He is right; it sounds as if the data was assembled hastily to answer a media question.
I was head of PR for the Change4Life at launch, and one thing that set this campaign apart from others I have worked on was the volume of qualitative research and interviews undertaken to make sure it delivered on objectives.
It is a meticulous campaign, and no doubt further published consumer research will show how PR is adding value.
- Natasha Tobin, independent consultant.
