CIA takes on Key to boost image of chemical industry

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

and safety.'



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.



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