International: Wall Street Journal on verge of hiring PR agency

NEW YORK: Shandwick and Fleishman-Hillard made their final pitches in New York last Thursday for the coveted pounds 300,000 Wall Street Journal account, which encompasses both the newspaper and its online arm, WSJ.com.

NEW YORK: Shandwick and Fleishman-Hillard made their final pitches

in New York last Thursday for the coveted pounds 300,000 Wall Street

Journal account, which encompasses both the newspaper and its online

arm, WSJ.com.



Miller/Shandwick is currently agency of record for WSJ.com, and it will

lose this business if F-H prevails. The relationship between Shandwick

and WSJ.com is not thought to have had any influence on the pitch

process for the combined account.



The Journal has previously been reluctant to commit resources to a PR

agency. But according to Dick Tofel, vice-president of corporate

communications at Dow Jones, the increasingly complicated nature of

publishing - especially the internet - prompted the move for external PR

advice.



’We are not abandoning our internal PR programmes, just reaching out to

the experts,’ Tofel said.



Dow Jones initiated its agency search only weeks after the Financial

Times hired Porter Novelli to provide the PR component of a pounds 10

million integrated campaign for its internet unit, FT.com.





Edited by Gidon Freeman.



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