DIARY: Worcestershire council PR unit gets 'em young

In response to PRWeek's front-page revelation that a third of

councils are to be hit by a PR crisis (PRWeek, 10 August),

Worcestershire County Council has responded with news of 21 newcomers to

its PR department.

The PROs in question are a gaggle of 13 to 20-year-olds who were invited

in for training in conjunction with the BBC and the local newspaper

Worcester Evening News.

To the surprise of council officials, 12 subsequently returned and

continue to sell in youth-orientated stories to the local media.

And to Diary's surprise, the kids are actually doing proper PR work

rather than using the council as a glorified creche: 'They've got a 100

per cent record of getting stories in and we're now seeing up to 20 a

week going out as opposed to one or two', boasted a council


'It's a sustained effort,' he added, 'not just a one-off stunt.'

And cheap too.

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