The British Industry of Innkeeping is to launch a PR campaign to
improve the image of the pub business and attract new recruits.
As part of a pounds 500,000 Government-backed PR initiative it has
appointed Birmingham-based Seal PR on fees of around pounds 100,000 to
target schools, colleges and universities through media relations.
Maureen Heffernan, BII’s head of careers promotion, said: ’There is a
massive shortage of skills in the licensing trade and an huge range of
entry levels from school leavers to experienced professionals.’
The funding for the scheme, to be launched in March, comes from the
Government and the pub industry itself. As well as using Seal PR the BII
will liaise with in-house PR departments and the retained agencies of
pub owners such as Bass and Carlsberg-Tetley. It is also building a web
site to raise awareness of career opportunities.
The pounds 22 billion industry faces a two-fold problem. It wants to
change negative perceptions of the industry to attract a better standard
Secondly, the sector is set to expand. It currently employs 325,000
people but a further 86,000 jobs are likely to be created in the next