Al-Jazeera selects UK firm Einstein Consulting for PR

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.



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