Diary: Press flock to put sheep pen to papers as De Facto relationship is revealed

It will come as no surprise to regular readers of PR Week that the true value of good public relations is now being recognised ... by the animal kingdom.

It will come as no surprise to regular readers of PR Week that the

true value of good public relations is now being recognised ... by the

animal kingdom.



I speak, of course, of Dolly, the world’s first successfully cloned

sheep and a media superstar in her own right.



Yes, it seems that Dolly - who entertained the world’s media at her

Edinburgh pad last week - has her own PR agency. Biotechnology PR

specialist De Facto has dealt with over 200 enquiries about Dolly since

news of her existence broke two weeks ago.



Representing her creators - PPL Therapeutics and the Roslin Institute -

De Facto went into crisis mode, distributing masses of press information

on Dolly.



PPL chief executive Dr Ron James and the lead scientist Dr Ian Wilmut

did at least 50 interviews each with media from as far afield as New

Zealand.



The agency is now talking to the trade media about longer term in-depth

coverage. After all, a real star needs longevity.



Meanwhile, Dolly - named after Dolly Parton - proved herself a true

professional.



Having been created by humans she showed no signs of fear as the

shutters clicked and even gave the odd baa for reporters. Following her

success in front of the camera Dolly may even be on the brink of a

career in television and has been approached by several documentary

makers.



’She has been a star’, said De Facto joint managing director Sue

Charles.



’She has blinked and smiled beautifully.’



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