LONDON: The BBC World Service is launching a drive to find overseas
consumer PR agencies to promote its international and online
The PR project will be led by the service’s newly recruited - and first
ever - PR manager, Louisa Fyans, who joins on 24 July from the British
Heart Foundation, where she was head of communications.
Reporting to Alison Cressey, head of marketing projects, Fyans will be
responsible for recruiting and managing agencies overseas, with a view
to emphasising the World Service’s online initiatives, in particular
promoting the launch of its new internet portal in India later this
The BBC has already recently appointed PR agency Face to Face in Dubai
as part of its plan to target the Arab world, where the service is
looking to appeal to younger consumers.
Based in London, Fyans will be tasked with recruiting three agencies in
India, Russia and the Americas.
She said the challenge would be to recruit agencies on a small
’We are the BBC and there are very limited funds so we need to be very
clear on what we do.’
Alan Booth, controller of marketing communications, said the World
Service had under-utilised PR. ’We have failed to use the content of our
programmes to drive the message in local areas. There will be very much
a focus on recognising that we have to present ourselves as being useful
to local communities.’
The World Service has 38 communications staff in the UK, plus 20