Fitzherbert to head PRE-fix initiative

Veteran PRO Nick Fitzherbert has been appointed to manage forthcoming campaigns by PRE-fix, the all-industry initiative promoting the benefits of planning, research and evaluation (PRE) as an integral part of PR programmes.

Veteran PRO Nick Fitzherbert has been appointed to manage forthcoming campaigns by PRE-fix, the all-industry initiative promoting the benefits of planning, research and evaluation (PRE) as an integral part of PR programmes.

A former College Hill and Ludgate director, Fitzherbert's appointment is in preparation for PRE-fix launching its first major campaign in March 2001.

The campaign aims to create an online central source of useable information for three target audiences: PR decision makers, PR practitioners and media commentators.

Fitzherbert is now looking for the industry to submit case studies representing best practice in PRE. These will then be assessed and the best will be placed on the website.

The campaign responds to research conducted by MORI which shows that, while there is general agreement about the need for PRE for PR programmes, undertaking it continues to be perceived by many as 'too difficult' and often 'too expensive'.

The PRE-fix campaign was launched in October to build on the progress made by existing industry initiatives, such the PRWeek Proof campaign and the all-industry Research and Evaluation Toolkit.

'We now need a concerted effort to encourage the adoption of essential good practice,' said Martin Loat, Propeller Group managing director, who chairs the PRE-fix committee.





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