Keys hires to boost online profile

American soul singer Alicia Keys has hired London-based online advertising and PR outfit Silence to boost her online profile.

It comes as she launches her third album in the UK.

Keys’ publicity team at Sony BMG commissioned Silence to design and promote a Facebook application to coincide with the album’s release.

The ‘As I Am’ application, named after Keys’ album, is the billed as ‘the internet's first socially-powered self-help tool’.

It will act as a Facebook forum for Keys’ fans to discuss how they’ve overcome problems in their lives.

Silence’s Lee Henshaw, who conceived the application, said: ‘This is a challenge for publicists.

There are no editors to talk to, so to reach this community you have to act like a friend, rather than an advertiser.’

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