DIARY: What price PR? Not a lot if you’re into DIY

Just when you thought it was safe to go back out for a long lunch, I fear a chill wind is threatening to assail the PR world.

Just when you thought it was safe to go back out for a long lunch, I

fear a chill wind is threatening to assail the PR world.



Stockport firm CCA Software is offering a computer program that

‘effectively offers small firms their own in-house PR department’.



‘Do-It-Yourself PR for small businesses...means that all companies can

now afford the benefits of professional public relations expertise.



‘All the end-user needs to do is fill in the blanks in the instant

releases, print them out and distribute them to the target media mailing

list.’



At pounds 39.95 (including VAT and postage and packaging) the cost is

somewhat below the average agency fee.



Looking for an industry response I rang PRCA chairman Jackie Elliot.

momentarily non-plussed, Elliot quickly came up with and even better

wheeze - the all-purpose media relations brush-off, where one would

simply need to fill in a journalist’s name at the beginning of the

conversation. Viz:



* It is an interesting development and one which we will consider

carefully.



* PWe never discuss figures.



* This is a purely personal matter.



* Mr Bell is in Buenos Aires but otherwise would be happy to help.



Hah, who needs machines?



Edited by Rebecca Dowman



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