Western Mail

June 22, 2001

EVENT: PR expert says industry should 'demystify' itself 

New-media firms told to 'be brave' and go global

A TOP Silicon Valley public relations expert told Welsh new media companies yesterday to "be brave" as the dot.com recession continues.

Gladys Elia, the managing director of PR agency Hoffman Europe told a new-media conference in Cardiff Bay that the dot.com crash represented an oppportunity rather than a reason for undue gloom.

She said the companies which would emerge strongest from the dramatic slowdown would be those which used "smart PR" to gain a market position.

Ms Elia advised companies to use their chief executives' profiles in gaining wider coverage and recognition.

She was speaking at the Net.work@Wales event at the St David's Hotel and Spa yesterday, which was organised by @Wales Digital Media Initiative, which encourages and supports new media.

Ms Elia said, "Companies should be brave at this stage. It is not a time for introspection, but an opportunity to differentiate yourself from the competition.

"It is companies which invest now, and communicate their strengths which will emerge strongest, not those which wait until the recession is over."

Ms Elia said the industry should work to "demystify" itself.

She argued that promoting a chief executive with "vision" was a key ingredient if a company is to enjoy success.

Stirring up controversy was also a good tactic to get noticed.

Although she added, to laughter, that companies should make sure they knew exactly what they were doing.

As she reviewed the dot.com carsh of last year, and the lessons stemming from it, Ms Elia said Welsh new-media companies should aim to "go global" to compete, rather than attempt to trade in Wales or Europe alone.

Delegates attended further debates on the future of broadband, marketing, funding and legal issues.