Positive PR sees Vicky’s company power ahead

Published 07/08/2008 | 13:56

Victoria Shorten, Power Media MD with special guests Walter Swift and Niamh Gunn, as members of the Cork business community gathered to hear about the power of positive PR at the New Cork School of Music

A BUSINESS that started in a small office in a Mallow estate has now expanded to four cities.

Mallow woman Vicky Shorten recently announced that her public relations company, Power Media, is set to open offices in Limerick and London. The company already has offices in Cork and Dublin. The daughter of Kay and Mervyn Shorten of Springwood, Vicky’s Power Media represents over 40 companies throughout Ireland including Squeeze, Colmans, Ailesbury Clinic, Castlelands Construction and the Mercy Hospital Foundation.

The past pupil of St Mary’s Secondary School went on to study Economics and Psychology at University, but while in university became involved in marketing for Red Bull.

She later took a marketing job for Red Bull in Dublin and later took on a marketing position for a well known Sydney bar during her time in Australia.

“Public relations was always something I wanted to get into. I loved being a people person,” Vicky told The Corkman.

It was on returning to Ireland and during her time working in marketing and sales for RedFM that she realised public relations was somewhat stale in Ireland.

“PR seemed jaded in Ireland, there was a big lack of a fresh dynamic approach,” said Ms Shorten.

For the first year Vicky operated the company from an office at Springwood working on her own, later moving to Winthrop St where she employed one member of staff. Later she moved on to Morrisons Ireland and then to the South Mall.

“Going out on my own was a challenge, as a lot of people had gone out on their own and it had not worked,” she recalled. However, She reckoned she had the recipe for success. “My company was very cost effective, transparent and consistent, it was personal,” said Vicky.

“In the first couple of months it was all about finding my feet in the market. We went from representing corporate companies to construction to health and beauty and from that it grew,” said Ms Shorten.

According to Ms Shorten, Power Media goes beyond the traditional notion of PR, which is booking adverts and getting publicity.

There are now ten staff employed at Power Media, and it is expected that before Christmas there will be 15 employed. Ms Shorten has a manager in every region.

In addition to basic public relations Power Media also organises events for companies.

Meanwhile, keeping up to date with technology is something that Vicky feels is vital in PR. Power Media offers bluetooth to a number of companies, and she also pointed out that the power of online PR is now very strong. To celebrate the expansion of Power Media’s offices, there was a special event at the Cork School of Music that promoted ‘the power of positive PR’. At the event, special guests included Walter Swift and Niamh Gunn.

Walter Swift was recently released after 27 years in a US jail, having been wrongly convicted of a crime based on false evidence. Niamh Gunn is the Cork solicitor and businesswoman who, through her work with the USbased Innocence Project, was instrumental in freeing Walter Swift after 27 years in prison.

As part of the ‘Power of Positive PR’ event, Power Media and Power MediaOutdoor ran a fund-raising raffle in aid of the Walter Swift Fundraising Campaign. ASA Security scooped the top prize of a €10,000 outdoor advertising campaign, while, Declan O’Connell, Lee Travel picked up a PR campaign worth €6,000.

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