The company will continue to focus on technology for its PR, Dee McLaughlin, VP of marketing for Virgin Entertainment Group, said in an email to PRWeek. Last year, SJ Communications launched a new social networking site for Virgin: VirginMegaMashup.com, and it will continue to encourage consumers to interact on the site.
According to a Reuters report earlier this month, some Virgin Megastores are slated for closure, including the one in Times Square.*
"One of SJ Communications strengths is in crisis management, more particularly for us they don't just react to situations, they think ahead, analyzing trends, reducing surprises, and developing more effective communication strategies for us," McLaughlin said, via e-mail. "Therefore no matter what changes there are at Virgin – and what business doesn't have changes? – we are always ready."
Other PR plans include showcasing Virgin's brand partnerships, promoting celebrity in-store events, and highlighting the company's green and charity efforts.
"SJ Communications will continue to work with the Virgin brand to broaden the exposure of the diversified product offering they have now, such as the expansion of the fashion merchandise they are bringing in," said Krysty O'Quinn Ronchetti, owner of SJ.
*CORRECTION: An earlier version of this article failed to attribute the store closings to a Reuters report. We regret the error.