Al-Jazeera, the Arabic TV channel that has become the favoured
media outlet of fugitive militant Osama bin Laden, has hired a UK PR
firm.
TV PR specialist Einstein Consulting won the work two weeks ago after a
pitch process stretching back before the 11 September attacks that
forced the channel into the global media limelight.
The Qatari-owned station initially sought UK PR assistance to publicise
the fact that it is now available on the Sky platform.
But the account has turned into a major media relations exercise as the
station seeks to generate brand value from a series of twists in the
news agenda that have thrust it centre stage.
Two weeks ago Bin Laden used Al-Jazeera to make his first public
statement since the World Trade Center disaster a month ago.
He followed this by sending the station's Kabul bureau - it is the only
foreign broadcaster still in the Afghan capital - a video of his
response to the first day of US attacks.
The Einstein account is run by a six-strong team under marketing
director Pennie Tilston. She reports to Al-Jazeera's London CEO Muftah
Al Suwadin.
