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.
