Mid-Ocean News - March 19, 2009
By Lindsay Kelly
Local competition in the public relations industry is heating up in Bermuda with the entrance of two communications firms into the public relations market.
Where at one time local businesses had a dearth of options in terms of PR services, they now have several to choose from.
Marketing and advertising firms emedia Bermuda Limited out of Warwick and AdVantage Ltd. based in Hamilton have announced that their firms are now offering PR help to those who are looking to get their message out to existing and potential customers.
Public relations can be loosely defined as managing the flow of information between an organisation and the public. It differs from advertising in that advertising is a paid placement of information in public venues whereas PR utilises press releases, public appearances and events to communicate company news to the media and to the public.
According to a growing legion of marketing experts around the world, the use of public relations services by large and small companies as an adjunct to their traditional advertising plans makes good business sense especially during time of economic uncertainty.
"In a downturn, aggressive PR and communications strategy is key," said Doug Leone, a top American communications expert for the start-up companies.
Financial information web site, MarketWatch, which delivers business news to more than six million readers, also recommends ramping up public relations and advertising during rough times: "Historically, PR, marketing and advertising budgets are the first to be cut; however, that could be one of the first mistakes a business makes in an economic crisis."
Similar to other countries, there are signs that consumers in Bermuda are becoming a bit more wary of spending their hard-earned dollars, evidenced by the decline in retail sales during the Christmas season.
So businesses, according to Stefanie Pedro, account manager at emedia, must do what they can to build and maintain a sterling reputation, as well as consumer confidence in their company and their products.
"The rumour mill is extra hot these days," she said.
"Many local businesses are worried about the potential for misinterpreted or false assumptions to influence the public and decrease their profit margins. Perception is everything, and, once established, public perceptions can be difficult to change. Good PR helps to ensure that the public is getting an accurate and positive portrayal of your company."
emedia which has been known as a marketing and web design firm entered the PR market to create a 'one-stop shop' of graphic designers, web developers, marketing managers and PR co-ordinators all under one roof.
AdVantage Ltd. is another local company growing its public relations and communications business and also offers a wide range of services from advertising and web design to point-of-sale marketing and public relations help.
"With the growing uncertainty in Bermuda about how the global economic crisis is impacting companies here, it is more important than ever for organisations to proactively, and strategically, communicate with stakeholders in a way that is open and consistent," Sheila Semos, president of AdVantage Ltd, said.
"Transparency is key – this is not the time to remain quiet. At AdVantage, we've built our business around communications. We offer a range of corporate communications and PR services delivered by seasoned professionals who are experienced in this field."
Both firms are currently taking on new clients and can be reached at www.emedia.bm or www.advantage.bm.