PR Interview with Colin Higgins, MD, Colin Higgins & Associates

In this week’s PR interview we talk to Colin Higgins, founder and MD of Colin Higgins & Associates. Read on to find out about the launch of C. H. and A Lite, and how Colin got into PR.

About the agency

What areas of PR does the agency specialise in?
We are a full service agency but have specialist teams in aviation/transport and healthcare

Tell us about the launch of your newest division to offer services to SMEs…
C. H and A Lite is a low cost service to local SMEs that offers digital and social media and design services. It’s there as an entry level to the agency.

What do you look for in new recruits?
Initially a good level of education and understanding and a passion for communication, coupled with exceptional writing skills.

About Clients

Is there a potential client you’d love to work for?
The Coalition Government (they need us!)

Which campaign are you most proud of?
The sale and transfer of Aviance UK to other groundhandlers; strange to be proud of this one but it was complex and rewarding, we also won a gold CIPR award for it.

What has been the biggest challenge for the agency?
Undoubtedly 2007/08, with clients cutting budgets and some running out of cash.

About Journalists

How do you build and maintain strong relationships with journalists?
Stay honest!

How do you think the PR/journalist dynamic will change in the future?
We have always blurred the line between all marketing sectors; with the
growth of digital media and social networks this will now become seamless.

About you

How did you get into PR?
I was an editor of three sports magazines within Sports Council, it seemed a natural progression. I started as an AE with Eric Buston & Assc in Bristol and went from there.

Are you involved in any other projects?
We have two other companies; Feast Events, that operates in the hospitality and leisure market and Retriever21, a management consultancy in aviation that is currently involved in troubleshooting in the aviation sector in the UK and Middle East.

How useful do you find social media?
For the agency, very. For me, personally, LinkedIn is about as interested as I get.

What is the best bit of business advice you’ve ever been given?
Every piece of business we have we will lose at some time; new business is key to success.

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