Alex Donohue, the former head of Ladbrokes News, has launched a new public relations agency which will focus on delivering digital PR for SEO and responsible gambling communications.
Prior to launching Press Box PR, Donohue previously spent seven years at Ladbrokes, having also fronted the Magic Sign’s media engagements in Westminster and beyond before joining social media giants LADbible to head up their betting and gaming publication, ODDSbible.
Commenting on the launch, Donohue said: “Betting PR used to be about ribbons on trophies, chalkboards on telly and spinning great yarns. There’s no reason why in today’s environment, that experience associated with driving positive consumer coverage for the sector can’t be applied to win the prizes most valued in 2020 – namely topping search results, staying responsible and speaking with precision to those who enjoy the entertainment value of engaging with betting brands.
“What’s left of traditional sponsorship activation, above the line advertising and social media best practice has had to adapt rapidly and whilst it may seem like a strange time to launch a business that communicates on behalf of betting and gaming via live sport, there’s more of a requirement than ever for the sector to use effective public relations and communications to conquer number of critical commercial and reputational challenges.”
“In an age where operator, affiliate and publisher output overlaps more and more, solid journalism experience is becoming increasingly more valuable to the sector as it becomes apparent those who like a bet are more likely than ever to be acquired through a search-based and editorial channels than having been exposed to traditional means of advertising.”
The new agency will be made up of former-Fleet Street editors, reporters and producers with experience from a range of media outlets including The Sun, Independent, The Mirror, The Express & Daily Star, BT Sport & Amazon, with the agency’s media relations function led by Fred Nathan and Jack Watson.
With the global pandemic proven to be a challenge to the sporting industry, Press Box PR ad provided pro-bono support for industry charitable campaigns including Swipe App’s backing of the #StayINtertotoCup, raising funds for NHS charities.