EDITORIAL: Keeping pace with the Eurozone

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.

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

Europe.



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

European market.



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.



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