RE: UKNM: dotcom advertising - or PR?

[Ben Rooney]

At 01:57 PM 7/25/00 +0100, Tessa Hyams wrote:

>So why do people always end up having a pop at PR? As usual the minority

>give a bad name to the rest of us!

>If you've got a brain, a thorough understanding of  - and interest in -

>technology, you can do an awful lot with PR. Yes, there are some terrible

>agencies who'll let the side down, so what? Does the News of the World

>represent all journalism?


Could not agree more. Just that in my experience -- and it was reasonably

extensive -- a lot of PR I was subjected to was at the boil-in-a-bag end of

the spectrum. And anyone who was thinking about signing up a PR agency would

do well to really grill them very hard about exactly what they can offer and

what their methods are. If they are any good then they will be able to show

real results. If they are a bunch of charlatans then it will become pretty

obvious.


As for the Screws. Largest circulation paper in the country.Gives its

readers what they want in the way they want it. Excellent at packaging a lot

of information into a small space. Good design. Agenda setting (even if you

don't agree with their agenda) and very influential. I am sure most PRs

would eat their own heads to get their product/client/whatever mentioned in

it. Despite its obvious faults there is a lot to be drawn from it.


Ben




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Ben Rooney

Director, Content Business Development, W Europe

iSyndicate

The Content Marketplace

34 Osnaburgh Street, London, NW1 3ND

(t) +44 (0)20 7874 1515

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