Media & Marketing:Efforts to generate a more positive image of the public relations industry in Ireland and to answer criticisms of spin doctoring and media manipulation will be a priority for Justin Green of music and event promotion company MCD, the new president of the Public Relations Institute of Ireland (PRII).
In a letter to the institute's 1,100 members, Green pointed out that one of his main goals during his two-year term will be "to win greater recognition and understanding" for PR in Irish business, media, political and cultural circles.
"The first step will be the appointment of a consultant to devise and implement a strategy to help get our message across," Green said. "We must ensure the institute is positioned to answer criticism when and if it arises and get our own house in order."
Taoiseach Bertie Ahern rubbed PR practitioners up the wrong way last year when he questioned the wisdom of relying too much on spin doctors. He later tried to reduce the impact of his remarks when he spoke at the annual PR industry awards.
Green said that, if anyone knows the power of PR, it was politicians - particularly with an election looming.
With the proposed registration of lobbyists and the formation of a press council, public affairs will take on a more crucial role.
The PR agency business is worth an estimated €50 million and this could increase to €60 million by year end, Green said.
Green's letter set out other objectives for the national council to tackle during his term. These include quarterly council reports, a review of the PRII annual conference and the provision of workshops and breakfast meetings.
There are plans to extend student workshops and to introduce a careers day hosted by industry figures. Changes to the institute's diploma syllabus will be sought, with efforts made to place the course on the national qualifications framework.
Ad spend hits €1.7bn
Advertising expenditure figures from the Institute of Advertising Practitioners in Ireland (IAPI) report show that a record €1.7 billion was spent on media in the Republic last year, reflecting a 16.7 per cent increase on 2005. Since September 2005, the published data includes online spend.
Online spend last year was put at €13.5 million. Joe Dalton of Precision Media said a buoyant market resulted in all media enjoying double-digit growth. Cinema was up by 11.3 per cent to €10.3 million, while radio jumped 17.6 per cent to €124 million.
Print was up by 16.9 per cent to €1.1 billion and outdoor improved by 14.3 per cent to €133.8 million. Dalton said the 13.8 per cent increase in TV spend to €326.2 million was possibly due to the IAPI changing its report methodology from January 2006 onwards, with measurements on niche satellite stations.
Pitches for airport job
Five ad agencies will make strategic presentations for the Dublin Airport Authority (DAA) before March. Those in contention are AFA O'Meara, Chemistry, Leo Burnett Associates, McConnells and Publicis QMP.
The incumbent Owens DDB did not pitch again for the account. Including Dublin, Cork and Shannon airports, the business is thought to be worth nearly €3 million.
McCann Erickson was one of a number of agencies that refused to pitch for the DAA in protest over a €400 administration charge demanded by AirportSmart, an independent procurement group hired by the authority.
Meanwhile, the Carlsberg creative advertising review is down to two agencies, Irish International BBDO and the incumbent, Owens DDB. Tommy Kinsella of Diageo said a decision will be made shortly.
Paper targets students
The Galway Advertiser Group will launch a new free city newspaper next Monday to complement the Galway Advertiser. Group editor Declan Varley said Galway Firstwill target 18 to 35-year-olds, with sport and topics of interest to the city's 25,000 students.
Galway Firsthas a circulation of 30,000 and is printed by The Irish Times Ltd in Citywest. Founded by Ronnie O'Gorman in 1970, the group also has free papers in Athlone, Kilkenny, Mayo and Mullingar.
Baby documentary
Parents of babies and toddlers up to the age of three are being sought by the producers of a new eight-part TV series looking at how a child transforms lives. Produced by Sideline, Baby on Boardwill be presented by baby-parent coach Doreen Buckley. Filming starts next month and the series airs on RTÉ One in late May.
Labour campaign
Labour has launched a pre-election poster entitled "are you happy?" The ad questions the level of satisfaction people in Ireland have about the quality of life. Created by Bloom, with media by OMD, the campaign comprises 83 sites nationwide.
• Michael Cullenis editor of Marketing and can be contacted at cullen@marketing.ie
