NEWS: IPC encourages PR ideas

Leading UK publisher IPC is opening its doors to the PR industry to help it claw back some of the ground lost to advertising agencies.

Leading UK publisher IPC is opening its doors to the PR industry to help

it claw back some of the ground lost to advertising agencies.



IPC is staging free, monthly one-day seminars for PR account and senior

account executives to ‘strengthen their knowledge of the magazine

medium’.



Claudette Laws, IPC’s advertising promotions manager on Women’s Journal

and Options, hatched the idea after moving to her current role from the

advertising display field. She said: ‘Advertising agency involvement in

advertorials has become very strong in terms of bookings, but they still

have to learn to come up with ideas that are exciting. This is where the

PR industry is strong, but they don’t know how to use us.’



The one-day seminars will cover formal presentations and interactive

sessions, on the effective use of research, advertorials, sponsorship,

and integrated communications. IPC magazine editors will also be

available to answer questions.



The July seminar is already fully booked.



* The British Society of Magazine Editors is hosting a forum next week

entitled: ‘Are British magazines being sidelined?’. The forum, to be

held at IPC, will focus on claims that US celebrity publicists are

deliberately withholding photographs from UK magazines.



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