 OpenEye.biz (also known by the name PRnewsMedia.com) is a PR agency based in the UK and the Faroe Islands.
My name is Búi Tyril and I’m a co-founder and managing director of OpenEye.biz -- and by the way, my favorite hobby is playing drums and writing music. When I was very young I realized that I had a way with words that somehow set me apart. I’d come up with nicknames at every opportunity, arguing with school teachers and engaging in debates of all kinds.
A nose for news
I dropped out of college to pursue a career in journalism, which I privately studied in earnest to become as good as I possibly could. I worked at local newspapers and soon discovered my passion for intriguing headlines and powerful stories. Later I became more familiar with news analysis -- and also learned that information tends to be linked to interests and objectivity is a relative concept.
Media relations
Every business is a potential source of newsworthy stories. That's why I started my own PR agency to help clients develop and deliver their messages without running the risk of messing things up with the media. When it comes to working with journalists, there is no such thing as “off the record”!
Academic credentials
I also found out that for effective public relations, a firm grasp of the fundamentals of business communication is essential. So I studied the subject thoroughly and eventually did a Masters degree in Corporate Communication and Public Affairs at the Robert Gordon University, Aberdeen, after having earned a Graduate Certificate in Management Studies there.
Not everything is public
An important lesson from the experience of operating my own business coupled with academic studies and countless interviews that I’ve had over the years with business owners and managers, is that there is a time and place for everything -- and while much information is appropriately made public, likewise a whole lot of communication must for many practical reasons remain undisclosed. Perhaps more than anything else, my encounter with the world of interest representation and lobbying confirmed this truth.
Hands on
Before that, I’d worked as an advertising designer alongside my role as copywriter and PR consultant, applying the understanding of graphic design I’d gained over the years. From writing press releases and designing ads to producing magazines and putting together websites, I can be pretty hands on -- although I do delegate and use subcontractors.
Making sense
I believe communication is central to all human relations, not least in business. I'm something of an expert in developing core messages for organizations, creating campaigns, and managing stakeholder relations; but what I really offer is an integrative approach to communication, which is all about the idea that to build trust and credibility you need clarity and cohesiveness. To survive and thrive in today's climate, every organization has to radiate a positive, unambiguous, meaningful message that doesn’t suffer too much from inconsistencies, and is relevant to its constituencies. I’m here to help you with that.
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