Opinion: From our Readers - Change4Life campaign underpins role of PR

Gyroscope MD Tom Wells says Freuds and the Department of Health were wrong to give AVE figures for the Change4Life PR results (Letters, 3 December).

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.

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