Pub landlords call time on the industry’s image

The British Industry of Innkeeping is to launch a PR campaign to improve the image of the pub business and attract new recruits.

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

of employee.



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

seven years.



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