SIA on the hunt for shop to promote bouncer licences

The newly created government body set up to regulate the security industry is on the hunt for a PR agency to give bouncers an image overhaul.

The Security Industry Authority is to stage a pitch later this month for a campaign to promote new regulations and licensing for bouncers, which come into force next year.

PR work will involve local-level media relations as the regulations are phased in nationwide. The first areas to be affected will be Hampshire and the Isle of Wight in March 2004.

The brief includes targeting bouncers and buyers of services, such as nightclubs.

SIA media relations manager Robert Buxton said he hoped the campaign would destroy the image of the profession as poorly trained.

He added: ‘We want to say to people that this is a well- trained profession that protects customers.’

Grayling, Kaizo and The Red Consultancy are all taking part in the COI Communications-managed pitch.

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