Staff at the Government-backed UK Online centres are to be trained
in PR techniques to help promote the service.
Those working at the centres, which were set up by the Department for
Education and Employment (DfEE) to give IT training to technophobes,
will be taught to sell the service at a local level.
Training will include a guide on how to write a press release and how
best to grab a journalist's attention.
The campaign follows last year's DTi initiative, IT For All, and
involves high-profile TV ads.
The media training sessions are taking place this month and are being
carried out by Business in the Community, the campaigning group aimed at
improving businesses' impact on society, and PR agency MXC
MXC director Carol Barbone, who heads a three-strong training team,
said: 'These are people with little or no experience of the media. They
will be able to have the confidence to approach the media and sell their
Staff will mainly target local media. This will compliment a national
and regional media campaign being carried out by agency Geronimo
together with the DfEE in-house team.
The four-strong Geronimo team, which was appointed in December, is
headed by Laura Oliphant.
'We have carried out promotional campaigns in big regional publications
but not in the smaller newspapers or media,' she said.