NEWS: Alamo looks at UK PR vehicles

US car hire firm Alamo has taken its first steps towards hiring a UK public relations agency in an effort to strengthen its presence in Europe.

US car hire firm Alamo has taken its first steps towards hiring a UK

public relations agency in an effort to strengthen its presence in

Europe.



The company is testing the PR waters by holding talks with a number of

consultancies about the feasibility of out-sourcing publicity work.



Public relations manager Sandra Richards confirmed that Alamo is looking

to raise its overall profile in the UK and the rest of Europe, but

declined to say which agencies it had approached or to give details of a

likely brief.



‘We are talking to UK PR agencies, but it is a very short list - less

than ten - and we are not actively seeking proposals. I’d prefer not to

say who they are because we are still in the preliminary stages of a

search.



‘We are looking at a number of different options and using an in-house

department or consultancies are possibilities. It’s not appropriate to

discuss what our approach would be. We wouldn’t want our competitors to

know our future plans.’



Richards added that a decision on whether or not to appoint an agency

would be made in the first half of next year.



Alamo, which set up shop in the UK in 1990, has no dedicated PR function

for its 28 British outlets. Public relations for its European division

as a whole is handled from headquarters in Fort Lauderdale, Florida.



The firm currently enjoys a ten per cent slice of the car rental market

in the UK and Germany and is keen to increase its share in the face of

intense competition from rivals Avis, Hertz and Budget Rent-a-Car.



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