experience, resources and media connections to land your brand.

Dublin23-24 The Crescent, Monkstown,

A94 W7W4, Ireland+353 1 284 1944

London2.2, The Print House,

18 Ashwin Street, London E8 3DL, UK+ 44 203 503 0190

New York280 Madison Ave. 912, 9th Floor

New York, NY10016, USA+ 1 718 766 5024




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