WASHINGTON, DC: Black Entertainment Television Networks (BET), far and away the country’s largest minority-targeted media conglomerate, is launching an extensive marketing effort and may be looking for a PR agency of record.
WASHINGTON, DC: Black Entertainment Television Networks (BET), far
and away the country’s largest minority-targeted media conglomerate, is
launching an extensive marketing effort and may be looking for a PR
agency of record.
BET - which boasts interests in cable television, publishing and the
Internet - has only worked with a handful of PR firms in the past. Most
recently, the company retained AlexanderOgilvy for the February launch
of BET.com, a dollars 35 million partnership with Microsoft, USA
Network, News Corp. and Liberty Digital Media.
VP of corporate communications Michael Lewellen, who recently arrived at
BET from Fox, said hiring a PR firm is ’within the realm of
possibility.’ While no timetable has been set, he said PR is a
’long-range objective,’ especially as BET approaches its 20th
anniversary.
Lewellen said the company will likely focus its marketing efforts on
educating trade media and its predominantly black audience on the
diversity of the company’s holdings.
He added that if BET decides to hire a firm, the company will not limit
its search to minority-owned agencies. Still, he conceded that being
black-owned ’bodes well’ for possible suitors.
