Lange PR expands into Jo'burg

Ruth Golembo, Lange's MD says although the company has been servicing national clients for many years, increasing client needs necessitated extending the company's footprint to Johannesburg.

Johannesburg new account wins include Schweppes, PowerPlay and Nestea for Coca Cola Southern and East Africa for whom it also handles Valpre and Bon Aqua and an extended brand and corporate communications campaign for BP Africa.

Lange hit the news last year as one of the first independently owned consultancies to become fully empowered via a staff share scheme which has put all its shares into management and staff hands.

Golembo said although Lange has since its inception 18 years ago been representative of all in South Africa and one of the first employers of professionals of colour way back in the late 80's - its empowerment deal last year was hailed an blueprint for SME empowerment.

Last year Lange was also named the best PR consultancy - in an independent survey of 6600 government and business leaders.

"One of Lange's greatest strengths is its ability to deliver excellent service which has made its clients retain the consultancy year after year - most of them for longer than five years on average."

Golembo says public relations and especially the methodology developed over the years by Lange has become a very strategic part of its clients' marketing armoury.

"There is no doubt that the trend observed by Al and Laura Ries on the fall of advertising and the rise in public relations, has taken hold. Our clients are often bowled over by the efficacy of good strategic communications campaigns. And when one looks at the incredible return on investment of a well executed public relations campaign, it makes a compelling business argument to add a sound PR component to the marketing mix.

"We're advocates of the power of PR in creating and providing significant brand and corporate advantage. It's the age of openness, transparency and disclosure.

"Brand activists can destroy a company overnight and by the time a company falls within their sights it's too late to latch onto cause related marketing to win brownie points. Public Relations and effective strategic communications should be the cornerstone of any brand plan," she says.