Payment in kind has long been a backbone of the PR world, so it
should come as little surprise that Leeds-based agency Atlas PR has
settled on a novel substitute for fees from racehorse trainer Mark
At the suggestion of Atlas director Richard Chew, the East Sussex
trainer agreed to take on three-year-old Base Line, which duly defied
odds of 25-1 to notch up Flower's first win of the season at Southwell
on 19 February.
And faster than you can say 'quite interesting Diary story', the
strapping steed romped home at Lingfield Park on Saturday, at a generous
A naturally delighted Chew declared that: 'The prize money he wins goes
into a staff fund to be spent - and enjoyed - in whatever way all 25 of
us who work here would like.'
So how did this agreement come to pass? 'We wanted to show our support
for Mark's skills and expertise - and buying a racehorse seemed the
ideal way of achieving this,' said Chew.
Flower - revelling in his best ever start to a racing year - admitted to
being 'thrilled that the company's involvement in a racehorse in return
for PR activity has been rewarded so quickly'.
Rumours that a share in Gianfranco Zola awaits anyone bold enough to
address Chelsea FC's PR problems are, of course, wholly unfounded.