PRCA selects TCG as first agency to tackle reputation

The Public Relations Consultants Association has appointed a PR

firm for the first time.



The Communication Group has been hired to assist on developing strategy

for the trade body's project of this year, Building Market

Confidence.



The aim of the project is to communicate to business the importance of

PR and to improve the profession's reputation.



The agency has been hired following a competitive pitch, believed to

have involved six agencies, on a project basis.



PRCA director-general Flora Hamilton is keen to point out that the hire

was conducted in the same way as a client enquiry, through its new

business referral service.



She added: 'Some in the business community are unaware of the benefits

of PR, they have no in-house function and don't use consultants. That is

changing and our aim is to make sure that PR is a high priority.'



Included in the Building Market Confidence project is a plan to create a

PRCA issues management team to handle promotion of the industry as a

whole. A library of case studies that attempts to prove the

effectiveness of PR will also be collected on a rolling basis.



TCG corporate MD Michael Hayman will handle the brief.



Leader, p8.



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