Yelland picks WS over rival firms

The former editor of The Sun, David Yelland, opted to join Weber Shandwick as senior vice-chairman following negotiations to join rivals Burson-Marsteller and Brunswick, it has emerged. Yelland starts at WS on 1 July after a spell in the US, where he was senior vice-president of Rupert Murdoch’s News Corporation and a columnist for The Times. He will report to WS UK chief executive Colin Byrne.

Yelland’s 20-year journalism career includes 14 years at News Corporation and five years as editor of The Sun.

Yelland said: ‘I do not regard this as a way of finishing my career, I see it as being half-way; I am 41.

‘Too many journalists are going into PR because they think it is an easy way out, but I know it is a profession that is very different from journalism and I know I have got a severe learning curve,’ he added.

In the newly created role, Yelland will work in media relations, business development and strategy. Byrne said: ‘David will take an external-facing role, which is something that we have not had since [Lord] Chadlington sold the business and took a back seat.’

Leader, p21

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