The PRIDE of ESSEX - What makes the 'Essex man and Essex girl' such a controversial topic? A recent series of debates at the Essex Records Office stirred great passions amongst the audience and the speakers. It was suggested that negative attitudes about the image of Essex are resulting in major companies taking new development projects to other parts of the country.

Image and first impressions are important but it is the strength of the individual and the quality of the services provided by companies that ultimately determines the success of any personal or business venture. As public relations consultants, with a keen interest in personal image, ClientAct PR are well aware that most people in industry and business are not impressed by a glossy image if it is not backed by first class service and quality products, whether they are based in Essex, Surrey, Yorkshire or overseas.

What is frequently forgotten is the diversity of skills of the individuals who live and work in Essex and contribute to the success of the economic development of the area. Essex men and women are innovative and courageous opening a higher percentage of new businesses than in other parts of the country. Diversity is the key to success for it allows people with a range of skills and talents to find employment within the county: in industry, tourism, farming, finance, education and the services. However the proximity to London attracts bright quick-witted young people with a flair for making money to try their fortunes at the City banks and finance houses before they settle back to their roots.

National reporters seeking their stereotype 'Essex Girl' would be very disappointed if they visited one of the many business groups in the county where smartly dressed women are more than competent at chairing meetings, competing for new business and gaining international success for their particular enterprise.

The potential investors who are reluctant to move to Essex may be unaware that many of the bright and bouncy 'Essex Girls' have grown up and developed into very successful 'Essex Women'. White stilettos and large white handbags have been dyed or replaced with the latest fashions but we still know how to party and have a great time. From Southend to Thaxted and Romford to Dedham many successful businesses are owned and managed by hard working local women, and men.

Could it be that hesitant prospective investors fear they could not cope with the strong characteristics of the Essex people. Perhaps it is time to reassess the corporate image of Essex -for only when we have confidence in ourselves and our county can we project a positive corporate image to others. Alternatively, we could keep very quiet about the diversity of Essex and the success of the men and women whose positive image is one of the many hidden treasures of Essex. Sally Carpenter - ClientAct Public Relations Ltd