In honor of St. Patrick's Day, our PR Scorecard is wearing the green with profiles of Irish businesses and individuals.
PR pop quiz: Did you know Ireland is the world's fourth strongest economy (according to the Organization for Economic Cooperation and Development)? The 10% national
corporate tax rate (with no limits on profit repatriation) and Ireland's role as the only English-speaking member of the European Monetary System turned the long-ailing Emerald
Isle into a "Celtic Tiger." If Danny Boy were around today, he'd forget the blowing pipes in favor of employment at Microsoft Ireland (the software giant's European
development and sales initiatives HQ is outside of Dublin).
| The PR Focus | Good PR or Bad PR? |
|---|---|
| RTE Authority, the state-owned radio and television broadcasting authority, went to the other side of the media fence for its new
chairperson: Mary Finan, chairperson and co-founder of Wilson Hartnell Public Relations Ltd. in Dublin and a 37-year veteran of the nation's PR industry. While not having experience as the head of a broadcast entity, Finan has been a director of many high-profile cultural institutions and enjoys a reputation of breaking down barriers (she was the first woman president of the Dublin Chamber of Commerce). |
GOOD PR: A brilliant choice, in many ways. RTE, in announcing the appointment, dubbed Finan "the doyenne of public relations business" - that's
Irish for being the queen of the industry. She also provides RTE with a high-profile leader who is highly respected not only in her field, but across the national economy. And considering the threat to RTE's channels by satellite TV and radio, the Net and other home entertainment options, having a progressive mind like Finan at the helm is the ultimate plus. |
| Londonderry's John Duddy has the potential of being the newest boxing superstar. The middleweight fighter has a perfect record of 15-0
(with 13 knockouts); his next fight is on March 16 at Madison Square Garden, so his venue visibility is clearly top-notch. Even better, the 25-year-old is telegenic, articulate and free of controversy - a rare triple-play for the boxing world. Plus, he resides in New York, which is home to more than a few media entities. |
BAD PR: John who? Unless you are a die-hard boxing fan or an avid reader of the Irish-American media, you probably never heard of John Duddy. At
a time when professional athletes are proving to be PR liabilities for a variety of highly publicized issues, having a successful sportsman like Duddy with no negative baggage and plenty of positive attributes is a rarity. Duddy needs a PR brawler who can punch him up some high-profile opportunities. |
| Diageo, which owns the Guinness brand, announced plans to test market a low-alcohol version of the beloved Irish drink. The new Guinness
Mid-Strength will have a 2.8% alcohol content (versus the current 4.8% in Guinness Draught) and will marketed as alternative for those seeking to moderate their alcohol intake without foregoing their favorite brand. Diageo is working closely with spirits retailers and pub owners in Limerick to preview the product, discuss marketing and PR strategies, and gauge whether there will be problems in selling a "lite" equivalent of that old favorite. |
GOOD PR: Unlike Coca-Cola's infamous New Coke debacle (really, no one will ever let them forget that!), Diageo is wisely conducting extensive
market research to determine whether there is an audience for this or if this is a solution without a problem. Consulting with pub owners and a national spirits industry trade group also earns points for seeking out expert opinions. No plans are announced for a global rollout, so Diageo is clearly monitoring the Irish market to determine whether Guinness devotees will raise a pint to the new brew or pass it down the bar. |