PR big-boy grins and bears it...

It seems that Freshwater UK, Wales's most acquisitive PR agency, has had to rein in its sales projections as a result of the 'reseshun'.

The story in today's Western Mail includes a transcript of Freshwater chief exec Steve Howell's address at yesterday's AGM, where the hack-turned-flack confirmed that the business services sector as a whole is being sucker-punched by the global economic crisis.

Freshwater is one of those agencies that will undoubtedly emerge in a very strong position post-economic apocalypse. By focusing on robust sectors such as defence and utilities the agency is putting in place a pretty resilient safety net.

Wales is full to the brim with PR agencies and consultants who are all vying for a slice, nay a crumb, of the pie. The ones that will succeed are those like Freshwater, who buy their way into vertical industries, or boutique agencies that are so specialist they a) knock out the competition due to their expertise and sector-specific knowledge or b) eventually get bought by Freshwater.