PR up for review at NHS screening programmes

The NHS Breast and Cervical Screening Programme is reviewing its public relations account, which carries a budget of pounds 100,000.

The NHS Breast and Cervical Screening Programme is reviewing its

public relations account, which carries a budget of pounds 100,000.



The account is currently held by Clear Communication, which started work

with the cervical programme in 1993 and added the breast programme to

its portfolio in 1994.



’The main objective is to maintain women’s confidence in the breast and

cervical screening programmes,’ explained Linda Rolf, the independent PR

adviser to the screening programmes, who is helping with the

appointments procedure.



While Rolf said the screening programmes can also offer support to

hospitals with screening errors, she added that the recent health scares

had not led to the review. Lincoln Hospital and Kent and Canterbury

Hospital both hit the headlines in Februaryafter disclosing that

inaccurate diagnoses had been made.



The new contract will be to provide a full PR service for both

programmes.



A long list of around ten agencies will be asked to respond to the full

brief. A shortlist of three or four agencies will then be invited to

present a pitch.



The successful agency will be expected to provide a 24 hour press

office, strategic advice and internal communications to doctors and

healthcare staff working in the screening programmes.



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