BORDER LINES: ORLANDO Hard Rock Cafe reviews its US PR

The Hard Rock Cafe is reviewing its pounds 600,000 US PR account with a decision expected next month. The company is reviewing about 25 proposals and compiling a shortlist of five agencies. The Hard Rock chain has gone through a series of changes to its PR function in recent years. It once retained firms in every major market, but consolidated its account around Orlando-based Curly and Pynn in 1994. In 1997, the company took its PR in-house but is now looking for an agency again. The chain has 104 sites around the world.

The Hard Rock Cafe is reviewing its pounds 600,000 US PR account

with a decision expected next month. The company is reviewing about 25

proposals and compiling a shortlist of five agencies. The Hard Rock

chain has gone through a series of changes to its PR function in recent

years. It once retained firms in every major market, but consolidated

its account around Orlando-based Curly and Pynn in 1994. In 1997, the

company took its PR in-house but is now looking for an agency again. The

chain has 104 sites around the world.



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