CHROME looks to the future with purchase of PPR

TO survive in the new millennium, communications companies must be able to offer their clients complete online and offline services.

That’s the message being sent by Internet solutions company CHROME Global after it acquired Professional Public Relations (WA) last week for $600,000.

Under the deal, CHROME purchased Blue Regal Corporation Pty Ltd, the WA licensed affiliate of PPR Australia.

CHROME Global chairman Nick Bolto said PPR had been successful in developing offline public relations strategies for national and international clients.

“That same high quality service can now be extended online in all areas, including media relations, finance and investor relations, corporate relations and marketing, issues and crisis management, and government and community relations,” he said.

Mr Bolto said the deal presented enormous potential growth for two market leaders.

PPR WA managing director Paul Niardone said the company had built up a good relationship with CHROME during the past two years.

He said the two companies were constantly cross referring clients because they could not previously provide both on and offline communication services.

“If clients requested online services we had to refer them out to another company,” Mr Niardone said.

“It was getting disjointed and there were two or three parties becoming involved.

“We though it would be a good strategic fit to offer online and offline communications.”

He said having one point of contact for clients also would aid in crisis management, where a quick response was vital.

“With the issue of crisis management, you’ve got to react quickly and you’ve got to know the complete background of the client,” Mr Niardone said.

While the acquisition by CHROME was a unique move for an Australian Internet solutions business, it would be seen as an important one in the quest by communications companies to provide a full range of services.

“It is going to be pretty hard for PR companies to just do offline communication in the future,” Mr Niardone said.

“PR is about communication. If you are drawing a line in the sand of where you stop providing communication, it’s going to be hard to give your clients good service.”

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