ROH seeks PR agency aid to dispel its elitist image

The Royal Opera House (ROH) has contacted agencies about handling a corporate PR account to refresh its image, and in a separate move is planning to hire an agency to manage the launch of its refurbished building in Covent Garden.

The Royal Opera House (ROH) has contacted agencies about handling a

corporate PR account to refresh its image, and in a separate move is

planning to hire an agency to manage the launch of its refurbished

building in Covent Garden.



ROH board member Michael Berkeley confirmed that agencies had been

contacted to handle its corporate PR, although he refused to name

them.



He said: ’We want to draw attention to some of the positive things that

are happening.’



Lord Bell, chairman of Chime Communications, has been advising ROH chair

Colin Southgate in a private, unpaid capacity during the recent turmoil

at Covent Garden.



The move comes as ROH chiefs hold talks with the Arts Council over

funding, which will dictate the extent to which the ROH revamps

operations.



Currently the organisation receives pounds 14.4 million annually but

culture secretary Chris Smith has said that funding could be increased

if key criteria were met.



These are: to increase accessibility particularly through ticket

pricing, take the opera and ballet companies out to schools and dispel

its elitist image.



Michael Kaiser, currently general director of the American Ballet

Theatre, is poised to take up the role of ROH executive director this

week.



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