DIARY: Conclusive proof that sex will sell

PR agencies should step up their recruitment of husky-voiced account handlers, if the results of a recent poll are to be believed.

According to a study of more than 80 hacks, conducted by Rainier PR, 44 per cent of journalists are more likely to be tempted by a story if it is pitched to them by a member of the opposite sex.

The poll also found that 36 per cent of hacks thought of PROs as 'muppets' with little knowledge of clients' needs.

This caused Rainier MD Stephen Waddington to lament how many PROs seem 'unable to grasp' how journalists work and communicate (with one eye on all things carnal, perhaps?).

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