Company To Focus On Internet Presence

One of Northern Ireland's public relations companies, Smarts, has announced the creation of an online PR division to help clients monitor, analyse and develop their brand reputation through the internet.

The consultancy - which employs 30 people working for clients across the island of Ireland - said the addition of its online PR specialism was a recognition that sources of trusted information for consumers had spread rapidly beyond traditional media into the world of blogs, social networking and community websites where reputations could be made or lost within minutes.

The new division, known as Clicksmarts, is said to be a first for a local PR company and will ensure that the clients are as represented and proactive in online contexts as they are in traditional communication channels.

Clicksmarts can monitor internet coverage of a brand or a company and engage in online conversations where it is appropriate.

It will use an online interactive newsroom to ensure clients messages are available and accessible across the internet and will have the capacity to develop bespoke campaigns using blogging and social media sites to engage a range of consumers.

Richard Nelson, from Clicksmarts, said: "The influence of traditional media has not gone away but there are literally millions of people online with the power to break stories before the traditional media, to champion the brands they love or attack those they dislike.

"As more companies look to develop new markets, the opportunities for them to reach out to their customers in innovative ways through the internet are huge."

Smarts said it hoped the addition of an on-line PR capability would accelerate the company's growth plans and lead to the creation of additional jobs at its Holywood base.

(BMcC)