DIARY: PRWeek offers top tip to avoid mass mailout

Note to PROs selling in research and surveys: pay more attention to the details.

Corporate affairs headhunters Watson Helsby were regretting not reading the small print last month when their survey on internal comms heads was given a spread in The Financial Times.

When negotitating with the nice woman from the paper, MD Nick Helsby was vague about the cost of his research to potential buyers. Result: the word FREE in bold capitals at the end of the piece.

WH has finally sent out the last of 270 requests for a free copy. For its next piece of research, the firm has resolved to deter freeloaders by being clearer about costs.

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