Firefly launches extranet to increase transparency

Hi-tech specialist Firefly is launching an extranet service to give clients access to billing information over the internet.

Hi-tech specialist Firefly is launching an extranet service to give

clients access to billing information over the internet.



Clients will be able to log on to the extranet to see how much work the

agency is doing for them and at what cost.



The site and client-specific information will only be accessible via

passwords. Firefly aims to update the site every day so clients are

continuously aware of the work being done.



Firefly is investing pounds 150,000 in a reorganisation and rebranding

programme to position it as an e-PR agency. The agency has recruited 14

staff to implement the changes.



’An e-PR agency is about using the internet to provide greater

transparency to clients, while maximising productivity within the

agency, resulting in cost savings for clients,’ said Firefly director

David Hargreaves.



The initiative was inspired by the work Firefly has been doing on behalf

of technology clients such as Netscape for its e-business client

Egg.



’The internet is changing the dynamics of PR. Working with hi-tech

innovators has given us an understanding of the changing dynamics of

business, which led to the decision to make this investment in becoming

an e-company,’ said Hargreaves.



He adds that his agency will inform clients when they have done the

agreed number of hours on a contract in a bid to combat

over-servicing.



Other internet services introduced to improve Firefly’s service offering

include an image library that will allow publishers to download

print-quality pictures of clients from its web site, an internet press

centre, which can e-mail press releases to a chosen subset of over 800

journalists, and Fire Watch, which will monitor clients’ profiles on the

internet.



Firefly has realigned the company into four specific business units,

focusing on telecoms companies, ’digital leaders’ - established players

as Compaq and ICL - ’digital startups’ and a specific .com division

focusing on recent client wins such as ft.com, Dotmusic and

Loot.com.



Leader, p10.



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