NEW YORK: Hoping to better connect senior executives with high-end media, Shandwick has expanded and changed the focus of its financial corporate services group.
NEW YORK: Hoping to better connect senior executives with high-end
media, Shandwick has expanded and changed the focus of its financial
corporate services group.
The new entity, to be known as the financial media relations group, will
be headed by national director Billee Howard. While the group is up and
running with a staff of five, Howard plans additional hires in the near
Despite the glut of firms specializing in financial communications,
Howard sees a clear niche for the new unit.
’When it comes to pitching The Wall Street Journal about a company or
about earnings, people are shy,’ Howard said. ’There is a stigma
attached to high-end media such as CNBC and CNN. What we are trying to
do is get big profile pieces for our clients.’
Howard and her team have already helped Lycos deal with the departure of
Telefonica chairman Juan Villalonga (Lycos is currently merging with
Telefonica-backed company Terra Networks). A day before Villalonga’s
resignation announcement, the new group briefed selected media
’It was a good example of us knowing the journalists and helping a
company work through a situation,’ Howard said.
Many clients from the former financial services group - such as KPMG,
Aon and the Mastercard-backed Freedom Card - are being shifted into the
new unit. Howard hopes to post revenues of $2 million by the end of the