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).