Talk the talk

Ita Gibney, founder and managing director of public relations firm Gibney Communications, talks to David Clerkin.

You’ve just appointed a new chairman, Carlo Crighton, and have plans to put a board of directors in place. What will this change about the company?

Gibney Communications is expanding and the Board will fulfil three functions for the agency - client services and consultancy, agency business strategy and new business development. We are putting in place a small, focused group of directors with balanced skills to help drive the company forward and support the executive team.

Gibney has been in business since 1995. Why is now the right time to be putting a board in place?

We have been very successful in the first phase of our growth. We now have in place a strong team of executives and a top quality client list. Market research shows that we are one of the top six PR companies in Ireland and well positioned to achieve a leading market position, in the top three independent PR agencies in Ireland.

Where do you plan to go from here?

Gibney Communications will develop a strong position in the financial, corporate, healthcare, technology and public sectors, delivering a high quality service to leading clients. This requires us to be the best of breed. Our clients want service from a top class company.

Given the trend among PR firms to be part of big international groups, do you see yourselves remaining independent? What advantages does being independent have?

Clients in Ireland require strong local advice, not merely a subsidiary of a multi-national organisation. PR at its best is local and we receive referrals from all sources as a result of being independent.

What obstacles have you faced in getting the company where it is today? How have these been overcome?

We operate in a strongly competitive market. The quality of PR in Ireland is as good as anywhere in the world. We compete on excellent service and value delivery. We don't make any promise we can't deliver on.

What do you see as the big challenges facing the company in the future?

Giving clients real value, adding value to their business and working with them as partners to provide win-win solutions.

Who are your target clients?

We operate in the financial, corporate, healthcare, technology and public sectors. Our clients include First Active, BUPA Ireland, Aldi Stores Ireland, Dublin Port, Sherry FitzGerald, the National Treatment Purchase Fund and Hutchison 3G.