Shandwick unit to court high-end media

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.

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

future.



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

outlets.



’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

year.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in