Flotation prompts PR growth at ICL

IT services company ICL is strengthening its PR offering ahead of a planned flotation later this year.

IT services company ICL is strengthening its PR offering ahead of a

planned flotation later this year.



ICL is looking to beef up its in-house PR operation with five new

appointments, including the creation of an e-business PR manager

role.



Neil Pattie, head of media and public relations, said: ’This company has

got to be more aggressive in promoting itself as it moves forward.’



The reorganisation of ICL’s marketing communications function over the

last year or so means that the new recruits will be dedicated to PR.



Another vacancy is government marketing communications manager which,

Pattie said, ’will have a heavy bias towards PR’. The other three

vacancies are for PR executives, one of whom will publicise ICL’s

ability to provide clients with the infrastructure to conduct

e-business. The other two will provide PR support for ICL’s work in

financial services and the retail, utilities and travel industries.



At present, ICL’s in-house PR team numbers five. In addition to Pattie

there are three PR managers and an office administrator. ICL has cut its

PR roster from 14 in 1997 to just two in the UK now. Firefly handles

technology and trade PR on a pounds 500,000 retainer; and Financial

Dynamics handles financial PR, and is expected to work on the flotation.

ICL reported a turnover of pounds 2.7 billion in the year to March 1999.



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