First PR agency for TV Licensing

TV Licensing, the agency which collects the BBC’s licence fee, has appointed Green Moon to handle national PR and is seeking to fill seven new regional communications posts, as part of a strategy to stengthen its communications.

TV Licensing, the agency which collects the BBC’s licence fee, has

appointed Green Moon to handle national PR and is seeking to fill seven

new regional communications posts, as part of a strategy to stengthen

its communications.



Green Moon, TV Licensing’s first PR agency, will handle consumer and

business-to-business PR on a year-long contract, promoting public

understanding and payment of the licence fee, which funds the BBC’s main

TV and radio channels. The agency will conduct a broad media campaign,

targeting national newspapers, consumer magazines and the business

press.



TV Licensing is looking to build a regional PR structure, by appointing

seven regional communications managers who will implement the

organisation’s national PR strategy at a local level. The posts were

advertised externally this week and will be based in TV Licensing’s

existing regional centres, none of which currently have PR staff.



Tracey Benton, head of PR at TV Licensing, said: ’We are employing an

agency to focus on sales, to make people understand that it is a legal

requirement to hold a licence and to increase public perception and

acceptability of the TV licence.’



Explaining the new regional posts, she added: ’We want to exploit

regional nuances and local opportunities, translating our national

strategy to regional-specific PR opportunities.’



Green Moon worked for TV Licensing on a project basis last November,

providing support to its press and community relations in-house team on

regional and national PR.



The licence fee is set every five years by the Government according to

an assessment of the BBC’s expected financial needs. Last April, it was

increased by seven pounds to pounds 98.50 for a colour TV and by two

pounds to pounds 32.50 for a black and white one. The current BBC

Charter Agreement, which came into force over two years ago, guarantees

the licence fee as the BBC’s funding mechanism until 2002.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.