The Image of Manchester in the eyes of PR

Written by Aidan O'Rourke
2002-07-15

In this article, focusing on PR in Manchester I seek out the opinions of people involved in the PR industry in the city - I reckoned they ought to have some interesting views and I was right. I also wanted to find out a bit more about the PR scene here, having worked on a freelance basis with two PR companies so far.

Selected images on the left are on the theme of change and development in Manchester. Click on the thumbnail to view datasheet and larger size version.

I asked two questions, one about the effect of the Games on Manchester, and the other enquiring about Manchester as a place to be involved in PR. The responses were very interesting and not always as positive as you'd expect. I also provide, where applicable, a website link and mini-review.

My two questions were: Do you think the Commonwealth Games will have a lasting effect on Manchester in PR terms, or just a temporary one?

What do you think of Manchester as a place to be involved in PR?

Citypress PR is the longest established PR agency in the north and fourth largest in Manchester. Recent clients include Lloyds TSB, Iceland Supermarkets, DTZ property company and the Sports Council of Northern Ireland. I spoke to Charles Tattersall, MD of Citypress PR.

I started by asking about the impact of the Games on Manchester in PR terms:

"They have had a big impact. The city is now recognised as a major UK city with the infrastructure to host big events, certainly on a par with London. It's also showcased the people of Manchester and the culture of Manchester. "

He was less upbeat about benefits of the games for the PR industry in Manchester, saying that it hadn't brought in much cash or new work for agencies here.

Charles is very positive about Manchester as a place to be involved in PR.

"Manchester isn't just the second city in the UK in terms of the cultural industries, it's on a par with London, if not better. And while there's a huge recession hitting the London PR industry, here in the north we are expanding."

Despite this success, he reckons that over the next five years there will be a shake out through a combination of business failures and retirement

Citypress services was founded in 1960, and the parent company dates back to 1895.

" We've always been based in Manchester, and four years ago I took on ownership and management of the business. We have the youngest team of PR professionals in Manchester."

Citypress PR website

Spin Media was formed by Andy Spinoza, founder of City Life and former editor of the MEN Diary page. Recent Spin Media clients include Co-operative Bank Corporate Banking, Rank Leisure, the new hotel Didsbury House and the Commonwealth Games Business Club. Spin Media are winners of the IPR North West Cream Awards.

For Andy, the presence of local and national media representatives in Manchester is of key importance. And thanks to the games, more London-based media people have been visiting Manchester, raising the profile of the city. As an example he quotes an article in the Times featuring the launch of CCTV for Spin Media client NCP. If Spin Media hadn't had the opportunity to give a guided tour of Manchester to Times editor, Robert Thomson, they probably wouldn't have run the feature.

As for the direct effect of the games on Manchester, the development now going on in different parts of the city speaks for itself. "What's happening in East Manchester shows that the Commonwealth Games is a lever for regeneration, not just 10 days of sport. Sportcity is the catalyst for that entire set of developments. It's making a huge area of post industrial dereliction sexy".

In his opinion Manchester is a great place to work in PR. The presence of national media representatives in Manchester means you can be close to the media without having to put up with the disadvantages of living and working London. While it's true that the national dailies have scaled down their representation in Manchester, on the plus side, there are more and more new magazines, and he points to the fact that many national BBC programmes are made in Manchester.

Spin Media website

Weber Shandwick is an international PR company with offices in many cities, including Manchester. Clients include Peugeot, Shell and Skill City, organisers of a major event in Manchester in November 2002.

I spoke to account manager James Lloyd-Davies. James says the effect of the games on Manchester will be lasting because they have raised the profile of Manchester and the north west region to a global audience. The success of the event has dispelled many myths about this part of the world, including outdated stereotypes of men with flat caps and whippets, and the image of the grim northern town. "During the games people saw the buzzing nature of Manchester and the culture here," he says.

He remembers how sceptical people were in the run-up to the games, citing the much-circulated e-mail which tried to poke fun at Manchester, with references to the 100 metre sprint chased by police dogs, and 'shooting' events. "People were too quick to knock the games before they had happened", he says, "but Manchester did everything to prove the doubters wrong". An example of this success, he says, is the fact that Manchester built a magnificent stadium for an amount similar to the legal bill for London's Wembley fiasco.

As a place to be involved in PR, Manchester is definitely the greatest, in James's opinion, offering many opportunities to engage in the all-important activity of socialising and networking, particularly with journalists. "The PR community is very close-knit here, and people are very genuine. It's always different, always challenging."

Weber Shandwick website

TAMESIS IS A NATIONAL CONSULTANCY specialising in the built environment, architects, agents, property and infrastructure. Their Manchester office was opened in June 2001. Principal clients include Insignia Richard Ellis, Omega and the North West Development Agency.

I spoke to Cath Cookson, who is in charge of their Manchester office. In her opinion, the Commonwealth Games have been having a positive impact on development in Manchester for some time. Tamesis is in the regeneration business, she says, and the main effect has been to bring more developers to Manchester. In her opinion, the bomb was a more powerful trigger to redevelopment, but the games have carried that on. Manchester City Council have also been very influential. Interestingly, she says that in the case of her main clients, who are primarily north-west-based, the Games won't have made much difference, as the development would have continued anyway.

In response to the second question, Cath says that Manchester was their first choice to set up an office outside London. "It's the next busiest city after the capital, and has a strong an diverse business base. There's a very active and lively PR industry here", she remarks.

The disadvantage of Manchester, in Cath's opinion, is that it's still difficult to be close to the media. Tamesis deals mainly with with nationals, property trade, construction trades, transport trades and the regional press. "To meet the journalists and find out what they're interested in is a huge advantage", she says, "but it's much more difficult to do this when you're working in Manchester". Her strategy is to make use of Tamesis PR's London office "I get a lot of information from our London office. They send me e-mails when they've been in a meeting. Without our London presence my job would be much more difficult."

Tamesis website

Brazein PR was set up by Emma Thornley and Nina Wheeler in July 2001 after they broke away from Mason Williams. They first set up at Ducie house and moved to their present offices at Virginia House, Gt Ancoats St in May 2002. Their main clients are UCI cinemas, Phones 4u and the toy company Hasbro UK. I spoke to Emma Thornley.

In her opinion, the games have had a very positive impact on the city, and she particularly enjoyed the atmosphere in the city during the event. Like most people she thinks the event has been very well organised. If the organisation had gone badly, she says, then it would have been a disaster in PR terms. "It's created a great feeling in the city, but I think the city was doing very well any way. It's the cream on the top of the cake, rather than the cake itself".

Emma is very positive about Manchester as a place to be involved in PR. She appreciates the fact that there's a small and friendly PR community. They tend to meet at the Circle Club, whose members are mainly in advertising, design and PR. Emma and Nina set up Brazen PR because they wanted to break the mould. Their style is very much 'in your face', very 'brazen'. "We are the terriers and the others are the labradors" she remarks.

Brazen PR website

Northern Profile is a national PR and marketing agency with regional offices in Manchester, Leeds, London and Newcastle. I spoke to Martin Mason, area manager for the north west and Yorkshire. Recent new clients include Fitness First for whom they've done the national campaign, the train company Midland Mainline and the campaign for Rethink, the new name for the National Schizophrenic Fellowship. Northern Profile won 'PR Week - Best in Britain 1999', the only Manchester-based company to win this award.

Martin is very upbeat about the impact of the games. He notices the general mood of confidence, and the fact that people from the south are now coming to Manchester and seeing that there's a vibrant city. "The Games is an excuse for people to come and have a look. It's a focal point that will definitely be used for a longer sustainable future for the city."

As for Manchester as a place to be involved in PR, Martin is very positive. "In my role I get to see both sides of the Pennines. I think it's an amazing place with amazing potential. You go to work and feel there's opportunity every day." Martin is very complimentary about the Evening News, which he reads every day, and thinks is a great medium. He also praises the businesses in Manchester. "They are very savvy on what they want, and are very educated on what PR is, compared to other cities."

So what is PR? Martin says: "Getting the key message through to the media, and using the media as your messenger".

Northern Profile website

Sara Teiger is a freelance PR consultant and copywriter. The majority of her clients are in the arts sector, and include The Lowry, The Bridgewater Hall and Arts About Manchester. She also does freelance work for other PR agencies, including business-to-business and technical accounts.

In her view the positive impact of the games has been less than people imagined. An example of this is the issue of the Olympic Games, and recent media reports that a Manchester bid will inevitably be unsuccessful. "Even though Manchester has excelled itself" she says, "one great success won't be enough to change opinions. For a long time London has been seen as England and I don't think one big event will be enough to turn round this perception."

A positive effect of the games is that the city thinks better of itself - the culture of deprecation has been broken. In her opinion it's good that the profile of east Manchester within the city has been raised, in the same way that Manchester's profile has been raised within the UK. "If Manchester has been invisible in England, then East Manchester has been invisible within Manchester, and it's good that the games have changed all that".

As for Manchester as a place to be involved in PR, she cites Manchester's inherent lifestyle advantages over London, as the main reason to work here. Opportunities in PR in Manchester are limited, she says, as the scene is so small: "It's probably harder to get into PR in Manchester than in London because there aren't as many openings, and as you go higher, the pyramid narrows".

Sketchpad PR was founded by music journalist Simon Morrison in 1998. The business grew out of his contacts in Manchester and the London-based music press. His clients are mainly night clubs including Retro and Tall Trees, DJ's including Rob Tissera and record labels including Neo, in London.

Simon has always been a fan of the games, which he describes as a two week shop window for the city. "Being a Mancophile I'm patriotic about the city and it makes me quite proud."

Manchester's image will certainly benefit, but he's not so sure of how to define it. "The old image of the grim industrial town has gone, but the newer image of the city of the Hacienda and Happy Mondays has gone too. Most people are of the opinion that it was great in the early 90's and I think there's tonnes going on today, just that it's evolved in a different way to before, and it's more difficult to define."

As for Manchester as a place to work in PR, Simon is very positive. In music terms, it's the second city in the country, and if he wasn't here, he'd have to be in London. "PR is all about contacts, communication, knowledge and people", he says. The people are friendlier and more relaxed - even rivals talk to each other. The smaller infrastructure and ease of getting around, affordable office space are also advantages. "In Manchester, people are twice as efficient and cost half as much as in London. The success of the games has been an example of that".

Though a Londoner by birth, Simon enjoys nothing better than coming home - to Manchester "The London media is a ferocious beast, and it's nice not having to deal with it all the time".

www.sketchpadpr.com

Many thanks to all the people I spoke to for their positive response and interesting comments.