2 minutes with: Joanna Higgins, Group editor, Director Publications

Director magazine has launched a campaign, entitled Good Director, to change the UK's perception of business leaders.

Tell us more.
People tend to have a stereotypical image of directors as grasping, pin­striped, pale, male and stale, but this is no longer relevant, and we are trying to improve their public image. Often there is no correlation between how people view their own boss and the Alan Sugar stereo­type. We are also looking to promote best practice among directors.

Can PR professionals help?
Very much so. The campaign launched this month, to coincide with the magazine’s 60th birthday, but will be running all year. We are looking for a broad sweep of excellent, unusual profiles that fit our readership of directors of small and medium-sized enterprises. They could be about directors who employ very strong business practices such as unusual employee training.

Do you have any other changes in the pipeline?
At the moment we do not accept unsolicited copy, such as bylined opinion from experts or directors – we get lots of good copy from readers or experts but just cannot accommodate it. But when we relaunch our website (www.director.co.uk ) in February, we will have a section for that online.

How could PROs improve the way they work with you?
As with any monthly, lead time can be a problem – ours is a minimum of eight weeks. We also need exclusivity. We really like advisory and inspiring pieces and profiles, which are not usually product led – we want stories about people.

Who should PROs contact?
Managing editor Amy Duff for profile candidates and information about best practice, section editor David Woodward for trade issues, business travel stories and lifestyle issues.

Circulation 58, 731
Lead in Minimum eight weeks
Frequency monthly
Contact 020 7766 8950

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