UK Online staff to be trained in skills of PR

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.

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