VIEWPOINT: You need more than a contacts book to survive...

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Lawrence Dore, joint founder at Mantra Public Relations, believes that agency PROs need an increasingly sophistica­ted set of skills to satisfy the needs of their in-house clients.

In this week’s podcast Lawrence says: ‘What has changed in-house is the qual­ity of the operators. Ten years ago a PR agency with basic media skills would have been perceived as incredibly val­uable. But as top consultants have gone in-house, and in-house people have joi­ned top consultancies, the secrets between the two are beginning to blur.’

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In association with Radio Lynx CONTENT T 020 7349 2020


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