It is surely no coincidence that the pro-Euro camp in the UK
features some PR heavy hitters such as Shandwick Public Affairs head
Colin Byrne and Labour pollster Philip Gould.
Seamless pan-European PR has become something of a holy grail for
international consultancies and multinational client companies over the
last few years, although clients coming into Europe are often perturbed
by the complexity of the crusade. In this context, the euro, which
finally became a reality this week, is an important symbol.
The UK has traditionally been treated as the main PR gateway into
But the introduction of the euro could well precipitate a shift of power
base to other growth PR markets such as Germany. The problem for the UK
doesn’t so much lie in the practicalities as the perception. While
exchange rate risks and conversion losses would not be felt by clients,
EMU will be perceived as a step towards a more homogenous and manageable
Having effectively spearheaded growth of pan-European PR, the UK PR
industry must work to ensure that it spend too long sitting on the
sidelines of the Eurozone.