INTERNATIONAL: Lazarus heads drive to bring new life to the IPRA

LONDON: The International Public Relations Association (IPRA) is to introduce a marketing drive and spending cuts in a bid to increase its membership levels and stay financially viable.

LONDON: The International Public Relations Association (IPRA) is to

introduce a marketing drive and spending cuts in a bid to increase its

membership levels and stay financially viable.



Frans Voorhoeve, the newly appointed secretary general of the IPRA, said

that if the organisation did not improve its membership levels in the

next few years it would be facing financial problems.



The association has 69 UK members and 831 world wide. It draws its

members from senior PR practitioners from both consultancy and in-house

roles, with an annual fee of pounds 225.



The IPRA was pulled back from the brink of a financial crisis last year

by an appeal for donations from its members.



Voorhoeve’s voluntary unpaid post has been introduced to cut costs,

replacing the full time post of executive director, which was held by

Rosemary Graham.



Graham was appointed in 1996 following the association’s relocation to

London from Geneva.



As part of the drive to raise the profile of the association and attract

more members, the IPRA plans to carry out a survey of current members in

the US to see what they think of its services and role.



The IPRA is also hoping to appoint a marketing professional to a

six-month contract in the US to help market the organisation

internationally.



The association’s council gathered in London last week for the first

meeting under the new president Zelma Lazarus, who takes over from Roger

Hayes.



Lazarus is general manager of corporate relations for Voltas, the

commercial and industrial products arm of Bombay-based Tata Enterprises.

Tata is India’s largest industrial conglomerate, with its goods and

services representing about 2.6 per cent of India’s gross domestic

product.



Voorhoeve, who sold his agency Van de Meeberg and Voorhoeve to Shandwick

in 1988, is now an independent consultant. One of his major clients is

the Netherlands Foreign Investment Agency.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.