PUBLIC SECT0R: Yorks RDA to step up PR in European push for business

Yorkshire's Regional Development Agency is giving PR a prominent

role in a £500,000 pan-European push to boost business growth.

The 'Yorkshire - Alive with Opportunity' campaign is expected to reach

more than 800,000 decision-makers in the next six months, communicating

the area's 'vibrancy' to European firms.

The aim is to boost indiginous growth and attract inward investment.

PR will be used within the county, sending the same message to

schoolchildren who may not be aware of the local opportunities.

Teresa Lindsay, head of communications at Yorkshire Forward, the

organisation running the initiative, said: 'One area of PR is a

community initiative called "Local Heroes" in which children will be

encouraged to identify local role models.'

A media relations campaign will target local press and TV outlets. The

organisation's three-strong PR team will handle the work.

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