The Eyecare Information Service (EIS), an advisory body funded by
the ophthalmic industry, has hired its first PR agencies Amanda Barry
Communications and Knowles Cadbury Brown, to handle media relations.
EIS is responsible, along with charity Fight for Sight, for National Eye
Week which is organised each September to help raise awareness of
eyecare issues. The two Bath-based agencies pitched together for the
account to combine their consumer and eyecare experience.
The account team will work on PR for National Eye Week and will also
operate a media relations hotline for journalists and conduct a survey
of public attitudes toward eyecare.
Amanda Barry, MD of Amanda Barry Communications, said: ’Our challenge
will be to overcome the British public’s lack of awareness of the
importance of good and regular eyecare.’