Diary: IoD’s new use of PR girls in World Cup preparation

Last week I attended a World Cup warm-up event held by the Institute of Directors at London’s Hilton hotel.

Last week I attended a World Cup warm-up event held by the

Institute of Directors at London’s Hilton hotel.



Also in attendance, to see nine of the 1966 World Cup-winning team bask

in past glories, were Clive Armitage, director of Bite Communications,

along with his client Alison Campbell, public relations manager at

Oracle UK and Stephen Day, City editor of the Express.



A meticulous communications effort was going on behind the scenes. The

IoD’s in-house team, head of media relations Judy Osborn and colleague

Victoria Wotton, had hatched an exclusive deal with the Daily Telegraph

for pictures and coverage of the event. But, while a Telegraph columnist

and snapper were kept busy in the Ballroom, Wotton was fending off other

predators.



A reporter from the Times and a Sky TV camera crew were lurking outside

and Wotton was tasked with preventing them from entering the

building.



The work wasn’t over for Osborn however. No sooner had she retreated to

the downstairs bar after lunch than her mobile was besieged with calls

from the world’s press eager to hear what the old boys of ’66 thought of

England’s World Cup chances and the drinking exploits of Paul Gascoigne

and Teddy Sheringham.



Talking of which it seems the team at the IoD could teach Sheringham a

thing or two about late night revelry. Wotton tells me she didn’t arrive

home after the event until 4.30 in the morning.



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