DIARY: A little bullishness may go a long way for two Leeds Met undergrads

They teach them differently at Leeds Metropolitan University. The

institution, which was ranked 87th out of 97 in The Times Good

University Guide recently, seems to be compensating for its apparent

lack of academic kudos by instilling a startling degree of bullishness

in its undergraduates.

Just two months ago, Diary reported on two LMU undergrads who had set up

their own bedroom-based PR agency. This week, it appears that a second

couple from the institution have jumped on the PR industry


Filipe Mendes and Laura Leveson - PR students at the institution - have

launched an 'up-to-the-minute online source of information on e-PR',

assisted by 'PR gurus' including Don Middleberg (Middleberg EURO RSCG

founder) and author David Phillips.

Middleberg is, of course, one of the first PROs to recognise the impact

the internet would have on PR.

Furthermore, a search for Middleberg's works on Amazon.com turned up

just one entry, resplendent with a five star eulogy from a reader - one

Filipe Mendes of Leeds, UK.

As for the site, Leveson claimed: 'We see it as a home of knowledge for

the e-PR industry'. Questioned on how seasoned PROs would react to being

offered advice from young pups (who have, incidentally, yet to

graduate), 21-year-old Leveson countered: 'I've spent two weeks on work

experience at Burson-Marsteller and with a number of smaller agencies,

so I'm not inexperienced.'

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