However, for many outside the industry – including critical influencers like governments, unions, regulators and workforces - these complex ICT offerings can seem totally baffling, even threatening.

Adverse public reactions to spy-in-the-sky road charging, accusations by the House of Lords that the food industry is being secretive over the use of nanotechnology and even environmental groups targeting data centre companies over CO2 and energy use are just some examples of the sort of issues facing the ICT sector today. In addition to this, ICT companies also face unprecedented levels of competition not only from the UK and Europe, but globally, as solutions are increasingly being delivered from low-cost continents. Closer to home, ICT and datacentre companies looking to expand their businesses face the challenge of communicating to local government the value of what they do when applying for vital planning permission.

The key is engagement. It is about ensuring effective communications with multiple hard-to-reach audiences. And, those ICT firms that implement strategic public affairs, public relations and media strategy gain an enviable high-visibility profile with their customers, prospects and industry groups as well as build dynamic relationships with key influencers in government, the media and commerce. PLMR’s clients in this sector include some of the world’s most dynamic ICT and datacentre companies, including NYSE-listed Interxion.