Spice Girls take Outside view on interview style

The Spice Girls plan to give more formal interviews according to their new PR advisers, the Outside Organisation.

The Spice Girls plan to give more formal interviews according to

their new PR advisers, the Outside Organisation.



Alan Edwards, founder of Outside, was approached by Virgin Records last

week to take on the pop group’s media relations following the departure

of manager Simon Fuller.



Two weeks ago The Spice Girls ended their association with Life PR and

its partner Julian Henry (PR Week, 14 November), who had previously

handled the work through Fuller.



The group has attracted criticism in the last two weeks and was booed at

an awards ceremony in Spain last week. Judy Lipsey, director at Outside,

said that the agency’s appointment was not a damage limitation

exercise.



’They will talk to a broader media audience, on a one-on-one level,’ she

said. She cited a ’more analytical’ article in the Guardian last

Saturday as an example of the kind of coverage the group would like to

attract.



Edwards told PR Week that now was not the time for spectacular and

extraordinary schemes, but a time for reflection. ’The complaint I’ve

heard from a lot of newspapers is that they’ve had problems getting

basic information,’ he said. ’We want to try and operate openly and give

straight answers.’



Outside was formed after the closure of Poole Edwards in July. Its

clients including David Bowie, Janet Jackson, INXS and The Cure.



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