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.