NEWS: Business Age calls in PR to build image

Controversial business magazine Business Age has taken on a PR consultant for the first time in a bid to clean up its image and position itself as an authoritative voice in the business community.

Controversial business magazine Business Age has taken on a PR

consultant for the first time in a bid to clean up its image and

position itself as an authoritative voice in the business community.



The magazine has hired newcomer Fiona Harrold PR for a pounds 25,000 fee

for the next two months with a brief to establish relationships with the

mainstream press, increase the magazine’s female readership and boost

the profile of editor Peter Kirwan.



‘My role is to promote the magazine’s exclusives and members of the news

desk so that it comes to be seen as an important point of reference for

business information,’ explained the agency’s owner Fiona Harrold.



‘Business Age has changed dramatically over the last few months and

stands to benefit from added PR support.’



Business Age has been looking to revamp its image for some time. Bought

by Dutch publishers VNU from maverick journalist and publisher Tom

Rubython in February, the magazine has been persistently dogged by

controversy and law suits.



Fiona Harrold will work with the magazine until January, when another

agency is due to be appointed to handle PR for all of VNU’s 20 business

and IT titles (PR Week 13 October).



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