INTERNATIONAL: World Service in drive for foreign agencies

LONDON: The BBC World Service is launching a drive to find overseas consumer PR agencies to promote its international and online offerings.

LONDON: The BBC World Service is launching a drive to find overseas

consumer PR agencies to promote its international and online

offerings.



The PR project will be led by the service’s newly recruited - and first

ever - PR manager, Louisa Fyans, who joins on 24 July from the British

Heart Foundation, where she was head of communications.



Reporting to Alison Cressey, head of marketing projects, Fyans will be

responsible for recruiting and managing agencies overseas, with a view

to emphasising the World Service’s online initiatives, in particular

promoting the launch of its new internet portal in India later this

year.



The BBC has already recently appointed PR agency Face to Face in Dubai

as part of its plan to target the Arab world, where the service is

looking to appeal to younger consumers.



Based in London, Fyans will be tasked with recruiting three agencies in

India, Russia and the Americas.



She said the challenge would be to recruit agencies on a small

budget.



’We are the BBC and there are very limited funds so we need to be very

clear on what we do.’



Alan Booth, controller of marketing communications, said the World

Service had under-utilised PR. ’We have failed to use the content of our

programmes to drive the message in local areas. There will be very much

a focus on recognising that we have to present ourselves as being useful

to local communities.’



The World Service has 38 communications staff in the UK, plus 20

overseas.



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