The UK chemical industry has taken on PR agency help for the first
time in a bid to improve its image.
The Chemical Industries Association, which is concerned at negative
media coverage of the industry, has appointed Key Communications
following a four-way pitch.
A six-person team, headed by director Trisha Boyd and account director
Tim Reynolds, will report to CIA head of media relations Neil Eisberg.
Key has been appointed for an initial four-month period.
Eisberg said: 'We don't have a good press. People don't know about what
we've achieved in terms of improved environmental controls and health
Eisberg wants the chemicals industry to be perceived as a more important
part of society, because he says it makes products that improve quality
of life, accounts for more than two per cent of the UK GDP, and employs
as many as 250,000 people.
Eisberg, who replaced Christine Smith as head of media relations in 1999
(PRWeek, 25 June 1999) is supported by press officer Sarah Haythorpe.