Iceland poised to hire externally in PR revamp

Supermarket retailer Iceland is priming itself to hire its first external consumer PR and public affairs consultancies.

Supermarket retailer Iceland is priming itself to hire its first

external consumer PR and public affairs consultancies.



The plans are at an early stage and form part of a comprehensive

overhaul of the retailer’s PR strategy since Hilary Berg joined as PR

head in May this year (PR Week 7 May). She said: ’We are looking at the

budget and at using a public affairs agency for the first time.’



Berg added that given the logistical difficulties of dealing with the

consumer press from its office in North Wales, the company was also

considering drafting in support from a consumer agency.



Berg is currently in the process of boosting her in-house team from five

to eight. The three new members will be deployed to beef up the coverage

of retail, corporate and consumer PR. Berg is also completing a review

of media tactics which she hopes will continue to give the company an

edge over its competitors.



She will continue to encourage the open door policy within the company

whereby journalists have direct access to board members, including

chairman Malcolm Walker.



Iceland’s PR and marketing strategy has also seen the retailer steal the

limelight from the likes of Tesco and Sainsbury’s by side-stepping the

price battle and taking a stand on colourings, ethical trading and GM

foods.



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