They teach them differently at Leeds Metropolitan University. The
institution, which was ranked 87th out of 97 in The Times Good
University Guide recently, seems to be compensating for its apparent
lack of academic kudos by instilling a startling degree of bullishness
in its undergraduates.
Just two months ago, Diary reported on two LMU undergrads who had set up
their own bedroom-based PR agency. This week, it appears that a second
couple from the institution have jumped on the PR industry
Filipe Mendes and Laura Leveson - PR students at the institution - have
launched an 'up-to-the-minute online source of information on e-PR',
assisted by 'PR gurus' including Don Middleberg (Middleberg EURO RSCG
founder) and author David Phillips.
Middleberg is, of course, one of the first PROs to recognise the impact
the internet would have on PR.
Furthermore, a search for Middleberg's works on Amazon.com turned up
just one entry, resplendent with a five star eulogy from a reader - one
Filipe Mendes of Leeds, UK.
As for the site, Leveson claimed: 'We see it as a home of knowledge for
the e-PR industry'. Questioned on how seasoned PROs would react to being
offered advice from young pups (who have, incidentally, yet to
graduate), 21-year-old Leveson countered: 'I've spent two weeks on work
experience at Burson-Marsteller and with a number of smaller agencies,
so I'm not inexperienced.'